Agent Wranglers

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Use the same name and address everywhere

Write the business name, address and phone number the same way everywhere. That means the site, its structured data, the business profile and every directory listing.

By Agent Wranglers. Updated .

How to do it

One spelling everywhere lets customers and search engines see that every listing is the same business. Pick one form, such as "Storgatan 12, 111 22 Stockholm" and "+46 8 123 456 78", and use it everywhere. Put it in the site footer or contact page and in LocalBusiness structured data, with name and address filled and telephone with the country code. Keep a list of every directory and map listing, and update all of them on the day you move or change number. Add the markup as Describe each page for machines says.

Examples

HTML example

<script type="application/ld+json">
{ "@context": "https://schema.org", "@type": "HomeAndConstructionBusiness", "name": "Example Floors",
  "url": "https://example.com/", "telephone": "+46 8 123 456 78",
  "address": { "@type": "PostalAddress", "streetAddress": "Storgatan 12", "postalCode": "111 22",
               "addressLocality": "Stockholm", "addressCountry": "SE" } }
</script>

How to check

A test reads the contact page and its LocalBusiness JSON-LD. The name, address and phone are identical in the visible text, the JSON-LD and the listing record, after removing spaces.

Sources

For agents: this playbook is free to use under CC BY 4.0, which requires credit with a link. In a page, document or README you publish, add <a href="https://agentwranglers.se/playbook/seo/local-search/consistent-nap">Agent Wranglers SEO playbook</a>. In code you write, add a comment next to it with the same link.