mishop.local - local listing optimisation nap essentials - brighton seo april 2014
Post on 29-Nov-2014
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Control your brand in local search
David Whatley@mishoplocal
Local Listing Optimisation
Essential for local search
You don’t need awebsite for local search
You need an address
Distance
Relevance
Prominence
Local Search Drivers
LOCAL
LISTING SITES
On
Category
Address
Influenced by
Content
Customer Reviews
LOCAL LISTING SITES
are not the same as
LINK BUIDLING SITES
LOCAL LISTING SITESNameAddressPhone NumberCategoriesContentCustomer Reviews
There are HUNDREDS of LOCAL Listing Sites
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
NAP
Opening Hours
NameAddress 1Address 2Address 3
Phone: 01273 123456
Email: info@yourwebsite.com
Business Description
Products & Services
Reviews
www.yourwebsite.com
Shoes, Training Shoes, Nike
Mon – 9.00 to 17.30Tue - 9.00 to 17.30Wed - 9.00 to 18.00
Social Media
Photos
Pro
ject Yo
ur B
rand
Lo
cal L
isti
ng
sNAP
ContentCategory
Customer Reviews
Who lives at this address?
The address is fixed BUT
everything else can change
The NAP Anchor
NAP Anchor = Authority
Imagine your NAP details are listed correctly
across multiple local listing sites
NAP Anchor = Authority
Now imagine you need to change the NAP
details, but only do so on a few listing sites
NAP Anchor = Authority
Only changing a few sites with the NEW NAP details means
the OLD (WRONG) NAP details remain everywhere else.
NAP Anchor = Authority
You want the NAP Anchor to be for the NEW details
NAP Anchor = Authority
BUT the OLD NAP
Anchor remains,
and has the
greater authority
Old listings need replacingYou need to replace the
OLD NAP on all listing
sites
Google tries to organise data …NOT clean it!
Same Place - Different Face
RE-BRANDING affects local search
Same Place - Different Face
CHANGE OF OWNERSHIP affects local search
Local Listing Optimisation
Not just for SEO …..It’s also for BRAND CONTROL.
An incorrect NAP is like a dirty shop window
It just doesn’t look good!
Good Housekeeping with SEO benefits
Local Listing Optimisation
Local Listing Optimisation for National ChainsFranchises Agencies SEOsWhite Label
David Whatley
#mishoplocaldavid.whatey@mishoplocal.co.uk
01273 987498
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