The easiest way I have found to clean up your “NAP,” is simply to type in your Bar Association name and variations of it, type in your address and variations of it, your phone number and variations of it (and the phone number by the way – Google seems to have a preference for the area code in parentheses, not the area code, then a dot, then the exchange, then a dot, then the last four digits).
As you go through this process, let’s say you find that there are maybe ten directory listings out there, and perhaps none of them conform; or 9 of the 10 of them conform. Then you’ll go into the ones that are nonconforming, claim them, and edit them to the extent that it’s possible to do so.
If you have duplicate listings anywhere, (and again it’s not just Google, Yahoo, and Bing, it’s everywhere), you want to claim all of them and delete the extra ones.
The last thing is obviously – you need an address. Sometimes lawyer referral services don’t like to give out their addresses because they don’t want walk-ins. Maybe a solo practitioner practices out of his or her home and doesn’t want to advertise where they live. However, we need a local address or Google is not going to know where you are; not a P.O. Box. Google wants you to have an actual physical address.
As for your phone number, don’t use an (800)-number or an (888). Use a local area code, because that helps Google to know where you are, and a local exchange, because Google will look at that as well.
If you have the energy and stamina for it, have your staff add yourself to as many directories as possible. If you manage to get your bar association or law firm into the ten or fifteen most important legal directories, then you’re in good shape.