It’s the single most important tool that store owners can leverage to gain local exposure. But it’s not enough to just have a listing, you must optimize it so you can reach as many local shoppers as possible.
In this post, we’ll discuss the first step in optimizing your business listing.
What is NAP Consistency?
To get started, Google My Business will request basic store information including your store name, address, and phone number (also known as NAP).
This will act as the starting point for your store’s local seo.
It is extremely important that the NAP you provide Google My Business is exactly the same as the information listed on your website. Otherwise, your ranking in search results will be negatively impacted.
In fact, your store’s NAP should be consistent across the entire web – including other local directory listings and your social media.
This is known as NAP consistency: it can be defined as having your store’s name, address, and phone number (NAP) consistently listed the same across the entire web.
NAP is critical for any retail store that wants to rank high in organic search and be found locally. This is because NAP is what causes your retail store to appear in local or geo-targeted searches. In other words, when a user searches for product or store information, Google uses NAP information to decide which stores to display in the search results.
NAP Helps Google Determine Legitimacy
It’s important to note that Google prioritizes businesses and sites that it believes to be legitimate. And to determine the legitimacy of a business, Google will reference how a business’s NAP appears across the web (including websites, local directory listings, social media profiles etc). If this information is not consistent, Google won’t know to display your store information to local shoppers.
NAP Consistency Checklist for Retailers
1. Decide how to format your name, address, and phone number.
Tip: Keep your business name, address, and phone number consistent. For example, if you use Allison and Bret’s Pet Store, 123 Main street, and 555-555-5555 on your website, don’t use AB’s Pet Store, 123 Main St., or (555)-555-5555 on Google My Business.
2. Post your NAP on your website. You’ll want to ensure that it is visible on specific parts of your website including: a prominent location on your homepage, your contact page, and the header/footer on the rest of your webpages. You may also want to include an embedded Google Map of your business address on your contact page (this acts as a strong local SEO signal).
3. Post your NAP on your Google My Business listing. Remember, it has to be exactly the same as the information listed on your website.
4. Improve local SEO by listing your business on local directories. Again, NAP on each listing should be consistent with your Google My Business profile and your website. The following are some online directories that will help your store appear in local search results:
Bing Place for Business
5. Add your NAP to your social media accounts (Twitter, Facebook, Instagram, Pinterest etc.).
6. Once your NAP is listed across the web, make sure to periodically check that it is accurate and consistent.
Looking to increase foot traffic and store sales? Easily implement Google Local Inventory ads with our new Google integration. Learn more here.
Google Local Inventory Ads (LIA) significantly increase retail store sales by turning nearby shoppers who are searching online into in-store customers.
River Island, Best Buy, and Williams-Sonoma Inc. are examples of retailers who have successfully leveraged Google LIA together with their POS systems to grow foot traffic and sales. Now, smaller retailers have the chance to do the same with a minimal budget.
Keep reading to find out how you too, can take advantage of this opportunity to increase your retail sales.
Local and Mobile Searches Lead to In-Store Purchases
There are two factors that make Google LIAs so effective:
For retailers, this means that there is a lot to be gained by being easily found online. The challenge then becomes figuring out how to give target shoppers the answers they are looking for at the exact moment that they are searching.
This is where Google Local Inventory Ads come in.
Google LIAs helps store owners succeed in these micro-moments – by capturing shopper intent and most importantly, the sale.
What are Google Local Inventory Ads (LIA)?
Local Inventory Ads showcase product and store information to nearby shoppers who are searching on Google. They are different from traditional Google ads as they are designed to drive shoppers to your physical store. While users also have the option of purchasing online (if you have an e-commerce store), LIAs are meant to attract nearby users and only show when a shopper is within a certain range of your store.
When shoppers click on an ad, they are taken to the local storefront page which can be either a Google-powered product listing or your own e-commerce site. Here, they can view other in-stock merchandise as well as important store information such as business hours, directions, current promotions, and more.
Below is an example.
When I search for “laundry detergent near me”, Local Inventory Ads appear next to the search results. Both Canadian Tire and the Home Depot are currently running LIA campaigns for laundry detergent (pointed out in red below).
I know that at Canadian Tire and the Home Depot, the items are definitely in stock because of the “in store” label.
How do Local Inventory Ads Work?
Let’s take a look at the example below.
Canadian Tire is looking to increase foot traffic to their physical stores. So they’ve purchased Local Inventory Ads hoping to target local shoppers like me. They’ve set up a Google Shopping campaign that showcases ads to shoppers within a 45 km radius.
As you can see above, I’ve made a search on my mobile phone for a ceramic stove top-cleaner. Like most people (87% of shoppers), I frequently turn to a search engine as a resource for product information.
By looking at the search results, I can see that Canadian Tire has what I need in stock and the closest store is only 2 km away.
I decide to head to the store because I am certain that they have the product that I need. A store associate is able to tell me more about the product in-store and even recommends I try out a surface scraper. After my conversation with a store employee, I’m happy to purchase both products.
LIAs let local shoppers know that you have the items they are looking for – at the exact moment that they are searching for it. The ads even create a sense of urgency and encourage shoppers to act by letting them know when certain items are low in stock.
2) Advanced Geo-targeting Capabilities: Target local shoppers who are actually nearby the store and are looking to purchase. Advanced geo-targeting capabilities allow retailers to reach target shoppers within a certain km radius.
3) Measure Campaign Results: See how your ads are impacting your bottom line. Monitor the effect LIAs are having on foot traffic and in-store sales – and adjust your campaign bids accordingly.
4) Gain a Competitive Edge as an Independent Retailer: In the past, Google LIAs were only available to national retailers. But now, independent retailers have the ability to run high-performing ads on Google with a minimal budget. For as little as $150-$300 per month, store owners have the ability to drive local foot traffic and increase store sales.
5) Automatic Ad Optimization: To minimize marketing costs, LIAs automatically turn off when products sell out. Not only does this benefit your bottom line, it also results in a better shopping experience for your customers.
To learn more about how your retail store can easily implement Google LIAs to increase foot traffic and in-store sales, click here.