This is a presentation I did for MNSearch on the topic of Local SEO. This covers some advanced tools and tactics to scalably identify issues with your business's Name, Address, and Phone number in directories relevant to Local SEO. Follow me on Twitter at @scott_dodge.

1. Scott Dodge
SEO Specialist @threedeep
@scott_dodge

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3. @scott_dodge
NAP CONSISTENCY
Not this, but… 3
ALL DAY EVERY DAY
HOMIE

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NAP CONSISTENCY
This.
Name, Address, and Phone Number
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Name
Address
Phone

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NAP CONSISTENCY
Here’s what Google sees when their trusted
data sources have conflicting information. 6
Three Deep Marketing
180 East Fifth, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep marketing,
Inc
180 Fifth St E, Suite 910
Saint Paul, MN, 55101
651-789-7702
3 Deep Marketing
2211 E Old Address St
North Saint Paul, MN 55132
651-992-8855
Three Deep Marketing Inc
180 5th Street East #910
St Paul, MN 55111
612-888-9999
Four Deep Marketing LLC
Dave’s House, Basement
Blaine, MN 60463
Dave’s Home #
??????????wtf??????????

7. @scott_dodge
NAP CONSISTENCY
…..Aaaaaand here’s what Google sees when
these trusted sources have consistent
information.
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Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
Three Deep Marketing
180 E Fifth St, Ste 910
St Paul, MN 55101
651-789-7701
BINGO

8. @scott_dodge
FINDING NAP INCONSISTENCIES
Because NAP consistency is so
important, how do you begin the
investigation?
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9. @scott_dodge
HIT THE BIG THREE
Step 1 of any NAP cleanup project is to resolve
any issues present in the big three data
partners.
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10. @scott_dodge
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MY PROCESS
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#1 - FACTUAL
Factual offers a huge database of business
information – use it to quickly find incorrect
business listings. Don’t forget about simple
Google searches, either.
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http://factual.com/data/t/places
BINGO

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#1 - FACTUAL
As you can see, we’ve found an old NAP that
must be still out there.
Our mission? SEARCH AND DESTROY.
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Incorrect NAP Correct NAP

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#2 - WHITESPARK
Plug the incorrect numbers in to Whitespark’s
Local Citation Finder for a quick, easy way to
discover incorrect citations. Export to CSV for
further analysis.
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http://lcf.whitespark.ca

15. @scott_dodge
NOW, REVERSE ENGINEER
Use this as a bible on the who’s who of local
search – work your way up the data stream to
fix multiple citations in a single bound.
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16. WHAT IF THE PHONE NUMBER DIDN’T CHANGE?
118 E 26th St, Ste 203
Minneapolis, MN
55404
S P Y D E R T R A P O N L I N E M A R K E T I N G
1625 Hennepin Ave
Minneapolis, MN 55403
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#4 – THE SCREAMING FROG METHOD
Run a new project in Whitespark’s LCF for your
phone number, and do a CSV export of the
results. Then, paste URLs into a .txt file
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1
2 URL LIST

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#4 – THE SCREAMING FROG METHOD
Change SF to List mode and select txt file of
citations. Find a unique identifier (street
address #), and create and include filter for
both the old address and the new.
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3
4 CUSTOM
FILTERS
LIST MODE
SELECT
TXT

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#4 – THE SCREAMING FROG METHOD - OUTCOME
Now you have an actionable list of citations
that need to be cleaned up, and which ones
are good to go.
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20. @scott_dodge
NOW, GET TO CLEANING

21. 1) Factual (free)
2) Whitespark LCF
3) Screaming Frog
Pro
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- Scott Dodge
@scott_dodge

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23. @scott_dodge
LIMITED ONE-TIME-ONLY SPECIAL OFFER
Use code “mnsearch” for 20% off LCF
subscriptions!
https://www.whitespark.ca/local-citation-finder/
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@Whitespark
@EdmontonSEO