Name Address Phone number – NAP

Local SEO is not difficult but it does require that you pay attention to the details and getting your name, address and phone number (NAP) correctly formatted and consistent across all of your citations is one of the areas where you really do have to pay attention to detail.

There are plenty of posts out there about how to do this for a US business but not so many for those of us in the UK so rest of this post will take a quick look at first getting your NAP correctly formatted.

Correct Format for UK Addresses


The address for a UK business should be correctly formated as follows:

Line 1 – the business name
Line 2 – building number and street name
Line 3 – locality name, if required
Line 4 – POST TOWN, please print in capitals
Line 5 – POSTCODE, please print in capitals, in full and on a separate line


Bowler Hat
112 Zellig – The Custard Factory
B9 4AA


On a website that may look a little more like this:

Bowler Hat, 112 Zellig – The Custard Factory, Digbeth, Birmingham, B9 4AA.


Telephone Number Formats


Telephone number should also be correctly formatted and the format varies around the country so please check here for the correct format:


Generally this will be dependant upon the area code being either 3, 4 or 6 digits and formatting will be:

xxx xxxx xxxx
0121 314 2001

xxxx xxx xxxx
0201 234 5678

xxxxx xxxxx
01204 12345

xxxxx xxxxxx
01204 123456

There are also some variations on this theme and some people like to divide the parts of the phone number a space, others with a hypen (-) and some folks even like to do this with a period (.).

0121 314 2001

Consistency is key


If all of this seems a bit fussy, well, it kind of is. Ultimately, what really matters most is consistency so pick a format for your address and phone number including any variable elements of your name (Ltd, Limited) and stick with it.

Don’t forget consistency with any offline materials – if you already have a perfectly well-formatted address and phone number on your marketing materials then using across your online listings makes a lot of sense.


Putting the pieces together


The final NAP with address and phone number is going to look something like:

Bowler Hat, 112 Zellig – The Custard Factory, Digbeth, Birmingham, B9 4AA. 0121 314 2001


NAP – Name, Address & Phone Number


Now you have your perfectly formatted and consistent address you now want to make sure that your website, social platforms, profiles and all business directories use the exact same address.

Pay particular attention to:

  • Your Website
  • Google Places / Google+ Local Listings
  • Business Directory Listings


If you have lots of existing listings then you can track them down with some advanced search queries. You are going to want to search for your business name, postcode and remove any mentions of your own site. That is going to look something like:

“Name” “Post Code”


So, for Bowler Hat it would be:

“Bowler Hat” “B9 4AA”


This will give you the tools to find and update any existing listings that exist so get your Google-Fu on and track down all those listings, audit the name, address and phone number details and get yourself a spreadsheet together.


Don’t get caught NAPping


Getting your name, address and phone number consistent across your website, social profiles and external citations is not the entire picture but it will get you a good way to Local SEO success.


If you have any questions or comments give us a shout over on Facebook or Twitter and we are only to happy to help.




3 Responses

  1. The telephone format examples have several errors. The example numbers don’t match the number of x’s and two of the example numbers have been transposed.

    3-4-4 xxx xxxx xxxx 020 1234 5678

    4-3-4 xxxx xxx xxxx 0121 314 2001

    5-6 xxxxx xxxxxx 01204 123456

    5-5 xxxxx xxxxx 01204 12345

    6-5 xxxxxx xxxxx 015395 12345

    6-4 xxxxxx xxxx 016977 3001

    1. Hey Ian. Great feedback. I wanted to give a general overview here as there are so many variations. Much better overview on link in the post: Thanks for your input though, there is always so much more to learn it would seem so any feedback is sincerely appreciated. Take care. P.S. There were typos here in the number formats – I have fixed them. Thanks again.

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