What are local citations and why are they important

I’m building a website for my new bakery in downtown Seattle, "Sweet Surrender." I’ve got a decent website, a good social media presence going, and I’m even running some local ads on Instagram. But I keep hearing about "local citations" and how important they are for local SEO.

I’m completely lost. What exactly are they? Are we talking about newspaper articles? Online reviews? Something else entirely?

More importantly, why are they so important? I understand that being high in Google search results is good, but how do these citations contribute to that? Are they just a vanity metric, or do they genuinely help people find my bakery?

My biggest concern is whether the effort involved in building and maintaining these citations is actually worth it, especially considering I’m already trying to juggle everything else that comes with opening a new business. Will they REALLY help my bakery get found by more customers in Seattle? Are there specific websites or directories I should be focusing on for a bakery specifically? And what about consistency – I see my address listed slightly differently in a couple of places online, does that hurt me?

Answer

Local citations are online mentions of your business’s name, address, and phone number (NAP) on other websites, even if there is no link to your website. These citations act as digital breadcrumbs that help search engines and potential customers find your business. They are a crucial component of local search engine optimization (SEO).

Here’s a detailed breakdown of what they are and why they are important:

What constitutes a local citation?

A local citation can appear in various forms, but the essential element is the presence of the business’s NAP information. Here are a few examples:

• Business Directories: Listings on websites like Yelp, Yellow Pages, Better Business Bureau, and industry-specific directories (e.g., a directory for plumbers or restaurants).
• Data Aggregators: Submission of your NAP to data aggregators like Factual, Neustar Localeze, and Infogroup ensures that your business information is distributed to a wider network of directories and online platforms.
• Social Media Platforms: Profiles on platforms like Facebook, Instagram, and LinkedIn can also serve as citations if your NAP is consistently displayed.
• Chamber of Commerce Websites: Membership with your local Chamber of Commerce usually results in a listing on their website, providing a valuable local citation.
• Industry-Specific Websites and Blogs: Mentions on relevant industry websites or blogs, especially if they include your NAP, count as citations.
• Local News Websites: Mentions in articles or business spotlights on local news websites can act as strong citations.
• Apps: Some mobile apps include business listings that count as local citations.
• Structured vs. Unstructured Citations: Structured citations present the NAP information in a pre-defined format, such as a directory listing with specific fields for each piece of information. Unstructured citations are mentions of the NAP within the content of a webpage, blog post, or article.

Why are local citations important?

Local citations are vital for several reasons:

• Improved Local Search Ranking: Search engines like Google use citations as a ranking factor for local search results. The more consistent and accurate citations a business has, the higher it is likely to rank for relevant local search queries (e.g., "pizza near me"). Citations help search engines verify the existence, location, and legitimacy of your business.

• Increased Online Visibility: Citations increase a business’s visibility across the web. Potential customers can discover your business through a wider range of online platforms and directories, expanding your reach beyond your website.

• Enhanced Brand Awareness: Consistent and accurate citations build trust and credibility with potential customers. When your business information is readily available and consistent across multiple reputable sources, it reinforces your brand’s presence and authority.

• Driving Traffic to Your Website: While some citations do not include a direct link to your website, they still provide valuable contact information that customers can use to find your website, call your business, or visit your physical location. Citations with links directly drive referral traffic to your website, improving its overall authority.

• Building Trust and Authority: A strong citation profile demonstrates that your business is well-established and recognized within the local community. This can instill confidence in potential customers and encourage them to choose your business over competitors.

• Improved NAP Consistency: Maintaining consistent NAP information across all citations is crucial. Inconsistencies can confuse search engines and potential customers, leading to lower rankings and lost business. Regularly auditing and correcting your citations ensures that your business information is accurate and up-to-date.

• Competitive Advantage: By building a comprehensive citation profile, businesses can gain a competitive edge over rivals who have fewer or less accurate citations. Investing in citation building is a strategic way to improve local SEO and attract more customers.

• Help Customers Find You: Customers use online directories and search engines to find local businesses. Citations help ensure that your business appears in these searches and that customers can easily find your contact information and directions.

In summary, local citations are a cornerstone of local SEO, contributing to improved search rankings, increased online visibility, enhanced brand awareness, and ultimately, more customers for your business. A well-maintained and consistent citation profile is an essential asset for any local business looking to thrive in the digital age.