You’ve spent countless hours optimising your website, creating local listings, using local SEO tactics, and managing your online reputation. But have you considered the importance of NAP consistency in your local SEO strategy?
As a local business owner, you know that local SEO is crucial for attracting new customers to your website.
Statistics also clearly indicate the same thing:
76% of people who search on their smartphones for something nearby visit a business within a day.
So, what is NAP consistency in local SEO, and why it’s crucial?
What is NAP in Local SEO?
NAP in Local SEO refers to Name, Address, and Phone Number. NAP is a crucial element of local SEO. It’s needed to optimise online presence and improve visibility in local search results. Here’s what each component of NAP represents:
Name: This refers to the official name of your business.
Address: The address includes your business’s physical location.
Phone Number: Your business phone number that customers use to reach you.
What is NAP Consistency in Local SEO?
NAP consistency refers to the accuracy and consistency of your business’s name, address, and phone number are consistently listed the same way across all online platforms.
This includes your website, local directories, social media profiles, and review sites.
For example, if your business name is “ABC Corporation” on your website, it must be listed the same way on all other online platforms and not listed as “ABC Corp” or “ABC Corp.
The Importance of NAP Consistency in Local SEO
NAP consistency is crucial for local SEO because it helps search engines accurately display your business information to potential customers.
For local business results, local citations are one of the dominant signals to search engines like Google and Bing that your business is authentic and that the information it could serve users is accurate.
Inconsistent NAP information can lead to confusion for potential customers.
This is why businesses with consistent NAP around the web are ranked higher. Because to search engines, consistent citations mean you care about providing searchers with the correct information.
A study by BrightLocal in 2018 also found that 93% of consumers are frustrated by incorrect information in online directories.
How NAP Consistency Affects Your Business
Inconsistent NAP information can have a negative impact on your local SEO and your business.
For example, if Google displays different phone numbers for your business on multiple platforms, potential customers may be confused about which number to call. This can lead to missed calls and lost business.
Additionally, inconsistent NAP information can negatively impact your business’s credibility and trustworthiness.
If customers can’t find accurate information about your business online, they may be less likely to trust your business or choose to do business with you.
73% of users lose trust in a brand if their business listing contains inaccurate data.
How to Check NAP Consistency
The first step in ensuring NAP consistency is to check your business’s information across all online platforms.
Start by searching for your business on Google and note how it appears in search results.
Next, check your social media profiles, search for your business on the directories you have submitted your business to and compare the information to what’s listed on your website.
Make a list of any inconsistencies or inaccuracies you find and prioritise them based on the potential impact they could have on your business.
How to Fix NAP Inconsistencies
If you find inconsistencies or inaccuracies in your NAP information, it’s crucial to take action to fix them as soon as possible. Here are seven steps you can take to fix NAP inconsistency.
1. Perform an Audit
Start by conducting a comprehensive audit of all the places where your business information is listed online. This includes your website, Google My Business listing, online directories, social media profiles, review sites, and other platforms where your business has a presence.
2. Identify Inconsistencies
Compare the NAP information across these platforms and identify any discrepancies or inconsistencies. Look for differences in spelling, abbreviations, correct phone number, and address variations.
3. Prioritise High-Impact Platforms
Start by addressing the platforms that can impact your local SEO the most. This typically includes your website, Google My Business, and directories like Yelp, Yellow Pages, etc.
4. Update Your Website
Ensure that your website reflects accurate and consistent NAP information. Update the contact page, footer, and other relevant sections with the correct name, address, and phone number. Double-check for any discrepancies or outdated information.
5. Claim and Verify Google My Business
Claim and verify your Google My Business listing if you haven’t already. This allows you to manage and update your business information on Google. Make sure your NAP details are accurate and consistent with other platforms.
6. Update Online Directories
Update your business information in online directories and local citation sources. Start with major directories and platforms relevant to your industry. Update the NAP information to ensure consistency.
7. Monitor and Respond
Regularly monitor your online presence for any new instances of inconsistent NAP information. Additionally, respond to any customer reviews or inquiries regarding NAP inconsistencies and address them professionally.
Best Practices for Maintaining NAP Consistency
Maintaining NAP consistency requires ongoing effort and attention. Here are some best practices for ensuring your business’s NAP information remains consistent across all platforms:
– Use the same format for your business’s name, address, and phone number across all platforms
– Avoid using abbreviations or variations of your business’s name
– Keep your business’s contact information up-to-date
– Regularly monitor your business’s online presence for inconsistencies or inaccuracies
Local SEO Benefits of NAP Consistency
Maintaining NAP consistency can benefit your local SEO and boost your business’s success.
Here are some key benefits of NAP consistency in local SEO
Enhanced Local Rankings
Consistent NAP information signals to search engines that your business is reliable and trustworthy. This can positively impact your local search rankings.
Improved User Experience
Consistent NAP details make it easier for potential customers to find and contact your business.
Avoid Confusion and Lost Opportunities
Inconsistent NAP information can confuse potential customers and lead to missed opportunities. Consistent NAP details ensure customers can locate and contact your business, minimising confusion and maximising opportunities.
Establish Local Brand Identity
It builds trust and familiarity with your target audience when your business consistently presents accurate information.
Conclusion: NAP Consistency as a Crucial Part of Local SEO
If you are a local business, ensuring NAP consistency is crucial for a local SEO strategy.
You can improve your local search rankings, increase your visibility to potential customers, and drive more customers by maintaining accurate and consistent NAP information across all online platforms.
Don’t let inconsistent NAP information hurt your business’s online presence. Take the time to check and update your NAP information today.
If you have numerous inconsistencies across various platforms or struggling to manage the process yourself, consider hiring an SEO agency.
As a local SEO agency, we can help you streamline the process, monitor your online presence, and ensure NAP consistency across platforms.
We have the expertise to help you make a solid presence that your customers remember. Get in touch now!
