Let’s be real. Local citations aren’t exactly the sexiest part of digital marketing. But they’re essential. Whether you're a mom-and-pop shop or a sprawling franchise, nailing your local citations could be the secret sauce to better search visibility and customer awareness. Let's dive into some of the most common questions around local citations and what you can do to make them work for you.
Can I still build local citations if my business doesn’t have a customer-facing location?
Absolutely. If you run a service-area business (think plumbers, landscapers, etc.), you’re not disqualified from building citations just because you don’t have a physical storefront. But, there’s a catch.
If your business address is also your home, you might not want that plastered all over the internet. And while Google doesn’t allow PO boxes, virtual offices might save the day—as long as they’re staffed during business hours.
Pro tip: Look into citation sites specifically for service-area businesses. They exist.
Should multi-location businesses bother with citations?
Short answer: Yes. Long answer: Definitely yes.
Even if you’re running a big operation with multiple locations, citations are still a solid SEO play. Large enterprises can still benefit from getting listed on platforms like Yelp, Facebook, and Google Business Profile (GBP).
But let’s be real, managing a boatload of listings is no easy feat. You’ll need to lean on specialized tools to streamline and manage all those locations—especially if you’re Starbucks-level big.
My business uses a toll-free number. Is that a problem?
Not at all! Most directories allow toll-free numbers. However, Google’s local search guidelines do mention that using a local number is preferable. So, if you’ve got a local number, use it. But if you only have a toll-free number, don’t sweat it—you’re still in the game.
Can I use a call-tracking number for citations?
Yes, you can, but handle with care.
Using a call-tracking number can give you that sweet, sweet data to track where your leads are coming from. But here’s the trick: make sure the number matches across all listings to avoid NAP (Name, Address, Phone) consistency issues. For GBP, you can add your call-tracking number as the primary, and your standard number as a backup.
What if my business shares an address with multiple companies?
Good news: Google doesn’t hate shared addresses. If you’re in a co-working space or part of a larger practice, you can still create a unique listing without it affecting your rankings. In fact, individual practitioners like lawyers or real estate agents can create their own listings alongside the main practice.
Do I need to verify my listings by phone or mail?
Verification depends on the platform. Most sites will let you verify by phone, email, or the classic postcard (which can feel a bit like waiting for a time capsule to arrive). Google, however, has started offering video call verification—yes, that’s a thing now.
How do I update my citations if I move?
Moving locations? No need to panic. You don’t have to start from scratch or mark your old listings as "permanently closed." Just update your existing citations with your new address. Easy, right? If you’ve got lots of listings, a management tool can make this process go a lot faster.
Why didn’t my rankings skyrocket after building citations?
Citations are just one piece of the local SEO puzzle. The big three ranking factors are: Proximity (how close you are to the searcher), Relevance (how well you match the searcher’s query), and Prominence (how well-known you are online).
Sure, citations help with prominence, but you’ve also got to focus on GBP, backlinks, reviews, and on-site SEO if you want to dominate the local rankings.
Manual citations, data aggregators, or both?
Manual citations give you control. You pick the sites, you enter the details. But, it’s slow.
Data aggregators, on the other hand, are the fast food of citation building. You submit your info once, and they spread it far and wide. Quick and easy, but you lose control over where your info lands. For most businesses, a hybrid approach works best. Use aggregators to handle the basics, then manually submit to niche or high-authority sites where you really want to stand out.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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