For consumers looking to visit your business, getting listed in search engine results from Google, Yahoo and Bing are the best ways to get found. These new consumers today are not going to look your business up in the yellow pages or any other kind of physical directory, rather, they are going to find you online. A Google study has shown that 59% of consumers use Google to find a local business and 71% of those searchers actually find the information valuable and reliable. This is why your business must have the following be consistent across all media platforms, Name, Address & Phone Number, also known as NAP.
When properly listed, NAP data can bring people straight to your business which is why it is extremely important that it is listed properly. Accurate NAP data also allows your business to be listed properly on all search engine results pages. However, whenever search engines come across NAP data that is listed improperly, then search engines can actually provide consumers with directory listings that list improper information resulting in another businesses information getting mixed up with yours. A perfect example would be if you happened to change your phone number and then receive phone calls from people who knew the previous owner. That has happened to me and it can most certainly happen to a business. As mentioned in a previous article, domain authority is extremely important. However, in this particular case, the presence of your NAP as well as keywords in titles is also extremely important.
For example, on a personal injury lawyers website they have five separate locations all with the same name. However, having the same name isn’t the issue because all five separate locations are listed differently in Google because their address and phone numbers are different.
Each location is now listed in Google My Business and each location points to the main website, has the same name, but clearly different addresses and phone numbers. This allows Google to place this business in the local 3-pack whenever a relevant search is made. Also, it is important to note that some businesses need to make sure that their website has many of these crucial elements in the titles of their pages. Here you can clearly see that this doctor is using the keywords Breast Enhancement Detroit in her titles which allows the search engines to also identify that not only is this website trying to rank for that keyword but also that keyword in her local area which happens to be Detroit.
The presence of On Page Signals is incredibly important when trying to get your business to be found online. Although it only accounts for 14% of your total visibility online, it is a crucial component to your overall marketing strategy that must not be ignored.
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