Understanding Local Citation in SEO
Local citation, in the context of Search Engine Optimization (SEO), can be described as any online mention of the name, address, and phone number (NAP) for a local business. This information can appear on local business directories, on websites and apps, and in social platforms. The purpose of a local citation is to further enhance the online visibility of a local business. They are a key factor in determining how Google and other search engines assess the online authority of your business.
Importance of Local Citations for SEO
Local citations play a crucial role in your business’s online visibility and SEO in a few ways. For one, they help internet users discover local businesses and can also influence SERP rankings. Equally important is their role in verifying the existence and trustworthiness of a business. The more times the exact NAP information of your business appears on their website, the more convinced the search engines are of the legitimacy and operation of your business. This has a direct impact on your local search engine ranking and therefore SEO.
The exactness of your NAP information is crucial as inconsistencies can harm your SEO. For a local citation to benefit your SEO, the NAP should match the one on your Google My Business listing and on other platforms your business is listed on.
Moreover, without local citations, your business could not appear in the local pack in Google’s SERP. The local pack refers to the list of businesses that appears at the top of the SERP when a local search is performed. If your business isn’t listed, it becomes invisible to users performing local searches for services or products you offer.
Different Types Of Local Citations
Local citations can be divided into two categories: structured and unstructured. Structured citations are your business’s NAP details exactly as they appear on your website and are usually found on business listing sites, online directories, and social media profiles. Examples include Yelp, Facebook, Yellow Pages, and TripAdvisor.
Unstructured citations, on the other hand, are mentions of your business that appear naturally during web content, such as in a blog post or a news article and may not include the complete NAP details. Google views these as particularly trustworthy because they indicate that your business is so reputable that it has been mentioned in editorial content, rather than just on a directory.
Regardless of the type, quantity and, above all, the consistency of local citations are important for SEO. Your business can benefit greatly from having several high-quality, consistent citations. They signal to search engines that your business is established and trusted, both of which help boost your visibility on SERPs.
SEO can often be a complex landscape to navigate, but understanding the fundamentals, like local citations, can make the journey much smoother. Ultimately, local citations are all about increasing the visibility and credibility of your local business online. The more often your business’s NAP details appear online — in a consistent format — the higher your chances are of ranking well in local search engine results. Make sure to include local citation building into your SEO strategy to reap its multiple benefits— because in the world of online business, visibility is key.