Should Different Website Properties Have Different NAP?

By April

 

In the 283rd episode of Semantic Mastery's weekly Hump Day Hangouts, one participant asked if different website properties should have a different NAP.

The exact question was:

Should different website properties have different NAP? (Name, address, phone number?) Working with an umbrella corporation that has multiple ecomm website brands. I want to have SEO Power Shields for each individual ecomm property, but worried about any penalties or issues that may occur with shared or overlapping NAP? Is uniqueness important in structured data for each site? Also curious which URL shortner you suggest these days since Google has stopped their shortner service. Bitly, Owly, the new Google Firebase Dynamic Links (FDL)? Or the MGYB URL shortner? What would be best practice? Thank you! -Ed

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