Google My Business: what is NAP?

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We're not telling you anything new, local SEO is of crucial importance for the business of your points of sale. If you still need convincing, here is some telling data: 60% of users click on one of the first 3 results displayed 1 . Let's add that 36% of your local SEO depends on your Google My Business listings 2 . Which represents a significant part of your online visibility .

More arguments? Having a good local Google SEO helps attract customers to points of sale . Indeed, 72% of consumers who carry out a local search online then visit a store less than 8 km from their location 3 .

There are many elements to complete to bahamas mobile phone number list optimize your Google Business Profile . Let’s start by deciphering what NAP is and why it’s important.


1. What is NAP on Google Business Profile?
2. How does NAP influence the local SEO of your points of sale?
3. On which channels should NAP be optimized?
Conclusion


what is NAP Google My Business

1. What is NAP on Google Business Profile?
NAP comes from English and means “Name, Address and Phone”. This is the contact information that appears during local searches by Internet users. The NAP must absolutely be up to date to properly feed your online presence . Consider modifying it on your Google My Business listings if your points of sale move or change their phone number.

This seems logical, but believe us, information obsolescence is still very common. In addition to your Google business listings , it is necessary to have NAP consistency with your website, your local pages on social networks, etc. Teasing: we detail this importance a little further in the article, so follow us until the end!

Also note that for a network of brands, you must have consistency between the NAPs of your different Google listings . To improve your online visibility , we advise you to have the same brand name on all your listings and not to use an abbreviation. On the other hand, you must personalize each telephone number. It is better to indicate a local telephone number that arrives directly in the local store, rather than a national standard. And obviously each address (location) must be unique!



NAP local referencing points of sale

2. How does NAP influence the local SEO of your points of sale?
As mentioned above, NAP consistency is important for the local SEO of your points of sale. Translation: it matters to our friend Google. The search engine wants to offer the best results to Internet users, so if it detects anomalies and different data, it penalizes the local SEO of your points of sale.

facebook NAP consistent Google My Business NAP Google My Business consistent with other platforms

Example of consistent NAP in Google My Business and Facebook

The NAP provides practical information to consumers and that's what Google wants. By correctly completing your Google My Business listings, you meet its requirements which are easy geolocation (hence the importance of the address) and quick contact (importance of the phone number).

With an optimized NAP, your Google business listings also have a better chance of being included in the Google Local Pack . A quick reminder: the Google Local Pack corresponds to the 3 local businesses displayed at the very top of a local search. It is located in the first position of the SERP in 93% of cases 4 . Just that!

Obviously, apart from Google, NAP is essential for your consumers. It allows them to recognize you (name), find you and come see you (address) and contact you (phone).


optimize NAP Google My Business SEO

3. On which channels should NAP be optimized?
To improve information consistency and improve your online presence , you need to ensure NAP consistency across different channels.

Indeed, Google analyzes not only Google My Business files but also all your online communication channels. So remember to also carry out your presence management on your website (for example in your store locator), on your local Facebook pages, local Instagram pages or even on local online directories. Each place where the NAP appears must be updated during modifications to ensure its consistency.

We are aware that these updates can be restrictive for a network of brands with many points of sale. Rest assured, solutions exist. For example, you can rely on a presence management platform to carry out your updates in one click. The goal being to be able to update the NAPs, you can update them in a few clicks on all of your Google listings , on your local pages on social networks and even within local online directories! Practical, isn't it?



Conclusion
NAP is the contact information that helps consumers identify, find, and contact your locations. Name Address and Phone is also very important to Google and helps optimize the local SEO of your locations.

In addition to consistency within your Google My Business listings , NAP should be consistent across all channels of your online presence such as local social media pages, your website, and local online directories.

To manage NAP updates for all your points of sale more easily and quickly, you can rely on a presence management platform like Digitaleo. With this tool, you can easily perform a Google My Business audit and ensure the consistency of your NAPs in just a few clicks.