If there’s one thing we preach loudly and consistently about when it comes to local search, it’s the importance of a correct, consistent Name, Address, Phone Number, and URL — also known as NAPU — across the web.
Both searchers and search engines need to be able to quickly locate this core information about your business. When information isn’t present or is incorrect or inconsistent, it creates confusion and frustration and potentially costs you business. That’s why it’s crucial for you to set up or claim and correct core business listings, including Google My Business.
Does this mean there’s an apocalypse in store for you if you decide to relocate? Not if you follow the proper steps. There’s a way for you to move locations without permanently damaging your local search presence. Here’s how.
Don’t Let Your Local Search Presence Falter When You Relocate
First Up: Your Website
The first step in changing your address online is making the change on your own website. Your site is the place that searchers rely on to have the correct address; if they don’t see the correct information on your location page, they’ll be confused. Be sure that all instances of your address — whether in the footer, your About Us page, or the Contact Us page — are correct on your site. You should also update your Schema markup to be sure the address is right.
In addition to changing the typed out location, it’s also a good idea to update your site with photos of the new location and driving directions so that people can easily locate your business! You might even consider adding a slider that highlights your new digs.
Next Step: Google Listing
Your Google listing is often the first spot people will look for your address, particularly if they are searching on a mobile device. That’s why your next step should be getting your location right on Google Maps. Be sure to see if there was another business previously occupying your new space, then mark their business as closed.
Third: Major Listings
Google may be the big fish, but it’s important to update your other directory listings as well. There are a number of top directories that must be changed so that you have a consistent presence across the web. Key ones include:
- Merchant Circle
Finally: NAPU Audit & Clean-Up
After you’re done with the major business listings, we recommend conducting a NAPU audit to identify the remaining citation sites that need to be updated. This includes niche or industry-specific listings that will bring your website more relevant traffic.
You can consult BrightLocal’s list of directories to see what sites should be on your list. Your audit will also help you determine what listings to prioritize, as incorrect information should be fixed right away!
Get Your Address in Gear
Worried that your big move will ruin your local search presence? Turn The Page Online Marketing has a skilled staff of Account Coordinators who are experts in establishing a strong local foundation of directory listings. We can conduct a NAPU audit to determine which of your listings need attention, then make all necessary corrections, plus keep your listings up-to-date.
To get started, call us at (816) 527-8371 or (844) 889-5001.