You own an organic honey farm, called “Bee Farms." Meanwhile, a competing business, “Honey Farms,” is located across town. Y
ou both have 20 local listings on various third-party publishers, such as Yelp, Yahoo!, MerchantCircle and Top Rated Local®. However, despite having the same number of local profiles, both businesses have a different level of NAP consistency:
Bee Farms - 17 of your listings display your business name as “Bee Farms,” but your Yahoo! and MerchantCircle pages list you as “Bee’s Farm” and your DexKnows page calls you “Bee-Farms-LLC.”
Honey Farms - All of their business’s local listings are correctly listed as “Honey Farms.”
A local honey connoisseur lives halfway between both businesses. They use the virtual assistant on their phone to ask, “Where can I buy fresh honey?”
Their phone responds to them, “Honey Farms sells fresh honey and is located three miles away.”
Why did this honey aficionado’s phone suggest Honey Farms? Because all 20 of Honey Farms’ profiles had the same information, and Google’s found 20 relevant sources to grab information from.
Meanwhile, there were three variations of “Bee Farms” throughout the internet. In Google’s eyes, they believe that “Bee Farms”, “Bee’s Farm” and “Bee-Farms-LLC” are three different businesses.
As Google’s search algorithms continue to evolve, NAP consistency becomes more important than ever.
The growing popularity of virtual assistants, like Google Home or Amazon Alexa, has a big influence on shaping search engine behavior.
Because many potential customers increasingly rely on voice search, you need to make sure that your internet visibility is as large — and as accurate — as possible.