An online mention of a local business's name, address, and phone number on directories, websites, and social platforms.
A citation is an online mention of a business's name, address, and phone number (NAP) on external websites, directories, social media platforms, or other web properties. Citations serve as digital references that help search engines verify a business's location and legitimacy, directly influencing local search rankings and visibility in map results.
Citations function as the backbone of local SEO, creating a web of references that establish your business's presence across the internet. While citations don't always include hyperlinks back to your website, they still carry significant ranking weight in Google's local algorithm. The consistency and accuracy of your NAP information across all citations signals to search engines that your business is legitimate and trustworthy.
Why It Matters for AI SEO
AI-powered search systems like Google's RankBrain and local ranking algorithms rely heavily on citation signals to understand business entities and their relationships. Modern AI can parse inconsistent business information across the web, but conflicting NAP data creates uncertainty that can hurt rankings. Search engines use natural language processing to match business mentions even when formatting varies, making citation quality more important than ever. Google's AI systems now cross-reference citation data with other signals like Google Business Profile information, customer reviews, and website content to build comprehensive business entities in the knowledge graph. This means citation accuracy isn't just about local pack rankings—it affects how AI understands and presents your business across all search features.
How It Works
Citations fall into two main categories: structured and unstructured. Structured citations appear in business directories like Yelp, Yellow Pages, or industry-specific directories where businesses submit standardized information. Unstructured citations occur naturally in blog posts, news articles, or social media mentions where your business name and location appear organically. Building citations starts with ensuring NAP consistency across all platforms. Tools like BrightLocal or Moz Local can audit your existing citations and identify inconsistencies. Focus on high-authority directories first—Google Business Profile, Bing Places, major industry directories, and local chamber of commerce listings. Then expand to niche directories relevant to your business category. For restaurants, platforms like OpenTable or Grubhub carry significant weight; for contractors, Angie's List or HomeAdvisor matter more.
Common Mistakes
The biggest citation mistake is inconsistent NAP information. Using "Street" in one citation and "St." in another, or listing different phone numbers, confuses search engines and dilutes ranking power. Another common error is focusing solely on quantity over quality—100 citations on low-quality directories carry less weight than 20 citations on authoritative, relevant sites. Many businesses also neglect citation maintenance, failing to update information when they move or change phone numbers, leaving incorrect data scattered across the web.