I recently completed a Google search on a client’s business name and noticed that several listings on sites such as Merchant Circle, Yellow Pages and MacCrae’s Business Directory included an incorrect address. Still other listings were incomplete, providing little if any information about the client’s commercial real estate business.

It’s important that content on external sites is both accurate, informative and consistent. Mismatched name, address and phone data can cause confusion for search engines as well as  humans. The end result will be lower rankings in local searches.

You can identify outdated information on pages throughout the web by searching for the old address or phone number on Google. Check through the results and and note the pages that need to be updated. Keep a record of sites where you are listed, so that if you do have a change, you know what sites need to be updated. Input your address and phone the exact same way in every listing. For example, if you spell out Avenue on one listing, don’t list it as “Ave.” on another listing. Make sure that the information is communicated to anyone who may be involved in securing links or listings for your company.

To avoid confusing the search engines, avoid using the same phone number with two Google places. A local  phone number will help connect the business to a local market better than an 800 number. And finally, be sure to include a physical address somewhere on your website.

Local search is of increasing importance to many B2B marketers, but most companies have a lot of questions. We’re here to help you find the answers and increase your success in Internet marketing.

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