How to Perform a Local Website Citation Audit | SEOButler
What is a website citation audit when it’s at home?
Well – it’s how you ensure that Google knows you’re at home, at the right address, and that users can find you when they need to.
This guide explains how a citation audit works, why it’s an essential part of SEO best practices for local businesses, and how to get started.
Introduction to Local Business Website Citation Audits
You know how Starbucks always gets your name wrong on your coffee?
Inaccurate citations are a bit like that. They’re slightly inaccurate or non-matching pieces of information that present a confusing picture of who you are.
Now imagine someone trying to figure out what your real name was based off 100 coffee cups with different labels. Or different addresses. This is the problem search engines face when your business data isn’t consistent across the web.
An audit gets your house in order with clear signposts.
What Are Local Business Website Citations?
Local citations are indicators to search engines that a website publishes consistent, accurate information and places useful signposts in the right places.
They’re the digital version of the Yellow Pages or newspaper advertisements, and they’re still a critical part of marketing.
Why Local Citations Matter for SEO and Business Visibility
Citations often don’t contain dofollow backlinks, so local citation building is considered different to most link-building techniques. However, it’s still a critical part of SEO.
When Google indexes citation sites, it matches local business listings against the information on other websites it’s crawled. Google likes to present information with confidence, so if your NAP data isn’t consistent, it will hesitate to make your business more visible.
When Is a Citation Audit Necessary?
Citation audits should be performed every few months – twice annually is good practice.
It’s an essential part of local SEO housekeeping, doesn’t take long, and is an affordable way to keep your digital signposting in order.
Understanding the Citation Audit Process
So what does the audit involve? Who performs it, and how? Let’s explore.
What Is a Local Citation Audit and How Does It Work?
An audit checks your local SEO citations across the web and ensures that your data is accurate. The main information it focuses on is NAP information (business name, address, and phone number), your website URL, and any links in the citation.
Common Issues Uncovered During a Website Citation Audit
A frequent issue is caused by data aggregators pulling and republishing inaccurate data. Aggregators pull information from other business directories using bots, and… they don’t always do a perfect job.
Another frequent issue is a link pointing to an outdated landing page or a business phone number that has changed. The audit ensures this information is up-to-date and consistent.
The Role of Citation Consistency in Local SEO
Building local citations is an integral part of all local SEO campaigns. However, it relies on exactly the same information being provided to directories, and published in the appropriate places.
If Google encounters conflicting information, it won’t be sure where to send customers. It can’t make an informed choice, so instead, it will prioritize other businesses that have consistent citation data over yours.
Key Components of a Successful Local Citation Audit
Your SEO partner will search all local directories your business is listed on and check for the following.
Consistency in NAP (Name, Address, Phone Number)
Business owner changed in the last year? That needs to be updated.
Moved to a new premises? Is the new address correct in all your local listings?
New phone? Have you let Google know?
Written your name as John Smith in one listing but J. Smith in another? That should be amended.
Your business description should also be consistent. Your audit partner will recommend having a template to copy and paste your information from so it’s always 100% the same.
Verifying Business Information Across Major Directories
Some of the top directories help you verify your information independently. This adds a level of trust to the listing. Top-level directories include your:
Google Business Profile and Google Maps
Apple Maps Business Connect
Facebook Business Page
Government Databases
It’s worth verifying your identify wherever possible. A website citation audit will you’re recognized by the major directories, which will help your performance in local search.
Identifying and Resolving Duplicate Listings
Data aggregators that pull slightly different information from different sites (e.g. Google Maps and local news sites) may publish multiple listings for the same business.
The audit will identify the correct listing and have any duplicates removed.
Step-by-Step Guide to Performing a Local Citation Audit
Gathering Initial Business Information. The auditor will establish with you which information should be published across all your citations.
Checking Existing Citations for Consistency. All local listings will be checked against this information to ensure they’re accurate.
Documenting Issues and Updating Incorrect Citations. Any variations will be amended and any online mention using inaccurate information will be updated or removed.
Finding and Addressing Missing Citations. If your business doesn’t appear in a notable or relevant directory, it should! The audit will list these sources and publish your information there.
Creating a Plan for Ongoing Citation Monitoring. Regular citation audits ensure that from Google Maps to niche directories, search engines are equipped with every tool to confidently place your website in the local rankings.
Tools and Resources for Conducting Citation Audits
A citation audit doesn’t just involve one expert crawling through every site manually. Here’s how it works.
Manual vs. Automated Citation Audits: Pros and Cons
Fully automated citation audits are quick and easy, but they rely on tools that can make the same mistakes as data aggregators or search engines.
A managed approach uses automation tools with human oversight to identify and correct mistakes intuitively.
Top Tools for Auditing and Managing Citations
Ahrefs and Semrush both offer auditing tools, but again – these are best used in the hands of experts. There’s a lot of information in an audit and you can save time by working with a reputable partner who will produce a comprehensive report.
Using Google Search and Other Free Tools for Spot-Checking Citations
You can always check a citation for free using Google Search. Simply Google your business and the directory, and you’ll be able to see if the information is accurate.
This is good practice for the top sites in the months between audits, as inaccurate Google or Apple Maps data could cost you a lot of customers.
Best Practices for Maintaining Accurate Citations After the Audit
Here’s a quick rundown of making citation accuracy part of your ongoing local SEO campaign between audits.
Creating a Centralized Record of All Citation Sources
Your auditor will help you build a database of all directories your information is published on. If you build citations after the audit, make sure these are added in detail.
Establishing a Process for Regular Updates
Adding structured citations systematically rather than at random helps you publish consistent information. If you see a new directory, add it to you to-do list along with others and add new citations when you have numerous listings to publish.
Partnering with a Citation Management Service for Long-Term Consistency
The best way to ensure your own listings are accurate is to partner with a professional citation auditor. SEOButler offers affordable citation audits as part of our comprehensive SEO auditing service – find out more here.
Common Challenges in Conducting a Local Citation Audit
Dealing with Unresponsive Directories. Some directories require you to contact them directly to amend citations… but then don’t respond to your emails. A professional website citation auditor will consistently chase them up to get the citation amended.
Managing Outdated Listings on Obsolete Platforms. Local businesses listed on defunct platforms may find their old NAP data is still being crawled by search engines even if the directory is no longer active. This is hard to amend, but a good auditor can always find a channel to get the citation delisted.
Addressing Multiple Business Locations or Rebrand Issues. Going through a major business transformation or move? Your business data needs an internet-wide update. This is time-consuming but manageable with a trusted audit partner.
Summary
Ready to get your house in order? Let’s wrap this up.
Key Takeaways on Conducting and Maintaining Local Citation Audits
Perform audits for all local citations every 6 months
Have a template to copy and paste for NAP data and your business description
Work with a trusted website auditor
Regularly review info on key sites (Google Maps, Apple Maps, Facebook, etc)
Use structured citations as part of a holistic SEO strategy
Why Partnering for Citation Building and Management Is Critical
It’s a question of knowing what to look for and knowing where to look.
In a few hours, an SEO auditor can find and correct information that might take a business owner weeks to find and crawl through.
That’s time you don’t have.
Continuous Monitoring: Keeping Citations Accurate Over Time
Routine audits ensure that your citations remain up-to-date and Google knows you take good care of your online business.
That’s a mark of trust in the eyes of search engines.
SEOButler is the digital housekeeping expert you need – build citations now.