Think about your business’s timeline for a moment…
From your startup days in your home, to the office space you have now.
As economy’s change and businesses scale their office space up or down, it’s more common than ever for businesses to change locations. And when you move to a new office or location, there’s a lot to keep in mind.
This includes ensuring to update your address, phone number, and business name on things like utilities, bank accounts, mail, service providers, and other bills.
However, what about your online presence?
Going into Google, Facebook, Yelp, Foursquare and all those other place your business is likely listed on to update all of your new information isn’t always easy.
Depending on how long your business has been in operation, your business may be listed in dozens of directories and channels on the web. They all (hopefully) have different passwords. And once you login, depending on how many you have, it could take hours updating each one, making sure that your new information is accurate.
These mediums contain your business name, address, and phone number (also known as NAP). Your business name, address and phone number being consistent across the web is essential to maintaining a cohesive and effective local SEO strategy for your company.
The better your online visibility, the better chance you get more business.
Your Name Address, Phone Number & Local SEO
The term NAP is used in the SEO world to describe a business’:
This identifying information for a business plays a significant factor in optimizing your online presence.
Each time a company is listed in a quality online business directory, social media channel, or linked to from other sources – the NAP is typically seen. If your business name, address, and phone number are inconsistent or inaccurate, this can create a number of problems for your company. Not just by potential customers. But this is especially true when it comes to improving your organic search rankings and ultimately improving sales.
Why is it so important for your NAP to be uniform across the web?
If your most business-critical information is not accurate throughout the internet, this will hinder your ability rank highly in local search. but also create a number of problems for you with customers, colleagues, and potential business partners.
Consistency – The Critical Element to Your Local Search Rankings
A citation is any reference made to your business information through the internet with regards to your name, address, and phone number.
When a search engine or map tool is ranking sites locally relevant to an end-users inquiry it will consider all relevant business citations and their geographical proximity to the user when generating search results. If your information is inconsistent, it can cause your site to be rank lower than competitors because of a lack of trustworthiness by the search engine.
It is imperative that you maintain a strong and uniform web presence to ensure your site is ranked as highly as possible, especially in local search results that are based heavily on your geographic location.
Client, Customer & Partner Confidence
If a customer or potential business partner searches for your business and finds a number of different addresses, phone numbers, and different variations of your name they may become skeptical and lose confidence in dealing with your company. This may raise concerns that you may not be a reliable or trustworthy business.
Eliminate Missed Opportunities
When your business has NAP inconsistencies you run the risk of missing out on potential customers and sales opportunities. If a user runs a search in their current geographical location for relevant business keywords to your company and your site does not come up due to mistakes in your business information then you will miss out on this possible sale. Missed opportunities like this can be costly if they are occurring frequently due to these mistakes.
How Can You Ensure Your NAP Is Accurate & up-to-Date
The reality is if your business is beyond the startup stages and has been in existence for some time it can be near impossible to track down and rectify every variation and possible citation referencing your business on the web. Even when you are able to track down inaccurate references or listings of your business it may not always be clear what steps need to be taken in order to remove or correct the information.
Consider using a local SEO tool that can help you sync your business information across the web all from one dashboard. These SEO tools can automatically correct inaccurate information. A local SEO tool will save you time, money, and frustration by quickly identifying problem areas and giving you the ability to address these concerns quickly and efficiently.
Direction Local: A Tool That Ensures NAP Consistency
Other Important Identifiers to Track
It’s not only about your NAP.
There’s other identifying business information that you’ll want to track for accuracy. The better you’re on-top of your digital presence, the more you ensure you aren’t missing out on potential opportunities.
Your email address, website domain or URL structure may have changed over the years. This can often lead to people receiving bounce-back emails when trying to contact you. From both an SEO and branding standpoint, this gets worse as the last thing you want is people clicking broken links – leading them to think you may no longer be in business and going to a competitor.
That’s why it’s so important to sync your company information through a single listing and reputation management tool.
Last but not least, don’t forget to check your own website to make sure your name, address, and phone number appear accurately throughout. Sometimes a buried blog post or old event listing within your own site may link to or show contradicting information that may no longer be relevant to your business.
Empower your company and contact one of our local SEO experts here at Direction Inc to discuss how you can grow a stronger and more effective web presence, starting today.