When a viewer searches something that implies they are looking for local results, or if they include a geo specific reference within their query, they expect only relevant results to be displayed. You already know this because you use Google or another search engine to help you find things, both online and locally. If you were to search “auto repair Charleston, SC” you would expect for Charleston-based businesses to be displayed. This is true even if you were to search “auto repair businesses” and you’re currently located in Charleston, SC. You expect the search engine to understand that you need local results, not a businesses that say, sells automotive products nationally.
So how does Google and other search engines guarantee relevance in local results?
They use a system that ensures only the highest quality results are displayed. That system is based off something called NAP consistency. It stands for name, address, and phone number. Essentially, it means that the listings displays must demonstrate NAP consistency on the web. That means the same name, address, and phone number listed on their website must be the same name, address, and phone number listed everywhere else for that business. This includes local business listings, such as their business listing with Google, Yelp, Yellow Pages, and any other business citations.
NAP consistency is essential to your trust and authority in local results.
The amount of places your name, address, and phone number is listed is of course, very important. However, what’s more important is the quality of those listings. Search engines expect for you to have quality listings on social media websites like Twitter, Facebook, LinkedIn, etc. These listings should also have ties to some of these key details about your business. They might not have all 3 of the NAP criteria, but they will at least have your name and possibly your phone number. The more high quality websites that carry these key details about your business, the better.
NAP consistency carries a lot of importance for ranking in local search results. If you want to learn about other ways to increase your organic rankings for local results, reach out and contact us.