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The Critical Importance of N.A.P. and UX in Local SEO

N.A.P. and UX in Local SEO

Written by Jeremy Earle, JD

May 9, 2022

When ranking in local search, consistency in your N.A.P. data and user experience are critical components.

It’s no secret that mobile usage exceeded desktop usage in 2015, but a shift in user behaviour in terms of how many devices they use is something that’s sometimes overlooked.

Google’s Consumer Barometer shows that from 32% in 2012 to just 14% in 2017, the percentage of people who only use one device to complete a journey has plummeted.

Because of the shifting weighting of the Local Pack and local algorithms, consumers’ search and discovery experiences will be altered as they switch between devices, posing new challenges for local companies.

Building citations with a consistent N.A.P. to your Google My Business page can have an impact on your local search rankings because of the importance of N.A.P. consistency in Google’s local and Local Pack algorithms.

When it comes to user experience, having a consistent N.A.P. is particularly vital because it’s used by both Google and people, not only online directories and social bookmarking services.

The Beginning Of The User’s Journey

Many individuals believe that the user journey and brand experience begin when a person inquires or spends substantial time on a company’s website.

The voyage, on the other hand, begins much earlier.

Consider using According to Google’s analytics; the following five actions are more likely to result in a purchase or an affirmative site action:

A search engine was used.

Visited a shop or other place of interest.

Visited a retailer website or app.

An additional web page or app was visited.

Maps were used.

It all begins when a user sees your brand for the first time, whether in the search results, in the Local Pack, or on a map.

The importance of local search cannot be overstated because up to 78% of local-intent mobile searches result in a visit to a store within 24 hours.

Consistent N.A.P. is key here since consumers require consistent information to move forward. We often assume that our local businesses and brands are discovered through our websites, guest posts and outreach, and Google My Business listings. However, this is not always the case.

The directories where we establish our citations and listings are just one-way users locate our business online.

Affecting The User’s Journey At The Start Of The Search Process

In the early stages of a user’s search, you have a unique opportunity to impact and contribute to the overall user experience.

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Ideally, you want your site visitors to click through to material that delivers value and fulfils their user purpose if you’re in the Local Pack or the S.E.R.P.s.

Nobody Benefits From Lazy Local Pages.

Website “localization” is often defined as creating local content and pages. Regardless of how much labour, care, and attention is put into these sites, they don’t assist anyone.

In effect, a doorway page is a tiny page that provides little value to the user and is solely intended to rank for local search terms.

As a result of its distaste for doorway pages (which provide a bad user experience), Google implemented a “ranking adjustment” algorithm for these pages in 2015.

This strategy has been used for a long time and continues to be effective in many verticals, including the Possum update of 2016. (until something better comes along).

Sites or pages designed to score highly for specific search queries are called “doorways” in Google’s official support material. Put another way; it’s harmful to users because they can result in several search results that all go to the same website. Additionally, they may direct viewers to pages that aren’t as helpful as the end goal.

No matter how many times you rewrite the content and make sure there isn’t a single instance of the identical message, all of these pages are of no use to anyone.

Google will see through this, and the users will be disappointed.

Creating Pages With High Local Value

Having a brick-and-mortar store in the area, you wish to target makes it easier for businesses to develop high-value local pages.

If a company is selling an intangible product or service with a local focus, this doesn’t mean it can’t be done via social media.

Both of these terms are used in the Search Quality Rater Guidelines published by Google:

The core of the text.

The accompanying material.

Local search should be approached in this manner.

When a Londoner types in [plumbers in london], Google has to check for intent and separate the primary and supporting parts of the query.

When “plumbers” appears first in the query, it indicates that a plumber/plumbing service is what the user is seeking.

In the context of “in London,” the user is looking for a plumber who is nearby.

Search results are retrieved based on this, with weight and customization given to the searcher’s location-specific purpose in mind.

Content on your website should focus on your products and services, with accompanying material that adds value and relevancy to the location.

A non-profit blog, instructions, or resources can execute this.

Consistent N.A.P.

Search engines don’t just use directory listings and citations we produce; thus, maintaining N.A.P. integrity is critical. Potential customers can also find them.

An inconsistent or inaccurate N.A.P. might lead to unhappy customers and wasted sales opportunities.

Common Causes Of A Divergent N.A.P.

Consistent N.A.P. can be caused by human errors and business changes, such as: Changing business address and not updating previously built citations, directory listings, etc.

An online store with a separate location from the company’s registered address.

We are creating many phone numbers for attribution monitoring.

Additionally, all of the above can hurt your local SEO, which in turn can hurt your brand’s reputation.

If your website doesn’t have a good user experience, it won’t satisfy all of your customers’ needs.

The ability to effectively measure the success of marketing campaigns is essential.

It’s possible to overreport and over-attribute in some circumstances, particularly for local SEO.

User Experience & Attribution In The Google Local Pack

Unlike regular organic search results, Google’s Local Pack is highly influenced by the user’s location when searching.

In Google Analytics, many clicks from G.M.B. listings are labelled as “direct traffic” rather than “organic traffic” because of an attribution issue.

A parameter can be used to solve this problem:

?utm source=GMBlisting&utm medium=organic

There is no need to be concerned about N.A.P./citation consistency issues resulting from the parameter.

If your N.A.P. is consistent, you’re more likely to be in the Local Pack, and studies have shown that a significant percentage of clicks on the results page occurs when a business is in the Local Pack.

The more clicks you get, the more users anticipate fast loading pages and prominent content to satisfy their search intents.

Attribution To A Directory

When I worked for an advertising firm, this was an issue I frequently encountered, and it was also a solution that I was entrusted with when I worked for a client.

Organizations have established unique phone numbers for each directory they submit their firm to track marketing efforts.

The advantages are as follows: Your marketing efforts’ return on investment (R.O.I.) may be calculated precisely.

You’ll wind up with a large number of publications with an inconsistent N.A.P., which is the downside.

Many directories also offer to create Google My Business listings based on the information you provide us, an “added service” of sorts.

Google My Business listings for the same address are generated with different phone numbers and occasionally map pin positions. This results in duplicate listings.

When a user is presented with several options for one location, only one is correct; this is negative for the user experience. When it comes to an online blinds store, for instance:

In the same retail park, there are two distinct phone numbers and two different closing times for the same company, which is the same company.

A user may become perplexed and feel compelled to take an extra step to interact with your organization if they see both of these options.

Preventing Spam Advertisers

When generating directory entries for SEO, I’ve seen companies utilize phoney phone numbers as a way to dodge the spam calls that follow.

False phone numbers keep unwanted calls from reaching you, but they also keep potential customers from contacting you.

The things we do “for SEO” can impact how customers feel about your business and how they interact with your brand.

Getting It Right In Your Locality

Customers looking for a local product or service are more likely to finish their activities than those who are not.

As a result of this, many local firms still haven’t tapped into all the available opportunities.

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