When it comes to local search engine optimisation NAP consistency is critical. NAP is an acronym for the name, address and phone number of your business. When your business’ NAP is mentioned on the web this is called a citation. Search engines analyse the number and quality of citations your business has to help rank businesses in local search. The more high quality citations your business has, the higher it ranks for local search queries. Search engines also use these citations to help verify the credibility and trustworthiness of your business information, which again can be an important factor in ensuring your business appears high in local search rankings.
Unfortunately inconsistencies in business citations occurs often across the web, particularly if your business has moved location or changed its phone number in the past. A lot of online web directories use company databases to populate their websites, leading to some outdated and potentially harmful information about your business. Even the slightest of variance in a business’ NAP can confuse search engines and stop them from crediting you for a particular listing. (more…)