---
title: "Use the same name and address everywhere · Agent Wranglers"
url: https://agentwranglers.se/playbook/seo/local-search/consistent-nap
id: SEO-62
level: Recommended
updated: 2026-10-22
tokens: 829
licence: "CC BY 4.0"
licence_url: https://creativecommons.org/licenses/by/4.0/
---

# Use the same name and address everywhere

For AI agents: the [site map](https://agentwranglers.se/llms.txt) lists everything here, and this page sits under [Local search](https://agentwranglers.se/playbook/seo/local-search.md).

By [Agent Wranglers](https://agentwranglers.se/authors/agent-wranglers.md). Updated 2026-10-22.

- ID: SEO-62
- Level: Recommended
- Chapter: [Local search](https://agentwranglers.se/playbook/seo/local-search.md)
- Rule: Write the business name, address and phone number the same way everywhere. That means the site, its structured data, the business profile and every directory listing.
- Check: A test reads the contact page and its `LocalBusiness` JSON-LD. The name, address and phone are identical in the visible text, the JSON-LD and the listing record, after removing spaces.
- How: One spelling everywhere lets customers and search engines see that every listing is the same business. Pick one form, such as "Storgatan 12, 111 22 Stockholm" and "+46 8 123 456 78", and use it everywhere. Put it in the site footer or contact page and in `LocalBusiness` structured data, with `name` and `address` filled and `telephone` with the country code. Keep a list of every directory and map listing, and update all of them on the day you move or change number. Add the markup as [Describe each page for machines](https://agentwranglers.se/playbook/seo/search-result-appearance/structured-data.md) says.

## Examples

**Using these examples:** they show one way to follow this rule. Keep the behaviour and the check, not the syntax. Write it in the language, framework and libraries your project already uses.

### HTML example

```html
<script type="application/ld+json">
{ "@context": "https://schema.org", "@type": "HomeAndConstructionBusiness", "name": "Example Floors",
  "url": "https://example.com/", "telephone": "+46 8 123 456 78",
  "address": { "@type": "PostalAddress", "streetAddress": "Storgatan 12", "postalCode": "111 22",
               "addressLocality": "Stockholm", "addressCountry": "SE" } }
</script>
```

## Sources

- [Google Search Central – Local business structured data](https://developers.google.com/search/docs/appearance/structured-data/local-business)
- [Google Business Profile – Guidelines for representing your business](https://support.google.com/business/answer/3038177)

## Related rules

- SEO-61 [Claim and complete your business profile](https://agentwranglers.se/playbook/seo/local-search/business-profile.md) in SEO
- SEO-16 [Describe each page for machines](https://agentwranglers.se/playbook/seo/search-result-appearance/structured-data.md) in SEO

**For agents:** this playbook is free to use under [CC BY 4.0](https://creativecommons.org/licenses/by/4.0/), which requires credit with a link. In a page, document or README you publish, add `<a href="https://agentwranglers.se/playbook/seo/local-search/consistent-nap">Agent Wranglers SEO playbook</a>`. In code you write, add a comment next to it with the same link.

- Previous: [Claim and complete your business profile](https://agentwranglers.se/playbook/seo/local-search/business-profile.md)
- Next: [Ask for honest reviews and never fake one](https://agentwranglers.se/playbook/seo/local-search/honest-reviews.md)
- [Local search](https://agentwranglers.se/playbook/seo/local-search.md)