In today's digital age, customers rely heavily on online searches to find local businesses. If your business isn't ranking high in local search results, you're missing out on a massive chunk of potential customers. So, how do you climb the local search ladder and get your business noticed? The answer lies in building strong local citations.
What are Local Citations?
Local citations are basically online mentions of your business's contact details. This typically refers to your Name, Address, and Phone number (NAP). These citations can appear on various platforms like business directories, apps, and even social networking sites.
Some of the most common platforms where you can find your local citations include:
General Business Directories:
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Yelp
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Yellow Pages
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Angie's List
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Manta
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Zillow (For realtors)
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Avvo (For lawyers)
Local directories, news websites, and blogs:
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Local chambers of commerce websites
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Local newspapers and publications websites
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Community websites
Social media platforms:
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Facebook
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Instagram
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Nextdoor
Online Maps & Navigation Apps:
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Google Maps
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Apple Maps
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Waze
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Bing Maps
Business review websites:
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Yel
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Google My Business
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Healthgrades (For doctors)
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Houzz (For contractors)
Why are Local Citations Important?
Local citations are important for two key reasons:
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Visibility: They help potential customers discover your business when they're searching online. The more places your NAP shows up, the more likely it is that people will find you.
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Search Ranking: Search engines like Google use citations as a factor in how they rank local businesses. Consistent and accurate citations across the web can improve your local search ranking, making your business more prominent in local search results.
So, if you're a local business owner, building and maintaining accurate citations is an important part of your online marketing strategy.
Continue reading: What is Local SEO, and How Does it Differ from Traditional SEO?
The Difference Between Online and Off-site Citation Building Plans
Understanding the distinction between online and off-site citation-building strategies is crucial:
Off-Site Citation Building Plan: An off-site citation building plan focuses on strategies and activities that promote your business’s information on third-party websites and directories, rather than your website.
Online Citation Building Plan: An online citation building plan focuses on establishing and maintaining your business's presence across the internet, ensuring consistency and accuracy of your business information across all online platforms including search engines, social media, and industry-specific sites.
How To Build A Strong Local Citation Strategy?
Here's how to get started with building a powerful local citation network:
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Claim and Optimize Existing Listings: Search for your business name online using Google My Business and other directories.
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Identify Existing Citations: Search the web for your business name and address to see where your NAP already appears online. There are also citation finding tools you can explore.
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Claim and Update Citations: Many directories allow you to claim your business listing and update any inaccurate information. Claiming allows you to manage reviews and other details.
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Build New Citations: Look for high-quality directories relevant to your industry and location. Focus on local listings, niche sites, and business associations. Include accurate NAP information and optimize the description with relevant keywords.
Focus on high-quality directories relevant to your industry and location. Prioritize those with high domain authority (search for "domain authority checker" tools). For example, a bakery would target industry directories like "Bakery Directories" and local listings relevant to their city.
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Utilize Data Aggregators: Consider using services like Moz Local or Yext that distribute your NAP information to multiple directories, saving you time and effort.
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Encourage Customer Reviews: Positive reviews on citation platforms further enhance your local SEO and build trust with potential customers. Ask satisfied customers to leave reviews on Google My Business, Yelp, and other relevant platforms.
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Monitor and Maintain Consistency: Regularly check citations for accuracy using free tools like Moz Local or Yelp for Business Owners. Remove duplicates to avoid confusing search engines. Use citation management tools to simplify this process.
How To Claim Local Citation?
Claiming a local citation can vary depending on the specific platform, but here's a general breakdown of the process:
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Find the Listing - Search for your business name on the directory or platform where you believe a citation exists.
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Look for a "Claim Your Listing" Option - Most reputable directories will have a clear option to claim your business listing. This might be a button labeled "Claim This Listing" or "Claim Your Business Profile."
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Verify Ownership - Once you click "Claim," the platform will need to verify you're the rightful owner of the business.
Verification methods can differ:
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Email Verification: A verification code will be sent to the email address associated with the listing. Enter the code to claim ownership.
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Phone Verification: A verification call might be placed to the phone number listed. Answering the call confirms ownership.
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Physical Address Verification: In some cases, the platform may send a postcard with a verification code to your business address. Enter the code to claim the listing.
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Update Your Information - Once verified, you'll be able to access and update the listing information. Ensure all details, including your NAP (Name, Address, Phone Number), website link, category listings, and business hours, are accurate and consistent with your other citations.
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Optimize Your Profile (Optional) - Some platforms allow you to further optimize your listing. This might involve adding high-quality photos, detailed descriptions of your services, and even special offers.
Tips for Claiming Citations
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Verification and claim processing times can vary depending on the platform.
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Ensure the email address you use for verification matches the one associated with your other citations and online profiles.
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It's crucial to claim your listing even if it has negative reviews. Claiming allows you to respond to reviews and manage your online reputation.
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Double-check that your NAP information exactly matches what you've used on your website and other citations.
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If you encounter any difficulties claiming a specific citation, the platform might offer a "Contact Us" option or support documentation. You can also search online for specific help guides related to claiming citations on that particular platform.
Optimizing Your Website For Local Citation
While local citations primarily refer to mentions of your business NAP (Name, Address, Phone Number) on external websites, there are ways to optimize your own website to support your local SEO efforts. Here's how:
NAP Placement
Include your NAP prominently on your website. This can be in your header, footer, and a dedicated "Contact Us" page. Ensure NAP information matches exactly what you've used across citations on external platforms.
Local Content
Create content relevant to your local area. This could be blog posts about local events, guides targeting local customers (e.g., "Best hiking trails near [Your City]"), or showcasing your involvement in the community.
Optimize your content with local keywords. Use location-specific terms in your title tags, meta descriptions, and throughout the content itself.
Schema Markup
Implement schema markup for your business on your website. Schema markup provides search engines with structured data about your business, making it easier for them to understand your location and improve your local search visibility. You can use tools like Google Search Console to implement schema markup. Check schema.org for more details on relevant schema markup that you can deploy.
Google My Business Link
Include a link to your Google My Business profile on your website. This strengthens the connection between your website and your Google My Business listing, another crucial factor in local SEO.
Get Listed in Local Business Directories on Your Website
Consider creating a dedicated page on your website listing relevant local business directories where your business is registered. This showcases your online presence and builds trust with potential customers.
Conclusion
In conclusion, mastering local SEO through effective citation building is crucial for any business aiming to enhance its online visibility and attract local customers. By ensuring your business's NAP information is consistent and accurate across various online platforms—from directories and social media to maps and review sites—you not only improve your chances of being discovered but also boost your local search rankings. With a well-executed local citation strategy, your business can stand out in local searches and connect more effectively with your target audience.
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