3 min read Why Local Citations Are Very Important for Your Business
When it comes to SEO, most companies focus on the macro stuff like keyword strategy, content, and link building. There is one, however, that you may be forgetting: local citations.
It doesn’t matter if you own a coffee shop, gym or any type of service-based business – your local citations are going to make an impact on differentiating yourself in the local search landscape. But what are local citations, and why do they matter?
In this blog post, we’ll drill down on local citations and discuss how important they are in your search ranking factor, along with how you can use them to help improve your Local SEO game.
What Are Local Citations?
Simply put, a local citation is any online mention of your business’s name, address and phone number (oftentimes referred to as NAP). Citations are most commonly seen on online directories, websites or apps for business listings, and they serve as a way of helping users locate information about your business. They can also display other information, such as your website URL, hours of operation and customer reviews.
There are many places where you will commonly find citations, such as:
- Google My Business
- Yelp
- Yellow Pages
- Apple Maps
- Local Chamber of Commerce websites
That said, citations don’t have to have a link back to your website to be valuable for SEO or contribute to the credibility of your business.
Here’s Why Local Citations Are Very Important
Local SEO is the process of making sure your business shows up in Google when someone is looking for services, products or anything local. For example, if someone searches “best pizza near me” or “plumber in [city],” then Google uses local SEO signals, like the accumulation of local citations, to decide which businesses are the most relevant to show.
Let’s look at why local citations are important for your local SEO:
Improved Local Search Rankings
Local citations are crucial because they directly influence your local search rankings. One of the biggest factors that Google and other search engines take into account is your NAP (i.e., ensuring that your Name, Address, Phone number is consistent across every web platform).
The more identical citations you have with the correct business information on a multitude of sites, the more trust search engines have in your organization. This can result in improved rankings in local search results that drive more foot traffic to your business.
Increased Trust and Credibility
When your business appears in a number of reputable directories and websites, the more legitimate it seems. Consider this, when users see your business showcased on various well-known websites (Yelp, FaceBook, Google etc…) they are more likely to believe that you’re a legit business in their mind. This trust can then translate into better customer engagement and ultimately more sales.
Improved Visibility in Local Search has Features
Local businesses can be displayed in a number of search engine results: the local pack (the first three business results that typically are found under a map), Google Maps or even voice search. And the more citations you have, the greater likelihood that they’ll be included in these local search features, which are often heavily used by users.
Attracting More Reviews
Citations also may be associated with review sites, such as Google (GMB), Yelp, etc. On these sites, users can provide feedback regarding your business. Good reviews are strong-The have an impact not only on your rankings, but also the perception of your customers and buying decisions. Citations have the potential to stimulate more reviews, and consequently more customers.
Competitive Advantage
Believe it or not, but many companies, even local ones, still don’t pay enough attention to local citations. And by ensuring that your business is listed on a number of online directories, you also effectively eliminate one from the outbound links equation for others who don't pay attention to their local SEO. Consistency in being mentioned on various platforms can also make you stand out against competition that doesn't have a complete or consistent online presence.
Types of Local Citations
Types of Local Citations: There are two main categories that local citations can fall under, and those will be classified as structured or unstructured.
Structured Citations
These are mentions on business directories and websites, where your business details are structured in a uniform manner. The structured citation will typically provide the name, address, phone number (which is provided despite not being requested), and website, and perhaps hours of operation or categories. Some well-known structures citation sites are:
- Google My Business
- Yelp
- Yellow Pages
Unstructured Citations
These are references to your business on websites that don't adhere to a consistent format. These citations may not include your NAP in a structured format, yet they can still be beneficial for SEO. Examples include:
- Blog posts
- News articles
- Local forums
- Social media platforms
How to Build and Manage Local Citations
Criação de local citations is a vital aspect of any local SEO campaign, but it’s not just about getting listed. It comes down to strategic planning, making sure your business information is uniform across platforms and keeping your listings current.
Here’s what you can do to make local citations actively work for you!
Claim and Optimize Your Google My Business (GMB) Listing: The single most important citation is the one you can claim. Ensure all your business details are accurate, like NAP, website, photos, and the hours of operation. Verify your business so your information is eligible to appear on Google Search and Maps.
Add Listing to Popular Directories: Besides Google My Business, add your business to regional directories, sector-based, and niche-specific directories as well. Another way to increase your visibility is by submitting your business to sites like Yelp, TripAdvisor, and local chamber websites.
Stay Consistent on Every Platform: Make sure your NAP information is exactly the same on all of them. This plays one of the major roles in citation building. Search engines can become confused with inconsistent business information and rank you lower.
Monitor and Update Your Citations on a Regular Basis: You should regularly monitor your citations and ensure they are current. If you get a new phone number, address, or have changes to your hours of operation, make sure that you update all your listings collectively.
Leverage Citation Management Tools: Utilize resources such as Moz Local, Yext, and BrightLocal to track, manage, and monitor your citations in less time.
Promote Customer Reviews: Here as well, it´s the same strategy, reviews count a lot for those local citations. Ask your customers to review you on Google, Yelp, and other review platforms that list your business.
Local citations aren’t some ancillary to local SEO, it’s one of the fundamental building blocks of your efforts. They contribute to your local search rankings; they build trust and credibility, and ultimately get you more traffic and sales. When your business shows up consistently in trusted directories and platforms, you are more likely to be the choice for local decision-makers about what search result to click on.
If you have yet to pay attention to local citations, then you should. The rewards for your local SEO and wider online presence make it more than worth the effort.
And if you’re already in but don't have local citations yet, now is the time to work with us. We’ll help you with each step of the process so your business gets seen. Because we specialize in local SEO, you can be confident that your business will be well-positioned to spread the word.
What's the difference between local citations and backlinks?
Your business name, address, and phone number (NAP) are referenced on third-party local citations to boost your localised search rankings. Backlinks are when other websites link to your site, improving SEO in general but not necessarily for local searches.
How do I ensure my local citations are consistent across all platforms?
Confirm NAP consistency for all listings individually. Services such as Moz Local or Yext have made it easy to manage and update key citations.
Do I have to update my own local citations, or can someone do it for me?
It’s possible to do your own management of citations, but that can take a while. If you want to skip the hassle, you can hire professionals. This will not only save your time but also make the Local SEO results better.