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If you’re serious about getting your business found online, there’s one strategy you simply can’t afford to overlook: local citation building.
At Ignite SEO, we’ve run several successful local SEO campaigns and know just how much impact citation building can have on improving local search rankings and driving traffic. In this guide, we’ll break down exactly what local citation building is, why it matters for your SEO strategy, and how you can start building the citations you need.
What Are Local Citations?
A local citation is any online mention of your business NAP – Name, Address and Phone Number.
You’ll find local citations in places like business directories, industry-specific websites, social media platforms, and review sites. Think Google Business Profile, Yell, TrustPilot, social media platforms, or even local news articles that reference your company details. Citations don’t have to be created by the business owner – they can be created by anyone.
There are two main types of citations you’ll come across:
- Structured citations appear on platforms specifically designed to list business data in a consistent format, like directories and review sites where your details are clearly displayed.
- Unstructured citations, on the other hand, are more informal mentions of your business, such as in blog posts, online articles, or social media. In these instances, your business details might be referenced within the content rather than listed.
What is Local Citation Building?
Local citation building is the process of creating, managing, and maintaining these online mentions across reputable sites. It’s about making sure your business information is not only listed but also consistent, accurate, and visible. Even small inconsistencies, like a missing unit number or an outdated phone, can harm your local rankings and confuse customers.
Why Is Citation Building Important?
Find out what citation building does for your business.
Increases Search Rankings
Google wants to deliver the most accurate results to its users. By building citations on reputable sites, you’re helping Google confirm your business’s legitimacy, location, and contact details. This verification process increases the chances of your business showing up in relevant local searches, right when potential customers are looking for what you offer.
For instance, when working on a local SEO campaign for Shorland Horne, our team created targeted citations for each of their office locations to strengthen their local presence. Alongside optimising keywords like ‘Estate Agents Coventry’ and ‘Letting Agents Coventry’, this strategy helped Shorland Horne secure top three positions in local search results, driving more visibility and enquiries within their local area.
Improves Visibility
Citation building puts your business information in front of more people. By listing your business on high-authority directories, review sites, and local platforms, you increase your chances of being found by customers searching for your products or services. According to Google, “consumers are searching for local information everywhere, on every device, at every point in the purchase process.” It’s simple. More visibility means more opportunities to attract potential customers.
Builds Trust and Credibility
Consistent citations don’t just help search engines, they build trust with your audience too. When customers see your business details listed accurately across multiple platforms, it reinforces that you’re established, reliable, and ready to do business.
How to Build Local Citations Effectively
Before you start building local citations, it’s vital to get the basics right. Both your website and your Google Business Profile form the foundation of your local SEO success.
Your website is where Google – and your customers – expect to find clear, accurate, and up-to-date business information. Make sure your Name, Address, and Phone Number (NAP) are displayed prominently on your contact page and website footer.
Alongside your website, your Google Business Profile (formerly Google My Business) is one of your most powerful local SEO assets. This listing appears when people search for your business or services on Google Search and Maps. It pulls together your key business information – NAP, opening hours, website link, photos, services, and customer reviews – all in one place.
Once your website and Google Business Profile are fully optimised, it’s time to expand your reach with these key steps:
Use Data Aggregators
Start by submitting your business information to trusted data aggregators like Foursquare. These platforms distribute your details to dozens of other websites, making them a highly efficient way to expand your reach and get listed across multiple directories quickly.
Submit to Local Business Listings
Next, target local directories and websites that are specific to your industry. Platforms like Yell and reputable niche directories help reinforce your business’s local relevance and authority. The more relevant the site, the more valuable the citation.
Leverage Review Sites
Review platforms do more than collect customer feedback – they’re also powerful citation sources. Claim and optimise your listings on sites like TrustPilot. These sites not only boost your visibility but also help build trust with potential customers.
Optimise Social Media Business Profiles
Your social media channels can act as valuable citations too. Make sure your business profiles on platforms like Facebook, LinkedIn, and Instagram are fully completed with consistent NAP details. These platforms carry authority and can help strengthen your local SEO efforts.
Want to dive deeper into building citations that actually move the needle? We’ve created a powerful, easy-to-follow guide that walks you through every step of local SEO – from citations and Google Business Profile optimisation to content and conversions.
Whether you’re just starting out or looking to sharpen your strategy, this guide gives you the tools to take control of your rankings – and see measurable impact.
Download the local SEO eBook now and start turning local search into real growth.
Citation Auditing and Ongoing Management
If your Name, Address, and Phone Number (NAP) differ across platforms, it sends mixed signals to Google – which could result in lost visibility.
As part of your audit, check for inaccurate or outdated listings and remove duplicates wherever possible. This might involve updating old business addresses, correcting phone numbers, or consolidating duplicate profiles on the same platform.
There are plenty of tools available, like BrightLocal, designed to make auditing easier and more efficient. Whichever approach you choose, treating citation management as an ongoing task is key to maintaining a strong local search presence.
Ready to Strengthen Your Local SEO?
Building and managing local citations is just one piece of a successful local SEO strategy – to truly dominate your local market, you need a team that knows exactly how to drive measurable results.
Our local SEO services at Ignite SEO are designed to put your business at the top of local search results, driving customers straight to your door. We don’t just focus on rankings, we focus on the outcomes that matter to you: more calls, more enquiries, and more leads.
As part of every local SEO campaign, we provide thorough and properly managed local citation services, ensuring your business is listed accurately. This forms a key part of our wider local SEO strategy, all built around our proven SEO Success Framework.
If you’re ready to outrank your local competitors and turn search visibility into real revenue, let’s talk.
Book Your FREE SEO Consultation
Frequently Asked Questions
Your questions, answered.
What Is An Example Of A Citation In SEO?
A common example of a citation in SEO is a Google Business Profile listing with a business’s NAP (Name, Address and Phone Number) listed, like:
Ignite SEO, 49 Stewart’s Grove, London, SW3 6PH, United Kingdom, 020 3150 0995.
This same business might also appear with identical details on Yell.com or TrustPilot. These listings act as citations because they confirm your business’s details.
Want to explore more platforms where you can build citations? Check out our blog about Top 50 Local Citations List For SEO: Boost Your Local Rankings.
How Important Is NAP For Local SEO?
Your NAP is essential for local SEO. Search engines rely on this information to verify that your business is legitimate and active. If your NAP details are consistent across your website, directories, and other platforms, you’re more likely to appear in local search results and build trust with potential customers.