You’re in the right place if you’ve been scratching your head about NAP and its importance for Google and SEO.
What is NAP?
Let’s clarify what NAP means. NAP stands for Name, Address, and Phone number. It’s the basic contact information for your business that you see all over the internet.
Why Google Cares About NAP
Back in 2015, we started working with Robertson Hayles Lawyers in Perth. They struggled to get noticed online, barely scraping onto the first page for their key search terms. One of the first things we tackled was their NAP consistency.
You can see how we helped Robertson Hayles Lawyers improve their online presence in our case study here
When your NAP is consistent across the web, it signals to Google that your business is legitimate and trustworthy.
Builds Trust and Credibility
Think about it from a user’s perspective. Would you fully trust them if you’re looking for a local business and you see conflicting information about their location or phone number?
Google feels the same way.
Consistent NAP information builds trust not just with potential customers but with search engines too.
Improves Local SEO
Here’s where it gets really interesting. NAP is a cornerstone of local SEO. When your NAP is consistent, it helps Google understand where your business is located and what areas you serve. This is crucial for showing up in local search results and Google Maps.
I remember working with Brilliance Carpet Cleaning in Perth. When we first started, they were practically invisible in local searches. By ensuring their NAP was consistent across all platforms, we saw their rankings skyrocket. They went from being buried on page 10 to ranking in the top 4 for key terms like “Carpet Cleaner Perth”.
Check out the complete case study on how we helped Brilliance Carpet Cleaning improve their local SEO.
Enhances User Experience
Let’s face it, nobody likes playing detective just to find a business’s correct phone number or address. Consistent NAP information makes life easier for your potential customers. And when users are happy, Google is happy.
The Ripple Effect of Consistent NAP
Now, here’s where things get really interesting. Consistent NAP doesn’t just affect your Google My Business listing or your website. It has a ripple effect across the entire web. Let me break it down for you:
Citations and Directories
Your NAP information often appears in online directories, review sites, and social media platforms. These are called citations. The more consistent these citations are, the stronger the signal to Google that your business is legit.
We have worked with many clients who had moved offices but forgotten to update their addresses on directories. Rankings generally always improve once they are sorted out.
Review Sites
Review sites like Yelp, Trustpilot or TripAdvisor often display your NAP information. Consistency here is crucial not just for SEO but for customer trust. You don’t want potential customers reading reviews and – then finding outdated contact information.
Social Media Profiles
Your social media profiles are another critical place where your NAP should be consistent. These profiles often rank well in search results (especially your LinkedIn profile), so having consistent information here helps reinforce your online presence.
The Nitty-Gritty: How to Nail Your NAP
This is how to get your NAP right.
1. Choose a Format and Stick to It
Decide on a format for your NAP and use it consistently everywhere. This includes things like:
- Using “St.” vs “Street”
- Including or excluding suite numbers
- Using parentheses in phone numbers or not
For example, you might choose:
SEO Perth Experts
183 West Coast Hwy, Scarborough Perth, WA 6019
(08) 6102 5800
Stick to this format everywhere your NAP appears.
2. Audit Your Online Presence
Go through all the places on the internet where your business is listed. Check your NAP information. This includes:
- Your website
- Google My Business listing
- Social media profiles
- Online directories
- Review sites
This can easily be done by searching on Google for your (old and/or current phone number using inverted commas)
ie: “(08) 6102 5800”
This will then show you everywhere that your phone number is listed.
Make a list of any inconsistencies you find.
3. Update and Correct
Once you’ve identified any inconsistencies, you need to start correcting them. This might involve:
- Updating your website
- Editing your Google My Business listing
- Contacting directories to update your information
It can be time-consuming, but trust me, it’s worth the effort.
4. Monitor and Maintain
NAP consistency isn’t a “set it and forget it”. You need to keep an eye on it. Set up Google Alerts for your business name to catch any new citations that pop up. Regularly audit your online presence to ensure everything stays consistent.
Real-World Results: The Power of NAP in Action
We work with Seasons Bali, a drug rehabilitation centre in Indonesia. When we first started working with them in December 2023, their online presence was a bit of a mess. Their NAP information was inconsistent across various platforms, which was hurting their local SEO efforts.
We implemented a comprehensive NAP consistency strategy as part of our SEO campaign.
This involved:
1. Auditing all their online listings
2. Correcting inconsistencies across directories and citation sites
3. Updating their Google My Business listing
4. Ensuring their website displayed consistent NAP information
The results were dramatic. In just a few months, we saw:
- Organic traffic increased by 182%
- Their ranking for “Drug Rehab Bali” improved from position #6 to #2
- They now rank on the first page for 92% of their primary search terms
You can read more about how we helped Seasons Bali in our SEO case study.
The Hidden Benefits of NAP Consistency
While we’ve covered the main reasons why NAP is important for Google, there are some hidden benefits that often go unnoticed:
Improved Click-Through Rates
When your NAP is consistent, it often means your business information is complete and accurate across the web. This can lead to rich snippets in search results, which can improve your click-through rates to your website.
Better Brand Recognition
Consistent NAP information helps reinforce your brand across the internet. It’s like leaving a trail of breadcrumbs that all lead back to your business.
Competitive Advantage
Many businesses neglect their NAP consistency. By getting on top of this aspect of your online presence, you’re already putting yourself ahead of the competition.
Common NAP Pitfalls to Avoid
In our many years of experience, we’ve seen businesses make some common mistakes when it comes to NAP. Here are a few to watch out for:
1. Abbreviations and Inconsistencies
Using “Street” in one place and “St.” in another might seem minor, but to Google, it’s a discrepancy. Be consistent in how you write out your address.
2. Outdated Information
If you move offices or change your phone number, make sure to update your NAP everywhere. It’s easy to forget about that old Yelp listing or obscure directory.
3. Multiple Phone Numbers
Some businesses use different phone numbers for tracking purposes. While this can be useful for marketing, it can confuse Google. Try to use one consistent phone number for NAP purposes.
4. Inconsistent Business Names
If your legal business name is “Smith & Sons Plumbing LLC” but you operate as “Smith’s Plumbing,” choose one version and stick to it across all platforms.
NAP and Voice Search: The Future of Local SEO
With the rise of voice search, NAP consistency is becoming even more crucial.
When someone asks their smart speaker, “What’s the phone number for the best SEO company in Perth?” you want to make sure your correct information pops up.
Voice search relies heavily on accurate, consistent information. By nailing your NAP, you’re future-proofing your SEO efforts.
The Role of NAP in Building Citations
Let’s dive a bit deeper into citations, shall we? Citations are mentions of your business NAP on other websites, even if there isn’t a link back to your site. They’re like digital footprints that help Google trace your business’s online presence.
Quality Over Quantity
In the past, SEO agencies would try to get their client’s NAP listed on as many directories as possible. But Google’s gotten smarter. Now, it’s all about quality over quantity. A few citations on reputable, relevant sites are worth more than dozens on low-quality directories.
Industry-Specific Citations
Don’t just stick to general directories. Look for industry-specific ones too. If you’re a lawyer, get listed on legal directories. If you’re a restaurant, make sure you’re on restaurant review sites. These industry-specific citations can give your local SEO an extra boost.
NAP and Google My Business: A Match Made in SEO Heaven
Your Google My Business (GMB) listing is arguably the most important place for your NAP to be accurate. It’s often the first thing potential customers see when they search for your business.
Verifying Your GMB Listing
When you set up or claim your GMB listing, Google will often verify your address by sending a postcard with a code. This is Google’s way of confirming that your NAP is accurate.
Keeping GMB Updated
Your GMB listing isn’t a “set it and forget it” deal. Make sure to:
- Update your hours for holidays
- Add photos regularly
- Respond to reviews
- Use Google Posts to share updates
All of these actions signal to Google that your business is active and your information is current.
The International Perspective: NAP for Global Businesses
If you’re operating in multiple countries, NAP can get a bit tricky. Here are a few tips:
Use Local Formats
In Australia, we write our phone numbers as (08) 6102 5800. But in the US, it might be (555) 6102-5800. Use the local format for each country you’re operating in.
Consider Multiple GMB Listings
If you have physical locations in different countries, you might need separate GMB listings for each. Make sure the NAP on each listing is accurate for that specific location.
Language Considerations
If you’re operating in countries with different languages, make sure your NAP is consistent in each language. This might mean having multiple versions of your Google My Business listing.
What Our Clients Say;
“Since we started with Peter we have seen wonderful results for our SEO ranking and our website. He is honest, quick and has achieved things no other company had. We would highly recommend him! (Dental O So Gentle)”
Daniella Posner
Dental O So Gentle
Perth, Western Australia
Measuring the Impact of NAP Consistency
Now, I know what you’re thinking. “This all sounds great, but how do I know if it’s actually making a difference?” Great question! Here are a few ways to measure the impact of your NAP consistency efforts:
1. Local Search Rankings
Keep an eye on your rankings for local search terms. You should see improvement over time as your NAP consistency improves.
2. Google My Business Insights
GMB provides valuable data on how often your listing appears in search results and how many people are interacting with it. Monitor these metrics to see the impact of your NAP efforts.
3. Website Traffic
Use Google Analytics to track traffic from local searches. You should see an increase in local organic traffic as your NAP consistency improves.
4. Phone Calls and Direction Requests
GMB tracks how many people call your business or request directions directly from your listing. These are strong indicators of local search success.
The NAP Imperative
So there you have it, folks. The ins and outs of why NAP is important for Google, and how it can make or break your local SEO efforts. Let’s recap the key points:
1. NAP consistency builds trust with both Google and potential customers.
2. It’s crucial for local SEO and improving your visibility in local search results.
3. Consistent NAP information creates a strong online presence across various platforms.
4. It future-proofs your SEO efforts, especially with the rise of voice search.
5. NAP accuracy directly impacts your Google My Business performance.
Remember, getting your NAP right isn’t a one-time task. It’s an ongoing process that requires attention and care. But trust me, the rewards are worth it. I’ve seen businesses go from invisible to invincible in local search results, all thanks to the power of NAP consistency.
So, what are you waiting for? It’s time to give your NAP the attention it deserves. Your future customers (and Google) will thank you for it!
Need a hand getting your NAP in order? Don’t hesitate to contact us at SEO Perth Experts. We’ve helped businesses across Perth and beyond nail their local SEO, and we’d love to do the same for you.
Remember, with local SEO, NAP isn’t just something you do when you’re tired. It’s your ticket to online visibility and success. So stay consistent, stay accurate, and watch your local search rankings increase!
