Which direction should I go with NAP change?

[jastos]

After watching Benu Aggarwal's webinar, I have updated the NAPs for local search for one of my clients.  She recommended getting rid of "Inc" for incorporated companies if that is not how the name is displayed in other places.  Most of the NAPs already had the Inc, but some spelled out "Incorporated", and a few left out the inc entirely.

So my question is - How  much damage do you think is caused by having a minor difference in the name, such as "Inc"? Is it worth my time to edit listing just for that one minor change? I'm guessing yes, but just wanted to hear some opinions.

[MiriamEllis]

Hello Jastos, Thanks for coming to Q&A with your good question. I'm the Local SEO Associate here in the forum and will do my best to give a thoughtful answer. In the simplest possible terms, a company's legal business name should be the name it is publishing in all places across the web including its website, local business profiles, review sites and etc. Google's exact language on this from their Places Quality Guidelines reads: Business Name: Represent your business exactly as it appears in the offline world. I take this to mean that if your business is Joe Plumber, Inc., then that's how you should consistently appear on all web records. Now, as it happens, your question is one that I've actually discussed with my colleagues in Local. The smartest Local SEO I know says that Google is typically sophisticated enough to understand that Inc. and Incorporated are the same thing....kind of like the difference between Ave. and Avenue. They get what it means. So, is this a huge issue for your client? No. That being said, I think most Local SEOs would agree, putting the time into making the listings and references consistent would be a best practice. It might not be your #1 task to accomplish, but, yes, I think it would be worth it to do the job when you can. Hope this helps! Miriam

P.S. Sorry for the run-on paragraph. Having a little trouble with line breaks tonight in the forum. Hope you can still read that sensibly.

[jastos]

Thank you Miriam. I have gone with the approach of using "Joe Plumber" in the listings because that is how everyone refers to their company online.  If Joe Plumber is featured in a home magazine, they will say "Joe Plumber is the best place to get your pipes unclogged".  Also, nobody in Analytics is searching for "Joe Plumber, Inc.".  Additionally it seems unnatural to use the Inc in the body text of the website.

[MiriamEllis]

You are welcome Jastos,

This is one of those points on which I wish the guideline language were slightly clearer. If, as you say, your client appears in the offline world just as 'Joe Plumber' then going the route you are going should be within the guidelines. Does the client have a DBA record of their name without the Inc?

To me, I read those guidelines to mean that the name should be the legal business name (Inc included) but that's an interpretation. I agree, you could equally interpret that to mean what you have decided.

But back to your original question - if you've decided to go with the name without the Inc., then I feel it would be wise to make the effort to make that consistent across the web.

Miriam