What Are Citations and Why They Matter
Citations are one of the most important ranking factors for local tradesmen businesses. Understanding what they are and building them correctly can significantly boost your visibility and help you get more jobs.
What Are Citations?
A citation (also called a "business listing") is any online mention of your business information on other websites. A citation typically includes:
- Your business name
- Your business address
- Your phone number (NAP - Name, Address, Phone)
Types of Citations
| Type | What It Is | Examples |
|---|---|---|
| Structured Citations | Business listings on directories | Yelp, Yellow Pages, industry-specific sites |
| Unstructured Citations | Mentions in articles or blog posts | News stories, blog posts, articles |
| Local Citations | Listings on local directories | Local business directories, community websites |
Example of a Citation
If your business "ABC Plumbing Services" is listed on Yelp, that's a citation. The listing would look like:
ABC Plumbing Services
123 Main Street, Your City, ST 12345
(555) 123-4567
www.abcplumbing.com
Why Citations Are Critical for Ranking
Citations are a major ranking factor for local search results. Here's why they matter:
| Benefit | What It Does | Example |
|---|---|---|
| Build Trust | Google sees consistent info = legitimate business | Same name/address/phone everywhere |
| Improve Rankings | Top 3 ranking factor for local SEO | More citations = better chance to rank for "plumber near me" |
| Increase Visibility | More places customers can find you | Direct traffic from Yelp, Yellow Pages |
| Traffic Sources | Not just SEO - direct customer contact | People searching directories find you |
The Power of Consistency
The most important aspect of citations is consistency.
What Google Looks For vs What Happens When It's Wrong
| ✅ What Google Wants | ❌ What Happens If Wrong |
|---|---|
| Consistent - Same exact format everywhere | Your local ranking can suffer |
| Accurate - Matches your official business information | Google may not trust your business information |
| Widespread - Found across many reputable sites | Customers may find incorrect contact details |
| All three working together | Search engines may not show your business in results |
The Consistency Rule
Your business name, address, and phone number must be EXACTLY the same everywhere:
- Google Business Profile
- Your website
- All directory listings
- Social media profiles
- Industry-specific sites
Even small differences matter:
- "St." vs "Street"
- "(555) 123-4567" vs "555-123-4567"
- "ABC Plumbing" vs "ABC Plumbing Services"
How Citations Help You Get More Jobs
1. Better Search Rankings = More Visibility
When you rank higher in local search results, more potential customers see your business. This directly translates to:
- More phone calls
- More website visits
- More quote requests
- More bookings
2. Multiple Touchpoints
Each citation is a potential point of contact:
- A customer might find you on Yelp
- Another might discover you on Yellow Pages
- Someone else might see you on a local business directory
3. Credibility and Trust
When customers see your business listed on multiple reputable sites, they:
- Trust you more (you're "everywhere")
- See you as established and professional
- Are more likely to contact you
4. Industry-Specific Citations
Listing on trade-specific directories (like trade association sites) can:
- Connect you with customers specifically looking for your trade
- Build credibility within your industry
- Provide highly targeted traffic
Types of Citations You Need
Citation Tiers: What You Need
| Tier | Priority | Examples | Why It Matters |
|---|---|---|---|
| Tier 1: Major Directories | CRITICAL - Do First | Google Business Profile, Yelp, Yellow Pages, Bing Places, Apple Maps, Facebook | Most important - get listed here first |
| Tier 2: Industry-Specific | HIGH - Important for Your Trade | Angi, HomeAdvisor, Thumbtack, Porch, Trade associations | Connect with customers looking for your trade |
| Tier 3: Local Directories | MEDIUM - Helps Local Rankings | Chamber of commerce, city directories, local associations | Helps with hyperlocal rankings |
The Bottom Line
Citations are not optional - they're essential for:
- ✅ Ranking higher in local search results
- ✅ Building trust with Google and customers
- ✅ Increasing visibility across the web
- ✅ Getting more leads and job opportunities
- ✅ Establishing credibility in your local market
Think of citations as building your online presence brick by brick. Each citation strengthens your local SEO foundation and makes it easier for customers to find you.
Next Steps
Now that you understand what citations are and why they matter, you'll want to:
- Audit your current citations - See where you're already listed
- Build new citations - Get listed on important directories
- Fix inconsistencies - Ensure your NAP is identical everywhere
- Monitor your citations - Keep them updated and accurate
The key is to start with the most important directories (Tier 1) and work your way down. Consistency is critical - make sure your business information matches exactly across all platforms.