Host Ryan Davies welcomes guest Naren Arulrajah for a discussion on NAP consistency, a critical factor for local SEO, especially for aesthetic practices. NAP stands for Name, Address, and Phone Number, and keeping it consistent across online listings is crucial for good search engine ranking and building trust with potential patients.

The discussion highlights the negative consequences of inconsistent NAP, including increased marketing costs and a lack of patient trust. It also offers solutions, like regularly monitoring and verifying NAP information and potentially seeking professional help to manage and optimize NAP profiles.