Local Citations

In simple SEO terms a Local Citation is simply where your company is mentioned on other websites and places found on the Internet.  Local citations are used heavily in helping you to rank in local search results.

An example of a citation could be a business directory such as Yell, Thompson Local or Brown Book where your company is mentioned explicitly by name.  Local citations do not to include a link to your site.  It could also be where your company is mentioned, cited, referenced or spoken about on other local websites.

What do they do?

Citations are used to help rank your Google+ Local map listing (this was formerly called Google Places Pages) by providing Google with credible sources of information about your business in order that Google can understand your business exists, is legitimate and that what you say about your business is true and accurate by allowing Google to corroborate what is said about your business from multiple sources.
Here we see local search results, characterised by the balloon icons and the address or location of the business appearing next to the listing.

Google 7 Pack (Local Map Listings)

How do they work?

If Google finds your company information on other local websites and citation directories it can be very confident that your business operates its services in these locations, and ensures Google are more likely to display your business listing when a person performs a search for the types of products or services you provide.

In order for you to take advantage of local citations, it is essential that you already have a Google+ Local Business Page setup, claimed and optimised.

In traditional organic SEO, Google largely looks at, counts and credits hyperlinks from one website to another website in order to rank a website in the Google search results. Acquiring more relevant links in theory will improve an already ranking website further.

In regards to localised SEO, company mentions (Local Citations) as well as text hyperlinks help to rank a Google+ Local map listing in the search results, acquiring more of these citations will help you to improve the position of an already established Google+ Local Business or to outrank your competitors in the Google map packs.

What are the different sorts of citations?

  • General business directories
  • Industry, niche or sector-specific directories (Trip Advisor, Connecting Dance)
  • Local newspaper and press websites
  • Local themed blogs – For example LeftLion would be great for local nightlife (bars, pubs, clubs, restaurants or venues)
  • Prominent local websites (particularly if they’re related to your business niche)
  • Social Profiles (Twitter, FourSquare, Facebook, YouTube)

Here’s an example of one of Hallam’s citations from a prominent local Nottingham blog.

Local blog citation (Creative Nottingham)

How can I find other local citation opportunities?

I would start by noting down the main general ones that come to mind when you think of local business directories, I’ve already mentioned 3 examples, however there are many more… Scoot, Qype, FreeIndex, HotFrog…
Begin by performing a Google search using the name of one of your competitors and look for the places that they’re also listed on.

If this all sounds too much like hard work then there are tools, both paid and free that will assist you in finding new citation opportunities.

The tools we recommend and use our self include:

Bright Local :
White Spark :

What makes a great local citation?

A great local citation needs to be seen as credible and trustworthy by both people and Google. This is why established brands such as the Yellow Pages (Yell) or Thompson Local are great places to start as well as their primary purpose being to provide other people with a list of local businesses.

It’s important that when creating or claiming a business directory style citation that you also fill out 3 pieces of crucial information.

  1. Company name (This should ideally be your branded trading name)
  2. A local telephone number with a local area code
  3. The physical address of your business

(These 3 pieces of information must also be consistency present on your website as selectable HTML text and not a graphic)
If a local newspaper is covering a story regarding your business they are unlikely to ever display your company address or telephone number, in these instances it is enough to simply have your company clearly referenced by name in order for your listing to receive the value.

The information above really only applies to correctly creating and filling out both the general and industry-specific directories.

So how do I win the citation game?

To win the local citation game you essentially need more citations than your competitor.
Whilst total numbers are important, so is the quality and accuracy of the information you enter. The more complete your general and niche citations are the more value they will create towards ranking your Google+ Local listing and improving your visibility and presence on the web overall.

Whilst business listing citations are relatively easy to obtain, the more difficult ones come from local or niche websites or local newspapers. You’ve obviously got to have something newsworthy for them to talk about and you have to get their attention in the first place.

What’s the catch?

The process of creating local citations can be both time consuming and tedious to do, and you ideally need to have an overall marketing strategy in place in order to get the attention of press journalists and newspapers.
However if you’re a local business that would hugely benefit from a local listing within the Google 7 pack then it’s something you want to get a handle on. Alternatively if you have the budget, you can outsource this work.


Remember Local SEO only helps to improve where your listing appears within the Google Maps Pack. (This is sometimes referred to as the 7 pack as this is the number of results Google will typically display, however there are other variations.)
If your business operates in a particularly niche or obscure area that you cannot suitably describe using a broad or general category then there may not be any point in investing in a Local SEO campaign to get you appearing in the Google Map Pack.
The maps are only triggered by specific keywords, and these keywords heavily favour local businesses or services.

For example: Estate Agents, Car Dealerships, Butchers, Cobblers, Car Garages, Driving Instructors and Schools.

It’s also important to understand that it is only specific phrases that trigger the maps to show in the results. If I perform a search for “Baker” the maps do not appear, however if I search for “Bakery” then the map listings are then displayed.

Further Reading:
What is Google+ Local?

12 responses to “What is a Local Citation? Local SEO”

  1. simon says:

    Excellent post! have been looking for ages to find google+ & places/local information and esp. articals that relate to how it G+ and G serps are working in the UK for my business ( Roy Green Photography).. as there seems to be differences between here and the US.. will be following for more UK based Google info!

    BTW do any of you tech heads over there if and/or when we might see Google Search Plus Your World rolled out in the uk? regards simon

  2. João Paulo says:

    This is a good and simple explanation for business owners. Not all industries will benefit from Places if they’re not services usually requested by the majority of the population, like dentists, dealers, auto shops, etc.

    It’s also interesting to note that dependency on Local SEO depends on region and countries. I’ve noted that in Portugal it’s only viable in a handful of industries and if you’re targeting a reasonable sized city, which, over here, is hard to come by.

  3. Irfan says:

    Thanks,for this great post.

  4. Harish says:

    Excellent post. After reading the article really I find local citation helps a lot to the small local business if good citation is done. And yes of course to be good at the game good citation in comparison to our competitor’s one is necessary.
    Again thanks for the wonderful article. I really find it useful to know about local citation.

  5. Grzes Smalec says:

    Is it okay to add location and business category to the Name of the local citation? for ex:
    Endura Build – Coquitlam Renovations and Contracting
    I am trying to register a business on one directory and it says
    ‘Don’t append location/phone/service/category’

  6. Susan Hallam Susan Hallam says:

    You must not add extra information to your company name like location or category. Google MyBusiness guidelines stipulate “Your name should reflect your business’ real-world name, as used consistently on your storefront, website, stationery, and as known to customers. ”

  7. rushaxseo says:

    Great read, just noticed it said 7 map pack which has now sadly been reduced down to 3.
    I would say its better for UI and for the user so I do agree with the change Google made.

  8. Shy Johnson says:

    This is great information. Thank you for taking the time to share. I do have a question. I’m a “micro” business owner of Bynum Ward & Associates. We’re a super small Real Estate Agency in Bloomfield Hills, Michigan. I’ve been doing my very best to update the many incorrect citations that exist for my business and there are a lot… However, 99% of the companies or sites refuse to make the corrections unless I pay a fee. Why is this? If they know the information they have is wrong and I’m trying to provide them with updated, correct information, why would they refuse to make the corrections without payment? Why wouldn’t they want their site to be as accurate as possible since people rely on the information? It seems like they are taking advantage of this very important area of concern. Do you know of a way to correct inaccurate info without paying?

    • Susan Hallam Susan Hallam says:

      Hi Shy
      Glad to hear you are updating incorrect citations, and I can appreciate just how much hard work it can be!
      In principle, the most valuable citations do not charge a fee for their listings.
      What will typically happen is that the fee-charging sites are scraping the detail from another trustworthy, authoritative site and then trying to make a buck off selling entries (or amending the data.)
      So, you need to ensure the most important central sites all have perfect data and once these details are correct they should trickle down to the less ethical sites.
      Who are the most trustwothy sites? It really does depend on your sector, but as a real estate agency you are lucky that Bright Local has produced a list of authoriative sites for you to get cracking on:

      Good luck!

  9. honor says:

    great explanation, thank for the info.

  10. SEO says:

    Thanks for such in depth explanation and understanding , it can help to achieve good ranking position.

  11. clubex says:

    very informative and helpful thanks for sharing.

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