You can rejuvenate sluggish search results by reassessing vital details, like your Name, Address, and Phone Number across your local citations.
What are NAP Audits?
NAP audits are a comprehensive process of evaluating a business’s name, address, and phone number (NAP) information on the web. It is an important aspect of local search engine optimization (SEO), as it helps ensure that businesses are accurately represented online and in local directories.
Often times, NAP audits will also verify how accurately your website is displayed on local listing sites; this is referred to as NAPW.
So then, NAP audits check to see if your business contact information is consistent across all platforms, including the company website, social media profiles, Google Business Profile, and other local directories like Yelp or YellowPages.
This ensures that customers searching for your business online will find the same information no matter where they look, which increases their trust in your brand.
All in all, when all of your business’s NAP information is up to date-and accurate, search engines can better rank your website in local searches for relevant keywords.
Furthermore, having correct NAP information increases the chances that potential customers will be able to contact you directly from the search results page or directory listing without having to visit your website first. This makes it easier for customers to get in touch with you and further enhances their trust in your brand.
Run A Free Local SEO NAP Audit
Use our free online presence checker
to run a NAP audit in 30 seconds
Results will show you how consistent your business data is across dozens of online directories, including Google, Apple, Bing, Yelp, and more.
Avoiding Costly Pitfalls With a Neat NAP
Single and multi-location businesses, like franchises and enterprises, need their NAP to be accurate at all times.
The first danger in failing to do so, is that conflicting NAP data can effectively make your business disappear in local searches.
An online listing says you’re in one location, while in reality, you’ve moved somewhere else. Customers may write you off entirely, thinking you’re no longer operating.
The next pain point of a poor NAP is how it impacts your local online citations (the important backlinks from other sites to yours). Quality backlinks boost your local web profile; inaccurate ones send you down the ranks. For example, a single instance of a changed phone number not being updated can cause your business to be labeled with Google’s “unreliable” stamp. This means opportunities that could have been yours go straight to the competition.
Aligning every NAP webwide gets more challenging the bigger your business is. An audit is a vital step toward bringing all your online contact details into harmony.
Getting your NAP in order requires a thorough audit of your webwide presence. You need to make sure your contact details are uniform across all directories, channels, and digital resources if you hope to impact local searches.
This can be a major undertaking if you don’t have the right tools at your disposal. So, before starting your NAP audit, check your online presence accuracy with our free tool. If your score isn’t green, then it’s time to improve your local listing information.
The Four Steps of a NAP Audit
Think of a NAP audit as a spring cleaning for your online profile, with the bonus that you can perform one anytime you like. You can realize deeply positive results with only a handful of steps:
1. Review the Facts
Audits start by gathering all the facts about your current business. Double-check every contact detail and be willing to commit to them as your master NAP data. This is the list that will be used as a reference for all other online information.
We suggest using your Google Business Profile data as the baseline for all other local citations.
2. Discover & Disable All Duplicates
Even the newest business can have multiple listings around the web. This can lead to repeated information, which is OK if it’s right, but SEO poison if it’s wrong. Conflicting details of any kind are an SEO drag, making them essential to find and remove, or consolidate.
One example is a business that may make subtle changes (either deliberately or by accident) to how it enters its name online. Audits root out every instance where your NAP appears so you can eliminate duplicates or fix inaccurate entries.
3. Optimize Your Website’s NAP Placement
Website headers and footers are great places to add NAP details, as they’re among the first areas visually scanned by customers. Search engines need to be able to “feel out” your on-site NAP, meaning your website design should have it as clickable, and copy and paste-able information. Images of NAP details aren’t nearly as effective in your website’s header, footer, and contact page. Whereas, a Google Maps embed on a contact page is major local SEO juice.
4. Splice In Some Schema
Savvy NAP auditors will tell you that adding a local business schema will further help search engines discover your details. This is done via Google’s structured data markup helper, which lets you tag your business as a local service. Google also provides its own structured data testing tool, which lets you double-check that everything was input correctly.
We mentioned above that images don’t perform well when it comes to optimizing your NAP. This is true when we’re talking about the letters and digits that make up your NAP on your website.
Images do, however, play an important role in local SEO when they’re supporting street names and phone numbers on your Google Business Profile. So, be sure to include relevant images of your business to add credibility and improve the user experience.
Expert Tips for Perfect NAP Consistency
By now, we hope it’s clear that maintaining consistent and accurate NAPW (Name, Address, Phone, Website) information is crucial for local businesses to improve their online visibility and search engine rankings.
In order to achieve this, we suggest implementing several of these best practices:
1. Ensure that your business’s name, address, phone number, and website are accurate and identical across all online platforms, including your company website, social media profiles, and online directories.
This includes using the same abbreviations and formatting for the address (e.g. “St.” instead of “Street”); while also ensuring each mention of your website is https://.
2. Claim and verify all business listings on popular online directories, such as Google Business Profile, Yelp, and Yellow Pages.
An easy way to manually discover your local citations is to use the following search format in Google: “[company name] + [address]”
3. Use a local area code for your phone number whenever possible. This is extremely important for multi-location businesses.
We recommend using a service like CallRail to create localized call tracking numbers for each of your locations.
4. Monitor your NAP consistency regularly. It’s important to regularly monitor your NAP consistency across all platforms. Using tools like BrightLocal or Yext can help you identify inconsistencies and correct them quickly.
The Importance of Adding Photos to Your Local Citations
Your NAP gives customers three key details, but this is still purely written data. People respond strongly to visuals, and combining relevant images with text can increase customer recall by 650%. You can capitalize on this massive margin by adding only a few photos of your company’s interior and exterior. An article by Search Engine Journal reveals some stats every store should consider:
- 1 in 5 web searches happens on Google Images
- Image optimization can dramatically boost SEO
- Image alt tags can impressively increase your online views
The free (and very useful) resources at Google Business Profile allow you to post pictures as part of your profile. Remember: Every business listing has an address. Interior and exterior images help embed yours as a unique presence in a viewer’s mind. Local searchers may have already seen you and will make that connection. Anyone unfamiliar with the area now has photos displaying what to look for at street level.
Be sure you don’t just pepper your web profiles with any old images. Ensure that they depict your business accurately, and have an SEO team optimize them.
Contact Our SEO Specialists With Any Questions
Our team is dedicated to providing your business with local SEO solutions that hit your business objectives and help you dominate the search listings. Nailing your NAP is just one of the many ways we can help you move up the local rankings. Connect with us today by scheduling a discovery call!
