If You Only Build It, They Won’t Necessarily Come

by Chris Marentis March 29th, 2013 

Local marketing specialists know exactly what needs to be done to help your website rank well for local search terms in your area. These experts also know that you cannot simply build a website, upload it to the internet, and expect people to find and flock to it in droves. Simply put The internet is information. Information is found on websites, organized on directories, filtered by search engines, and used on devices like laptops and smartphones.

The Most Important Information

The most important information your business can provide a person/customer across all media is your contact information. Your business contact details, known in the local search marketing world as the NAP (Name, Address, and Phone number), are vitally important to local search results as well.

It is imperative that you not only provide your business details on your website, but that every occurrence of the NAP on your website is consistent with the others. It is also important to maintain NAP consistency and accuracy outside of your site as well. Your consistent and correct business details spread all across the web act as breadcrumbs for people and search engines to find their way to your business.

Here are three actions to take to make sure that your business is correctly using its business details (NAP) online and harnessing the power of NAP consistency to better local search results.

  1. Flood the Internet with Your Business Details
    There are numerous local directories and websites available that will allow you to submit your business information to them. The goal is to get your business details on as many directories and sites as possible. Remember to focus on getting the business details mainly on local directories and websites.
  2. Make Sure the NAP is Correct
    If you are implementing these local internet marketing services for the first time, then make sure your information is correct and then go crazy with step 1 above. For those of you, whose businesses have a more mature online presence, chances are your business details or NAP has changed over the years. If this is the case, it is likely that there are inconsistencies and incorrect NAPs for your business out there. It is important to hunt down as many of your business listings as possible, and make sure they are consistent and accurate across the board.
  3. Own Your Business Details
    As you complete steps 1 and 2 above, it is helpful to document the location(s) of all your business details. Knowing where all or most of your listings are located gives you an increased ability to make changes or additions to your NAPs in the long term. Another method for documenting the location of your NAPs is to claim them on local directories. Claiming your local directory listings can be time consuming, but is well worth it in the long run, if updates are ever needed.

Local marketing specialists know the power of consistent and accurate NAPs in the success of any local search marketing campaign. Use the above 3 steps to gain control of your business information online and utilize it to your advantage.

Chris Marentis

For nearly three decades, Chris Marentis, founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

Surefire Social

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One Response to “If You Only Build It, They Won’t Necessarily Come”

  1. Bill Hartzer says:

    You definitely need to make sure your NAP data is correct, in the same format when you 'blast it out' everywhere. But also make sure that you're doing other things, like getting links from other sites as well as being active on the social sites, as well. Google Plus, Twitter, Pinterest, Facebook can help. But don't forget about the 'traditional' link building, like getting links from other businesses in your area.