Local citations are mentions of your business name, address, and phone number (NAP) on other websites across the internet. While they may seem like simple directory listings, citations play a crucial role in local SEO.

For businesses competing for visibility in local search results and the Google Maps Pack, understanding and properly managing citations can provide a significant competitive advantage.

_{What Counts as a Citation}

Citations exist on business directories and listing sites where information fits into organized fields. Platforms like Yelp, Yellow Pages, Better Business Bureau, and industry-specific directories contain structured citations. These sites present business information in a standardized format that search engines can easily identify and parse.

_{Why Citations Matter for Local Rankings}

Search engines use citations to verify your business information across multiple sources. When Google finds your NAP information consistent across dozens of authoritative websites, it gains confidence that your business is legitimate, established, and located where you claim.

Citations contribute directly to your prominence score—one of the three key factors Google uses to determine local rankings. Businesses with more high-quality citations typically outrank those with fewer citations, all else being equal.

For strategies on maximizing your Maps Pack visibility, see our detailed guide on How to Rank in Google Maps Pack in 2026.

_{Building Your Citation Profile}

Start your citation building with data aggregators—services that distribute business information to hundreds of smaller directories. The four major aggregators are Infogroup, Neustar Localeze, Factual, and Foursquare. Ensuring accurate information with these aggregators automatically populates dozens of downstream directories.

Next, focus on major platforms that nearly every business should claim: Google Business Profile, Bing Places, Apple Maps, Facebook Business Page, Yelp, and Better Business Bureau. These platforms carry significant authority and reach millions of users.

For the foundational work of optimizing your core listing—your Google Business Profile—refer to our comprehensive Google Business Profile Optimization Checklist 2026.

_{Citation Quality Over Quantity}

Not all citations provide equal value. A citation on a high-authority, relevant directory significantly outweighs dozens of citations on low-quality, spammy directories. Focus your efforts on platforms that offer genuine value.

Evaluate citation opportunities based on domain authority, relevance to your industry or location, user traffic and engagement, and whether the platform allows complete information including your website link. Avoid automated citation services that submit your business to hundreds of irrelevant directories.

_{Citations and Online Reviews}

Many citation platforms also serve as review sites. Your Yelp listing, BBB profile, and industry directory pages often include customer reviews alongside your basic business information. This dual function makes these citations particularly valuable—they verify your NAP while building social proof.

Encourage customers to leave reviews on your most important citation platforms, not just Google. Reviews on multiple platforms diversify your online reputation and provide additional ranking signals.

_{Red Flags to Avoid}

Certain citation practices can harm rather than help your local SEO. Never use inconsistent NAP information across platforms, create fake business locations to appear in more areas, list your business in irrelevant categories, or use automated tools that create spammy, low-quality citations.

These practices can result in ranking penalties, listing suspensions, or wasted effort that provides no SEO value. For a comprehensive overview of local SEO practices to avoid, review our guide on Common Local SEO Mistakes to Avoid.

_{The Bottom Line}

Local citations form a critical foundation for local search visibility, but they require strategic management rather than haphazard accumulation. Focus on consistency first—ensure your NAP information matches exactly across all platforms. Prioritize quality over quantity by targeting authoritative, relevant directories that serve your industry and location.

When executed properly alongside other local SEO fundamentals, a strong citation profile helps search engines trust your business information, improves your local rankings, and creates additional channels through which customers can discover your services.