When you search your business online, what shows up? Google Business Profile? Yelp? Facebook? Maybe even a local chamber of commerce directory?

Every time your business name, address, and phone number (NAP) appear online in a consistent way, that’s a citation.

In plain English, citations are online mentions of your business’s key contact details. They may not always link back to your site, but search engines and customers both use them as proof that your business is real, active, and trustworthy.

And if you’re a business owner trying to win in local search, citations are critical to your bottom line.

Why Citations Matter as a Business Owner

1. They Boost Local SEO

Google loves consistency. When your business info shows up accurately across directories, review sites, and maps, it tells Google: “This business is legit.” That consistency can push you higher in local search results.

2. They Build Trust With Customers

Imagine searching for a roofer and seeing three different phone numbers across different sites. Would you call them? Probably not. Customers want clarity & citations give them confidence.

3. They Make You Easier to Find

Every additional listing is another entry point for potential customers. Yelp, Angi, Yellow Pages, niche directories, all of them create extra touchpoints where people can discover you.

Where Citations Typically Appear

• Major Directories: Google Business Profile, Yelp, Bing Places.

• Industry-Specific Sites: Avvo (lawyers), Healthgrades (doctors), Houzz (contractors).

• Local Directories: Chamber of Commerce, regional business groups.

• Review Platforms: Facebook, Better Business Bureau, Angi.

The Two Types of Citations

• Structured Citations: Listings in formal directories with set fields (like Yelp or Yellow Pages).

• Unstructured Citations: Mentions in blog posts, local news, or social media (like “Rocket Web Designer in New York built our new site”).

Both matter, structured for consistency, unstructured for credibility.

Common Mistakes Business Owners Make With Citations

• Forgetting to update after moving locations.

• Listing multiple phone numbers for the same business.

• Inconsistent formatting (Ste. vs Suite vs #).

• Ignoring smaller niche directories where competitors are listed.

These small errors can cost you big in SEO rankings and customer trust.

Final Thoughts

So, what are citations and why do they matter as a business owner? Simple: they’re one of the easiest ways to build trust with Google and with your customers.

Get them wrong, and you confuse search engines and turn customers away. Get them right, and you create a network of accurate, consistent listings that make it easier for people to find and trust you.

If you’re serious about growing your business locally, citations should be one of the first things you lock down.