Jump Start Your Google Rankings with a N.A.P. [Improve Traffic by 20-70%]

  • N.A.P. is an acronym that stands for Name, Address, Phone Number
  • Maintain accurate and up to date listings across the internet is important
  • What happens when N.A.P. is updated on business listing sites to be accurate and up to date?

Summary

Why is N.A.P. So Important?

What I Discovered While Researching the Client’s Local Listings (This is Probably Happening to Your Business)

How We Fixed the Local Listings

What Your Business Needs to Know

local SEO local Search NAPIn a recent case study, I worked with a client on their local listings.  We uncovered the following before we got started.

Of 61 listings, 52 of them were nonexistent.  Five of the remaining 9 contained incorrect N.A.P. information.  We took on the task of updating these listings to improve their overall rankings in Google.  Once all the local listings were updated the traffic to their site saw a 70% increase in traffic and a 12% decrease in bounce rate.  These increases were from local, qualified traffic.  Meaning it was not junk traffic from another part of the world.  The traffic increase was from organic search results.  In fact, the bounce rate for organic traffic was even lower than the overall number.

See – What is Bounce Rate & Why Is It Important to SEO?

You might be wondering what N.A.P. is.  N.A.P. stands for Name, Address, Phone Number.  This is the basic information of any listing for a business on any number of local directory listing sites.  There are hundreds of local directory listing sites ranging from Google My Business to Yelp and lots of lesser-known ones in between.  Some of these sites are not very valuable to your SEO strategy (What Is SEO?) or your business in general.  Others will provide a boost as Google scans the internet to ensure business information is accurate.

Speaking of Google My Business, if you don’t have GMB listing accurately set up for your business then we need to have a different conversation.

Why Is N.A.P. So Important? 

Google My Business is a very important component of local SEO.  Having this set up completely and accurately is a necessity for any business.  Google does not only confirm your business information on Google My Business.  It also scans the internet to validate that your N.A.P. matches what you have on Google My Business and that all the other listings match.

Variations in your name, address, and phone number can send signals to Google that the information is not accurate across all your web properties.

What I Discovered While Researching the Client’s Local Listings

Let me start by saying that there are hundreds, maybe thousands, of local directory listing sites.  There are the necessary listing sites such as Google My Business, Bing Places, and Yelp.  There are the lesser known but still somewhat important sites like Apple, Yellow Pages, YP, and Mapquest.

After these sites, there are local directories that are not very popular at all.  These include sites like ABLocal and AroundMe.

You may not have heard of the last few sites above, but they still provide value to your Local SEO efforts.

local business SEOThere are more listing sites that provide no value as well. In some cases, adding your information to low-value directory listing sites can send the wrong information to Google.  In most cases, you just won’t receive any benefit to adding your business to them.  This is where having an experienced and knowledgeable SEO comes into play.

We scanned 61 local listing directories for their business information.  Their business was not listed at all on 52 of the local directory listing sites.  Of the remaining 9 more than half had the wrong information.

The 9 that were set up included Google My Business, Bing, Google+, Yelp, and Yahoo.  The business at least knew the importance and value of claiming their business listings on these sites.

What happened to the listings is that over time the address and business name changed.  The listings were also created with the owner’s cell phone number rather than the business number in some cases.

This meant that of the 9 created listings there were Name mismatches, address mismatches, and an incorrect phone number.

How We Fixed the Local Listings

We were able to discover and update the listings quickly.  In a matter of days, 51 of the listings were live with accurate information.  The rest soon followed.

After day one of the updates, we saw a 20% increase in traffic and a small drop in bounce rate.  The traffic increase came almost exclusively from local organic search.

After one week we saw an increase in traffic of just over 70% while noting a decrease in bounce by 12%.  This is significant as it indicates more qualified visitors are coming to the client’s website.  In other words, people who want to potentially do business with the client.

We did not see an immediate bump in monitored keyword rankings.  It is possible that other keywords that we are not actively monitoring moved up.  We will know when we do our end of the month review.

What You Need to Know

There is no indication from Google that having N.A.P. set up correctly on these local listing sites impacts your Google Rankings.  I have no way to prove that a listing site helped or hurt SEO efforts.

It is obvious that Google My Business, Yelp, Facebook and other business listing sites of this caliber are critical to your SEO success.  They should be included in your plan.  The client did include 9 of the top business listing sites in their plan.  The client did not maintain those listings which eventually became stale and outdated.

The remaining business listing sites may or may not impact SEO and Google Rankings.  It’s hard to tell as we updated 61 listings at the same time.

If you as the business owner decide to do this on your own there are third party sites/applications that can assist.  Yext is the most well-known one.  Synup is also a good option.

You can also go the manual route.  This will take you more time obviously.  It also increases the chances of a listing becoming stale or inaccurate.

local business listings for SEOStart from the top of the business listing pile.  Google My Business, Yelp, Yahoo, Bing, and Facebook are some of the most important ones.  Continue from there.  You can easily find a list of important business listing sites by, wait for it, Googling it.

Or you can ask us to do an initial scan for you!

You may or may not get the same results we got for our client.  Having your business listed on local directories is helpful regardless of the impact it has on your SEO.  Having accurate information is very important.

I will close with this.  Every year on Christmas Eve I get cannolis for the family.  Growing up in New Haven this was easy as there were a few Italian bakeries within a mile or 2 of me.  Now I live about 30 minutes away from New Haven.  A few years ago, I thought I would try a newer bakery closer to my home.  I googled the business information on Christmas Eve.  To my surprise, the Google listing said they were closed.  I had to go to New Haven to get Cannolis.

Turns out the bakery closer to me was open on Christmas Eve but their Google My Business listing was not accurate.  They lost my sale and potentially many others.  Have you ever gone to an Italian bakery on Christmas Eve?

Are you prepared to lose sales because you can’t be found or your information is not up to date?

 

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47 Comments

  • Posted July 14, 2018

    Tara

    I’ve never heard of N.A.P. this is a really interesting read, thank you for sharing. Will try it out on my website and see if it helps.

  • Posted July 15, 2018

    Dominique Brooks

    I have never heard of the N.A.P. abbreviation but I had heard that you needed to have your name, address and phone number on your site. Thanks for the in depth explanation!

  • Posted July 15, 2018

    Caitlin + Dani

    This is so interesting! Thanks for all the info.

  • Posted July 15, 2018

    LAKATWOMAN

    Learning about SEO is something I want to accomplish this year. Thanks for giving me some helpful pointers!

  • Posted July 16, 2018

    Adessa Marie Young

    This is a very interesting article, you made some good points how NAP should be really updated or it would result to some business loss. Thanks for sharing this!

  • Posted July 16, 2018

    sarah camille

    I hadn’t heard about the NAP connection to SEO. It definitely seems worth trying out. I appreciate the recommendations to get it figured out too!

  • Posted July 16, 2018

    Victor Step

    The N.A.P. concept is new to me, but it definitely seems like something worth taking care of. Thank you for sharing this interesting information.

  • Posted July 16, 2018

    Princess Quinn

    This is a big help to me. The statistics definitely show how important it is to familiarize ourselves with this kind of tools to improve our performance. Thanks!

    • Posted July 17, 2018

      Scott Gombar

      SEO is a lot of work and a lot of know how. Understanding the ethical methods of SEO is very important for website performance on Google.

  • Posted July 16, 2018

    Ruth I.

    This is the first time I’ve heard of it. I think this will help lots of blogger and business owners!

    • Posted July 17, 2018

      Scott Gombar

      Yes it will help anyone who applies it as part of their SEO plan.

  • Posted July 16, 2018

    Charli Bruce

    I’ve never heard of N.A.P before, so thanks for going into detail. Great read!

  • Posted July 16, 2018

    Chris

    I’ve never heard of N.A.P before. I guess I’ll have to look into it for my website. Hopefully, I can see some bump in traffic. Thanks for sharing.

    • Posted July 17, 2018

      Scott Gombar

      Good luck. Hope you get the traffic bump you need.

  • Posted July 16, 2018

    Sammi

    Never heard of NAP, just SEO. Good information for anyone trying to grow their business.

  • Posted July 16, 2018

    Melissa

    This is great information! I still feel like a newbie when it comes to SEO. If I had a business, I would make sure to correct my N.A.P. across all boards. Thanks for sharing!

    • Posted July 17, 2018

      Scott Gombar

      You’re welcome. If you have any other SEO questions feel free to ask.

  • Posted July 16, 2018

    Abrah

    This is my first exposure to N.A.P., and it’s clearly important to know about. Will be helpful as I work on SEO. Thanks!

    • Posted July 17, 2018

      Scott Gombar

      Thanks for stopping by. Let me know if you ever have any questions.

  • Posted July 16, 2018

    Brittany

    This is definitely something that I think businesses gloss over and forget about. It is definitely so important to always have updated!

    • Posted July 17, 2018

      Scott Gombar

      Yes it is important to make sure it’s updated!

  • Posted July 16, 2018

    Dana Brillante-Peller @ Pellerini.com

    Sharing current information about your business is key to landing a potential client. Thanks for these tips.

    • Posted July 17, 2018

      Scott Gombar

      That is correct. People are searching for RELEVANT information.

  • Posted July 16, 2018

    Rosey

    That is one lofty increase for visitors. Information every blogger would love to learn about. Traffic is what it’s all about when it comes to sponsorship and affiliate links.

    • Posted July 17, 2018

      Scott Gombar

      The client was certainly happy with the increase. It is a service business so they don’t have any affiliate links but it definitely applies to affiliate sites too.

  • Posted July 16, 2018

    LiveLoveAndAdventure

    I’ve never heard of this before but thank you so much for sharing. As a pretty new blogger, it’s always good to learn something new. Traffic is something I’m still working on across all of the platforms.

    • Posted July 17, 2018

      Scott Gombar

      Getting traffic to your website is a lot of hard work. Most people think if you build it they will come but that’s not true.

  • Posted July 17, 2018

    Heather

    I’ve never heard of google caring about that information, especially for online businesses.

    • Posted July 17, 2018

      Scott Gombar

      Google cares. In fact they have a team of people that visit websites to check on a lot of different things. One of them is the accuracy of online listings and reviews.

  • Posted July 17, 2018

    Akamatra

    Who would have thought that nap makes all that difference? MInd blown!

    • Posted July 17, 2018

      Scott Gombar

      I am not sure that everyone will have the same results. In this particular case they did not have a lot of presence and the presence they did have was not completely accurate.

  • Posted July 17, 2018

    LavandaMichelle

    What a wonderful post! I don’t think I’ve known about this. Thanks for sharing! 🙂

  • Posted July 17, 2018

    Nayna Kanabar

    This is a very useful post for business owners to get more recognition of their business on social media and on line presence.

    • Posted July 17, 2018

      Scott Gombar

      Yes it is. The more accurate your information is and the more (legitimate) places it’s listed the more likely it is to be found.

  • Posted July 17, 2018

    Alaina Monster

    N.A.P is something often overlooked by local businesses. But as a consumer, being able to find accurate information about a business determine if I shop there or not.

    • Posted July 17, 2018

      Scott Gombar

      That is a very accurate statement. Thanks for stopping by!

  • Posted July 17, 2018

    Jessica May

    You learn something new everyday! This is one of them. There is so much to learn about SEO, this is one more thing to put on my list of things to do!

  • Posted July 18, 2018

    Larrisha

    Thanks for sharing. I had previously read up on SEO but I never heard of the NAP. I will definitely be doing farther research on them both.

  • Posted July 18, 2018

    KatWalkSF

    I loved reading this! Updating my site now!

  • Posted July 18, 2018

    Kristyn Medriano

    These are great tips. Looking forward to using these to help my blog out.

  • Posted July 18, 2018

    Catalina Nini

    I rely on Google so much and if the store shows closed, I would assume it is. And of course, I would bother to call then just in case. Definitely sharing this post.

    • Posted July 26, 2018

      Scott Gombar

      So true. Google runs more of our lives than most know or admit

  • Posted July 18, 2018

    Athena

    I just started blogging two months ago and I have to say this is very interesting! I will be applying these tips and methods to my current strategy now.

  • Posted July 18, 2018

    David Allen Elliott

    I can see why NAP would be so very important. Some people use the internet as yellow pages and having this out there would be so important. I am not sure it’s as important to me as I’m just a blog not selling anything.

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