NAP stands for Name, Address and Phone number. A citation is any online mention of those details, whether on a directory, social profile, map app or news article. Consistent citations help search engines trust that your business is real and located where you say, which supports your rankings in local SEO.
Why consistency matters
Search engines cross-check your details across many sources. If one site lists “Smith & Sons Ltd, Unit 4” and another lists “Smith and Son, 4 Mill Lane” with an old phone number, the signals conflict. Inconsistent data can weaken local rankings and send customers to the wrong place.
Structured vs unstructured citations
- Structured: business directories with set fields, such as Yell, Bing Places, Apple Business Connect, Thomson Local, Yelp, Facebook and industry directories.
- Unstructured: mentions in blog posts, news stories, event listings or supplier pages.
Core UK citation sources
- Google Business Profile (see our Google Business Profile guide)
- Bing Places for Business
- Apple Business Connect (Apple Maps)
- Yell, Thomson Local, Scoot, FreeIndex, Cylex
- Facebook, LinkedIn and Instagram business profiles
- Trustpilot, Yelp and Checkatrade or Trustatrader for trades
- Industry bodies and associations relevant to your field
- Local chamber of commerce and council business directories
How to build citations
- Decide on your exact NAP format, including how you write the street, suite and phone number.
- Use it everywhere, matching your website footer and contact page.
- Start with the core platforms above, then add industry and local sources.
- Complete every field: categories, hours, description, website, photos.
- Use a tracked phone number carefully; keep your main number as the primary.
How to find and fix inconsistent citations
- Search Google for your business name with old addresses and phone numbers.
- Use a citation audit tool such as BrightLocal, Whitespark or Semrush Listing Management.
- Log in to each listing and update it, or contact the directory to correct it.
- Merge or remove duplicate listings.
Moving premises or changing phone numbers? Update the major sources first, then work down the list.
How much do citations matter today?
Citations are a foundation rather than a growth lever. Once your core listings are accurate, more directories give diminishing returns. Reviews, links and your profile’s relevance usually matter more. See online reviews and SEO.
Add NAP to your website
Show full NAP details on your contact page and footer, and mark them up with LocalBusiness schema markup.
Frequently asked questions
Do citations need links?
No. An unlinked mention still counts as a citation.
Should I pay for citation services?
They save time for multi-location businesses. Single locations can do it manually.
Related terms
See backlinks, ecommerce SEO and the SEO encyclopedia.
Mr. SEO
Mr. SEO is the webmaster at SEO TT - SEO tips and tricks, a publication about all things SEO related.