Does NAP Affect SEO?
NAP is one of the most crucial factors that can enhance a company’s SEO, more specifically, local SEO. First, we must understand what NAP is and how it relates to SEO. NAP is the acronym for a company’s Name, Address, and Phone Number.
Of course, NAP is an important factor considering that it is the main information that a consumer would need in order to contact a business. NAP consistency is important across all platforms when a business is optimizing its website and its overall online presence for local search engine optimization. It is very important that name, address, and phone number (NAP) information is accurate, as search engines like Google value accurate information that it provides to users.
Does NAP Affect SEO?
Why Is NAP Important For SEO?
NAP is important, especially for Google where businesses have to register themselves on the Google My Business (GMB) listings. With Google’s recently updated algorithm for local searches, accurate NAP information is extremely important.
When there is consistent and correct NAP information across all platforms and listings online, the better local search rank a business will have on Google. Google will analyze the business’s contact information across the website and other platforms and create citations for their Google My Business listing. These citations are important for Google to make sure that the business is legitimate. A Google My Business listing also helps companies build trust amongst potential customers.
What Are The Issues If NAP Is Done Incorrectly?
Due to the fact that Google values the consistency of information across listings, it can affect your search ranking highly. While there are many different factors that contribute to Google SEO rankings, some studies have found that NAP has the possibility of impacting a business site’s performance as high as 15 percent. That’s a big difference!
Google is an intelligent search engine that can pick up the slightest discrepancies. When discrepancies occur, Google is less trusting of the business and its legitimacy. Inconsistent NAP can also create a user experience that is poor which then leads to other SEO ranking factors being affected. In turn, this will drop the business further in the search rankings.
Businesses that suffer the most from inaccurate NAP information across listings are the ones that depend on sales in their local area. In order to drive sales within a local area, it is important for businesses to be found easily by consumers on Google. Being easily found on Google helps businesses drive awareness amongst their local community and maintain relevancy amongst its consumers.
Recent studies have identified that 86 percent of consumers use Google to find local services and offerings. That’s a big percentage that should push any local business to enhance their SEO and ensure that their NAP information is correct and consistent across all directory listings.
How Does A Business Enhance Their NAP SEO?
There are a few important steps that businesses can take to enhance their NAP SEO. The most important step is conducting an audit of all sites and listings the business can be found on, including social media profiles. The correct business address (if applicable, include the suite number), name, and phone number information should be displayed across all listings and easily identifiable for both consumers and Google.
One thing to take note of is that a business should never have their NAP information in a picture format. Google will not be able to identify this information easily, therefore, it must be typed for the best results.
The next important step is to make sure the business claims its listing on Google My Business. Google will also help identify any listings that potentially have incorrect information. However, this should still be double-checked internally to be sure.
If the business has multiple locations, then there need to be more meticulous checks that the correct information is provided for each location (double check google maps). This will ensure that the local searches are accurate and not confuse the consumers that are looking at the business listings.
Conclusion
As mentioned above, the NAP information of a business is vital to an effective SEO strategy. It is a small factor that has a great influence, and when it is done correctly, NAP can lead to higher local search rankings.
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