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Citation And Local SEO: A Complete Guide

A thorough local SEO strategy requires the creation and monitoring of local citation.

If you’re a business owner who isn’t currently harnessing the power of citations, then you’ll want to learn more about these simple SEO-boosting assets.

One of the most important aspects of local SEO is citations. Many new SEOs begin their careers by handling stakeholder citations.

Citations, when properly put up, can be very simple to handle and can help local rankings.

Citations, on the other hand, can be a pain to clean up if done poorly.

I’ll walk you through every aspect of citations in this tutorial to help boost your local SEO approach.

What is the definition of a local citation?

Any internet reference of a local business’s name, address, and phone number is referred to as a local citation.

Local business directories, websites and applications, and social media all have citations.

Citations help Internet users find local businesses and may have an impact on local search engine rankings. Having the necessary fundamental citations, in particular, can help you rank correctly on Google Maps.

Many citations can be actively managed by local businesses to maintain data accuracy.

Types of local citation

There are basically two types of local citation:

• Structured

• Unstructured

Structured citations

The most popular sort of local citation is structured citations. They are your company’s listings in relevant business directories and on third-party websites. These are massive, pre-existing databases of company data that Google already trusts.

Being listed in the directories that are most relevant to your industry is crucial when it comes to structured citations. Choosing the most relevant category for your business on more broad directories and other sites is critical. This aids Google’s understanding of your products or services, as well as assisting the correct customers in finding you.

Unstructured citation:

Unstructured citations are where key business data is mentioned on a page but isn’t grouped together.

If your company is mentioned in an online news article or a blog post, this is likely to happen.

Although unstructured citations aren’t as visible to search engines as structured citations, they’re nonetheless useful for local SEO.

Three factors influence the value of unstructured citations:

  • website authority
  • Location and
  • industry relevance


Website Authority:

When calculating the worth of unstructured citations, consider website authority (also known as domain authority).

If the citation is on a website with a high domain authority, it will be more valuable to you than a citation from a website with a low domain authority.

This is because domain authority is a Google-recognized indicator of a website’s rankability.


If your company is mentioned on a website that is related to your local area, it is likely to be more useful than if it is mentioned on a website that is unrelated to your area.

This is true for both the possible SEO benefit and the possibility that local residents will learn about your business as a result of this reference.

Industry Relevance:

From an SEO standpoint, appearing on websites linked to your niche is beneficial. This also aids in getting your message in front of the right people.

For example, if you own a bakery and a neighboring café mentions your products on its website, this may be more important than being mentioned on the website of an Auto-mobile firm.

How to check your local citations

1. Automated local listing checks

Moz provides a local listings solution for your business to make things easier. You may check your local company listings for inclusions and correctness across the web. These are the key data aggregators that have the largest impact on web results.

Check your local citations here:

2. Manual list check

You have access to literally hundreds of local citation sources.

In principle, you could examine all of the major citation sites by hand when performing a complete manual audit of your citations.

In reality, there are just a handful significant data aggregators that you should look at. Big names like Facebook and Apple Maps are among them.

Why are citations important?

Local citations significantly influence the following scenarios relating to local businesses:

i. Improve local ranking

For local SEO, citations are considered a ranking factor. Having your business included in trustworthy web directories sends signals to Google, giving them more confidence that your business exists.

The amount of listings, the correctness of your entries, and the quality of the web directories all influence Google’s opinion of your online presence.

This is why it’s critical to choose your citations carefully.

Local citations can influence local search engine rankings in either a positive or negative way. The number of citations a company receives, the veracity of the data it publishes, and the quality of the platforms it uses all have an impact on rankings.

Google and other search engines collect information on each company.

If what they find is correct, the search engine believes the data is valid, which is said to improve the company’s chances of ranking well.

If the data that search engines encounter is inconsistent, confidence is weakened, and ranking prospects are reduced.

ii. Earn referral traffic

Many people believe in various reviews, such as Yelp for restaurants. When seeking for new eateries, many foodies are trained to use Yelp before Google.

Getting your website listed in as many directories as possible could result in significant referral


iii. Consumers are affected either positively or negatively by local citations.

Accurate citations assist customers in finding a local business, which can lead to increased web, phone, and foot traffic, as well as sales.

Customers can be misled by inaccurate citations, resulting in a loss of reputation and money.

From one-person startups to huge brands, businesses at all levels of local commerce are concerned about rankings, reputation, and income. Local citations are crucial since they affect all three of these factors.

Local citation building helps Google—and other search engines—trust the validity of your business and the integrity of your material, which is excellent for SEO.

When Google notices that the same content appears on several trustworthy websites, it might carry that trust on to your company.

Consistency in NAP citations is therefore critical for getting the most SEO value from local citations.

This means that your company name, address, and phone number must be consistent across all websites where your company is posted.

Although links are beneficial, a local citation does not need to link to your company’s website to provide SEO benefits.

Google will identify that your business has been mentioned through the presence of your NAP citations data, and this is enough to influence trust signals towards your brand.

The problem with inaccurate business listings

Inaccurate citations are problematic because they can cause a decrease in the level of trust Google has in your business.

Conflicting information can be deceptive, and it’s often the result of seemingly small discrepancies like spelling and abbreviations.

For example, if you use an abbreviated form of your business name on certain sites but the full name for other listings, Google may interpret this as two unique businesses.

As a result, your website may be regarded as having less authority.

Incomplete business listings can sometimes be confusing and deterrent to potential clients. If someone finds your business through a directory but the contact information is inaccurate, they may find it difficult to contact you.

This may lead them to focus their attention—and their money—on one of your competitors.

Additionally, if your citations become outdated, such as due to a change in address, then it’s important to resolve this without delay.

Potential consumers may become frustrated if you accidentally refer them to your old business location, and you may lose a sale.

How active location data management relate to citations

Any local business developing its marketing strategy must understand the risk or benefit of a passive and active approach to citation management.

Active approach benefits:

Actively managing citations can positively impact rankings, reputation, and revenue via:

•On key platforms, a broad and correct citation set

• Solid strategy for editing citation data in the event of mergers/acquisitions, rebranding, business moves, changes of phone numbers, hours of operation, or other data

• A solid strategy for discovering and managing reviews

• Control over how the business is represented across the web

Passive approach risks:

Neglecting citation development and management can cause the following damage to rankings, reputation, and revenue:

• small/weak set of local citations

• Inaccurate citations

  • Duplicate local business listings

• No awareness of user or competitor edits to local business listings

• No strategy for discovering inaccurate data

• Little control over how the business is being represented across the web

How to pick the right citation

With all of the citations out there, you may not be able to get your business listed in all of them. Whether it be time or cost restraints, you may find yourself struggling to narrow down your list, Because quantity of citations is vital, don’t get too worked up if you can’t have your firm listed in all of them. That, by the way, is probably a good thing,

If you’re using a tool, the number of folders it can sync with may be limited.

Starting with the online business directories that are most relevant to your sector is a solid rule of thumb when determining which citations to include your firm in.

There are various lists of top industry citations organized by business category available online:

After establishing your list of industry-specific online business directories, you’ll want to get a list of general citations. BrightLocal has a great list of some of the most popular directories.

The greatest internet business directories are those that are used by potential customers.

For example, many people use directories like Health Grades to actively search for a doctor. This directory not only establishes relevance for healthcare companies, but also can drive referral traffic.


Citations are online publishing of your fundamental business data. Consumer discovery and local search engine rankings are influenced by them.

Incorrect citations have a negative influence on rankings, reputation, and revenue, whereas accurate citations have a favorable impact on these assets.

Active location data management is a must for all local businesses due to the high stakes of these assets, and you can pick from manual, semi-automated, or automated solutions for your organization.

You must thoroughly examine each potential choice or service to determine whether your financial investment will yield substantial results.

What in this post were you excited about? was it helpful? What would you like to read more about?

Or maybe you just have a question about something you read.

Either way, let us know in the comments below.

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