What are Local Citations
In SEO terms, Local Citations are online references to your business information (eg name, address and phone number), other than those on your own business website.
These Local Citations are important when it comes to successful Local SEO, because search engines value consistency in your business citations. So, paying close attention to where and how your business information is appearing online can help to boost your Local SEO results.
When these citations all share the same data and format, it creates a cohesive online presence that can be translated into better search rankings and increased traffic to your website.
The benefits of Local Citations work in a number of ways, including improved local search visibility, as well as increased chances of ranking in the highly sought-after Map Packs – the featured listings displayed on Google map results.
How Local Citations Impact SEO
One way that Local Citations play an important role in your SEO success is that they increase local relevance. A good number of consistent citations establish your business as a highly relevant resource for the appropriate local searches.
To achieve this all-important consistency, it’s essential that your NAP data – ie Name, Address, Phone Number – is the same across all online mentions. When your business citations are consistent, you increase the chances of boosting your rankings for local search enquiries.
Another way that Local Citations can impact your SEO is that they build trust and credibility for search engines. When your NAP data is consistent across numerous respected channels and platforms, your business is regarded as a credible and trustworthy resource, which helps with both rankings and traffic.
Types of Local Citations
Structured citations:
Structured citations are references to your business data in more structured online publications, such as the main business directories and websites. Important platforms for local citations include Google My Business, Facebook, Yelp, Yellow Pages, etc.
Unstructured citations:
Unstructured citations, as the name suggests, are more ad hoc, unplanned, or informal mentions of your business online. These may be references to your NAP details in places like blogs, news articles, and social media.
The Difference Between Citations and Backlinks
To clarify the difference between citations and backlinks, here’s a quick explanation of the benefits of each and how they differ;
Backlink Benefits:
Good backlinks have a more universal impact on your SEO, in that they tend to boost overall SEO authority, which can lead to improved search engine listings across the entire site.
Citation Benefits:
Local Citations are more beneficial for local relevance, rather than a comprehensive SEO boost. While Local Citations are a more focused type of SEO, aiming at local searches and traffic, there are still indirect benefits, such as increased traffic and brand awareness.
How to Build Local Citations: Best Practices
NAP Consistency:
The most important aspect of Local Citations is consistency. It’s vital that all mentions of your business data online use the same NAP information, as much as possible, in a way that also provides the best user experience.
Choose Relevant Directories:
Beyond the ‘what’ of your business data appearing online, the ‘where’ is also important. Ensure citations appear on directories that are relevant to both your business niche and location.
Complete Every Field:
When there are opportunities to include more data than the basic Name, Address, Phone Number, make sure you include any relevant images, business descriptions, and customer reviews that can help to improve visibility.
Avoid Duplicate Listings:
As with many SEO practices, there are some important nuances to bear in mind. For example, avoid duplicate listings or manage these when possible, to avoid a negative impact on your SEO results.
Managing and Updating Local Citations
Now that you know how beneficial Local Citations can be, here are some tips for implementing this aspect of SEO, so that your business can start seeing the results.
- Carry out regular audits to check for outdated information or inconsistent NAP data.
- Although regular manual reviews are beneficial in providing insights, there are also tools and services that can help you to manage your business citations efficiently. Apps and data aggregators can be set up to provide alerts when there are additions, changes or inconsistencies in your business data.
- As well as monitoring your business citations online, it’s also a good idea to track which ones are the most effective in improving local SEO and driving traffic. Including analytics and reviews in your Local SEO strategy can help you to maximise any potential improvements to be found in managing your citations.
Common Mistakes to Avoid When Building Local Citations
Inconsistent NAP Information:
Even though human readers can usually adjust for slight inconsistencies in data or business location details, even the most minor differences can confuse search engines. Inconsistent NAP information is one of the biggest mistakes in Local SEO and making the most of the potential of Local Citations.
Failure to Update Listings:
Business details may change over time, so to remain as consistent as possible, it’s important to ensure all your online citations are updated to match the most recent and relevant information.
Neglecting Niche Directories:
Although it’s easy to focus solely on the main platforms and online directories, it can be a mistake to overlook more niche channels, as well as local business directories. To maximise your Local Citations strategy, look into listing your business info on industry-specific and local directories, as these can provide additional relevance that can boost SEO.
Getting the Most from Local Citations
When it comes to a successful Local SEO strategy, building and managing your online citations is a key piece of the puzzle.
The practice of Local Citation building and managing is not merely an advanced strategy, it can be a core aspect of your company’s online presence.
Local businesses that adhere to the best practices for citations can boost local SEO in numerous ways – from increased authority, improved relevancy, better rankings, and increased traffic. Beyond the technical benefits, a high standard of consistency and accuracy can also serve to improve user experience, customer satisfaction and loyalty.
This is why ongoing efforts to build and maintain local SEO citations can lead to better visibility in local search results, as well as a range of additional business benefits.