How NAP & EAT Are Crucial for Your Local SEO Efforts

It’s a tough world out there for local businesses, with competition fierce, making sure potential and existing customers can easily find you and get in touch can make all the difference. You may have already taken steps to improve your local SEO, such as setting up a Google My Business listing. Here we examine why seemingly simple details like your name, address and phone number, as well as how you come across online, are crucial for your local SEO efforts.

What is NAP?

We’re not talking about a short period of sleep here - NAP is an SEO acronym for Name, Address, and Phone Number. Google wants to see these details are consistent across all your online mentions - this means everything from the exact wording, presentation, and spelling of your business information.

Why is NAP Important?

Google will use this information to decide where to rank your business in local search results. If your NAP is consistent across a variety of websites and is mentioned frequently, Google will provide you with a higher ranking than those with inconsistent or rarely shown information. Having your NAP correct goes further than just on your website or Google My Business listing, your NAP needs to be consistent across all online mentions, including any relevant local directories.

How to Make Your NAP Consistent

You might be wondering where your NAP information is over the web - to work it out start by conducting a Google search for your company name and see what comes up, you can then add your postcode and phone number to the search and Google will display what websites have this information online. Other things to look out for is if you've rebranded or changed your business name. You may also want to search for any old addresses. Correcting these details helps to establish trust, and reassures Google you are who you say you are. Once you can see where your company information is, make sure to correct it and make it uniform.

What is EAT?

  • Expertise - Can you demonstrate that you're an expert in your field? You need to convey usefulness and relevance to the reader within your content. Of course, this may depend on the industry and nature of your business. For example, no one expects a health professional to be an expert on the latest fashion trends.
  • Authoritativeness - You need to show visitors that your content is high quality, accurate, and reliable (this is where Google reviews on your Google My Business listing are very important). It’s also worth keeping in mind that your content needs to be related to your businesses core services.
  • Trustworthiness - You need to prove visitors can trust your company and website. Users should feel safe and secure when visiting your site, and you can do this by making sure you have an SSL Certificate, or if your an e-commerce website, having a dedicated customer service page.

Like NAP, your EAT score is another significant ranking factor for your website. EAT became prominent after Google released its Search Quality Raters’ Guidelines (QRG). Simply put, high-quality pages have high levels of EAT.

Why Is EAT so Important?

EAT is very important from an SEO perspective as it ultimately defines a website's value. Google’s quality raters will use your websites EAT level when determining your website's ranking. You need to ensure that your content gives visitors what they want and meets their standards and expectations. High-quality content will result in higher EAT scores. If your website has low levels of EAT potential customers may look elsewhere for a more reputable alternative.

How to Improve Your EAT Level

  • Encourage reviews from your customers - this will boost your local credibility and look distinguished on your Google My Business listing
  • Use your company experts - get in-house experts to contribute to content such as blog posts so they can deliver trustworthy, accurate, and high-quality content. Failing this, you could always hire an expert to take care of your content
  • Show off all of your credentials - promote and advertise your expertise by showing off your certificates and memberships
  • Be active in your local community - offer to write for local publishers or engage in local affairs and events
  • Get social shares - garner interest online and encourage sharing of your content across your social platforms
  • Obtain links from authoritative websites - there is no easy way to obtain backlinks, but you can make a start by having high-quality content. Invest in link building from an SEO specialist
  • Conduct a content audit and get rid of any low EAT content on your website - does your website need a health check? Get a FREE website SEO audit here

NAP and EAT are important elements of your local SEO. At the end of the day, it’s all good SEO white hat practice, and if you can get local SEO right then you’ll be well on your way to securing more conversions. If you need an agency to help improve your business locally, get in touch today, and find out how we can help your business grow online and enhance your digital strategy.


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