6 ways to Build Local Citations That Drive Customer Traffic
Aug 13, 2025
Local citations play an important role in helping customers find your business online. Most business owners miss one of the most powerful ways to get found: local citations. Businesses with more citations are regarded as more important and can rank higher in search engine results pages (SERPs).
Similarly, many SEO experts believe that properly built local citations can significantly improve your chances of ranking higher in search results. These citations can influence the prominence and relevance of your Google listing for a local SEO strategy. This blog covers how to build local citations that work and tips for attracting customers to your business. You will also learn how to choose the right directories to maintain consistency across platforms for maximum local search visibility.
What Are Local Citations and Why Do They Matter
Local citations are online mentions of your business that include your name, address, and phone number (NAP) on third-party websites, directories, apps, and platforms. The basic requirement is your NAP data, but many citation sources let you add extra details like your website URL, business hours, and service descriptions. More information means more ways for customers to connect with you. Local citations come in two main types:
Structured citations: Formal listings on business directories and platforms like Google Business Profile, Yelp, and industry-specific directories
Unstructured citations: Casual mentions in blog posts, news articles, or social media without being in a directory format
How local citations impact local SEO
Citations are powerful ranking signals that search engines use to decide your business's credibility. Research shows they're the fifth most significant ranking factor for local pack visibility and the fourth most important signal for local organic search results.
When search engines find consistent NAP information across multiple reputable websites, they gain confidence in the accuracy of your business details. This consistency signals legitimacy.
That's how citation management directly influences how search engines perceive your online presence. The quantity, quality, and accuracy of your citations all play crucial roles in your local SEO performance. However, inconsistent information can cause search engines to question your legitimacy and harm your rankings.
Why do they drive customer traffic?
According to a 2023 survey, 32% of respondents used the internet multiple times per week to research local business listings. That's nearly one in three people actively looking for businesses through citation sources. Many directory and review sites naturally rank high in search results.
This puts your business just one click away from a first-page ranking. Popular directories receive significant monthly traffic, which creates valuable pathways for customers to find your services. Also, research shows that organic search results featuring lists of businesses receive the most clicks from local search users.
Types of Local Citations You Should Know
Understanding the different types gives you a strategic advantage that most businesses miss. Each citation type serves a unique purpose and contributes differently to your overall visibility online. The key is knowing which type to prioritize and when.
Structured citations: directories and listings
Structured citations appear in a consistent format within business directories and listing platforms. Think of these as your business's formal introductions: your business name, address, and phone number (NAP) grouped in designated fields that search engines can easily read. Here's where you'll find structured citations:
General directories: Google Business Profile, Yelp, Yellow Pages, and Bing Places
Industry-specific directories: Healthcare providers benefit from Healthgrades listings, while attorneys gain visibility through Avvo and Martindale-Hubbell
Data aggregators: Companies like Data Axle, Foursquare, and Neustar distribute your business information to thousands of other directories simultaneously
Unstructured local citations: blogs, news, and mentions
Unstructured citations work differently. These appear as mentions of your business information within general content rather than in dedicated fields. Such as blog posts, news articles, social media mentions, or magazine features.
The interesting part is, unstructured citations don't always contain your full business details in one place. A local food blog might mention your restaurant name in one paragraph and your location later in the article. Despite this scattered approach, search engines still recognize these mentions as validating your business's existence and relevance.
Which type is more effective for SEO?
The short answer is you need both. Structured citations build baseline credibility and consistency, which provides search engines with easily verifiable information. Unstructured citations build contextual relevance and demonstrate organic popularity.
Recent trends suggest unstructured citations may be gaining importance. The Local Search Ranking Factors survey indicates citation signals make up approximately 7% of the top ranking factors for both Local Pack/Finder and Local Organic results. However, unstructured citations from high-authority websites carry more weight than basic directory listings alone.
Structured citations: Make sure your core information remains consistent
Unstructured mentions: Build authority through contextual relevance and trusted endorsements
6 Ways to Build Local Citations That Work
Here are six strategies that go beyond just "getting listed everywhere."
1. Submit to the top general directories
Claim and verify your Google Business Profile first, as it remains the most influential citation source for local search visibility. This isn't negotiable if you want to compete locally.
Next, create listings on Bing Places, Apple Business Connect, Yelp, Facebook, and the Better Business Bureau. But most businesses rush through the setup process. Complete every available field: business hours, images, products, services, and Q&As to maximize engagement.
2. Use data aggregators for wide distribution
You can submit to hundreds of directories without spending weeks doing it manually with data aggregators as your shortcut. These services distribute your NAP details to multiple websites simultaneously.
The primary U.S. data aggregators include Data Axle (formerly InfoGroup), Neustar Localeze, and Foursquare (which acquired Factual). Instead of submitting to each directory individually, these services provide wide coverage with minimal effort.
3. Find and replicate competitor local citations
You can benefit from your competitor’s research. Examine where your successful competitors are listed and identify directories you're missing.
Use BrightLocal's Citation Tracker to identify directories where competitors appear but you don't. Prioritize directories with high Citation Authority (based on Domain Authority) and Citation Value (determined by how frequently the site appears in citation records).
Here's a simple trick: search Google with operators like "[competitor name]" -site:[competitor URL] to find their mentions across the web. You'll discover citation opportunities you never knew existed.
4. Get listed in niche and local directories
Industry-specific directories often deliver more relevant traffic than general listings. These specialized platforms attract users with specific service needs, making them particularly valuable for conversion. Healthcare providers should target Zocdoc and Healthgrades. Hospitality businesses need TripAdvisor and OpenTable.
Legal services benefit from Avvo and Justia listings. The traffic from these directories converts better because users are already looking for your specific type of service.
5. Use local associations and chambers
Your local Chamber of Commerce membership isn't just for networking; it's a citation goldmine. These organizations feature member listings on their websites, creating authoritative local citations.
Many chambers also produce member spotlights through newsletters and blog posts, featuring detailed business information that search engines recognize as legitimate citations. This dual benefit of networking and SEO makes membership worthwhile.
6. Earn unstructured citations through PR and outreach
Unstructured citations from news articles, blog posts, and press coverage often carry more SEO weight.
Issue press releases for newsworthy business events, participate in industry conferences, and engage with local online communities. Guest blogging on relevant local sites provides another avenue for earning valuable unstructured citations.
Pro tip: Set up Google Alerts for your business name to monitor these mentions to promptly correct any inaccurate information. Inconsistent NAP data can hurt more than it helps.
Maintain and Optimize Your Citations
Most businesses make the mistake of thinking citations are a one-time task. They build them once and forget about them. That's exactly how you waste all the effort you put into creating them.
However, citations require ongoing maintenance to stay effective. Business information changes, directories update their requirements, and competitors are constantly working to outrank you. Without proper maintenance, even great citations lose their power over time.
Check local citations for accuracy
Set up a quarterly audit schedule for your citation profile. This is essential for maintaining your local search visibility. During each audit, you need to:
Track where your business details currently appear
Verify the accuracy of all information
Identify outdated or incorrect data
Even minor errors like incorrect business hours can damage credibility with both customers and search engines. When someone calls during posted hours and you're closed, that's a lost customer and a trust issue.
Ensure NAP consistency across platforms
NAP consistency is the foundation of effective citation management. Search engines assess your business's legitimacy by checking whether your Name, Address, and Phone number match across all online mentions.
Before you make any business changes, prepare a standardized format for your NAP information. For example, decide if you'll use "Street" or "St." and stick with it everywhere. This prevents confusion and helps search engines understand your business details with confidence.
Use citation management tools
Manual citation management eats up time you could spend growing your business. Tools like Citation Tracker, Moz Local, and BrightLocal automate the time-consuming tasks:
Flag inconsistencies in your NAP data across platforms
Compare your profile with competitors to spot gaps
Monitor changes in citation count and quality
Avoid low-quality or spammy directories
Listings on low-quality or irrelevant directories can harm your rankings and online reputation. Therefore, focus on reputable, industry-relevant platforms instead of getting listed everywhere. A single citation from a trusted, high-authority directory carries more weight than dozens of listings on questionable sites.
Conclusion
Local citations are your direct line to customers actively searching for your services. The strategy is straightforward but requires focus. Start with the high-authority platforms like Google Business Profile and Yelp, then expand to industry-specific directories where your ideal customers spend time. Search engines compare your NAP information across platforms to decide if you're legitimate.
Get your standardized format locked down before you start submitting anywhere. One small inconsistency can damage all your efforts. Most importantly, citations aren't about impressing search engines; they're about connecting with real people who need what you offer. The right citation strategy makes your business easier to find exactly when potential customers are searching.
FAQ
What does local citation mean?
A local citation is any online mention of your business's name, address, and phone number (NAP). These citations appear on websites like business directories, social media platforms, apps, and maps which helping search engines (and customers) verify your business's existence and relevance in a specific location.
How to find local citations?
You can find local citations by:
Searching your business name on Google to see where it appears.
Using tools like Moz Local, Whitespark, BrightLocal, or Semrush to scan the web for existing citations.
Looking at competitor citations using tools like Ahrefs or Whitespark’s Citation Finder.
How do you create a local citation?
To create a local citation:
List your business on popular directories like:
Google Business Profile (formerly Google My Business)
Yelp
Bing Places
Facebook
Justdial, Sulekha, or IndiaMART (for Indian businesses)
NAP consistency: Use the exact same name, address, and phone number format across all platforms.
Include additional details: Add your website, business hours, photos, and services for stronger citations.