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Why Consistent NAP Details Matter for Local SEO Success
When you share incorrect information on the internet, it can have a negative impact on your business. When it comes to NAP (Name, Address, and Phone Number) any inconsistency can threaten your local online presence, along with consumer trust in your business.
NAP consistency is your business name, address, and phone number. It's essential you provide exactly the same information across all your online citations (directories). Whether it's a business directory, Facebook page, or review platform, your information should be consistent throughout.
Something as simple as changing the format from “street” to “st,” can have a serious impact. Errors create variations in your information, resulting in inconsistency.
NAP information may sound simple enough, but when it comes to SEO, it is a vital step to your online success. Citations are one of the top five ranking factors for local search engine results pages (SERPs) and the Local Pack. With accurate information displayed consistently across all citations, you improve user experience, and benefit search engines.
When your NAP data is outdated or incorrect. It tells Google and the other search engines something is wrong and they cannot trust the page, as it will not provide search users with a great experience. The results is that your rankings in SERPs will take a serious knock.
In order for Google and other search engines to feel confident displaying your business in search results, it needs to be confident that you are offering accurate information that will provide value to users. This includes voice search users. Voice search can play an important role in your success, representing a high volume of traffic, especially for local businesses as more people search for “near me.”
With two in five adults using voice search daily, it's important to ensure NAP consistency for voice search results. Local citations are often the first point of contact for customers, which is only effective when it is accurate and consistent.
It doesn't matter at what point your potential audience finds your business, whether they are still researching a product or service or they are ready to make a purchase. When your phone number is incorrect, and they cannot contact you to confirm stock of a particular brand, they will abandon your business and head to your competitors.
First impressions matter and this is why you have paid attention to your website design, speed, and user experience. Now you need to focus on your NAP consistency. An incorrect address can result in your potential customers finding themselves in the wrong location. It can result in serious inconvenience for your audience. Ninety three percent of consumers are frustrated when faced with incorrect information online, with eighty percent admitting they lose trust in the business.
Search engine algorithms today are sophisticated and advanced, but they require accurate and consistent information, which is why you need to ensure your NAP information is accurate, updated, and consistent throughout all your citations. Get in touch with Genie Crawl today to find out more and how we can help you ensure consistency across all citations moving forward.
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