The Ultimate Guide to Local Business Citations

Local citations are simple but powerful tools for your business. They’re online mentions of your business’s name, address, phone number, and what you offer. This helps people find you easily and builds trust with both search engines and potential customers.

You’ll see these citations on popular platforms like Yelp and Google Maps. Having your business consistently listed on these sites makes it easier for people to find you when they’re searching for what you offer locally. Put simply, it’s about convincing Google of your business's status and credibility. The more citations Google has of your business, the more likely they are to recommend you to potential customers looking for a reliable service or product. This boosts your visibility, helping you stand out from the competition!

Why Local Citations Are Key to Growing Your Business

1. Boosts Online Visibility
   When your company is referenced on major sites, more individuals may simply locate it online. The more prominent you are, the more likely potential clients will discover your company.
2. Improves Local Search Rankings
   Citations play an important part in local SEO. When search engines see consistent information about your company across numerous credible sites, it helps your business rank better in local search results, making it simpler to locate.
3. Builds Credibility & Trustworthiness
   Consistent citations demonstrate that your company is authentic and trustworthy. When potential clients see your business listed on well-known sites, it enhances their trust in using your services.

Where to Get Local Citations for Your Business

1. Search Engines
   Start with the larger players, such as Google. Getting your business listed here guarantees that you appear in relevant local searches.
2. Local Business Directories and Apps
   Local business directories and apps, such as Yelp, Localworks, Better Business Bureau, and Angi, can help build your business online. These websites are frequently utilized by consumers looking for reliable local services.
3. Apps
   Don't overlook apps like Google Maps, Facebook, and Bing Places. These are critical for letting customers locate your company on the move and in their local region.

Types of Local Citations

• Structured Citations
  These take a precise structure and often include your company's name, address, phone number, and other important information. You may find these on:
• Local directories like Yelp or the Better Business Bureau
• Review sites that focus on customer feedback and ratings
• Unstructured Citations
  These are more informal mentions of your business and don’t follow a strict format. You can spot them in:
• Social media mentions when people talk about your business (Twitter, Instagram, Facebook)
• News articles or blog posts that review or mention your services

“For visually-driven companies, a presence on Instagram, Pinterest, and YouTube can also provide citation sources” - Advice Local

Tips for Getting Local Citations

Claim and Optimize Your Google Business Profile

Your Google Business Profile is among the most essential citations you may have. If you haven't already, claim your profile to guarantee that your company appears in Google's local search results.

• Choose the Right Categories
  Make sure you choose categories that appropriately represent your business. This allows Google to position you in the appropriate search results for those seeking your unique services.
• Update Info, Contact, Location, Website, and Hours
  Keeping your contact information, location, website, and company hours up to date is critical for eliminating confusion and allowing clients to simply discover and contact you. Always double-check that these details are consistent across all platforms to improve your local rankings.
• Add Photos and Videos
  Including images makes your company profile more appealing and credible. Photos and videos of your company, goods, or services assist clients understand what you provide and persuade them to select you over competitors with less appealing profiles.
• Write an Engaging Description
  Your business description should clearly express what you provide and what distinguishes your company. Use appealing words to entice potential clients and give them a cause to look deeper.
• Encourage Reviews
  Positive Google reviews may have a huge influence on your local SEO. Encourage pleased consumers to provide feedback and make it easy for them to do so. The more favorable evaluations you receive, the more appealing your company seems to both potential clients and search engines.

Leverage Local Directories

Another excellent strategy to boost your company's exposure is to be listed on local directories such as Yelp, Angi, and the Better Business Bureau. These websites are often visited by people seeking local services. Although some are rather niche, these review sites typically have communities of loyal, returning users that are likely to run into your services or products. Don’t overlook any particular one just because you aren’t familiar with it. 

• Up-to-Date and Consistent Information
  Just like with your Google profile, it is critical to maintain all information on these directories consistent and up to date. Inconsistent data might mislead customers and harm your local rankings.
• Respond to Reviews
  Whether favorable or bad, replying to reviews demonstrates that you respect consumer input. This not only develops trust with your audience, but it may also motivate more consumers to submit reviews, therefore increasing your online profile. Dealing with negative reviews in a respectful and timely manner demonstrates that professionalism of your business.

Utilize Data Aggregators

Data aggregators, such as Foursquare, Factual, Infogroup, and Localeze, collect and share company information throughout the web. By listing your business with these aggregators, you ensure that your information is shared with several directories, increasing your chances of being discovered by clients.

• Gather and Distribute Business Information Online
  These aggregators do the heavy lifting for you by spreading your business information across multiple websites. This helps establish consistency and boosts your online presence, making it easier for search engines to trust your business data.

Keep in Mind Your Particular Vertical

Not all citation sources are created equal, and the best ones for you may depend on your industry. Different businesses benefit from different types of directories, so knowing where to focus your efforts is key.

• Industry-Specific Directories
  For healthcare providers, legal professionals, or other specialized service industries, there are specific directories that cater to your niche. For example, lawyers can benefit from being listed on Avvo, while healthcare professionals might look at Healthgrades. These directories are trusted within their respective fields, making them valuable for your business’s credibility.
• Broader Directories for Retail, Restaurants, and Service Providers
  If you run a restaurant, retail store, hair salon, or similar business, broader directories like Yelp, Google, and TripAdvisor are the way to go. These platforms have high traffic and are commonly used by customers looking for everyday services, helping your business reach a larger audience.
• Balancing Citation Quality and Quantity for Your Business                                              As a business owner, it’s crucial to understand the distinction between high-value and low-value citations. While numerous websites offer citation opportunities, not all sources carry the same weight in the eyes of search engines. For instance, mentions on reputable government websites are far more impactful than listings on outdated directories cluttered with irrelevant backlinks. Focusing solely on increasing the quantity of citations can be counterproductive; an overabundance of low-quality mentions may undermine the local SEO advantages gained from a few carefully chosen, high-quality citations. Therefore, prioritize the quality of your citations to enhance your local search presence effectively. Remember, it’s about convincing Google of your credibility!

Tips for Getting Customers to Leave Reviews

Encouraging customer reviews is a critical part of growing your online presence, but it’s not always easy. There are a few strategies you can use to make this process more effective.

• Offer Incentives for Reviews
  Customers love a good deal. Offering something like a small discount or a free consultation in exchange for a review can motivate them to take the time to provide feedback. Make sure to make it personal and unique to your business and what you offer!
• Make it Easy
  The easier it is for customers to leave a review, the more likely they are to do it. Consider using QR codes that link directly to your review page, or leave comment cards they can fill out at your business. You can also have a review area on your website to capture their feedback.
• Target Satisfied Customers
  After completing a service or selling a product, follow up with your happiest customers. Politely ask them to share their experience by leaving a review, emphasizing how much you value their feedback. Personalizing the request makes them more likely to take action and utilize your service again.
• Show That You Value Their Feedback
  When asking for reviews, communicate that their input is valuable and helps you improve your services. This shows customers that you genuinely care about their experience and aren’t just seeking reviews for your own benefit.

Why Automating Review Requests Can Benefit Your Business

If you wish to go a step further with your reviews, manually asking for reviews can quickly become a burden, and the results often lack consistency. Automating the review process is an effective, time-saving solution that ensures you collect customer feedback regularly and reliably. Here’s why automation is the way to go:

• Scale Your Efforts with Ease
  Automating your review process based on specific customer actions makes it much easier to scale. For instance, when a customer completes a purchase or service, an automated system can immediately send a request for a review. This method ensures that review requests go out consistently, without requiring extra effort from you or your team.
• Follow-up Emails - Follow-Up Strategies that Work
  Beyond the initial request, sending monthly customer feedback emails is another way to maintain engagement. These automated emails can remind past customers to leave a review, ensuring you keep a steady stream of feedback coming in. 

Maintain Your Citation Sources

Citations aren’t something you can set and forget. Regular maintenance is crucial to ensure your business stays visible and your information remains accurate.

• Review and Update Regularly
  As your business grows or changes, make sure you review your listings to keep them updated. If you change your phone number, move locations, or adjust your hours, reflect those updates across all your citation sources to avoid confusion and improve search engine trust.
• Ask Where Customers Found You
  A great way to focus your efforts is by asking customers where they first heard about you.   Reach out as an attempt to connect. This serves as a way to build tighter relationships and familiarity with them as well. If you notice a trend, you can concentrate more on the platforms that are bringing in traffic, making your marketing efforts more efficient and impactful.

Salem Surround’s Marketing Strategists are expert in attaining and maintaining local business citations. We are here to help you grow your business through this and many other marketing methods. You can reach out through the chat on this site or call.