NAP stands for “Name, Address, and Phone Number.” “
NAP is the basis of local business listings (aka listings on the Internet).
Local search engines use the citations to determine if a company exists in real life.
Search engines combine the relevancy score and confidence score to rank businesses in search results.
NAP consistency in local SEO is crucial as it impacts your confidence score. Search engines will not show you more often in search results if you aren’t sure you exist.
NAP consistency matters because it is a critical ranking factor. NAP consistency matters for local SEO and local marketing.
How can you find all NAP variations?
It’s almost as if you were trying to find the correct spelling in a dictionary.
These are the tools and techniques that I use to locate all local listings with a NAP citation. This allows me to correct any errors or remove duplicate listings.
These listings are arranged in order of accuracy and expense. If you have a budget, you can skip to SEMrush’s Local Listing Tools.
Google Your Phone Numbers
Keep track of all phone numbers. All your employees’ numbers.
These are the best.
Copy all listings and save them. Be aware that duplicates may appear later.
Google Your Addresses
Use the same process as with phone numbers. Search for old and current addresses.
You should always use the general form for your address. To search for your business at 200 Elm St SE Newnan GA 32663 drop the “SE” and enter the ZIP Code.
Google Your Business Names
Use the same process for addresses and phone numbers. Always search to find the shortest version or most extensive version of your business name.
All listings can be copied, pasted, scraped, or corrected.
You want every citation to match exactly.
There is no need to mention “Shivar Barbecue Restaurant” or “Shivar BBQ Restaurant”. Each citation must be correct.
Duplicates must not be removed
Google Keyword SERPs
You can quickly determine the importance of incorrect listings. These are keywords that your customers use.
All listings websites that are up to Page 5 of the search results are pulled. Every city is unique.
To find different NAPs, you can perform a manual search on each listing site. This will enable you to correct inconsistencies and remove duplicates.
The four methods described above aren’t expensive, but they can be time-consuming.
It is worth the effort if you have the time and the resources. Use a tool to locate the listings and fix them manually.
SEMrush provides a local listing tool.
SEMrush provides a comprehensive suite of SEO and Paid marketing intelligence tools.
SEMrush is my favorite tool. It offers a single premium subscription that gives you access to local listing management software, as well as powerful keyword research tools, backlink tools, and advertising research tools.
You can run a single search here. The program will quickly identify the most critical ones and give you a link to fix them.
Check Moz Local Search
Moz offers a standalone Search Tool that will find duplicate or inconsistent locations.
This is an excellent option for businesses with multiple locations.
WhiteSpark Citation Builder
WhiteSpark, a local SEO agency, is well-respected.
You can edit and modify your listings quickly with their premium tools. They will manually alter your listings, unlike Yext.
SEOfoxy’s local listing tool
SEOfoxy provides a local search engine. Although it’s not perfect, it offers tons of premium-grade features.
This will be used for double-checking my work
Check Data Aggregators
There are four large American business data aggregators.
- Data Axle
- Foursquare ( took Acxiom’s place).
These businesses are comparable to Equifax, Transunion, and Experian in the consumer market. If your information is incorrect, you’ll have to play whack a mule with your local listings.
They may need help to correct your data. What’s most important is to locate your data and create an account to allow you to provide input.
ZoomInfo is a startup that specializes in business data. Make sure you are in their database.
Bonus: Use Your Library
If you are having trouble accessing Dun & Bradstreet or ReferenceUSA, it might be worth looking at Dun & Bradstreet.
Next steps for NAP Consistency
Consistency is hard. Local searches can give directions to places we already know.