Local citations, once a cornerstone of local search engine optimization (SEO), experienced a shift in importance around 2018. While still valuable, their impact began to be re-evaluated as the local search landscape matured, with factors like Google’s Knowledge Panel, voice search, and review signals gaining prominence. This guide delves into the significance of citations for local SEO specifically within the 2018 context, exploring what they are, why they matter, how they function, and the nuances surrounding their effectiveness. We’ll examine the data from expert surveys and industry observations to provide a comprehensive understanding of their role.
What Are Local Citations?
At their core, local citations are online mentions of a business’s Name, Address, and Phone number (NAP). These mentions appear across a vast range of online platforms, extending far beyond traditional business directories. They encompass listings in industry-specific directories, social media profiles, blog posts, news articles, and any other digital space where a business’s contact information is displayed. A citation doesn’t necessarily include a link back to the business’s website; the mere presence of accurate NAP information is what constitutes a citation.
There are two primary types of citations: structured and unstructured. Structured citations are found in formal directories with pre-defined fields for NAP data, such as Yelp, Google My Business, Yellow Pages, and industry-specific directories like lawyers.com. Unstructured citations, on the other hand, arise from mentions in less formal contexts, like blog posts, press releases, or social media posts. These often require search engines to extract the NAP information from surrounding text.
Why Are Citations Important for Local SEO?
The fundamental principle behind the importance of citations lies in their ability to verify a business’s existence and legitimacy to search engines. Google and other search engines use citations as a signal to confirm that a business is a real, operational entity. The more consistent and accurate NAP information appears across the web, the more confident search engines become in the business’s validity. This increased confidence can translate into improved local search rankings.
According to a 2018 survey by Moz, citations were considered the fifth most important ranking signal for local queries. While this ranking has likely shifted in subsequent years, it underscored their significance at the time. Citations contribute to three key ranking factors: relevance, proximity, and authority. Relevance is established by appearing in directories relevant to the business’s industry. Proximity is enhanced by citations in geographically relevant directories. And authority is built by securing citations from trusted and well-established websites.
However, it’s crucial to acknowledge that the impact of citations isn’t uniform. Experts in 2018 were already beginning to question the sheer volume of citations needed to see a substantial impact. Simply acquiring citations from any and every available source was unlikely to yield significant results. Instead, the focus was shifting towards quality over quantity.
The Shifting Landscape: 2018 and Beyond
The year 2018 marked a turning point in the perception of citation importance. Several factors contributed to this shift. Firstly, the local search ecosystem was becoming increasingly complex, with the rise of Google’s Knowledge Panel and the growing influence of reviews. Secondly, the proliferation of “pay-to-play” citation sites, particularly those acquired by companies like Yext, raised concerns about the authenticity and value of these listings.
Experts noted that Google was giving less weight to data consistency from various sources, suggesting that the algorithm was becoming more sophisticated in its evaluation of business information. This meant that simply having a large number of citations wasn’t enough; the quality and trustworthiness of those sources were becoming paramount.
Furthermore, the emergence of voice search and image search presented new challenges and opportunities for local optimization. While citations still played a role in these areas, their direct impact was less clear than in traditional text-based search.
Quality vs. Quantity: Which Matters More?
The consensus among local SEO experts in 2018 was overwhelmingly in favor of quality over quantity. Securing citations from high-authority, industry-relevant websites was far more valuable than accumulating a large number of listings on low-quality or spammy directories.
Here’s a breakdown of factors considered when evaluating citation quality:
- Industry Relevance: Citations from directories specific to the business’s industry carry more weight.
- Local Relevance: Citations from local or regional directories are more valuable for local SEO.
- Domain Authority: Websites with higher domain authority (a metric indicating a website’s overall strength and trustworthiness) provide more impactful citations.
Targeting the top citation sites, those with the highest domain authorities, and focusing on niche directories within the business’s industry were recommended strategies.
NAP Consistency: The Cornerstone of Citation Success
Regardless of the quantity or quality of citations, consistency in NAP information is absolutely critical. Any discrepancies in the business’s name, address, or phone number across different platforms can confuse search engines and negatively impact local rankings.
Here’s a table outlining the importance of accuracy for each NAP element:
| NAP Element | Accuracy Level | Notes |
|---|---|---|
| Name | Exact Match | Minor variations (e.g., “Inc.” vs. “Incorporated”) are acceptable. |
| Address | Exact Match | Including suite numbers is helpful, but not as critical as other fields. |
| Phone Number | Exact Match | Must be consistent across all listings. |
| URL | Exact Match | Ensure the correct website address is listed. |
Maintaining meticulous accuracy across all citations is a time-consuming but essential task. Regular audits of existing citations are necessary to identify and correct any inconsistencies.
The Impact of Citations on Different SEO Elements
Citations don’t operate in isolation. They interact with other SEO factors to influence a business’s overall online visibility. Here’s a comparison of how citations relate to other key SEO elements:
| SEO Element | Relationship to Citations | |
|---|---|---|
| Backlinks | Complementary | Citations can indirectly support backlink efforts by establishing business legitimacy. |
| On-Page SEO | Supportive | Accurate NAP information on a website reinforces the consistency established through citations. |
| Reviews | Synergistic | Positive reviews combined with strong citations can significantly boost local rankings. |
| Google My Business | Crucial | A verified and optimized Google My Business profile is essential for leveraging the benefits of citations. |
Measuring the Impact of Citations
Tracking the impact of citation building efforts can be challenging. While direct correlation is difficult to establish, several key performance indicators (KPIs) can be monitored:
- Local Search Rankings: Track changes in rankings for relevant local keywords.
- Website Traffic: Monitor increases in organic traffic from local search queries.
- Phone Calls & Directions Requests: Track increases in phone calls and directions requests from online listings.
- Citation Accuracy: Regularly audit citations to ensure NAP consistency.
The Future of Citations in Local SEO
Even in 2018, experts predicted a continued decline in the overall importance of citations as Google’s algorithm evolved. The focus was shifting towards more sophisticated ranking signals, such as user intent, search behavior, and the overall quality of a business’s online presence. However, citations were not expected to disappear entirely. They would likely remain a valuable component of a comprehensive local SEO strategy, particularly when combined with other optimization efforts.
Final Thoughts
The landscape of local SEO is constantly evolving. While citations held significant weight in 2018, their influence has continued to shift. The key takeaway is that a strategic, quality-focused approach to citation building, combined with a holistic local SEO strategy, remains essential for businesses seeking to improve their online visibility and attract local customers. Focusing on accuracy, relevance, and authority will yield the most sustainable results in the long run.