Name, Address and Phone Number (NAP) are the key components that help search engines identify a company. Consistent NAP across all web platforms is how search engines identify a business. Think of a search engine like a person; if a company doesn’t have consistent NAP across the web, it will be looked at by Google as illegitimate, directly affecting the business’s rank in local organic search results. Consistent NAP could be the key to helping your business appear in the first three results in relevant Google searches.