Should Different Website Properties Have Different NAP?

In the 283rd episode of Semantic Mastery's weekly Hump Day Hangouts (https://www.youtube.com/watch?v=M5DH84Ep_o4), 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 If you're an agency owner or consultant that wants to get more clients, grow your revenue and scale your team so that they can work less and earn more. If you want to learn more about this, go to https://ift.tt/3bS6SK2 Start with the Battleplan - your "Art of War" Playbook that combines decades of distilled SEO Experience and Cutting Edge Practices: https://ift.tt/2rmHAjA Ready to start OR grow profitable local digital marketing agency? Join the Semantic Mastery MasterMIND: https://ift.tt/2hBRPfl Join the discussion live each week for FREE (or ask questions ahead of time): https://ift.tt/2jraJoK And, if you want to get notifications of upcoming weekly SEO Q&A webinars "Hump Day Hangouts" sign up here: https://ift.tt/1NZu6N2 Stay up to date with the latest videos and training by subscribing to the Semantic Mastery Channel: http://www.youtube.com/subscription_center?add_user=semanticmastery More videos about SEO: https://www.youtube.com/watch?v=20AURKe0smg&list=PL1oO3mUVEcfpUc753HsfSJpvv4bicf5_M More videos about Lead Generation: https://www.youtube.com/watch?v=WSW-bwm-Lko&list=PL1oO3mUVEcfrS3wwtHTt6Ls24_8_ZAZJK More videos about SEO Questions Answered on Hump Day: https://www.youtube.com/watch?v=OYv44gXnC68&list=PL1oO3mUVEcfo33kNReI6LwcM3MfgGoVpm Lastly, come join us in the Semantic Mastery Facebook group: https://ift.tt/1KpjAzH