A physical address is a strategic asset in local search
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A physical address is a strategic asset in search! How to leverage an address in search
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Transcript of A physical address is a strategic asset in local search
A physical address is a strategic asset in search!
How to leverage an address in search
David Whatley
Managing Director & Founder
MiShop.local Ltd.
In Local SEO & LLO since 2010
Consultant since 2000
What are we going to look at?
1. The drivers of local search
2. The difference between Citation Building & Listing Optimisation
3. Why NAP consistency is important
4. How different types of business can leverage their address
What do we mean by Local Search?
Local3
Stack
What do we mean by Local Search?
Local3
Stack
Searchable Universe
Location is a HUGE filter
KEYWORDS
LOCATION
RESULTS
1. The drivers of local search
Distance
Relevance
Prominence
Drivers
LOCAL CITATIONS
& LISTING SITES
On
Category
Consistent NAP
Influenced by
Content
Customer Reviews
Off-Site Local Search Drivers
2. Citation Building & Local Listing Optimisation
What’s the difference?
Sites with strong local references that list NAP details
Not necessarily a listing site.
Local Interest / Community / Clubs / Schools / Church , etc.
Brand sites e.g. local stockists
Local Citations
Local Listings
Local Citations & Local Listings are not necessarily the same
On-line and off-line NAP listing sites / directories.
May be Location or Sector specific
there is no single authority site or distributor
BUT
There are hundreds of Local Citation & Listing Sites
Identify, claim & optimise local citations
Ensure your NAP is correct on local listings
YOU need to……..
It depends!
Quality or Quantity?
Old Business – QuantityNew Business – Quality
3. Why is NAP consistency so important?
Who lives at this address?
The address is fixed BUT
everything else can change
The NAP Anchor
NAP Anchor = Authority
Old listings need replacing
Google tries to organise NAP data
…NOT clean it!
Do you suffer from NAPpy Rash?
Old NAP listings can be a pain in
the bum!
4. How different types of business can leverage their address
Retail
Concessions
Offices / Depot
Service Area Business
There are four types of business address
You go to them
They come to you
You might go to them
Retail
Retail Store X NAP STORE X
Name Store X
Address
1 High Street
A TownSW1 1AB
Phone Number
01273 123456
URL www.storex.com
X
Concessions
BA
DC
X Retail Store X
Concession BrandsABCD
Concessions – NAP Listings
NAP STORE XConcession
Brand AConcession
Brand BConcession
Brand CConcession
Brand D
Name Store X Brand A Brand B Brand C Brand D
Address
1 High Street
A TownSW1 1AB
1 High StreetStore XA TownSW1 1AB
1 High StreetStore XA TownSW1 1AB
1 High StreetStore XA TownSW1 1AB
1 High StreetStore XA TownSW1 1AB
Phone Number
01273 123456 01273 456789 01273 232323 01273 454545 01273 787878
URL www.storex.com www.branda.com www.brandb.com www.brandc.com www.brandd.com
1 Store – 5 Different NAP Listings
Same Address
Different Names
Different Phone Number
Different URL
1 2 3 4 5
Mixed - Retail / Depot AND Service Area
XRetail / Depot
Service Area Business
You come to us
We come to you
S
1 Store/ Depot – 2 Different NAP Listings1 2
Mixed - Retail / Depot AND Service Area
NAP STORE X SAB Brand S
Name Store X Service S
Address1 High StreetA TownSW1 1AB
1 High StreetA TownSW1 1AB
Phone Number 01273 123456 01273 456789
URL www.storex.com www.brands.com
Type Retail Service Area Business
Category Retail Service
Same Address
Different Names
Different Number
Different URL
Different Classification
HIDDEN
Different Category
Thought of the day
Local search needs clearly differentiate NAP & URLs for different Brands and Service Lines at the same address
Are you leveraging your address to its full potential?
Are you listing your brands and services lines correctly?
Local Listing Optimisation for National ChainsFranchises Agencies SEOsWhite Label
