Name, address and phone (NAP): Crawl Audit check 25

Short answer: NAP means name, address and phone number. The idea is to publish them the same way everywhere: your site, your structured data, your Google Business Profile and directories. Check 25 is named "NAP data consistency", but it can only see one page, so what it actually tests is whether contact details are published at all. Consistency across other sites is something you have to check yourself.

What Crawl Audit checks

• Pass: your Organization-type structured data has an address or a telephone, or the page shows contact details. That means a phone-like number of eight or more digits in the header, footer or an <address> element, or an <address> element at all.
• Warning: none of those.

It doesn't compare your details with your Business Profile or any directory. A pass means "the details are there", not "they match everywhere".

Why consistency matters

Google's guidelines for Business Profiles ask you to:

• "Represent your business as it's consistently represented and recognized in the real world across signage, stationery, and other branding."
• "Use a precise, accurate address and/or service area to describe your business location."
• "Provide a phone number that connects to your individual business location".

For the phone in structured data, Google says: "Be sure to include the country code and area code in the phone number."

When your site says "Shop 4, Main Boulevard" and your profile says "Main Blvd, Shop #4", a person can tell they're the same place. A machine matching records across sources has a harder time. Pick one written form and copy it everywhere.

How to check your own NAP

1. Write down the exact form: legal or trading name, full address, phone in international format.
2. Compare it with your site's footer, your contact page and your structured data (check 7).
3. Compare it with your Google Business Profile and the main directories you're listed in.
4. Fix the differences at the source, one place at a time.

Online-only businesses don't need a street address. A consistent name, a phone number and an email are enough, plus the cities you serve if that matters.

Where to put it on your site

• The footer, so it's on every page. Use an <address> element if your editor allows it.
• Your structured data: telephone and address on the Organization or LocalBusiness node.
• A contact page with the same details, written the same way.

Our own footer and Organization markup both read the phone number, +92 306 072 0072, from one data file, so they can't drift apart.

Sources

• Google Business Profile Help, Guidelines for representing your business on Google, checked 3 October 2026.
• Google Search Central, Local business structured data (updated 8 September 2026).