What is a Local Citation?
Local citations are online mentions of a business that include its name, address, and phone number, commonly called “NAP.” These references appear on an external website and are not controlled by the business itself. If one of these details is missing, it’s called a partial citation.
Citations are found on platforms like business directories, websites, apps (e.g., Yellow Pages, Yelp), and social networks.
Google uses NAP details as a relevant signal for local search results, making citations necessary to establish your business’s legitimacy.
There are two primary types of citations that impact local SEO:
- Structured citations: These are listings with the business’s NAP information, typically found on industry-relevant directories and third-party sites.
- Unstructured citations: These mention the business but are not part of a formal listing. They appear in content like news articles, blogs, forums, or reviews.
Importance of Local Citations
Local citations are important for local SEO, as they are a ranking factor for local search results. Google’s algorithm prioritises businesses in SERPs based on relevance, and citations are considered strong indicators of relevance and trustworthiness.
Along with maintaining an updated Google Business Profile and optimising your content for local keywords, getting relevant citations is one of the most effective ways to boost your business’s visibility in search results.
When your business appears across multiple trusted online directories, it sends a signal to Google that your business is legitimate:
- Verification: As Google’s crawlers scan the web, they notice that various authoritative sites consistently feature your business’s NAP. This helps Google confirm your business’s existence and validates the information on your website.
- Popularity & Relevance: Your business’s presence on multiple directories also suggests to Google that it is popular and relevant in its industry.
How to Build Local Citations
While getting listed on online directories is generally straightforward, building local citations can be time-consuming, especially if your business operates in a niche market. Additionally, not all citations carry the same value. Here are some tips to get started with building local citations:
Submit Your NAP to Major Data Aggregators
In Australia, some of the top data aggregators are Pernix, Connective, and AFG (take a look at the top data aggregators for your country). These services distribute your NAP information to business directories, saving you from manually submitting it to each one. By doing this, you’re making sure that you have consistent data across multiple platforms with the help of these aggregators.
Submit to Other Citation Sources
Data aggregators can’t distribute your information to every relevant site. Therefore, you should also submit your business’s NAP to major citation sources in your country, including platforms like:
- Yelp
- Yellow Pages
- TrueLocal
- StartLocal
- WhitePages
Submit to Local and Industry-Specific Websites
Search for hyper-local directories, such as your local Chamber of Commerce or small business associations, and industry-specific websites, as these platforms offer targeted citation opportunities. You can find relevant sites by searching Google for terms like “chamber of commerce,” “business association,” or “business directory” along with your location.
