The NAP (Name, Address and Phone Number) is important for businesses who wish to rank well in local organic search results because Google takes 3rd party data sources into account in determining which businesses to show for geographical-type searches. Being the core “local” information that users will rely on to get in touch with you; it is of utmost importance to ensure that this information is consistent online.
Ensuring that your NAP is consistent can be burdensome when you’re dealing with tens or hundreds of locations; but it’s essential for contributing quality signals about your business information.
What I mean by this is that your website and Google My Business may not be the only places where your NAP information is present. For example, business directories such as the Yellow or White Pages may have local citations about your business information. With Google, essentially being a signal-oriented machine, it may become confused as to the validity of your business if information is not congruent across the web. Google updates your Google My Business information on its own by sourcing data from the majority of 3rd Party NAP data sources.
You should endeavour to check, clean up and build your local business citations online. Please do not go out and build thousands of listings on poor quality business directories.
Instead, I would recommend that you start with the most popular websites that are common to all businesses (e.g. Yellow Pages) before moving onto the top business listings for your industry (e.g Dimmi and Opentable are relevant websites for restaurants).
Here are some top general business directories with good domain ratings (from the Ahrefs tool) to start with:
- http://truelocal.com.au/ (67)
- http://yellowpages.com.au/ (67)
- http://dlook.com.au/ (64)
- http://www.yelp.com.au/ (64)
- http://www.womo.com.au/ (63)
- http://www.brownbook.net/ (62)
- http://www.whitepages.com.au/ (62)
- http://startlocal.com.au/get-listed.html (60)
- http://hotfrog.com.au/ (60)
- http://aussieweb.com.au/ (57)
Recommendation: Review your business information on general and industry specific business directories and build more local citations around your name, address and phone number.