What is NAP and why is it important in local SEO?

Let’s start by defining what NAP is. NAP is an acronym for: name, address and phone number. The NAP for your business should always be correct and always be consistent when trying to optimize your website and online presence. For example you shouldn’t use a mobile number in one case and a landline in another. Google values accurate information for its users. 

What makes NAP so important for local SEO?

Having the correct NAP across all of your listings is very important for local SEO. Google searches through all of these listings when searching for information about your business. This date is stored and used when it is determining the ranking of a website. Incorrect information in your NAP can lead to not only confusion for your customers but also for google when trying to help your website rank higher. It could also cause a poor user experience when someone searches through your site. 

Problems following an incorrect NAP listing

Google values continuity in your listings. When all of your listings have the correct information on them, Google can confidently say that your contact information is correct and easily pass it on to the relevant queries. Having differences in your NAP will cause a lower ranking because Google will see discrepancies in the information this will mean that it is not 100% sure that you're the right person for the searchers enquiry. 

Wesley Young conducted a study to find out just how much this could negatively affect your rankings. He found that inconsistencies in your NAP could affect your site by up to 16%, You can read more here: https://searchengineland.com/best-worst-ways-to-influence-local-seo-rankings-169840

Creating a NAP record for local SEO

1. Ensure that critical information is easily readable both by Google and to the consumer. Also be sure that this information is displayed as text on your website and not as an image so that Google can scan the information. 

2. Claim your Google My Business, and make sure that the information on there is correct. 

3. Use Google to uncover any incorrect listing. You could search for your phone number or address in a site directory such as yelp.com”my business”.

4. Make sure to keep an up to date record of all of your listings, this way if any of your information does change you can quickly go through and edit all of your information to be sure it is all as up to date as it can be. 

NAP has the possibility to have a huge impact on your business, it grants the consumer access to the most important information about your business. Take your time and be sure that it is all correct.