Local Listing Optimisation (LLO) is an essential for a successful local search strategy. It ensures that correct business Name, Address and Phone Number (NAP), categories, content and customer reviews are consistently listed on multiple local listing sites.
In doing so, you can create a NAP anchor which provides greater authority in local search.
However, due to the multitude and complexity of local listing sites, it is important that you follow a systematic approach to CLEAN NAP details across all sites. Pushing your NAP onto one or two sites is not enough, you need to remove conflicting NAPs that share the same business address.
MiShop.local specialise in Local Listing Optimisation for National Chains, Franchises, Agencies and SMEs.
We also White Label.
Call us on 01273 987498 or visit our website www.mishoplocal.co.uk for more information.
7. There are HUNDREDS of
LOCAL Listing Sites
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
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NAP
8. Opening Hours
Name
Address 1
Address 2
Address 3
Phone: 01273 123456
Email: info@yourwebsite.com
Business Description
Products & Services
Reviews
www.yourwebsite.com
Shoes, Training Shoes, Nike
Mon – 9.00 to 17.30
Tue - 9.00 to 17.30
Wed - 9.00 to 18.00
Social Media
Photos
ProjectYourBrand
LocalListings NAP
ContentCategory
Customer
Reviews
9. Who lives at this address?
The address is fixed
BUT
everything else can change
10. The NAP Anchor
The NAP
provides 3
attributes for
search engines
to “anchor” to.
Websites use one URL
as an anchor….
However, as many
businesses can share
the same address, the
NAP is a means of
differentiating one
business from
another.
11. NAP Anchor = Authority
Imagine your NAP details are listed correctly
across multiple local listing sites
12. NAP Anchor = Authority
Now imagine you need to change the NAP
details, but only do so on a few listing sites
13. NAP Anchor = Authority
Only changing a few sites with the NEW NAP details means
the OLD (WRONG) NAP details remain everywhere else.
14. NAP Anchor = Authority
You want the NAP Anchor to be for the NEW details
15. NAP Anchor = Authority
BUT the OLD NAP
Anchor remains,
and has the
greater authority
16. Old listings need replacing
You need to replace the
OLD NAP on all listing
sites
WHERE and HOW your business is listed can affect your overall local search performance AND brand reputation, which is where local listing optimisation can help.
Assume that you all understand the need for local listing optimisation as part of a local SEO strategy
Assume that you all understand the need for local listing optimisation as part of a local SEO strategy
Unlike a website which has a totally unique address IN THE WORLD - a physical address can have a legacy of data associated with it.How many of you still get letters for the previous owners of the premises?The Post Man can deliver a letter – even if it is not absolutely correct.
When content, Category, customer reviews and weblinks can change– the only things that ties a business to a location is its NAP
The Old NAP will keep the authority and you will see duplicates in Google Places if they are not removed
The Old NAP will keep the authority and you will see duplicates in Google Places if they are not removed
The Old NAP will keep the authority and you will see duplicates in Google Places if they are not removed
The Old NAP will keep the authority and you will see duplicates in Google Places if they are not removed
The Old NAP will keep the authority and you will see duplicates in Google Places if they are not removed
So What?Old listings need to be removed or updated – you can’t just submit a new data file and expect the listing site to work it all out for you.
Duplicates in Google Places is a symptom of conflicting NAPs on different listing sites
Most SEOs find it difficult to build a business case for local search when the outcome may not be an ecommerce transaction.
Who’s fault is it if the customer finds and uses the wrong information?What’s the cost if they find the wrong address, phone number or opening time?