Most online visitors rely on search engines and social media platforms to discover the best products and services. NAP (Name, Phone number, and Address) of businesses has become one of the key elements in local SEO lately. It’s a must for brands that want to expand their customer base and rank higher in SERP (search engine result pages).
Why NAP consistency really matters
The latest technological advancements and customers’ behaviour are contributing to the way digital marketing trends keep evolving. NAP offers businesses a means to communicate the most important information about them at a glance. It’s among the top factors that the Google algorithm uses to determine search results and the authenticity of a brand.
The search engine usually compares the listings of each business on different sites and give preference to the ones that provide matching NAP signals. On the other hand, having several NAPs can make Google assume they belong to different companies. It’s imperative to maintain consistency to enjoy the many benefits of local SEO.
How NAP is influencing local SEO
Local SEO is providing an ever greater avenue for small businesses to reach a wider audience which is why savvy small business owners are not leaving anything to chance and weave NAP around their SEO campaigns. This enables them to appear on Google’s first page during geo-targeted searches.
Besides, it gives them an edge over other similar businesses that are yet to join the bandwagon. This will, in turn, help them to drive more traffic to their sites and increase their chance of getting quality leads.
5 Best practices for getting the most from your NAP listings
Some small businesses are yet to take this step due to a lot of reasons while others are doing it the wrong way. It will be difficult for such businesses to remain visible to their target audience. These suggestions can come in handy during your NAP listing exercise.
Choose the best NAP
Maintaining consistent NAP starts with using the official name you entered when registering your business. Using any other variation or a nickname may hinder your SEO efforts. The ideal thing is to stick to a particular notation as you write your address and phone number format.
Take note of the abbreviations you use too. These little details are often overlooked but they matter. This applies to your offline materials such as business card, brochure, and invoices.
Place it on your website
A professionally designed website with an exceptional UX is crucial for building trust with customers and getting a higher conversion rate. Try to place your NAP in text format on the contact us page of your website. In case your business has several locations and phone numbers, create separate listings for clarity.
This will go a long way to boosting your organic ranking whether a search is carried out via mobile or desktop. Endeavor to adopt white hat SEO tactics in your digital marketing strategy and during SEO campaigns. Businesses without a website can also maximize NAP and get the desired results.
Set up a Google My Business profile
This is a basic step that must be part of your SEO strategy. Add your URL and quality images during this process. Remember to add the right keywords you want to rank for in the description section. It should also describe your business succinctly.
Avoid using P O Box addresses because Google expects businesses to have a valid physical address. Consider submitting your information on other search engines listing services like Yahoo Local Listing and Bing Business Portal. It doesn’t matter whether you use them or not.
Get listed on local directories
The importance of getting listed on social directories and major search engines can’t be underemphasized. It’s an effective approach to building backlinks. Directories still hold great potential for small businesses in this era. You can take advantage of the paid or free options when creating listings on local directories. The important ones are Yelp, Foursquare, Angie’s List and Yellow Pages.
Getting listed on other local websites in your industry locally can amplify your reach. Make sure that you update all your information as soon as you make any changes. Incorrect citations across the web can make prospective customers lose trust for a brand.
Communicate with your team
Try to provide accurate information and encourage your staff to cross check each time they use it. Check all your online profiles including social media pages and websites from time to time and make corrections when necessary. It’s better to delegate this task to a team member with great attention to detail.
Alternatively, you can hire professionals to handle your NAP listings and avoid the common mistakes. However, do your due diligence to confirm that they have what it takes to deliver meaningful results in the long run. This is a great option for brands that lack the time to focus on the process and still want to boost their local SEO ranking.