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Citation Link Building: Putting Your Business on the Map
Citation link building is the cornerstone of every successful local SEO strategy.
Citations are the rank-and-file soldiers of local SEO. Having your NAP information registered in the major online directories is foundational. Getting critical information about your business listed on relevant, niche-specific websites is where savvy website owners profit – and those who don’t have a citation strategy are left scratching their heads.
I’ve put together this quick guide to how citation link-building works, which business directories you need to appear in, and how to use citations as part of your wider SEO strategy.
Finally, I’ll round off with an overview of best practices and tips for how to get started.
What is Citation Link Building?
A citation is a descriptive reference to your website in an online directory. This typically includes what we call NAP information – Name, Address, and Phone Number – and sometimes a backlink.
Citation link-building is used to help businesses appear near the top of local search results. Businesses without accurate NAP data listed on major directories such as their Google Business Profile aren’t likely to be found online.
Remember that your digital presence isn’t just a portal to your online store – it’s your most valuable marketing asset. Making use of it to help new customers find you is as simple as listing your business information in a few important places.
What is link building?
Link-building strategies are the building blocks of off-page SEO. This type of SEO relies on establishing your website as trustworthy by having other trusted websites linking back to you rather than focusing on on-page optimization.
Link-building is the process of acquiring those links and references. Having highly trusted websites linking to yours tells search engines that you’re a valuable part of the online community, and they’re more likely to put your website near the top of their SERPs (search engine results pages).
What is a citation in local SEO?
Digital marketing is most relevant for local businesses when it will attract local customers. This is called local SEO. You may have a local business that ships nationwide or even globally, but your most valuable customers are typically those nearby, who want to buy locally.
This means that local search rankings are the target when building citations. Regional business directories and map-based directories such as Google Maps are incredibly valuable – having a linked citation or even just your business address and name listed in a popular local directory will tell customers that your business exists!
What is the difference between backlinks and citations?
Some links are placed within content on other websites. These are known as backlinks and are part of an SEO strategy called guest posting, and you can find comprehensive guides to that on our blog!
Citations don’t always include backlinks, but they often do, especially in larger directories. The fundamental difference between backlinking and building citations is that with citations, you’re focusing on directories rather than content-publishing websites.
Benefits of Local Citation Building
Want to know why local citations are a non-negotiable part of any good local SEO strategy?
It’s because all other local SEO efforts will become more valuable if you’ve already taken care of the basics.
Search engines are smart enough to tell when your website is for a local business. The first thing they want to see is that you’re taking yourself seriously as a business owner by publishing your business’s most relevant information in the right places.
You could spend tens of thousands (and believe me, people have) on high-value guest blogs and content marketing, but without local citations advertising your business information, Google won’t know to promote your website to the people who need to see it most – your customers.
Check out our complete guide to local SEO citations to learn more – or read on to learn four more great reasons to make local citation building a central tenet of your SEO strategy.
1. Greater visibility on search engines
Getting to #1 on Google and other search engines is the ultimate goal of all SEO strategies. However, it’s only an advantage if you’re appearing in that top spot for the most relevant search queries for your business.
Let’s say you run a jewelry store in Minnesota. You’re going to attract some interest for appearing in the #1 spot for blog topics like “what’s the best metal for a wedding ring?” – but you’re going to attract more potential customers for appearing in the top spot for “wedding rings Minnesota.”
That’s where local citations come in. SEO citations include keywords like these to help search engines rank your business highly where it matters most.
2. Diversified backlink profile
A diverse backlink profile means having numerous websites linking back to yours. They should all be relevant, or at least include the link in relevant content.
Guest blogging is a great way to achieve this, but it’s a more expensive strategy. The bread-and-butter of diversifying your backlink profile should be building citations in local directories – it’s a cheap and easy way to show search engines that all the right sources consider your business to be relevant.
3. More traffic from referrals
Most large directories ask for your NAP information – name, address, and phone number – but many also give you the opportunity to link to your main website URL. This is a no-brainer; it’s free referral traffic!
This is also why it’s worth getting your business information displayed not just on Google My Business, but on every relevant directory possible.
Even if it’s a fairly niche directory, someone is using it. 1-2 visitors a month from a citation is 1-2 potential customers per month – can you afford to miss that opportunity?
4. Opportunities for reviews & testimonials
Local citations on websites like Yelp, Trustpilot, and TripAdvisor provide more than just a repository of your business details. They allow customers to post reviews and testimonials of your business.
I’m sure you’re familiar with this being a double-edged sword. Not all reviews are positive. However, every bad review is an opportunity to show that you take customer care seriously – readers can see past a negative review if it’s been handled well.
In terms of testimonials, Google Maps is the single most important online resource for local businesses. It’s the focal point of your online visibility, which is why getting on the Google Map Pack (the top 3 results for local searches) is an important goal.
Responding constructively to online mentions and reviews contribute to the likelihood of your business getting on the Map Pack, and they also give you a great opportunity to interact with customers and obtain valuable reviews and testimonials.
What are the Most Important Local and National Citations?
Here’s a summary of where you need to publish your business details to appear at the top of local searches.
National
Google Business Profile
LinkedIn
Apple Business Connect
Facebook
Instagram
Trustpilot
Waze
Yelp
Foursquare
OpenStreetMap
TripAdvisor (if relevant)
Here
Yellow Pages
BBB (Better Business Bureau)
Listly
Yahoo
Local
Many national directories also have local subsections. You need to ensure that your business information is referenced at every point – Town, City, County, State, Country.
You can find local directories using these locations as search terms. Combine them with your industry when searching to find specific directories that customers who need your services most – and are likely to book those services.
Data aggregators
Some of the sites listed above (e.g. Foursquare) are also data aggregators. This means that they trawl search results and other websites to find information about local businesses to publish on their own site.
This can be super-useful, as it means the work is done for you! However, it can also be risky, because if a data aggregator finds incorrect data, it will report it as if correct.
Wrong information can spread quickly. It’s essential to keep your business information accurate and up-to-date consistently to ensure that data aggregators always have the best information to work with. You can also check your profile on data aggregators and make or request amendments (the process depends on the website) if you see it’s wrong.
Citation Link Building Best Practices
Want to make your local presence relevant?
I always follow these best practices while building citations – and you should, too.
1. Choose relevant directories
Online references from authoritative websites are valuable, but only if they’re also meaningful. This is as true in citation building as it is in guest blogging.
A high-profile manufacturing directory linking to a beauty salon is going to benefit neither the salon nor the host website. Any search engine will immediately identify the link as unnatural and potentially tank your search rankings.
2. Don't spam links
Not all directories allow links, and if they do, you should include one, well-chosen link. Don’t bother adding links to your social media accounts unless the directory provides a field for it.
The link should typically be to your website’s homepage. The exception is when there’s a very good reason to link to a location page or other page (see Best Practice #4).
3. Make the citation genuinely useful
Think about it from your customer’s point of view. Why are they looking for you, and what do they want to know?
NAP info is fundamental. Beyond this, you should consider adding (where appropriate and permitted by the directory):
Your website URL
A brief list of your key services and offerings
Photographs & videos of your services and your physical premises
Keywords that will help the user find your citation more easily when they search
Positive, informative testimonials & reviews
4. Link back to the most relevant location page
Your main URL is fine for generic entries, but if you’re using niche directories, make sure you’re giving customers the most relevant information upfront. This includes any necessary details and the URL of the relevant location page.
This is especially important if your business puts on local events or time-sensitive promotions. If you’re running a craft fair, you’ll have a location page dedicated to this event – and there are directories that publish details of these types of events! It’s a great opportunity.
But it’s so important to ensure the link directs visitors to the event page and not just your business’s homepage. Users with specific search intent already know what they want, and they’re more likely to click away if they don’t find it instantly.
5. Use photos & videos where possible
A good-quality photograph of your product can persuade a customer that they’re in the right place. Whether it’s a pizza, a landscape garden, or a handmade pendant, photos are incredibly valuable in an advertisement where space is limited.
Videos are also a great idea, especially if you offer a service. If you offer repairs, a quick video demonstrating your process helps a customer understand what they’re buying – it’s a great addition to your citation.
Important Considerations
Finally, here are a few essentials to keep in mind when building structured citations.
Citations aren't exclusively for do follow links
Do follow links from citations are super useful – but not every directory gives you that opportunity. That doesn’t mean they’re worthless.
Don’t force a link in if the directory doesn’t provide a natural space for it. This could get you de-listed or make your citation look spammy.
Building domain authority & trustworthiness is its own reward
Building domain authority and trustworthiness can be achieved simply by having accurate details in quality directories, link or no link. Search engines are smart enough to recognize that if your business name appears on multiple websites it trusts, they’re talking about your business!
Not all local directories provide backlinks - but they're still useful
Keep an open mind when you’re searching for directories. If you limit your search only looking for those that allow you to provide links to your social media platforms or post photographs, you’re missing out on great opportunities.
Every little helps in citation building. The SEO benefits of having your business’s information appear in a diverse range of sources are immense: take every chance when it comes.
Get Help with Citation Link Building from SEOButler
At SEOButler, we make citations easy for you. With extremely affordable pricing and a team with years of experience in this industry, we can help you acquire citations that drive traffic, build brand awareness, and boost your website’s profile in SERPs.
Are you ready to get your website listed in all the right places?