Local SEO
Local SEO Checklist: 20 Steps to Rank in Your Area
Local SEO has four parts: your Business Profile, your website, your citations and your reputation. This 20-step checklist covers all four in the order I work through them.
Read articleLocal Citations: What They Are and How to Build Them
Citations are listings of your business name, address and phone on other websites. They help Google trust that your business is real and where it is. Here is how to build and clean them up.
This guide explains local citations and how to build them properly. It is part of my local SEO service.
Quick answer
A local citation is any online mention of your business name, address and phone number (NAP), usually on directories, maps, social profiles and industry sites. Consistent citations on trusted sites help Google confirm your business details and support the “prominence” part of local ranking. Quality and accuracy matter far more than the number of listings.
Types of citations
| Type | Examples |
|---|---|
| Core platforms | Google Business Profile, Bing Places, Apple Business Connect |
| Major directories | Yelp, Facebook, Yellow Pages-style national directories |
| Industry directories | Trade associations, professional bodies, niche review sites |
| Local sites | Chamber of commerce, local news and community sites |
| Unstructured mentions | Blog posts, news articles and event pages mentioning your business |
Why NAP consistency matters
When your name, address and phone appear differently across the web (old address, different phone, “Ltd” vs no “Ltd”), it creates doubt about which details are right. Pick one exact format and use it everywhere, including your website footer, contact page and LocalBusiness schema.
How to build citations step by step
- Write your master NAP: exact business name, address format, phone, website URL, hours, categories and a short description.
- Claim and complete the core platforms first. See Google Business Profile optimization.
- Add the main directories used in your country.
- Add industry-specific directories and associations you belong to.
- Add local sites: chamber of commerce, local business groups, sponsorships.
- Keep a spreadsheet of every listing with login details and status.
How to clean up wrong listings
- Search your old addresses and phone numbers to find outdated listings.
- Update or claim each listing and fix the details.
- Request removal of duplicates on the same platform.
- After a move or rebrand, update the most important platforms first.
What to avoid
- Hundreds of low quality directory submissions.
- Virtual office or fake addresses.
- Keyword-stuffed business names.
- Different phone numbers on different sites (unless you use call tracking carefully with your main number in the profile).
Example
A dental practice moved two years ago. Its old address still shows on 14 directories and its phone uses two formats. Updating the 14 listings, adding the practice to the national dental association directory and matching the website schema to the profile removes the conflicting signals.
Done for you
I optimise your Google Business Profile, build local citations and create location pages that bring calls, not just rankings.
Frequently asked questions
What is a local citation?
An online mention of your business name, address and phone number, usually on a directory, map or profile site.
Are citations still important for local SEO?
Yes, especially accurate core listings. They support trust and prominence, though quantity alone does not move rankings.
How many citations do I need?
Focus on the core platforms, the main directories in your country and relevant industry and local sites, rather than a fixed number.
Do citations need a link to count?
No. Unlinked mentions with consistent NAP still help, but links from relevant local sites add extra value.
What if my business moved?
Update Google Business Profile and your website first, then the main directories, then smaller listings.
Sources
Facts checked against these official pages on 10 October 2026. Read my editorial policy.
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