These days, 97% of users learn about local companies online than anywhere else. Ensuring your business is easily discoverable and positively represented online becomes paramount.
Leveraging local search engine optimization (SEO) can help you reach targeted traffic and increase conversions. One way to boost your local SEO efforts and online visibility is by acquiring online citations.
In this guide, we explore the following topics and help upgrade your citation strategy:
• What Are Local Business Citations?
• Types of Local Citations
• Where To Get Local Citations
• Why Local SEO Citations Matter
• How To Manage and Optimize Local Listings
Let’s dive in.
What Are Local Business Citations?
A local citation is defined as any online mention of a business that includes partial or complete details, such as its name, address and phone number—commonly referred to as NAP data.
These citations can appear on a diverse array of platforms, including apps, websites, local business directories and social media platforms.
Having accurate NAP data is the basic requirement for business citations. However, many websites allow you to share additional details about your business, such as operating hours, customer ratings, product categories and more.
Adding these extra details creates a fuller picture of the business and makes it easier for potential customers to find the information they need.
Types of Local Citations
Below are various types of local citations your business can appear on:
Structured Citations
These are references of your company featured on relevant business directories or third-party platforms such as Yelp or Yellow Pages. These platforms contain extensive and reliable databases, earning trust from search engines like Google.
Structured citations present a company’s full NAP details in an organized and labeled format. There are countless local business directories on the internet, so be sure to pick those closely related to your industry. This not only helps Google understand your business better but also boosts your chances of ranking higher in searches related to your industry.
Unstructured Citations
Unstructured citations come with a backlink to your official page. Consider them informal shoutouts for your brand on websites, articles, blogs or social media posts.
Unlike structured citations, the information is dispersed, seamlessly blending into different types of content. What makes these brand mentions great is their potential to connect businesses with diverse audiences in an authentic and unforced way.
Both types of citations are crucial in building a strong online presence. Regularly auditing and updating your citations not only enhances your brand’s overall trustworthiness but also contributes to a positive user experience.
Where To Get Local Citations
Let’s look at the avenues where businesses can get cited:
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1. Search Engines
Search engines like Google, Bing and Apple allow you to take advantage of local SEO benefits. They not only serve as gateways for high-intent traffic but also offer valuable tools for optimizing local citations.
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2. Google Business Profile
A verified Google Business Profile lets you display your business on Google Maps, making it easier for customers to find your brick-and-mortar store. In fact, 64% of consumers have used Google Business listings to discover a company’s phone number or address (BrightLocal). You can share updates, promotions and events directly through the platform, keeping your audience informed and engaged.
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3. Bing Places
Bing is often overshadowed by Google’s dominance, but it is the second-largest search engine. With over 1.2 billion users brands shouldn’t underestimate the potential reach and the search engine offers.
It offers less competition compared to Google, making it particularly valuable for small businesses or those in highly competitive markets.
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4. Primary Data Aggregators
A local data aggregator (LDA) acts as an information hub, collecting business data and distributing it across search engines, mobile apps, local business directories and listings sites. Major data aggregators are Acxiom, Foursquare, Localeze, Infogroup and Factual.
Any business can enlist a data aggregator’s services. Just create an account, input your business details and the LDA verifies the information. Once your information is validated, your business is added to its database alongside thousands of other companies.
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5. General Directories
An online business directory is a platform that compiles and organizes business information. Being listed on trusted directories helps build trust with users and search engines alike, establishing your brand as a reliable and authoritative presence.
Top directories include Foursquare, Yelp, Google Business Profile, Better Business Bureau (BBB) and TripAdvisor.
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6. Social Media Platforms
Some social media platforms, such as Facebook and LinkedIn, enable brands to list their location and contact details, serving as valuable citations.
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7. Industry-Specific Platforms
Aim to have your business listed on directories specific to your industry and location. Platforms like Chamber of Commerce websites or industry associations and guilds are imperative for targeted promotion. They help you reach your desired audience effectively and establish authority in your field.
Why Local SEO Citations Matter
Learn about the true value of local SEO citations to your business.
1. They Enhance Visibility and Help You Stand Out in the Crowd
Backlinks are considered a ranking factor for local SEO and citations serve as valuable links. The more accurate and reputable citations your business earns, the more likely it is to rank higher on local search engine results pages (SERPs).
2. They Bring In Targeted Leads
Increased exposure in local searches makes it easier for your brand to be discovered by users actively seeking specific products or services in your area. This lets you attract more focused and relevant traffic, boosting the chances of conversions.
3. They Build Trust and Credibility
Trust is an important factor in the decision-making process. Multiple citations across different platforms reinforce a brand’s legitimacy, making it easier to convert leads into loyal customers.
Moreover, more quality citations help boost rankings and people often trust brands that rank high in search engine results. Likewise, positive reviews and ratings that often accompany local SEO citations can enhance credibility, leading to increased customer confidence and sales.
4. They Provide a Competitive Advantage
Overall, the increased visibility, credibility and targeted traffic from citations empower your business to outperform competitors, which is vital in highly competitive markets. Remember, local SEO is a sustained investment. As your online presence strengthens, the chances of attracting and retaining customers in the long run significantly improve, ultimately boosting your return on investment (ROI).
How To Manage and Optimize Local Listings
Here are four actionable tips for optimizing your business listings:
1. Select Relevant Platforms
Choose authoritative platforms for citations, ensuring they are related to your industry or niche.
While it’s essential to have your business listed in as many relevant directories online, always prioritize quality over quantity. This not only ensures a more focused reach but also makes it easier to audit and manage your local listings.
2. Consistency Is Key
Incorrect information on online directories frustrates 93% of consumers and 80% state that inconsistencies erode their trust (BrightLocal).
Consistency fosters reliability and lays the foundation for positive user experiences. Any discrepancies, such as conflicting addresses or phone numbers, have the potential to introduce friction into customer interactions, resulting in potential loss of sales.
Ensure that your business details are complete, accurate and consistent across all online platforms. Any changes to your information should be promptly reflected across all citations to maintain a cohesive online identity.
Enlisting the support of local citation services not only saves you time and effort but also streamlines the process of optimizing your listings. This strategic investment lets you focus on core aspects of your business while enhancing your local visibility.
3. Maximize the Full Potential of Your Google Business Profile
About 56% of customer actions on Google Business listings are website visits (BrightLocal).
Seize this opportunity and reap greater local SEO benefits by optimizing your Google Business Profile. Ensure your profile features accurate information, high-quality images and detailed business descriptions. Consider integrating relevant keywords naturally into your business descriptions to ensure your profile reaches the right audience during key moments.
4. Proactively Acquire More Customer Reviews
Actively encourage satisfied customers to leave positive reviews on your Google Business Profile and other relevant review platforms. Customer testimonials act as social proof, improving your online reputation and attracting referrals.
At the same time, be sure to regularly monitor and respond to reviews, both positive and negative, to show that you value your customers’ opinions and are dedicated to improving their experience.
Boost Local SEO Citations and Conquer Your Niche With Thrive Local
At Thrive Local, we help you collect, manage and improve your listings through our local citation services. With our tools and expertise, we can assist you in maximizing local SEO benefits and growing your bottom line.
Rely on our online reputation management specialists to conduct routine audits of your business listings and keep them up to date. We also help you generate more customer reviews and star ratings to amplify your authority and reach.
Schedule a consultation with us and learn how our local citation services can help you reach long-term growth.
