Nap keeps your local seo current
Local SEO campaigns are becoming more and more important to your brand’s marketing strategy. Brands with sizable brick-and-mortar presences rely on these campaigns to drive foot traffic into their stores, therefore producing more revenue opportunities. But according to recent studies, up to 73% of people surveyed said they lose trust in a business when the online information is wrong.
Published on: Mar 3, 2016
Transcripts - Nap keeps your local seo current
NAP Keeps Your Local SEO Current
Local SEO campaigns are becoming more and more important to your brand’s
marketing strategy. Brands with sizable brick-and-mortar presences rely on these
campaigns to drive foot traffic into their stores, therefore producing more revenue
opportunities. But according to recent studies, up to 73% of people surveyed said
they lose trust in a business when the online information is wrong. As a result,
ensuring something as basic as your company’s NAP (name, address and phone
number) is a top priority.
Making sure that your company’s NAP information for every of your locations might
seem to be a simple task, but for brands that have more than 50 locations, it’s a
daunting process, especially when local stores change their addresses periodically. No
matter how big your company is, making sure the NAP information is critical. To
ensure that you get the most out of your local SEO, consider these ideas:
What’s in a name?
For search engines and map applications, your corporate naming convention is very
important. What your company is actually called in Google’s dashboard and in local
directories needs to be correct. To eliminate confusion with local directories and
search engine spiders, your brand should use the exact same name for every company
listing. Once all of your locations use a consistent name in their listing information,
all of your store locations will became visible and will be easily accessed.
What’s at risk?
The most serious risk when you have the wrong NAP information is poor user
experience. If a potential customer is ready to make a purchase and then they call the
number they find in their online search and it is wrong, you have probably lost them,
possibly permanently. Or what if they drive their car to an outdated store address?
This can frustrate a customer so much that they may wind up choosing another store
to make their purchase. Ensuring that you have an accurate NAP is a critical function
in being able to convert online to offline traffic and increase your revenue.
A NAP audit is easy, and it is essential to understand where your company’s local
information needs correcting. Depending on the strength or bandwidth of your team,
your NAP audit could be accomplished through a manual process. And if you have
hundreds or even thousands of locations, you may need to leverage a technology
provider, or even an agency, to conduct the audit. The most important consideration is
that you make sure the audit validates your most current store information and that it
is exactly the same as the data the search engines find.
There are many critically important tactics within a local SEO campaign. The
investment you make will not be fully realized though if the local information that
your customers are being served is outdated. Make sure that it isn’t and you will be
another step ahead in making your business a success in this new and vibrant Internet