Three Deep Marketing SEO Specialist Scott Dodge shows how to investigate for inconsistent NAP (Name Place Address) and clean them up at an MnSearch Search Snippets: Local SEO event.

1. Scott Dodge
SEO Specialist @threedeep
@scott_dodge

2. 2

3. @scott_dodge
NAP CONSISTENCY
Not this, but… 3
ALL DAY EVERY DAY
HOMIE

4. @scott_dodge
NAP CONSISTENCY
This.
Name, Address, and Phone Number
4
Name
Address
Phone

5. @scott_dodge
5

6. @scott_dodge
NAP CONSISTENCY
Here’s what Google sees when their trusted
data sources have conflicting information. 6
Three Deep Marketing
180 East Fifth, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep marketing,
Inc
180 Fifth St E, Suite 910
Saint Paul, MN, 55101
651-789-7702
3 Deep Marketing
2211 E Old Address St
North Saint Paul, MN 55132
651-992-8855
Three Deep Marketing Inc
180 5th Street East #910
St Paul, MN 55111
612-888-9999
Four Deep Marketing LLC
Dave’s House, Basement
Blaine, MN 60463
Dave’s Home #
??????????wtf??????????

7. @scott_dodge
NAP CONSISTENCY
…..Aaaaaand here’s what Google sees when
these trusted sources have consistent
information.
7
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
BINGO

8. @scott_dodge
FINDING NAP INCONSISTENCIES
Because NAP consistency is so
important, how do you begin the
investigation?
8

9. @scott_dodge
HIT THE BIG THREE
Step 1 of any NAP cleanup project is to resolve
any issues present in the big three data
partners.
9

10. @scott_dodge
10

11. @scott_dodge
MY PROCESS
11

12. @scott_dodge
#1 - FACTUAL
Factual offers a huge database of business
information – use it to quickly find incorrect
business listings. Don’t forget about simple
Google searches, either.
12
http://factual.com/data/t/places
BINGO

13. @scott_dodge
#1 - FACTUAL
As you can see, we’ve found an old NAP that
must be still out there.
Our mission? SEARCH AND DESTROY.
13
Incorrect NAP Correct NAP

14. @scott_dodge
#2 - WHITESPARK
Plug the incorrect numbers in to Whitespark’s
Local Citation Finder for a quick, easy way to
discover incorrect citations. Export to CSV for
further analysis.
14
http://lcf.whitespark.ca

15. @scott_dodge
NOW, REVERSE ENGINEER
Use this as a bible on the who’s who of local
search – work your way up the data stream to
fix multiple citations in a single bound.
15

16. WHAT IF THE PHONE NUMBER DIDN’T CHANGE?
118 E 26th St, Ste 203
Minneapolis, MN
55404
S P Y D E R T R A P O N L I N E M A R K E T I N G
1625 Hennepin Ave
Minneapolis, MN 55403
16

17. @scott_dodge
#4 – THE SCREAMING FROG METHOD
Run a new project in Whitespark’s LCF for your
phone number, and do a CSV export of the
results. Then, paste URLs into a .txt file
17
1
2 URL LIST

18. @scott_dodge
#4 – THE SCREAMING FROG METHOD
Change SF to List mode and select txt file of
citations. Find a unique identifier (street
address #), and create and include filter for
both the old address and the new.
18
3
4 CUSTOM
FILTERS
LIST MODE
SELECT
TXT

19. @scott_dodge
#4 – THE SCREAMING FROG METHOD - OUTCOME
Now you have an actionable list of citations
that need to be cleaned up, and which ones
are good to go.
19

20. @scott_dodge
NOW, GET TO CLEANING

21. 1) Factual (free)
2) Whitespark LCF
3) Screaming Frog
Pro
21
- Scott Dodge
@scott_dodge

22. 22

23. @scott_dodge
LIMITED ONE-TIME-ONLY SPECIAL OFFER
Use code “mnsearch” for 20% off LCF
subscriptions!
https://www.whitespark.ca/local-citation-finder/
23
@Whitespark
@EdmontonSEO