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Layers beyond NAP — why owners should care
Status: working essence (2026-09-15 session) — not locked
Audience: GeoLocal POR / owner-language planning
NAP is the floor
NAP = Name, Address, Phone. Matching identity across Core listings is the floor. Without it, Maps and assistants can’t reliably find the business.
Three layers above NAP
1. Shared listing basics (Core 3)
Category, hours, website, short description, service-area/address mode — same job on GBP, Apple Business Connect, and Bing Places: what you are, when you’re open, how to reach you.
Field SoT: ../product/genre-packs/core3-field-map.md.
2. Provider listing extras
Platform-specific depth beyond the shared basics, e.g.:
- GBP: services (
serviceItems), products, posts, Place Actions, category-dynamic attributes, photos - Apple: Good to Know, richer hours types (normal / service / temporary), About, Actions (as offered)
- Bing: thinner extras
This moves the owner from “they can find me” → “they know what I do.”
3. Provider brand / capability stacks
Specialized capability above listing extras:
- Apple Stack (clearest unified OS): Brand (logo, Style Guide) → place card that carries logo/cover into Maps and Wallet/Pay, Showcases, approved Actions, Insights
- Google: rich but fragmented — GBP listing extras + adjacent products (Brand profile, Merchant Center, Pay/Wallet console branding). Not one Apple-shaped brand OS
Sources: ../product/genre-packs/SOURCES.md.
Why business owners should care
| Layer | Owner outcome |
|---|---|
| NAP | Findable — assistants and Maps can match you |
| Shared basics + extras | Understandable — what you do, when, how to reach |
| Stacks (esp. Apple Actions / Google Place Actions) | Chosen and acted on — directions, call, book, order |
Discovery foundation → AI readiness is this ladder: exist → know what you do → recommend / act. NAP alone is not enough for “most recommended bakery for muffins.”