Does Schema Replace Conventional NAP in local SEO?

[toddmumford]

Hello Everyone,

My question is in regards to Schema and whether the it replaces the need for the conventional structured data NAP configuration. Because you have the ability to specifically call out variables (such as Name, URL, Address, Phone number ect.) is it still necessary to keep the NAP form-factor that has historically been required for local SEO?

Logically it makes sense that schema would allow someone to reverse this order and still achieve the same result, however I have yet to find any conclusive evidence of this being the case.

Thanks, and I look forward to what the community has to say on this matter.

[LesleyPaone]

When I can I keep both, I try to keep the normal structure and mark it up with schema mark up. I am almost positive that technically you can include organizational data without it being visible on the site, but I generally think it is a good practice to keep it visible even if it is not for SEO. Think about how a meta description is, they basically hold no SEO value any more, but the value they hold is to get people to click through the SERP's to your site. Having the normal NAP structure holds the value of people trusting your business. Also, things can change, I do not want to be caught with my pants down if Google decides that organizational data needs to be displayed on the page and hidden data is no longer allowed.

[Marcus_Miller]

Hey Todd

You really don't get to decide this as it is the third party sites that will make up the lions share of your NAP data out there and whether they decide to use schema or not is up to them. When it comes to your own site it is nice and it has benefits but I would not bust a gut over it.

I would worry about NAP consistency and having well optimised citations (for users that is) in all the important general purpose, local and vertical directories long before I started to worry about schema.

That said, we use schema for the NAP on our clients sites as it is kind of easy after all.

This is a good article by the ever dependant Phil Rozek:

http://www.localvisibilitysystem.com/2014/03/10/10-guidelines-for-putting-nap-info-on-your-site-for-local-seo/

Cheers

Marcus

[DennisSeymour]

Im completely with Lesley here. That's exactly how I would do it. Give him a beer!

[RobertFisher]

No.

Schema and NAP are two distinct things, while schema can markup NAP elements, NAP as it is used in Local is more about ensuring you are using the same N, A, and P everywhere. The order of it is irrelevant; people are just accustomed to seeing it as Name, Address, Phone in that order.

If you only use schema on a web page to tell people where your business is, I am not sure they will find it easily. Will search engines find it? Yes.

I hope this clarifies a bit for you.

[JVRudnick]

Marcus...that should'a been "...the ever DEPENDABLE Phil Rozek..."