What Should Be As Consistent As Possible Across The Web When Developing A Local Seo Strategy?

• updated on
October 27, 2023
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Answer: NAP (Name, Address, Location)

But what is NAP and why is it important...

Ensuring Consistent NAP Across Directories is the Key to Local SEO Success

When developing an effective local SEO strategy, having consistency with your business Name, Address, and Phone number (NAP) across directories and citations is critically important.

By maintaining perfectly matched NAP details in all web mentions of your business, you signal clear authority to Google that you are the singular location serving customers. This consistency across the web instills trust and recognition in not just search engines, but customers as well.

In this article on "What Should Be As Consistent As Possible Across The Web When Developing A Local Seo Strategy", we’ll explore why closely monitoring and managing NAP consistency should be central to your local optimization efforts. We’ll also discuss strategies for fixing and preventing citation inconsistencies that could be hurting your local rankings.

The High Cost of Inconsistent NAP Listings

With local SEO, every detail matters. Even small inconsistencies in how your business name, address, and phone number display across directories can hamper your rankings.

The reasons why NAP consistency is vital include:

Fragmented Authority Signals

  • Mismatched NAP creates duplicate business profiles search engines must reconcile. This diffuses the authority and recognition that should be directed to your singular location.

Disrupts Local Rank Tracking

  • Incorrect NAP listings dilute metrics, making it hard to accurately track rankings for your target search keywords.

Customer Confusion

  • Customers searching locally can become confused by contradicting location details, hurting conversions.

Missed Search Opportunities

  • Subtle differences prevent your website from surging for searches containing variant spellings or data.

The collective impact is scattered authority and missed visibility forsearches seeking your specific business location.

Best Practices for Consistent NAP Listings

Here are best practices for ensuring consistent NAP across all citations:

Choose Primary Business Name

  • Select one authoritative naming variation like “John’s Plumbing” for 100% consistency vs. abbreviations.

Verify GMB Listing

  • Ensure your Google My Business profile has the exact primary name, full address, and phone number. This acts as your NAP source of truth.

Audit Existing Citations

  • Search your business name and comb citations to catch any existing inconsistencies. Record these to fix.

Match Future Listings

  • When adding new citations, provide the verbatim details from GMB profile for perfect consistency.

Monitor New Mentions

  • Routinely search for new mentions to spot any inconsistencies before they accumulate.

By following these guidelines and making NAP consistency a priority, local searches will reinforce your business as the premier destination. No fragmentation across duplicates or subtle variations.

Action Guide for Correcting NAP Inconsistencies

Already suffering from conflicting location details across citations and directories? Here is a step-by-step plan for cleaning up your NAP to regain consistency:

Step 1: Comprehensive NAP Audit

  • Search your business name across directories like Yelp, Apple Maps, and industry citations.
  • Document any discrepancies in NAP details compared to your GMB listing.
  • Look for alternative business name spellings, hyphenations, abbreviations.
  • Note any address missing suite, floor, other details.
  • Track down phone formatting issues like missing area code.

Step 2: Aggregate Inconsistent Listings

  • Group all citations using the same incorrect variant of your NAP together.
  • Examples: Listings with abbreviation vs. missing zip code vs. typo.

Step 3: Prioritize Which to Fix First

  • Focus first on NAP errors present on the most important, authoritative platforms for local SEO and your business category.

Step 4: Submit Correction Requests

  • Follow the directory’s process to submit correction forms or updated information.
  • Provide the accurate verified details from your GMB listing.

Step 5: Leverage Automation Tools

  • Use citation management software to automate auditing, monitoring, and pushing updates.
  • Examples include Moz Local, Yext, Whitespark, and Synup.

Dedicate time weekly to continual NAP monitoring and alignment across all directories. This localization housekeeping pays huge dividends in owning your search presence.

Strategically Leveraging GMB for Local SEO Authority

As the source of truth for Google, optimizing your Google My Business listing is particularly pivotal for building local SEO authority.

Complete and verify your GMB profile fully with:

  • Primary category that accurately describes your business.
  • Detailed business description that uses relevant keywords.
  • Professional photos showing staff, location, and offerings.
  • Accurate business hours, including exceptions for holidays.
  • Correct NAP details matching your website/other citations.
  • Responses to customer questions and reviews that foster engagement.

A robust GMB presence strengthens the foundation that consistency across other directories builds upon.

Other Local Citations That Matter

Beyond Google My Business, focus on NAP consistency across directories that carry significant weight for local SEO and awareness, such as:

  • Industry-specific citations - Build authority in your niche like restaurant or automotive directories.
  • Facebook - Complete and optimize your Facebook business page for local engagement.
  • Apple Maps - Gain exposure in Apple’s increasingly used map ecosystem.
  • Yelp - Cultivate your listings with photos, details, and customer reviews.
  • BBB - Maintain accreditation and build trust signals.
  • LOCALiQ - Verity and keep your LOCALiQ listings current.

Consistency across high-authority specialty citations demonstrates relevance in your market.

Stay Diligent in Monitoring for New Inconsistencies

With new mentions accumulating constantly across the web, ensuring perfect NAP consistency is an ongoing effort requiring diligence:

  • Set calendar reminders to search your business name routinely across major citations and vertical directories.
  • Leverage Google Alerts to receive notifications anytime your business is mentioned online, allowing you to quickly catch and fix discrepancies.
  • Review analytics data in your GMB dashboard for sudden changes possibly caused by competing duplicate listings.

Staying on top of new inconsistent NAP instances before they spiral is imperative for long-term domination of local SEO.

The Necessity of Consistent NAP for Local Search Supremacy

In the hotly competitive arena of local search, inconsistent NAP scattering your authority across duplicates and mismatched citations can make or break your visibility.

By instilling consistency website-wide as the foundation of your localization strategy, you strengthen recognition of your singular business location and dominate the rankings customers see for local intent searches.

Does your local SEO require housekeeping to fix and prevent fragmented NAP? Let us assess where your NAP consistency stands and implement the steps needed to verify and control your search presence. Contact us to begin securing your local search supremacy starting with consistent citations.

From The Author

Jacob Kettner

As co-founder of SerpFocus, I'm driven by a passion for helping businesses grow through strategic SEO. I started my digital marketing career at a boutique agency focused on local SEO for small businesses. Read my full bio.

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