What are NAW data? My explanation
Senior SEO-specialist
Be more findable on the Internet or have customers fill out their data with ease? The use of NAW data are a must here. What does this term mean and what is its purpose? Read all about the use of NAW data here.
What are NAW data?
NAW data are data that enable the provision of a service or shipment of a product. NAW stands for
- Name
- Address
- Residence
Among other things, this data is needed to send a product to a customer, but it also provides more information on your website about your company.
This is what this looks like in practice:
Ralf van Veen
Hofplein 20, 3032 AC, Rotterdam
NAW data and privacy
With the NAW data, it is quite possible to collect personal data. Establishing a person’s identity is easy with this data: that’s why name and address details are also covered by the new privacy legislation. Make sure you always comply with the General Data Protection Regulation (AVG)
Consistently updating the NAW data on your website and social media channels is also important. This makes you more findable to customers, as well as the search engine.
The impact of NAW data on SEO
NAW data impact the SEO of a Web site or page in several ways. Indirectly, NAW data do impact a website’s SEO. Many companies choose autocomplete data: the visitor only has to enter the zip code and house number, and the rest is done automatically. This makes proceeding to conversion even easier. More website conversion is part of search engine optimization.(1)
In addition, Google considers several issues surrounding NAW data important:
- A company’s own name and address should be clearly displayed on its website. In practice, you will find that companies that do not have this do not do as well in Google (this has a lot to do with the E-E-A-T principle). If you cannot even show your name and address information on the website, then you can never conform to these guidelines.
- The NAW data you use on local sites like Yelp are important for a consistent online persona you build around your organization. Here consistency is important (and that the NAW data is correct with the actual data).
Properly plot NAW data for link building?
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I am happy to help you optimize NAW data for SEO. Please contact me using the contact form for this purpose.
In addition, use your own NAW data on your website to improve findability and strengthen your brand.
My advice
We recommend using the autocomplete option. This makes it easier for customers to quickly fill in their NAW data: filling in everything themselves takes extra time and is unappealing to customers.
Also, make sure your own NAW data is correct: having the right data everywhere reinforces your brand, but is also positive for your SEO. Your name and address information on the website makes you easier to find.(2)
- Add Business Details to Google | Google Search Central | Documentation | Google for Developers. (s.d.). Google For Developers. https://developers.google.com/search/docs/appearance/establish-business-details
- Team, S. (2023, November 8). Location Page Strategies for SEO Success. Semrush Blog. https://www.semrush.com/blog/location-page-seo/
Frequently Asked Questions
What is NAW Data?
NAW stands for Name Address Location. So the name and address information tells you where someone lives. Very handy, of course, if you need to ship an ordered item to the customer. But it also, for example, tells the customer again where your company is located.
What is the impact of NAW Data on SEO?
NAW data now will not directly impact SEO. Indirectly, again, this is possible. By having the address and city of residence automatically filled in based on the zip code and house number, you make things a lot easier for your customer and will possibly lead to more conversions.
