Local Citations
Any online mention of a business's Name, Address, and Phone number, which helps search engines verify a local business's existence and prominence.
Definition
A local citation is any online mention of a business's key identifying information — primarily the NAP (Name, Address, Phone number) — on websites, directories, apps, and data platforms other than the business's own website. Citations serve two SEO functions: they help search engines verify the existence and location of a local business (especially important for newer or less-prominent businesses), and they contribute to the "prominence" signal in Google's local ranking algorithm.
Citations exist in two forms. Structured citations appear in defined data fields on directories and review platforms (Yelp, TripAdvisor, Yellow Pages, BBB, industry directories). Unstructured citations are mentions in editorial content — a local news article mentioning the business's address, a blog post recommending the restaurant, or a social media post that tags the location.
The quantity and quality of citations was once a dominant local ranking factor. While its weight has reduced relative to reviews and behavioral signals, citation breadth remains important for establishing trust — especially in competitive local markets. The most impactful citations come from: authoritative general directories (Google, Yelp, Facebook, Apple Maps), industry-specific directories (Avvo for lawyers, Healthgrades for doctors, Houzz for contractors), and local authority sites (chamber of commerce, local newspaper sites, city directories). Quantity matters less than accuracy and consistency — 50 citations with perfectly consistent NAP outperform 500 citations with inconsistent data.