If you want to drive traffic to your business, you need to give your customers good directions. This is what NAP (name, address, and phone number) information is all about.
Your customers need accurate contact information about your business in order to find you, and the NAP info provided in listing directories is where search engines get that information.
Search engines like Google, Yahoo, and Bing pull information about your business from directories. Your business’s NAP information needs to be correct in these directories before the search engines can get it right.