An SEO professional was concerned about correct NAP information (NAP stands for name, address, and phone number).
But they are also concerned about local directories. In their opinion, local directories don’t really add all that much value to people looking for a business, because everyone uses search engines for that.
Regarding local SEO, many SEOs try to keep the NAP – name, address, and phone number consistent across directories. And they use services to automatically do that.
So this is really a two-part question.
One – does Google really care if you’re listed on a local directory and if the information they have is correct?
Two – if you do go with one of these local companies to automatically manage your listings, aren’t you just throwing your money away?
John explained that he doesn’t know on this one – it’s hard to say because he doesn’t feel comfortable saying that all local directories are bad or good. He imagines there is a lot of variance between these types of sites, so from that perspective, he doesn’t want to claim it as a yes or no kind of answer.
For the other part, regarding the same name, address, and phone number, he is not sure how that plays into Google My Business.
But, he does know that in general, having the correct NAP information on Google does contribute to Google recognizing the entity behind a website or a business.
For this, it does sometimes help to really make sure that they have consistent information and that they can recognize that this information is correct, because they found it in more than one place on the web.
Usually, this does play more into the Knowledge Graph and Knowledge Panel side of things, where if they can understand this is the entity behind a site, including all the mentions of that information, then they are able to trust that the information is accurate.
This happens at approximately the 7:35 mark in the video.