Why maintaining local SEO NAP consistency is important

So, you’ve followed the betterbunch tips and tricks to setting up your Google Business Profile for local success.  Well done, you’re almost there!

Now that the basics are sorted, let’s get physical.  More specifically, we're looking at your business's physical address and contact information - also known as NAP (name address and phone).

What is NAP consistency?

NAP consistency refers to the accuracy of a location-based business's name, address, and phone number across all business listings, local directories, social media profiles, and websites.  That word – “all” – is important.

The uniformity of your company's information on the web is referred to as NAP consistency.  It's widely considered a search ranking factor for local search engine optimisation (SEO).  It can also help you earn a place in Google’s coveted map pack.

Why is NAP consistency important?

When a company's name and contact information is mentioned online, it essentially amounts to what we call a local citation. According to Moz's 2018 Local Search Ranking Factors, they ranked "Citation Signals" as the fifth most influential factor for local search rankings. 

These signals encompass a variety of platforms like directories, mentions by chambers of commerce, social media, and other business association pages where your business information is displayed. 

It's important to note that citations don't always have to include links back to your website to send positive signals to search engines about your business.  The key here is to maintain consistent and accurate data across all your business listings, as this serves as a crucial indicator to both Google and Bing that your business is indeed legitimate.

Google LOVES consistent NAP information

Consistent NAP information is the secret to winning Google's heart.  When your business info is accurate and consistent, Google rewards you with better rankings.

Consistent NAP helps you rank higher in local search results

Consistent NAP multiplies your inbound customers

With consistent NAP, you’ll get more phone calls, increase foot traffic and phone enquiries – resulting in more money-in.

Consistent NAP gives you an edge over the competition

Naturally, as your business starts to build up its equity in the algorithm, those local competitors of yours with inconsistent information will be left in the digital dust as you become the shining star in the results.

How NAP citations can determine your visibility to potential customers

Take a moment.  Check: Is your company's name, location, phone number, and website information the same wherever it gets mentioned online?

What about those times when you searched for your business and spotted listings on Yelp or Yellow Pages, when no one inside the business ever actually created those profiles?  

That’s because big data is big money, and yours is being mined.  Data companies collect, verify and distribute your business information to all of those online nooks and crannies.  And yes, those links (commonly known as backlinks) are all helping you with Google – so it’s not a bad thing, per see.

It’s just you need all of that information to match up. 

How to identify if you have NAP consistency issues

Unfortunately, there's no magic wand on this one.  You simply need to get started with an audit, and correct a couple mistakes as you go.

Cross-check your business name (spelling and spacing are important too), phone numbers and business address across all the major sites. bNote any inconsistencies that you spot, then you’ll need to manually update those listings by reaching out to the relevant directory provider.

But if they reappear after a few days, don't be shocked.

Since there isn't a single authority for business data, even if you correct one listing, that site can find your NAP information displayed again somewhere and automatically update it. Be encouraged because it is possible to clean up without harming the environment, despite how repetitive it may be.

Pay attention to the exact details of your NAP

Make sure that whenever you make a change to your business details, you let Google know by updating your Google Business Profile listing.  Also, be aware that Google really doesn’t like it if you write e.g. “Road” one way, then abbreviate it to “Rd” the next time.  Stay consistent. 

Your NAP consistency checklist

To get started, we've compiled a list of common places to check your business NAP information.

• Your website
• Google Business Profile
  
• Localist
• Finda
  
• Neighbourly
• Yellow Pages
• NZS
• Local Chamber of Commerce
• Facebook/Instagram and other social media
• Industry-specific directories (e.g. Yelp, Builder's Crack)
  

Consistency is key when it comes to NAP information. By following the 5-step strategy below and regularly monitoring and updating your NAP details, you'll enhance your local search engine optimisation efforts, improve your online presence, and make it easier for potential customers to find and contact your business.

A 5 step strategy for maintaining your NAP

1.  Audit your current NAP information

• Start by conducting a thorough audit of your existing NAP information across all online platforms, including your website, directories, social media profiles, and any other online listings.
• Create a spreadsheet to document all instances of your NAP, noting any discrepancies or inaccuracies you find.

2.  Correct any inconsistencies

• Once you've identified discrepancies, prioritize correcting them. Update all incorrect or outdated NAP details to ensure accuracy.
• Pay close attention to variations in your business name (e.g., "ABC Inc." vs. "ABC Incorporated"), address (e.g., "123 Main St." vs. "123 Main Street"), and phone number formatting.

3.  Claim and optimise your local listings

• Claim ownership of your business listings on popular platforms like Google My Business, Yelp, Yellow Pages, and other relevant directories in your region.
• Optimise your listings with accurate NAP information, high-quality images, business hours, website links, and a compelling business description.

4.  Implement a system for ongoing monitoring

• Establish a system to monitor your NAP consistency regularly. Tools like Moz Local, Yext, or manual checks can help.
• Set up alerts to notify you of any changes or new listings related to your business.

5.  Maintain regular updates

• Keep your NAP information up-to-date by immediately making changes whenever there are modifications to your business name, address, or phone number.
• Encourage customers to leave reviews on your Google My Business listing, as reviews can help validate your business information.