A local citation mentions a business's name, address, and phone number online. They boost a company's search engine rankings and visibility locally. Citations to various platforms must be accurate and consistent.
You should create a list of local citations based on your industry and focus on quality over quantity when working on local citations.
Your business information should remain consistent across all platforms. To ensure consistency, you can simplify the process by automating repetitive tasks and analyzing competitor citations.
We will discuss the importance of local citations, explore the different types of citations, and outline effective steps for building them.
How to Build Local Citations: Easy Steps
You need citations to increase your business visibility in local search results and facilitate customer discovery.
How do Citations Help with Local SEO?
Your business's citations play an important role in local search engine optimization by verifying your business's credibility and legitimacy. Your business information appearing on reliable websites strengthens Google's trust in you.
- Citations ranked as the 5th most important factor for local search rankings, as noted in a 2018 Moz survey.
- The importance of citations might have declined over the years.
- Experts have mixed opinions on the current impact of citations.
- Securing citations from relevant and trusted sources remains beneficial.
How Citations Help People Discover Your Business
Yelp, Yellow Pages, and other directories are often used to find local businesses instead of Google alone. If you're listed on these platforms, you're more likely to be noticed.
- Business directories often dominate the top spots in local search results.
- For instance, a search for "plumber Nottingham" may show numerous directory entries.
- Being listed in these directories ensures potential customers can find your business when they conduct online searches.
Types of Citations
Before diving into building local citations, it's important to know the two main types: structured and unstructured citations. Each plays a unique role in enhancing a business's online presence.
Structured Citations
Structured citations are like organized listings of a business's essential details. These citations follow a specific format.
- Definition: A structured citation includes the business name, address, and phone number (NAP).
- Examples:
- Business directories like Yellow Pages
- Local listings on Google My Business
- Profiles on LinkedIn and Facebook.
These citations ensure that your business information is presented consistently across various platforms, helping customers find you.
Unstructured Citations
Unstructured citations are more informal mentions of a business, often found in conversational or content-based contexts.
- Definition: These citations occur when a business is mentioned without following a specific format.
- Examples:
- Mentions in blog articles or reviews
- Press releases discussing the business
- Comments or posts on forums or social media platforms
Unstructured citations can help enhance a business's visibility by appearing in diverse content across the web.
How to Build Citations: 4 Steps To Follow
You don't have to get citations from every site you find, but most businesses benefit from having both types. It's quality over quantity here. Build your citations the right way with these 4 steps:
- List your business with the 'big three' data aggregators.
- Submit your information to other key sites.
- Submit to popular industry-specific and local sites.
- Seek out unstructured citations.
Step 1: List with the 'Big Three' Aggregators
The local citations of a business are important for a business to be found online. Data aggregators simplify the process of gathering and distributing business information to various websites. You don't have to submit your business details to all places since your info appears in many areas.
Why the 'Big Three' Matter
Local citations in the United States are dependent on 3 main data aggregators. You can depend on them for accurate and widespread information about your business. Check out each of them:
- Express Update (by Infogroup).
- Neustar Localeze.
- Factual.
With these aggregators, you can increase your online presence since they collect your business data and share it with multiple directories.
Claiming and Updating Your Listings
Check your business's listing here:
- Express Update and Neustar Localeze:
- Search for your business.
- Claim the listing if it exists.
- If not, submit a new listing.
- Ensure all information is accurate and up to date.
- Factual:
- You can't update directly. Need a Trusted Data Contributor (TDC).
- Check the current listing for accuracy.
- If incorrect, consider working with a TDC, like Yext or WhiteSpark, to update it.
Tips for Managing Listings
- Always search thoroughly to avoid duplicates.
- Ensure consistent and accurate information.
- Focus on Express Update and Neustar Localeze, as they are free and easy to use.
- Consider the necessity and cost before engaging with Factual.
You can increase your chances of being discovered online by getting listed with these data aggregators.
Step 2: Publish On Other Core Sites
Your business information should be submitted to core sites to build local citations. Sites like these are trusted sources to improve your business's online visibility. Let's discuss why this step is so important and how to submit business information effectively.
Why Submit to Core Sites?
It is very common for customers to search for local businesses on core sites. By listing your business here, you ensure more people can find your services. Here are some popular US core sites:
- Apple Maps.
- Facebook.
- Yelp.
- Bing Places.
- YellowPages.
- BBB.
- Foursquare.
Your business's online presence will be greatly improved with these sites, making it easier to reach potential customers.
How to Manually Submit Your Business Information
Your business information can also be manually submitted if you prefer. Start by following this simple guide:
- Search for Your Business: Look up your business on each core site.
- Claim or Add Your Listing: If your business is listed, claim it and ensure all information is accurate. If not, add your business details.
- Enhance Your Listing: Add extra details like photos and business hours to attract more customers once claimed.
You can verify the accuracy and completeness of the information by manually submitting it.
Using a Submission and Management Service
A submission and management service may be a helpful alternative for those who find manual submissions tedious. By simplifying the process, these services:
- Centralizing Submissions: Manage all your business listings from one place.
- Saving Time: Quickly update or add information across multiple sites.
It is important to take into account these factors before deciding on a service:
- Pros: It saves time, reduces errors, and integrates with lots of sites.
- Cons: It can be expensive, and you may not be able to cover all sites.
Yext, BrightLocal, and Whitespark are some of the most well-known services. Decide if they're right for you by weighing their benefits and costs.
Step 3: Submit to Popular Industry and Local Sites
You should now focus on more specific opportunities within your industry and local area. You will be able to reach a more targeted audience by listing your business on relevant sites.
a) Use Google to Find Local Sites
You can find local citation opportunities using Google. You can find directories and associations that fit your business profile by conducting simple searches.
- Search for Local Directories: You can search for "[location] chamber of commerce" or "[location] business directory.”
- Industry-Specific Searches: You may want to try searching for “[industry] business directories,” or “[industry] business listings.”
You can use this approach to identify high-value sites where you can increase your local visibility by listing your business.
b) Leverage Industry Citations List
You can simplify the process of listing your business by using industry-specific citation lists. It's easy to find relevant sites on these lists since they're usually categorized by industry.
- Utilize Lists: Look for comprehensive lists, such as those from BrightLocal, which cover a wide range of business categories.
- Categorize Opportunities: Select sites that cater specifically to your business type.
The lists can help you focus on the best opportunities for your industry and save time.
c) Use Ahrefs’ Link Intersect Tool
Ahrefs “Link Intersect Tool” is a great way to discover new citation opportunities based on your competitors' backlinks.
- Enter Competitor URLs: Paste several competitor homepage URLs into the tool to see where they're listed.
- Identify Missing Links: The tool shows sites linking to your competitors but not to you.
- Evaluate Opportunities: Check SEO metrics like traffic to decide if a site is worth pursuing.
It enables you to find sites you would not have otherwise considered, giving you a competitive edge.
Step 4: Pursue Unstructured Citations
You can generate unstructured citations by having your business referred to in articles, blogs, or reviews. You can use these to boost your online presence. Here are some tips on finding and securing these opportunities.
Use Google to Find Unstructured Citations
You can find unstructured citation opportunities on supplier or partner websites with Google.
- Identify Suppliers: List your business's suppliers or partners.
- Search Supplier Sites: Use search terms like site:yoursupplier.com intitle:"stockists" to find pages listing your business.
- Explore Websites: Manually browse supplier sites to uncover the mentioned pages.
You can leverage existing business relationships to gain additional exposure with this method.
Get Cited as an Expert Source with HARO
You can gain citations quickly by being an expert source using HARO (Help A Reporter Out).
- Sign Up for HARO:Register for free to receive daily journalist queries.
- Respond to Queries: Provide helpful answers or quotes.
- Gain Mentions: Journalists may mention your business in their articles.
It is an approach that builds credibility and can garner valuable media coverage.
Identify Opportunities with Ahrefs’ Site Explorer
The Ahrefs Site Explorer makes it easy to find out where competitors have been linked to.
- Enter Competitor Domains: Use the tool to see backlinks of similar businesses.
- Analyze Backlinks: Focus on "Dofollow" links that provide better SEO value.
- Spot Trends: Look for recurring types of mentions or lists.
Check out competitor links to find new sites to mention your company on.
Citations: Importance Of Consistency and Accuracy
It's important for local businesses to maintain accurate citations. You'll build trust with your customers and improve your local SEO. Here's why you should keep your information updated.
Why Consistency and Accuracy Matter
It is important for customers and search engines to find your business's information consistently.
- Builds Trust: Your business will build trust if you provide accurate information to your customers. According to a study, 80% of consumers lose trust if they find incorrect business information.
- Enhances SEO: Your business's reliability will be reflected in the search engines if your information is consistent across all your platforms.
- Avoids Confusion: Incorrect information, such as different phone numbers, could lead to lost business opportunities and frustration.
You don't need to obsess over minor name differences. Just make sure essential details, like addresses, are all the same.
Tips for Regular Checks and Updates
It is important to keep your citations up-to-date so that they are displayed on all platforms.
- Create a Master List: You should create a master list containing all your business details. You can use this to update information on multiple sites simultaneously.
- Set Regular Reminders: Check and update your citations periodically, perhaps quarterly.
- Use Tools: You can easily scan for inconsistencies and update information using online tools.
- Monitor Changes: Update your business citations if they relocate or if contact information changes.
The more accurate and consistent your information is, the more likely your customers will be to trust you and the more valuable your online presence will be. Checking your citations regularly ensures they are correct and up-to-date.
Conclusion
It's clear as we wind down our exploration of local citations that they are more than just a checkbox. They're part of an effective visibility strategy. If your business's information is consistently listed across key platforms, you enhance your local SEO and increase your chances of getting found.
You can strengthen your online presence by pursuing unstructured citations as well as getting listed with the big 3 data aggregators.
You'll be surprised at how quickly your business climbs the local ranks and how much more effectively you connect with your community when you start implementing these strategies. Start your journey to mastering local citations now, and you'll find a world of opportunities ahead of you.
