October 26, 2022 | Categorised in:


“What is NAP?” This is one of the most common questions we get asked as SEO experts. NAP simply stands for name, address, and phone number. When it comes to local SEO, NAP data can be a big deal—and if you’re not using it correctly on your website, then you might be missing out on new clients or even losing business opportunities and possible conversions. If you are wondering if NAP information and user experience affect SEO, stay tuned to this article as we explore this question a little deeper.

Does NAP information affect SEO?

NAP information is super important for local businesses because it’s what search engines use to find you. Your business’s NAP is vital if you want your website to rank well in Google search results, as well as on other platforms like Bing and Yahoo!

Search engine algorithms look for NAP information when they crawl a website. They check the site’s HTML code to make sure that the content matches up with what they see in the metadata. If there are any discrepancies between these two things, then it could be considered spammy behaviour by Google and create negative consequences for your site, like being penalised or even blacklisted by Google altogether!

How can you improve your NAP information?

Now that you know the impact that NAP information can have on your SEO, it’s time to do what you can to improve your profile. Here are some tips for improving your NAP information:

1. Ensure Consistency

Make sure that your NAP information is consistent across all of your online listings. Be wary of any changes in phone numbers or addresses as they can confuse potential customers and lead them astray.

 2. Make it Easy to Find and Read 

Your business name should be prominent on every page, so make sure it’s not buried in a sea of text! Also, make sure that users will be able to find out how many locations you have nearby without having to scroll through an entire page full of data points like hours of operation and contact info (although these things are important too).

 3. Make it Accurate and Up-To-Date

If there are any inaccuracies or errors in the data provided within each listing, then update those listings immediately, so that nothing stands out as being incorrect when someone checks. 

Does user experience affect SEO?

In short…yes, user experience does affect SEO. You may not realise it, but your NAP information and user experience can have a huge impact on your SEO strategy. If you’re already doing everything right, great! But if not, here are some simple things that can improve both:

1. Make Sure Your Site is Mobile-Friendly

This means it’s fast on any device and doesn’t require users to scroll horizontally or zoom in on content.

 2. Make Sure Your Site Loads Quickly

Google gives priority to sites that load quickly because they’re more likely to have relevant content (so they’ll rank higher). Plus, if users aren’t waiting around for page after page of content to load before getting what they need, or nothing at all, they’ll trust you more and be more likely to return.

 3. Make Sure Your Site is Easy to Use and Navigate

If someone wants quick answers from an article or a blog post but finds that navigating around it beforehand takes longer than reading itself does; chances are good they won’t come back again anytime soon.

Boost your Ranking in Local Search

The cornerstone of NAP information is that it allows you to communicate with Google and let them know how they should present your information on their platform. This means that if you have a website, but don’t have any NAP information set up, then Google can only show whatever information is already on your site as far as what listings people see when they search for your product or service.

However, when you add all three pieces together (business name, address, phone number), then not only do you give yourself an advantage over those who don’t have this data set up correctly; but also Google will be able to use this data to better understand what pages need to be crawled and indexed by crawling bots.


In conclusion, it’s clear that there is a link between NAP information and user experience. Optimising both of these aspects of your business can help you rank in local search and drive more traffic to your site. The key is to make sure that the user experience on your website aligns with what people would expect when they search for businesses by name or category. If users can easily find what they are looking for without having to scroll through irrelevant content, then this will increase conversions which in turn leads directly back to more revenue!

Training your staff on how to optimise NAP information and user experience will help your organisation maintain a strong, long-term SEO strategy, and we do just that! Reach out to a member of our team to learn more about how we can aid you in optimising your SEO practices.