Local citations: what they are, plus US and UK citation lists

What is a local citation?

A citation is a mention of your business's name, address and phone number (often shortened to NAP) on another website. Most are directory or map listings, which also hold your hours, website, categories and photos.

• Structured citations: listings in directories and maps, such as Bing Places, Yelp or Yell, with fields for each detail.
• Unstructured citations: mentions in articles, local news, sponsor pages or blogs that include your name and address or phone.

Do citations help you rank on Google?

They support it, but they aren't the main lever. Google says local results are based mainly on relevance, distance and prominence, and that businesses with complete and accurate information are more likely to show up. It says prominence is based on information such as how many websites link to your business and how many reviews you have. Google's help page doesn't mention directories by name.

So treat citations as hygiene. Your Google Business Profile, reviews and website do most of the work; our Google Business Profile checklist covers those. Citations make sure every other place customers look, including Apple Maps, Bing and the sources AI assistants draw on, shows the same correct details.

Which citations should I do first?

These five cover the maps and platforms most customers use, in both the US and UK. Do them before anything else:

US citation list: where to list next

After the core five, add the general sites and the ones for your trade. Only list where your customers actually look.

UK citation list: where to list next

For trades in both countries, the paid trade sites are a lead source first and a citation second. Judge them on the work they bring in.

How do I find and fix inconsistent listings?

Search for your business details the way a stranger would, write down every listing you find, and correct each one to match your Google Business Profile exactly.

1. Write down your exact details once: business name as it appears on your signs, address in one format, main phone number, website and hours. This is your master copy.
2. Search Google for your business name, your phone number in quotes, and any old address or old phone number you've used.
3. Open each listing you find and note what's different: old address, old number, a misspelt name or a closed second location.
4. Claim each listing (most directories send a code by phone or email) and correct it to the master copy.
5. Where you can't claim a listing, use the site's suggest-an-edit or contact form, or ask it to remove a duplicate.
6. Keep a simple spreadsheet of every listing, its login and the date you last checked it.

A 15-minute citation audit checklist

• Google, Apple, Bing, Facebook and Yelp listings are all claimed by you.
• The name matches your signage, with no extra keywords added.
• The address is written the same way everywhere, including suite or unit numbers.
• The phone number is the same main number everywhere.
• Hours, including holiday hours, match your Google profile.
• The website link goes to your real site, ideally the matching location page.
• No duplicate listings for the same location on any one site.
• Closed or moved locations are marked closed or updated.

When is it worth paying for a citation service?

When you have several locations, have moved or rebranded, or simply don't have the hours to claim dozens of listings. For one location with correct details, doing the core list yourself is usually enough.

• Pay-per-listing services: BrightLocal's Citation Builder, for example, is pay-as-you-go from about $2 to $3.20 per site. See our BrightLocal pricing breakdown.
• Listings sync platforms: suited to multi-location brands that change details often. Our BrightLocal vs Yext comparison covers the trade-offs.
• Done for you: Flexi Local's Local Growth plan keeps your listings correct on the main directories alongside running your Google profile. See local SEO and Google Business Profile management.

Whoever you use, ask which sites they'll list you on, whether you keep the logins, and what happens to the listings if you stop paying. Avoid anyone selling hundreds of low-quality directories or promising a ranking.