Local Listing Optimisation NAP Essentials
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Local Listing Optimisation (LLO) is an essential for a successful local search strategy. It ensures that correct business Name, Address and Phone Number (NAP), categories, content and customer reviews are consistently listed on multiple local listing sites. In doing so, you can create a NAP anchor which provides greater authority in local search. However, due to the multitude and complexity of local listing sites, it is important that you follow a systematic approach to CLEAN NAP details across all sites. Pushing your NAP onto one or two sites is not enough, you need to remove conflicting NAPs that share the same business address. MiShop.local specialise in Local Listing Optimisation for National Chains, Franchises, Agencies and SMEs. We also White Label. Call us on 01273 987498 or visit our website www.mishoplocal.co.uk for more information.
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Local Listing Optimisation NAP Essentials
- 1. Control your brand in local search David Whatley @mishoplocal
- 2. Local Listing Optimisation Essential for local search
- 3. You don’t need a website for local search You need an address
- 4. Distance Relevance Prominence Local Search Drivers LOCAL LISTING SITES On Category Address Influenced by Content Customer Reviews
- 5. LOCAL LISTING SITES are not the same as LINK BUIDLING SITES
- 6. LOCAL LISTING SITES Name Address Phone Number Categories Content Customer Reviews
- 7. There are HUNDREDS of LOCAL Listing Sites NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP NAP
- 8. Opening Hours Name Address 1 Address 2 Address 3 Phone: 01273 123456 Email: info@yourwebsite.com Business Description Products & Services Reviews www.yourwebsite.com Shoes, Training Shoes, Nike Mon – 9.00 to 17.30 Tue - 9.00 to 17.30 Wed - 9.00 to 18.00 Social Media Photos ProjectYourBrand LocalListings NAP ContentCategory Customer Reviews
- 9. Who lives at this address? The address is fixed BUT everything else can change
- 10. The NAP Anchor The NAP provides 3 attributes for search engines to “anchor” to. Websites use one URL as an anchor…. However, as many businesses can share the same address, the NAP is a means of differentiating one business from another.
- 11. NAP Anchor = Authority Imagine your NAP details are listed correctly across multiple local listing sites
- 12. NAP Anchor = Authority Now imagine you need to change the NAP details, but only do so on a few listing sites
- 13. NAP Anchor = Authority Only changing a few sites with the NEW NAP details means the OLD (WRONG) NAP details remain everywhere else.
- 14. NAP Anchor = Authority You want the NAP Anchor to be for the NEW details
- 15. NAP Anchor = Authority BUT the OLD NAP Anchor remains, and has the greater authority
- 16. Old listings need replacing You need to replace the OLD NAP on all listing sites
- 17. Google tries to organise data …NOT clean it!
- 18. Same Place - Different Face RE-BRANDING affects local search
- 19. Same Place - Different Face CHANGE OF OWNERSHIP affects local search
- 20. Local Listing Optimisation Not just for SEO ….. It’s also for BRAND CONTROL .
- 21. An incorrect NAP is like a dirty shop window It just doesn’t look good!
- 22. Good Housekeeping with SEO benefits Local Listing Optimisation
- 23. Local Listing Optimisation for National Chains Franchises Agencies SEOs White Label
Editor's Notes
- WHERE and HOW your business is listed can affect your overall local search performance AND brand reputation, which is where local listing optimisation can help.
- Assume that you all understand the need for local listing optimisation as part of a local SEO strategy
- Assume that you all understand the need for local listing optimisation as part of a local SEO strategy
- Unlike a website which has a totally unique address IN THE WORLD - a physical address can have a legacy of data associated with it.How many of you still get letters for the previous owners of the premises?The Post Man can deliver a letter – even if it is not absolutely correct.
- When content, Category, customer reviews and weblinks can change– the only things that ties a business to a location is its NAP
- The Old NAP will keep the authority and you will see duplicates in Google Places if they are not removed
- The Old NAP will keep the authority and you will see duplicates in Google Places if they are not removed
- The Old NAP will keep the authority and you will see duplicates in Google Places if they are not removed
- The Old NAP will keep the authority and you will see duplicates in Google Places if they are not removed
- The Old NAP will keep the authority and you will see duplicates in Google Places if they are not removed
- So What?Old listings need to be removed or updated – you can’t just submit a new data file and expect the listing site to work it all out for you.
- Duplicates in Google Places is a symptom of conflicting NAPs on different listing sites
- Most SEOs find it difficult to build a business case for local search when the outcome may not be an ecommerce transaction.
- Who’s fault is it if the customer finds and uses the wrong information?What’s the cost if they find the wrong address, phone number or opening time?