In the fast-moving world of SEO, the way that local businesses are ranked in search results is ever-changing. We all want our business to appear at the top of the list, right?  But Google (and others!) wants to make sure that people don’t game the system and only reputable businesses rise to the top. 

For many years, one important ranking factor for search engines was the number and quality of external citations to websites. These local listings are still important factors for visibility and local search engine optimization, but they are not quite as powerful as they used to be. Today, Google seems less reliant on data aggregators as it increasingly uses intelligence from local community and industry websites to assign rankings. But local citations should still be explored to ensure your website and local business listings are fully optimized!

WHAT IS A LOCAL CITATION?

A local citation is any online mention of a business name, phone number, address, zip code, and website address (NAPW). These citations can exist on local business directories, social platforms and profile pages, blogs, news sites and other places with information on local businesses.

WHY ARE CITATIONS IMPORTANT?

There are lots of reasons local citations are matter for online marketing, but here are a few of the most important:

• They help people discover your business online. Citations make your company visible on platforms where your customers search, so they will be able to find useful and accurate information for your business.
• They help your business rank higher in local search queries. Local citations also ensure that search engines like Google and Bing get the correct information about your company, and that your products and services rank well on search engine results pages (SERPs). The better-quality local citations you have, the more search engines will recognize your site as a reputable business. Building the reputation of your website can increase traffic and help it rank higher in search results. Local directory citations also provide backlinks to your website and are invaluable to local SEO. Backlinks are probably the most important factor for local search rankings!
• Protip: There are two types of links: “DoFollow” and “NoFollow”. DoFollow links to your website pass authority or “link juice” from the destination site. This signal tells search engines to trust your website as having more authority, and thus, boost your ranking. Click this article for a great explanation on types of links.
• They help earn referral traffic. Many people are loyal to certain websites. For example, foodies are on Yelp and brides-to-be are on The Knot. Many of these people search directly on these sites before they go to Google. Also, sites like Yelp, Yellow Pages, or Thumbtack tend to consistently rank high for many local searches. As a small, local business, it's difficult to beat them, but you can join them! Having your business listed in these kinds of directories might refer more traffic to your own business.

HOW ARE LOCAL CITATIONS CREATED?

Local citations can be created automatically through the use of local data aggregators and listing management platforms that maintain a preset list of directories. If you would like to choose which individual directories you’d like to list your business information on, there is always manual citation submission. 

Let’s quickly take a more in-depth look at these three different methods for creating local citations.

1. Local Data Aggregators

Local data aggregators are companies that gather and distribute local business data to third-party directories, mobile apps, GPS services, and mapping services. The main data aggregators are:

• Data Axle provides business data to search engines, navigation systems and location-based apps. Business data can be submitted through ExpressUpdate and BulkUpdate platforms.
• Neustar Localeze is a data aggregator for small businesses. It provides businesses with the tools to verify and manage the identity of their local listings. Business data can be submitted on the Neustar  Localeze website or though the corresponding Duda app.
• Factual relies on a network of trusted data contributors that help to validate, aggregate and ensure the ongoing accuracy of core business attributes. Factual does not allow the submission of businesses listing information directly. It has to be done through one of their partners. One way to submit your information successfully is by using the Uberall app found in the Duda App Store.

2. Listing Management Platforms

In addition to local data aggregators, there are also listing management platforms that can automate the process of listing your site on local databases. These platforms include Yext, Synup, Uberall, BrightLocal, Moz and many more. These real-time listing management platforms send the submission to many directories automatically and simultaneously. Once the business information (NAPW), images, videos, and posts are entered in a dashboard, the data is automatically pushed to the respective publishers.

All of the above platforms submit to multiple citation sites and local databases, but some more than others. Yext submits to over 65 sites, Uberall to over 50 sites, and so forth.

3. Manual Citation Submission

If you want to pick the specific sites you submit your business information to, then this is the type of submission for you. In many cases, the listing management platforms submit your information to websites that are more general and do not apply to all industry specific sites. Manual submission can be time consuming, but can make a greater difference if you want to be found in niche directories.

Although you usually have a greater impact when you submit your listings manually — since you get to pick them yourself — it is labor intensive and sometimes these listings do not accept manual entries. So, the next best thing is to do it through a listing management platform. In our research, we found Uberall to be one of the best-in-value options for local businesses as they offer postings to Google, Facebook, and other local directories, as well as the ability to respond to customer reviews as part of their top-tier package. Yext is a bit pricier of an option. For businesses with lower budgets, Neustar Localeze is an excellent choice. Both Uberall and Neustar are available as fully-integrated apps in Duda.