NAP in local citations stands for Name, Address, and Phone number. These are the three most critical pieces of information that search engines use to determine the legitimacy and relevance of a business. A consistent NAP across all online platforms can help improve a business’s ranking in local search results. It’s a key factor in search engine optimization (SEO) as inconsistencies can lead to lower rankings. Search engines trust the accuracy of a business’s information when it’s consistent everywhere on the internet, which in turn, can increase the chances of appearing in the top local search results.