10 Guidelines for Putting NAP Info on Your Site for Local SEO

Peanut (our cat) - the nap expert.

Peanut (our cat) – the nap expert at work.

Putting your business’s NAP info – name, address, phone – on your site is a basic step you take if you want to rank well in the local results.

It’s also common sense if you’re trying to attract local customers.

Still, I get questions all the time – questions about all the details.  I’m hoping to answer them all in one breath.

Here are my 10 guidelines for putting NAP info on your site:

1.  Must be crawlable text – that is, “readable” by Google and other search engines.  That means it’s not OK to have it only as an image (for instance).  My rule of thumb is if you can copy and paste it, it’s readable by the search engines.

2.  Must match what’s on your Google Places page and citations – more or less.  Don’t worry about little formatting differences – like “Ave” versus “Avenue,” or whether there’s a period after “Ave.”

3.  Doesn’t have to be in Schema or in hCard, although there’s no reason not to mark up your NAP info that way.  Still, plain old HTML is fine.

4.  When in doubt about the formatting, refer to a Schema generator:

Schema-Creator.org

MicrodataGenerator.com

The one by TVS Internet Marketing

5.  The NAP info can go pretty much anywhere on your pages / in your code.  If you’re using WordPress or a similar platform, it can go in footer.php (my favorite), or in a sidebar widget.  It can go in the table your content is in, or in the footer area.  I wouldn’t suggest adding it to your title or description tags, though – usually a waste of space.

6.  Don’t include links to pages on your website – unless doing so helps usability, like if you have a “Our Locations” page where you list all your locations.

7.  If you have multiple locations, you can have all your NAPs on each page, or you can have just the NAP for Location A on the page for Location A, and so on.  I’ve never seen problems with using NAPs on the same landing page or site-wide.

8.  You can have the same NAP blob appear more than once on the page.  I wouldn’t have it appear 8 times on a page.  But 2 or even 3 times, sure.

9.  It’s OK to style it with CSS, or to have it on one line.

10.  If you run a home-based business and are extra-concerned about privacy, just leave off the street address – if you feel you must.  But you should still include your business name, city, ZIP, and phone number.

Any questions about NAP?  Tips?  Leave a comment!

Local SEO “Substitutions”

I’ve always liked the part of cookbooks with the “substitutions” chart.  It’s a life-saver for those of us who buy all the right ingredients at the market but gobble up half of them before we can cook anything.

One reason I like the substitutions chart is it reminds me that good cooking isn’t necessarily perfection.

Sure, you can’t substitute every ingredient in a recipe.

But if you’re a little short on time or ingredients and need to improvise, the finished product still will turn out great (usually).

The same is true of local search. Some people seem to think that local search “optimization” means “everything’s got to be perfect.”  It doesn’t.  There isn’t just one correct way to do the steps that will make your business visible to customers in the Google+Local search results and beyond.

Granted, for some steps in your local-search campaign there’s no such thing as “good enough.”  For instance, you must follow Google’s “Quality Guidelines,” or you risk having your business flicked off the local map entirely.

But for other steps “close counts.”  (No, it’s not just in horseshoes and hand-grenades, as the saying goes.)

If you’ve had a tough time of implementing some of the local SEO best-practices you’ve heard from me or from other people, check out my list of “substitutions,” below.

By definition, a substitution isn’t perfect.  These are no exceptions.  Think of them in terms of “if you can’t do this, do that.”

 

For your Google+Local listing

If you…
Can’t include all your main services as categories in your Google listing (you can list yourself under a maximum of 5 categories).

Then…
Have a separate page of your website devoted to each specific service you offer.  This page should tell potential customers all about that particular service. Then make sure you’re linking to these pages from your homepage (or whatever is the landing page you use for your Google+Local listing).

Explanation
Categories are the best way to tell Google, “Yoo-hoo, over here…OK, these are the services I want to rank for.”  But probably the next-best way to do this is to have distinct, focused pages that describe in detail each specific service you offer (e.g. one for heating, another for air-conditioning, etc.).  That makes it easy for Google to scour your site and determine exactly what kind of business you’re in and what you offer.

Have a page for each service you offer - esp. if you run out of categories

 

If you…
Can’t think of any eye-catching (but relevant) photos to upload to your Google+Local page

Then…
Upload screenshots or photos that aren’t necessarily eye candy but that are relevant to your services and informative in some way.  Things like handwritten testimonials, “fan mail,” your BBB accreditation, or documents that show you’re certified to do whatever it is you do.

Explanation
I haven’t found that photos affect local rankings.  But good photos will make people more likely to click through to your site or pick up the phone.  Which is what it’s all about. And which means it’s perfectly OK to upload photos that aren’t flashy but that tell potential customers something they might want to know about you or your services.

 

For your website

If you…
Don’t have a keyword-relevant domain name.

Then…
Create a page (or subdomain) on your site with a keyword-relevant page name, and use it as the landing page for your Google+Local listing.

Explanation
Let’s say your competitor’s website is AcmeChiropractic123.com.  He ranks well locally for search terms that contain “chiropractic.”  Your website is DrJohnDoe.com.  Consider building a page named “Doe-Chiropractic” that talks all about your chiropractic care.

Then use “http://www.DrJohnDoe.com/Doe-Chiropractic” as the landing page for your Google+Local listing (in other words, enter that URL into the “Website” field of your Googl+Local listing).  That should make you a little more likely to rank well locally for “chiropractic” and similar searches.

In lieu of a keyword-relevant domain, try a keyword-relevant name for your landing page

 

If you…
Can’t or don’t want to use hCard or Schema.org to mark up the name/address/phone (“NAP”) block of text that should be on every page of your site

Then…
Put the NAP on every page of your site without marking it up with hCard or Schema.

Explanation
I haven’t seen any evidence or noticed first-hand that marking up your name/address/phone number with search-engine-friendly code (AKA rich snippets) helps your rankings significantly.

Sure, we know Google pays attention to rich snippets.  If you or your webmaster can implement them, great (one easy way to do it is with this excellent Schema generator).  But it’s OK if you can’t or don’t want to use the markup for some reason.  Just make sure the name, address, and phone number of your business is on every page of your site.

 

For citations

If you…
Can’t claim your business listing on a given third-party site (Yelp, CitySearch, etc.).

Then…
Make sure that the listing at least has the correct info on your business – regardless of whether you’ve claimed that listing – and make sure you get any listings with the wrong info removed.

Explanation
In my experience, the consistency of your basic business info (name, address, and phone) as it appears all across the web is the biggest factor in how well you’ll rank locally.  Getting this consistency needs to be at the top of your priority list – and it doesn’t really matter how you do it.

If for any reason you can’t claim a given listing for your business, that’s OK: I haven’t found that Google will give you any brownie points for having done so.  But if the listing has incorrect info, you’re in trouble.  The good news is there’s almost always an area on these business-directory sites where you can suggest corrections.

 

If you…
Aren’t using the Local Citation Finder but want to get all the citations your competitors have.

Then…
Use this neat citation-discovery technique or my Definitive Citations List, or some combination of the two.

Explanation
Citations matter.  A lot.  ‘Nuff said.

 

For reviews

If you…
Have trouble getting Google or Yelp reviews.

Then…
Get some CitySearch or InsiderPages reviews (or other sites).

Explanation
Google reviews are central to your local-vis efforts, but there have been serious problems with them recently.  The filters are WAY too strict.  Legitimate reviews from real customers in many cases won’t “stick” on your Google+Local page.  Similar story with Yelp, although their review “filters” have always been pretty draconian.

But even if you have loads of Google and Yelp reviews, you’d still be smart to get customers to review you on CitySearch and InsiderPages.  (For a little more detail on this, see my “Local Business Reviews Ecosystem”.)

 

If you…
Can’t get reviews because it’s nearly impossible to do so in your particular industry – to the point that even your competitors don’t have reviews.

Then…
Put a Google +1 button on your site and ask customers to “+1” you, or ask them to email you (or even handwrite) a testimonial that you could feature on your site.  Preferably ask them to do both.

Explanation
Reviews help your rankings.  Most likely so will having “+1’s” – at least in the near future.  Reviews are great “social proof” that show potential customers why your services are worth their attention and possibly some of their hard-earned money.  Testimonials can do that, too.

In case you want something to slap on your fridge, here’s a little chart that sums up all of the above:

Your handy-dandy local SEO "substitutions chart"

Any other local SEO “substitutions” you can think of – or have actually used?  Leave a comment!

Best Local Search Tools – 2012

Best Local Search Tools - 2012It’s possible to get a business visible in Google Places and other local search engines without using any tools…but why would you want to?

Sure, you can drive a nail with a brick (or that poundcake your in-laws sent for Christmas), but it’s much more effective, quicker, and easier if you’ve got the right tool.

I’ve rounded up a list of the best tools that I, other local-searchers, and wise business owners use on a daily basis.  Others exist, but I consider these the cream of the crop.

There were some great lists of local-search tools last year—including an excellent one by Mike Ramsey—but none so far for 2012 (that I’m aware of).  Another year, a new lineup.

I’ve categorized the tools with 3 little symbols:

User-friendly tool= Extremely user-friendly tool.

Tool you should use on an ongoing basis= A tool that’s good to use repeatedly—both before you’re visible and after, as part of a maintenance routine.

Paid tool= Paid tool, but a heck of a good investment.  (Any tool that doesn’t have this symbol next to it is free.)

Near the bottom of the list are some tools that aren’t specific to local search, but that can indirectly help your local rankings anyway.

 

The list: best tools for local search optimization

 

GetListed.org
Extremely user-friendly + best used repeatedlyGetListed.orgIn the world of local search, GetListed is handier than duct tape and a Swiss Army Knife put together.  It instantly analyzes how locally visible your business is and gives you specific recommendations for how to get more visible.  Plus, the rest of the site contains some superb resources that show you the ropes of local search.

(Once you’ve done a basic scan of your business and maybe browsed GetListed’s resources,  check out my advanced tips for GetListed scans.)

 

Local Citation Finder
Extremely user-friendly + best used repeatedly + costs a littleLocal Citation Finder - WhitesparkBefore Whitespark came out with this tool, getting citations was like getting your teeth pulled.  Now it’s just like a routine tooth cleaning :)

The Local Citation Finder will tell you all the business directories your top-ranked local competitors are listed on – which allows you to go out and list your business on those sites and turn the tables on your competitors.  Very user-friendly.  Absolutely essential if you’re serious about growing your local visibility.

 

Google Places Category Tool
Extremely user-friendly + best used repeatedlyGoogle Places Category Tool - Mike BlumenthalBeautifully simple, yet powerful: a giant list of all the business categories you can choose for your Google Places page.  Use it to make sure you’ve picked out all the categories that may apply to your business.  It also includes synonyms corresponding to each category, which help if you’re unsure about which categories to pick.  Created by none other than Mike Blumenthal.

 

Link Prospector
Extremely user-friendly + best used repeatedly + costs a littleLink Prospector - Citation LabsGetting good-old-fashioned links to your website can help your Google Places rankings.  In a nutshell, this is the best link-finding tool I’ve used.  It’s made by Citation Labs.  The demo video can explain the details better than I can.  Also, I really dig their “Pay as You Go” option.

 

Local Search Toolkit
Extremely user-friendly + best used repeatedlyLocalSearchToolkit - SEOverflowYou can learn a lot about how to rank well in your specific local market if you spend enough time poking around on your competitors’ Places pages to find out what categories they use, which citations they have, and so forth.  Local Search ToolKit lets you gather that competitive intel instantly.

 

BrightLocal’s ReviewBiz
Best used repeatedlyReviewBiz - BrightLocalI had a brilliant idea: little buttons you could put on your website that customers simply could click to write reviews for you…but then I learned the chaps at BrightLocal had already thought of it and made it.  An awesome tool for getting an extra stream of reviews from your customers without even having to ask them.

 

MyReviewsPage
Extremely user-friendly + best used repeatedlyMyReviewsPage.comA great way to keep quick tabs on your reviews (how many and what ratings) on the most important review sites, with a really handy “dashboard” feature.  MyReviewsPage also has a number of other features for monitoring and gathering customer reviews.

 

Microformats.org
Microformats.orgGoogle’s bots like it if you add your business name, address, and phone number to the bottom of every page of your website.  But the bots are tickled pink if you can format your name, address, and phone number with a few specific lines of code before doing so.  This format is called hCard.  You can prepare the code you need at microformats.org/code/hcard/creator.  (Chris Silver Smith has a great article to help you do this.)

Another smart move is to add a few lines of a similar kind of code to any customer testimonials you have on your website.  This format is called hReview.  If you mark up your customer testimonials with this code, Google will (essentially) treat those testimonials as reviews.  This means you’ll not only get “review stars” for those testimonials, but those review stars will show up next to wherever your business is ranked in Google’s search results.  Be sure to read this excellent piece by Linda Buquet before preparing your testimonials in hReview.

 

GeoSitemapGenerator
GeoSitemapGenerator - Arjan SnaterseThe more information Google has about the location of your business, the more likely it is you’ll rank well locally.  Whereas a regular sitemap file is a way to tell search engines where the pages of your website are located, a geositemap file tells search engines where your business itself is located.  The easy-to-use GeoSitemap Generator lets you create the two files you’ll need to upload to your site.

 

David Mihm’s Local Search Ranking Factors
Extremely user-friendly + best used repeatedlyLocal Search Ranking Factors - David MihmEven the best compass isn’t much use without an accurate map.  This comprehensive, definitive study will help you at any and every stage of your push to get visible to local customers.  If you ever find yourself wondering “Gee, what do I need all these tools for?” look no farther than this document.

 

Honorable mention: Definitive Citations List
Extremely user-friendly + best used repeatedlyAn ongoing project of mine: to list every citation source I’ve found.  The Definitive List of Local Search Citations List isn’t in the same league of awesomeness as the above tools, but it’s a resource I’ve been working on for a while, which I’ll keep trying to develop and improve.  Please take a look and let me know if there are any citations you’d suggest I add to the list.

 

Tools that indirectly help local search visibility

 

CrazyEgg
Best used repeatedly + costs a littleCrazyEgg.comA simple plugin-like tool that shows you a really sexy heatmap of where your website visitors click, the traffic sources those clicks come from, how far down the page they scroll, and other crucial intel.

Whereas Google Analytics will tell you which links on your site people click on, it won’t tell you things like how many people are clicking on your giant logo at the top of the page, even though it doesn’t link to anywhere, or whether only about 2% of the visitors who came from Facebook actually click on your “Services” page.

CrazyEgg, on the other hand, will tell you all that and more.  You’ll discover that areas of your website potential customers take interest in, and which areas they don’t.  If you tweak your website according to what you learn about your customers’ worries and wants, you can better gear your site toward the specific services they’re most interested in, which will also help your chances of turning those visitors into customers.

 

WeWe Monitor
Extremely user-friendly + best used repeatedlyIs your website content focused on your customers…or on you?  There’s a big fat gray area between being customer-centric and narcissistic.  This simple tool will read the content on your site and tell you how well you focus on customers and what they care about.  I’d suggest this to anyone who runs a business.

But it can be especially handy for local-search ranking purposes, because it might help you realize that (for instance) you need to write a little more on your home page about each specific service you offer, exactly who might need those services, and how they might make your customers’ lives better, etc..  Having service-specific, on-topic content makes your site more relevant to the terms you’re trying to get visible for, and in this way can help your organic and local rankings.

 

SnagIt
Extremely user-friendly + best used repeatedly + costs a littleSnagIt - TechSmithA screenshot tool and photo-editor wrapped up into one very handy bundle.  You need good photos if you want to make your Places attractive enough that visitors are compelled to click through to your site rather than to hit the “Back” button.  Some people swear by Photoshop, but SnagIt is my weapon of choice.  It will also help with some of the fairly wild things I suggest you do with your photos in order to maximize your local visibility.  It has a great free trial, by the way.

 

Google Alerts
Tool you should use on an ongoing basisGoogle AlertsWant to know where your competitors are getting publicity (and citations and links)?  Need to know if they’re talking smack about your business?  Set up some Google Alerts and you’ll receive emails from Google that let you know what’s been published on the web about you or your competitors.

It’s still very early in 2012; there’s a ton of year left for innovation.  If a new tool comes out that brings something new to the local-search table, let me know and I’ll take a look.

Got any tools to recommend that aren’t on my list—or anything you’d like to say about the tools I’ve already got?  Leave a comment!

5 Google Places Tests I’d Love to See

I discover a lot about Google Places by wrestling with it all day, every day.  But I’m also constantly scratching my head at questions—things that I just started wondering about based on observations, or that people have asked me.

Some of these questions I’ve yet to find the answers to.  I know someone—maybe you, maybe me—can find the answers with a little (or a lot of) testing, studying, experimenting, analyzing, tinkering, doodling, or whatever word you prefer.  Here are a few questions about Google Places that I think would make for really cool tests:

 

Test 1:  Is there a measurable benefit in claiming your listings on third-party sites (i.e., citation sources)?

Let’s say my business is listed on Yelp, YellowPages, and SuperPages 100% correctly (as it ought to be).  To what extent can it help my Google Places rankings to claim—AKA owner-verify—my listings on those third-party sites? 

Does claiming third-party listings help your Google Places rankings?

What I know:  You’re in a better position to control your business info if you’ve claimed as many of your third-party listings as possible.  This is valuable from the standpoint of keeping your info accurate and consistent across the Web, and of preventing any unethical competitors from hijacking your listings.

What I don’t know:  Whether simply the act of claiming a third-party listing provides a “trust-signal” to Google that you’re the rightful business owner, which could help your Places rankings at least a little bit.

What I’d tell a client for now:  “Priority #1 is to have consistent and accurate info on third-party sites.  If we have to claim all your third-party listings in order to accomplish that, then we’ll claim them all.  But if your info is already consistent and accurate, let’s mess with owner-verification some other time.”

 

Test 2:  To what extent can you increase the number of business categories that show up on your Google Places page by listing your business under a broad range of categories on third-party sites—and can you get visible for more search terms this way?

As we both know, you can only pick up to 5 categories on your Google Places page.  But sometimes more than 5 show up on your Places page.

How can you get additional business categories on your Places page?

What I know:  Google adds these additional categories based on business info from third-party sites.

What I don’t know:  There’s a lot I don’t know: First of all, exactly what information does Google draw on from third-party sites in order to assign these additional categories? That is, does Google look at the categories your business is listed under, the keywords, the tags, the text of customer reviews on third-party sites, or some mysterious combination of all of the above?

Let’s say there are more than 5 categories that accurately describe my business and I want to score some of those additional categories.  How should I go about it, exactly?  Most third party sites—with a few exceptions, like MapQuest—also limit the number of categories I can list myself under.  So should I try to pick slightly different categories on these sites from the ones I picked for my Places page?  Or is it possible that Google pays more attention to the “keywords” and “tags” fields on my third-party business listings?

Last but not least, is there any correlation between (1) the additional categories that show up on my Places page and (2) the likelihood that my business will rank more visibly for searches related to those specific additional categories?  Obviously it’s good to have some additional categories show up on your Places page because they give potential customers an even better sense of what your business offers.  So in terms of the “human element,” the additional categories are good.  But does having more of them correspond to being visible for more search terms?

What I’d tell a client for now:  “My top task is to get you visible for the 5 categories on your Places page, so I’m going to pick roughly the same categories on other sites whenever I can, in order to reinforce the 5 on your Places page.  Of course, different sites have different categories to choose from, so some deviation from your 5 Google Places categories is inevitable.  But I’ll always pick as many relevant categories as I’m allowed to pick, because my understanding is that will give you the greatest exposure for the greatest number of services you offer.

 

Test 3:  How many “flags” by Google-account users does it usually take to get an obviously abusive or spammy Google Places review removed by Google?

How many flags or reports to get an abusive Google review pulled?

What I know:  It’s possible to get Google Places reviews removed if (1) they blatantly violate Google’s rules and (2) if Google is notified via “flags” or “Report a problem” complaints.

What I don’t know:  How many flags or “Report a problem” complaints does it generally take to get a clearly abusive review taken down?  From how many different Google users?  Does a flag from a Google user who just opened an account and has written zero reviews “count” as much as a flag from user who opened a Google account in 2007 and has contributed 190 reviews?  What does it generally take?

(Actually, obvious spam reviews have only been a problem for a couple of my clients—and neither case was recent.  I simply don’t remember how much effort it took to get them removed.  Plus, Google’s “support” infrastructure changes constantly; what works in one month may not work the next month.)

What I’d tell a client for now:  “If we want this clearly libelous review to get taken down, you and I are going to have to flag it and report it as spam at least once every few days until Google gets the message and takes it down.  If you can, tell your kids, Uncle Fred, and Aunt Ruth to open a Google account and do the same.  Yes, yes, I know it’s a pain to ask them, but the alternative is to lose customers because of some moron.”

 

Test 4:  Does it matter whether your site contains multiple non-local phone numbers that are crawlable by search engines?

What I know:  It’s always a good idea to have your local phone number—the one featured on your Places page—as crawlable text on your website.  It’s another clue to Google that your business in fact is local, and that the phone number listed on your Places page and elsewhere is the correct one.  In cases where a business has one website but multiple locations, it’s OK to have the corresponding phone numbers for each location as crawlable text (ideally in hcard microformat); Google never seems to get the numbers confused.

What I don’t know:  What if you have other crawable numbers on your site—numbers that aren’t associated with a Places page of yours?  I’ve never heard of or seen a duplicate listing created by additional phone numbers on a site, nor have I ever noticed that they cause any third-party sites to use the wrong phone number.  But still…is there any measurable risk in doing this?

What I’d tell a client for now:  “It’s probably OK to list your 1-800 number, your secretary’s number, and your cell number as crawlable text on your site, but just to be on the safe side, let’s just take 5 minutes to add them to your site as an image, because Google can’t read images.”

 

Test 5:  Does running AdWords Express ads cause your business to drop off of the first page of Google Places results if you’re ranked there?

One client of mine ranked well—though not #1—in Google Places until he decided to give the then-brand-new AdWords Express a try.  Around the same time, Mike Blumenthal wrote that you can’t have a #1 position in Google Places and an AdWords Express ad at the same time —which Google actually confirmed.  Last but not least, a couple of people have contacted me about this, wondering if it’s just their imagination or if AdWords Express ads and all page-one Google Places rankings are mutually exclusive.

Can AdWords Express ads and top-7 Google Places rankings coexist?

What I know:  I know for a fact that this wasn’t the case with the predecessor of AdWords Express, Google Boost.  I know that setting up “location extensions” in an AdWords account has never harmed visibility in Google Places.  I also know that Google won’t let you keep a #1 Google Places ranking if you run AdWords Express (which, again, Mike explains in this post).

What I don’t know:  Whether any page-one Google Places ranking will vanish if you run AdWords Express.  I’ve yet to put my suspicions to the test by asking a client with a page-one Google Places ranking for a specific search term to bid on that search term with AdWords Express and see what happens.  (There must be a better way to test it than that, but I can’t think of anything as conclusive).

What I’d tell a client for now:  “Express is just a dumbed-down version of AdWords to begin with.  Unless your Express ads have been an absolute cash cow, switch over to classic AdWords, which is more robust and allows you—not Google—to control the text of your ads and your keyword bids and to do things like split-tests.  Plus, though I don’t yet know this for a fact, I’ve found that Google Places rankings can take a major hit if you use AdWords Express, so let’s not play Russian Roulette with your business.”

There may or may not be good ways to test these questions.  It may be tough to create conclusive tests, given that every local market is unique.

I love to procrastinate, watch TV, and eat potato chips as much as the next guy does, so it may be a while before I personally take the time to set up these tests and crunch the results :)

Are there any other questions that you would really like to see tested?  Any suggestions for how to test the ones I mentioned?  Any first-hand experience or observations?  Leave a comment!