Zach Thompson He is the CEO of MediaSmack, a legal marketing firm, and oversees the company’s strategic vision and growth.
Getty
Brand consistency (such as using the same logo, colors, and slogan) on TV and online helps your audience recognize and trust your brand. When marketing him online, companies should also focus on the consistency of his NAP as it is important for local SEO and EAT. Below, we discuss these acronyms and how NAP consistency affects your business’ online marketing efforts.
What are SEO, NAP and EAT?
We understand that all acronyms can be overwhelming. SEO, or search engine optimization, is the practice of optimizing a website so that it is more likely to appear on search engine result pages (such as Google’s search results) for relevant search terms. For example, if you’re a personal injury attorney in San Diego, a Google search will show you “personal injury attorney san diego.” That’s what SEO is all about.
NAP is an acronym for name, address and phone number. His NAP of business should be consistent across the internet. We’ll explain why this is important in the next section.
EAT stands for expertise, authority and credibility. We want to be an expert and trusted industry authority not only to potential customers, but also to Google and other search engines.
Why is NAP consistency important for my business’s local SEO?
An online business listing is an integral part of your business’ digital marketing strategy. These listings are backlinks that can build your website’s authority in search engines. A backlink is a link from another of his websites to yours. You can think of your website as another website endorsing it, and search engines pick up on these endorsements.
At my company, we start with the “Big 3” business listings: Google My Business, Bing Places for Business, and Yelp for Business. These lists should be identical to each other and consistent with any other lists or social media profiles you may have created. These lists should also match the NAP information on your website.
why? These are the key pieces of information consumers are looking for when they are ready to contact local businesses. Search engines want to provide users with the most relevant information possible. If his NAP information is inconsistent across the internet, search engines may not trust your information, making your business less likely to appear in search results for locally focused queries. There is a possibility. This point matches his EAT for your business.
Why is NAP important to my business EAT?
As explained above, NAP discrepancies can have a negative impact on local SEO. This is because the information provided by search engines cannot be trusted. Search engines don’t trust you. Many of my clients are lawyers and law firms, known as the “Your Money or Your Life” website. This means that their websites may influence a person’s financial, health, or professional decisions.Google and other search engines rank these websites to the highest standards. is kept in Displaying accurate NAP information is part of this standard.
There is another aspect of this that is even more important. Must introduce his EAT to a target customer or client. Inconsistent NAP information can have a negative impact on potential customers and clients. Think about how frustrating it can be to call a business and find that the wrong or out-of-service number is listed. Another example is driving to a closed business. Shows open online. The person has had a negative experience with the business, and it is not uncommon for the person to call or drive to a competition.
Ensure consistency with business NAPs
The most important point of this article is consistency. You don’t have to use the exact same business name as it appears in your business license, but whatever you decide to use should be the same everywhere.
Ask the following questions to make sure it matches your name.
• Is your business a limited liability company? Should you include “LLC” in your business name?
• Does your business name contain an ‘and’ or an ampersand? Which one will you use from now on? don’t replace them.
• Are there commas in your business name? Keep them or leave them out, but be consistent.
Similarly, consider how you will list your company’s address. Is the suite number included? We recommend spelling abbreviations (such as “Suite” instead of “STE”) and always including the specific suite number.
The intent of search engines is to provide users with the most valuable and relevant information. If you provide her NAP information consistently across the web, you’re more likely to get paid. More importantly, it gives potential customers their first positive experience with your business.
The Forbes Agency Council is an invitation-only community for executives at successful public relations, media strategy, creative and advertising agencies. am i eligible?
