Businesses (especially smaller ones) have to do whatever they can to get their name heard, and with the internet providing everyone the opportunity to carve out their own little space online, it can often be difficult to stand out from the crowd.
When targeting customers or potential customers in a specific geographic area, local citations can be key to a business ranking highly on Google maps. A small focus on SEO (Search Engine Optimisation) can boost your profile on Google and help you feature higher than your competitors.
What is a Local Citation
A ‘local citation’ isn’t a Google term, but instead refers to a really basic form of marketing on the internet. It is simply an instance of your business’ NAP (that is: business Name, Address and Phone number) appearing online – be that on your website or on others. This may be in business directories, press articles, advertiser sites or reviews of your firm.
How does a Local Citation benefit a Local Business
Aside from it being a small ad boost, every time someone sees your information; a local citation helps reiterate to Google (and therefore Google Maps) that you are a leader in your area and that you are a genuine business. Google’s algorithms are well developed to identify spam and disingenuous entries and so good, organic reach through local citations is an easy way for it to understand proper local businesses.
What are the Elements of a Local Citation
The three main elements of a local citation are your NAP: business Name, Address and Phone number. The key is to keep them entirely consistent throughout all citations online – any differentiator will break the link between the citation and it relating directly to your business. It may be worth considering therefore if you have a ‘Ltd’ in your name or a space/unusual capitalisation/sub-brands, that you instead revert to one shorter name for your public-facing communications to avoid any confusion.
Other elements that may be included in citations (but aren’t imperative) include e-mail addresses and links to social media profiles. Where you can, keep the names of such profiles consistent and ensure you refer to yourself in the same way across all of your marketing.
Why Local Citations Matter
Local citations are the best way for Google’s automated algorithms to understand who you are and where you are; and that you’re genuine! The internet is full of bots and false entries, and citations are genuine reviews to show you’re not one of them. Citations alone are responsible for about 10% of Google’s decision in who to rank where on Maps, and with 76% of visitors accessing local results and then visiting one of the businesses featured within 24hrs, it’s a no-brainer that it’s an area of your online presence worth investing in!
Search marketing, SEO or search engine optimisation helps websites to rank well in Google and other search engines. At Woya Digital we are specialists in small business growth through digital marketing, including Local SEO services. We make SEO services affordable for small businesses through our pay monthly marketing packages, with no upfront investment. Find out more about how we can support your business growth!