Any citation seems a simple reference, but for SEO, especially in the position of local search, that is vital.
After all, firms seeking their own little bit of fame in the digital world can’t afford not to pay attention to citations.
This is why citations are such an important part of a successful SEO strategy; they can either make you or break you.
What Are Citations?
An SEO citation is any mention of your business name, address, and phone number (NAP) on the internet. This information should be uniform across all platforms, ranging from local listings to social networking sites and even other websites.
Consider citations as trust signals for search engines like Google.
The more consistent and widely known your citations, the more credible your business looks and the better your local search rankings will be.
Local Citations vs. Structured Citations
There are two categories of local citations: structured and unstructured ones.
Local Citations: If your business is mentioned on a website (such as a local business directory or local blog), even getting noted in local online newspapers means getting a local citation.
It has great significance for a site’s relationship with the community in which it is based and will increase your local search results.
Structured Citations: Listings in Business Directories or Social Media.
Your NAP in an organized way may appear across such sites as Google My Business, Bing, Yelp, and Yellow Pages, all classic examples of Local Business Directories.
Real-Life Example
Real-life Example A case in point can be found here: the SEO Perth Experts website, where we helped to bring a nearby company, Brilliance Carpet Cleaning, whose local search pages were ranked simply because it had citations which were structured and made consistently.
Discrepancies/Variations in NAP: Inconsistent or haphazard NAP details across distinct platforms were what drove the local SEO of these companies into decline.
This fault had to be corrected in order for them to reclaim first place on Google’s local search results.
View SEO case study here.
Why Citations Are Essential for Local SEO
So, why should citations matter?
1. Winning Trust with Search Engines
Citations are also referred to by search engines such as Google, in respect of verifying your business credentials.
When search engines see your business name, address, and phone number appear consistently on multiple platforms of repute, they take that as an indication that you are a legitimate business.
This, in turn, enhances your all-around trustworthiness and authority within your local marketplace.
In fact, for one of our long-term clients, Principal Pools & Landscapes, our citation boost propelled them up several places in very tough local searches – see the SEO case study here.
2. Improving Local Search Rankings
A citation means much for local search results.
It helps the search engine assess what an enterprise makes of significance and principles on the place where each particular business has its base.
An enterprise that cannot look good in the Google Local Pack, which is not only the top three local businesses for the selected keyword but also the single top local business with that keyword, may find itself sorely lacking for business leads.
Indeed, this is an extremely heavy disadvantage. That is how businesses are positioned to take advantage of high SERP (search engine results page) prominence, important for both general keyword phrases and product brand names.
3. Increasing Visibility in Local Searches
Let’s say someone in Perth is searching for a “landscaping company near me.”
If your citations are in place and consistent across various platforms, Google is more likely to rank you higher for this search term.
ut without accurate citations, your business might not even appear in the search results. This visibility directly correlates with the success of your SEO strategy.
4. Enhancing Credibility
Consumers are more likely to trust a small business that shows up on multiple directories, review sites, and online platforms.
Moreover, when your business is mentioned in various places online, it gains your potential customers’ trust that you are credible and established.
This is especially important in industries where trust plays a big role in the purchase decision, such as legal services or healthcare.
How Inconsistent Citations Can Harm SEO
Consistency in citations is key. An inconsistent NAP across platforms can confuse search engines and damage your local SEO efforts.
- Confusing Search Engines: When the information for your business on Yelp is different from what is on Google My Business, search engines question which one is correct. This can be detrimental to your rankings.
- Losing Consumer Trust: Inconsistent information can lead to confusion among potential customers. If a consumer sees different addresses for your business, this will most likely raise red flags and make them look for a different competitor or option.
- Decreased Local Visibility: As a result of these inconsistencies, search engines may decide to push your business lower in the rankings. This can make it harder for people to find you, directly impacting your leads and sales.
How to Build Strong Citations for SEO
Creating and maintaining consistent citations across various platforms is not difficult but requires attention to detail.
Here’s how to ensure your citations are helping, not hurting, your SEO:
1. Claim and Optimize Your Business Listing
The first step is to claim or create your Google My Business profile and Bing Business listing. Make sure that the information listed here is 100% accurate and consistent with what you have on your website and other directories.
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2. Use Relevant Directories
Ensure that your business is listed on relevant local directories. For a business based in Perth, this might include True Local, Hotfrog, and StartLocal.
By targeting location-specific platforms, you increase your chances of being found by local customers.
3. Monitor Your Citations Regularly
Keeping track of your citations is an ongoing task. As your business expands or moves to new locations, it’s important to update your citations across all platforms.
Tools like Moz Local or BrightLocal can help you monitor your listings and ensure consistency.
Personal Experience at SEO Perth Experts
At SEO Perth Experts, we’ve seen firsthand how well-maintained citations can transform a business’s local SEO. One of our clients, Harrison’s Landscaping, one of Sydney’s premier landscaping and landscape design companies;
Here is what our client says about us;
“I can vouch for the quality of the service. Peter and I have worked together for over 10 years and I’ve always been really happy with the results. You’re in safe hands.”
Josh Harrison, Director
Harrison’s Landscaping
Sydney, NSW
The Role of Local Citations in an All-Encompassing SEO Strategy
Citations are an essential local SEO ranking factor, but they only make up part of the picture. A strong SEO strategy will include:
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Keyword Optimisation: Knowing how to identify and use appropriate local keywords goes a long way in helping search engines know the relevance of your business to the geographical area.
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Backlink Building: While citations are not backlinks, they complement a solid backlink profile really well and help to build authority for your business.
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Content Creation: Regularly creating localized content will let Google know that your site is relevant to your target audience.
Citations are essential for any effective local SEO strategy.
By maintaining consistent and accurate NAP information across all platforms, you can help to improve your local search rankings, build trust with the search engines, and bring more visitors to your website.
If you run a business in a competitive local area as we do at Principal Pools + Landscapes or Brilliance Carpet Cleaning, a proper citation strategy can work wonders.
Schedule a free 30-Minute Consultation with one of our SEO experts to understand how citations maximize your business’s online visibility in Perth.
