Local Search practitioners have been preaching for years that a business’ website should have it’s name, street address and local phone number, or NAP, in text form on every page of the site. A few years ago, we were recommending the adoption of the h-card format for this NAP information in order to make it easier for the Search Engines to identify that data on webpages. Now, we are encouraging the adoption of schema.org encoding for the NAP as that is the direction Google is moving towards.

I can’t tell you how often I see a business’ NAP on a site in text on every page, maybe even in schema, but without the business name included. NAP without the Name part is incomplete. Yes, the Search Engines can probably figure out which business that address and phone are supposed to go with, but why in the world would you make it more difficult for the Search Engines when it is so simple to make it easier for them to understand what you are trying to convey.

Here’s an example of complete NAP in Schema:

Example of complete NAP










Here are three examples of incomplete NAP on a websites:

Example of incomplete NAP










Example of incomplete NAP 2








Example of incomplete NAP 3








Please, please, please use your full NAP in your schema on your websites!


Local Business Schema-Make Your NAP Complete
Mary Bowling
Mary brings 10+ years of search marketing to her position as co-founder of Ignitor Digital. She also brings a passion and thirst for knowledge that drives her to search tirelessly for answers to questions surrounding local search data consistency issues for our clients. When not completely immersed in the internet, you can find Mary enjoying and exploring Colorado - usually by floating down a river somewhere!

2 thoughts on “Local Business Schema-Make Your NAP Complete

  • July 22, 2016 at 12:33 am

    Mary I saw you speak at Local U Seattle and am now following you religiously. Thanks so much great article! I’m going to check my markup right now to make sure it has the name! –Chris

    • April 19, 2017 at 8:35 pm

      Thanks, Chris. Never miss a chance to mark up your data!


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