NAP = Name , Address, Phone Number
Has anyone noticed how many online directories there are out there on the great wide web?
In the world of print, even if the listing was free, one would disregard many of their choices based on the assumption that their target client is not referencing that specific directory or reading that certain publication.
On the web, we may not want to rush to judgement so quickly.
In fact, ignoring the wealth of opportunities to list your company online may be one of those things that could ultimately cause you greater pain than simply getting the job done.
Now is the time to claim your listing in online directories. Start with your Google Places page and your Google Profile page.
Move on to Yahoo Local, Bing Local, CitySearch (for all your city locations), Yelp (for all your city locations), Superpages, and as many of the web directories as you can find that may not be presenting your information accurately.
Since search engines scan the web for information and are now focused on cross-relating all the information they find that pertains to a specific company, it is important to ensure your information is consistent across the web.
Consistency must be maintained for:
- Contact information including name, address, phone, email, and fax
- Profile – what you offer and to whom – use your (well researched) keywords
- Images – match your content and use your keywords in the met-data
- Services – use your keywords here as well (but remember its not a turkey – so no stuffing)
- Categories- select ones that best represent what you offer and in which you would expect to be found
If the web directories allow you to attach other documents, ensure they too are search engine optimized using the keywords from your hit list. Once again, your keywords are the glue that bond and maintain the consistency that builds your online identity and authority for the content you present.
Another important consideration is the way in which your online profiles affect your local and mobile search results.
With more than 74% of American users performing local searches (Kelsey Group) and 234 million mobile subscribers (comScore January 2011), buyers are relying on their Androids, iPhones, Blackberrys, and other mobile platform devices, to search and source locally for what they need.
Additionally, 25.3% (comScore January 2011) of mobile subscribers access social media and blogs. You can start to see why it is important to achieve and maintain consistency across these platforms.
If the search engines can see the consistency it is easier for them to rate your authority and deliver results that help you to reach your targeted audience groups, particularly for the rapidly expanding local and mobile search markets.