Once again I'm at it with increasing people's local rankings and I've learnt so much about local rankings in the past 2 weeks it feels like my brain is gonna pop anyway, question is fairly simple for someone who engages in local rankings and I appreciate the question may be a little guess work but isn't SEO mostly guessing anyway?
From what I've read and learned that Google works of a system called nap for local rankings (With many other factors but this question is purely based on NAP). For people who care about local rankings NAP stands for Name of Business / Address of Business / Phone Number for Business.
Now what what I've read you don't need the whole NAP to be on one website, a P or just a N can help towards your local rankings. It's believed that NAP rewards more than just P and N for example but knowing Google they might have a diversity checker which is my concern what your get to in a moment.
Now of course sites weight differently where your business is posted, it's certainly going to be more credible if your NAP details are on your national phone book than say a blog site, so taking in this consideration too.
Pure Guess (Not apart of the question but none the less makes a good read on my belief).
Now my guess work would make me believe that the formula would look something like (N)+(A)+(P)x(T)
So (N)name would be 1 or 0 to indicate present or not
So (A)dress would be 1 or 0 to indicate present or not
So (P)hone would be 1 or 0 to indicate present or not
So (T)rust would be 1-100 to indicate level of trust
So a phone number appearing on youtube might look something like 0+0+1x95= 95 and a NAP appearing on your national phone book might look something like 1+1+1x100= 300
Please note that I'm not saying this is the sole factor and I'm sure its way more complex that this with things like other factors on the page, off the page (Reviews, Links, Clicks) and so on but its still a contributor).
The Question
My question is fairly simple and I'd imagine hard to impossible to have an actual definite answer to this but maybe someone has seen official wording else where on this, is it bad to include address or phone number in the Meta Description? The reason I ask is that one of my competitors has these elements in the meta descriptions and their local rankings are absolutely superb, the problem I have with this is scrap bot sites like 'Similar Too' 'Seo Rankings' and 1,000's of the other scrap box networks that scrap site and then make urls with your site information are mostly limited to your meta description what this means that your phone number, address and sometimes even your company name if the domain is exact will appear as AP, and even NAP on thousands of websites.
So, is it a bad strategy to include phone number and address in meta description, everything I read into would suggest its good of course with the downside of maybe lowering quality of description for click thoughts but top rankings would increase this 10 folds anyhow..
