26 / January 2016, Matt
When you think about online marketing, often the importance of your offline presence seems almost incidental. But an important aspect of marketing is building up your local SEO rankings. In addition, in while letting people know what you know and what you do matters, helping them find out who and where you are is paramount. Unless your business is solely an online entity, you have to be able to help your customers find you.
This is where NAP enters the equation. NAP, an acronym for name, address, and phone number, applies as a rule for improving your local SEO rankings. Building out your content library helps bring people in and thus represents a crucial aspect of your SEO strategy, but giving your contact information in a consistent, searchable way remains key to letting your local customers find you.
One of the reasons NAP data helps your rankings is that having a physical address and landline phone number builds your reputation score. Having and listing this information legitimizes your company in Google’s eyes; after all, most fake companies would not provide information for you to find their physical non-presence. Further, as listing sites and companies disperse this data through the web, the growing presence with reputable sites and information databases further boosts you in local searches.
Unfortunately, the potential for errors in your NAP data can cause you significant problems. You need to scrutinize your website to ensure the information is presented the same way each time. Any misspellings, typos, or other inaccuracies can lead to your business being presented as having more than one listed name, address, or phone number. These inconsistencies reduce your reputation score and thus your local search rankings. In addition, they make it more difficult for people to find you.
To avoid this situation, you should review your information on as many of them as possible: 411.com, yp.com, foursquare.com, Yelp, Google+, and any other general or industry-specific listing sites that may contain your information. Further, you can join most of these sites for free, and claim your listings to ensure they are, and remain, accurate.
Internet marketing for local SEO may seem like it pulls your marketing out of the physical world. Focusing part of your attention to your name, your physical address, and your phone number builds a connection between your virtual marketing presence and your tangible presence in your city and neighborhood. It helps your local SEO by giving it a company and a place to which it can connect, thus sending you the customers who can benefit most from the products and services you provide.
All of this effort to build out NAP data on your website and protect the accurate information on other listing sites can be time-consuming. Hiring the right local SEO company to help take this off your plate can allow you to spend more time on running your business and less time writing marketing copy and correcting errors. 1st in SEO can be your partner and ally in this process. Contact us today to get started.