NAP stands for Name, Address, and Phone Number—the three critical pieces of information that help search engines verify your business's legitimacy and location. For aesthetic practices, maintaining accurate and consistent NAP information across the web is fundamental to appearing in local search results and the Google Map Pack.
Name
Your exact business name as registered and displayed on your storefront.
Address
Your complete physical location including street, city, state, and ZIP code.
Phone
Your primary local phone number that patients use to reach your practice.
Why NAP Consistency Matters
Think of NAP consistency as your practice's digital fingerprint. When Google crawls the web and finds your business listed on multiple directories, social platforms, and websites, it cross-references this information to determine if these mentions all refer to the same business.
Inconsistent NAP data confuses search engines and dilutes your local SEO authority. According to industry research, 80% of consumers lose trust in local businesses when they encounter incorrect or inconsistent contact information online.
Good NAP Consistency
Identical across all platforms
Poor NAP Consistency
Variations cause confusion
How NAP Appears in Search Results
When potential patients search for services like "med spa near me" or "plastic surgeon in [city]," Google displays the Map Pack—the three local businesses that appear with a map at the top of search results. Your NAP data is what populates these listings.
Bella Vista Medical Spa
Radiance Aesthetics
Refresh Med Spa
What Are Citations?
Citations are any online mention of your NAP information. They appear on business directories, social media platforms, review sites, and other web properties. Citations serve as "trust signals" to search engines, verifying your business exists and operates at the stated location.
Common NAP Questions
How to Optimize Your NAP
- Standardize your format – Choose exactly how you'll write your business name, address, and phone number. Document this in a brand guidelines document.
- Audit existing citations – Use tools or manual searches to find where your practice is already listed online.
- Claim and verify listings – Take ownership of your profiles on major platforms like Google, Yelp, and Facebook.
- Correct inconsistencies – Systematically update each listing to match your standardized NAP format.
- Build new citations – Add your practice to relevant directories you're not currently listed on.
- Monitor and maintain – Set up alerts and regularly check your listings for unauthorized changes or new listings that appear with old information.
The Impact of NAP Optimization
When implemented correctly, NAP consistency can significantly improve your practice's local search visibility:
- Higher rankings in the Google Map Pack
- Increased trust from both search engines and potential patients
- Better click-through rates from search results
- More phone calls and consultation requests
- Improved conversion rates from organic local search
For aesthetic practices in competitive markets, proper NAP management is often the difference between appearing in the top 3 local results (the Map Pack) or being buried on page two.
Need Help with Your Local SEO?
Let us handle your citation management while you focus on patient care. Our local SEO specialists will audit, optimize, and monitor your NAP across the web.