Citations & Listings
By Mike Hawkes
Selling local citations and listings management services is like trying to convince someone that flossing daily is more important than brushing. Sure, it’s not the sexy part of local SEO, but it’s the foundation that everything else is built on. And just like flossing, it’s often misunderstood, overlooked, and underrated—until it’s too late.
But here’s the thing: if you can master the art of selling these services, you’re not just helping your clients build a solid SEO foundation; you’re setting them up for long-term success. The trick? Selling the value without overselling the dream. Let’s break it down.
1. Educate Like a Pro
First up, let’s get one thing straight: most business owners have no clue what local citations are, let alone why they matter. And honestly, that’s okay. Your job is to fill in the gaps.
“People confuse citations with links, listings with Google Business Profiles, and profiles with their website. It’s like mixing up ‘their,’ ‘there,’ and ‘they’re.’”
Start by educating your clients. Break down the basics—what citations are, why they’re crucial for local SEO, and how they differ from traditional backlinks. When your client understands the value, selling the service becomes a whole lot easier.
2. Don’t Pitch Citations as Link Building
Let’s debunk a myth: citations are not just another form of link building. Sure, they include links, but that’s not their primary function.
Here’s how to position it:
Listings: Think of these as your digital storefront. If it looks messy, your brand looks messy.
Citations: These are about accuracy and trust. Google loves consistency, and citations help build that.
Backlinks: Yes, they’re part of the package, but don’t sell them as traditional SEO links. They’re about local relevance.
Make sure your clients know that citations are a different beast from backlinks. It’s not about the quantity of links but the quality and consistency of the information across the web.
3. Keep It Real—Don’t Oversell
Look, citations aren’t going to shoot your client to the top of Google overnight. If you promise that, you’re setting yourself up for a world of hurt.
“Citations are the foundation, not the fireworks. They won’t make you #1, but without them, you don’t even get a ticket to the game.”
Be honest about what citations can and can’t do. They’re about building trust and consistency—critical components for long-term local SEO success. By setting realistic expectations, you’ll build trust with your clients, which is far more valuable than a quick win.
4. Show the Real Value
So if citations aren’t about instant results, what’s the point? Simple: they keep your online presence accurate and trustworthy.
“When your NAP (Name, Address, Phone number) is consistent across the web, it tells Google, ‘Hey, this business has its act together.’ That’s how you get noticed.”
Explain to your clients that citations are more than just links—they’re about maintaining a clean, consistent online presence that customers and search engines can trust. That’s where the real value lies.
5. Tailor Your Pitch
Not all businesses need the same approach. When you’re selling citations and listings management, you’ve got to tailor your pitch to the client’s specific needs.
For example:
Citation Building: Focus on fixing inconsistencies, cleaning up their online presence, and ensuring their brand looks good everywhere it appears.
Listings Management: Emphasize the importance of ongoing maintenance, keeping their information up-to-date, and building long-term trust with search engines and customers alike.
The key is to understand what your client really needs and then position your services as the perfect solution.
6. Audit Before You Sell
Before you even think about pitching, do your homework. Audit your potential client’s current citation and listings situation.
Here’s how to do it:
Check their share of voice: Are they visible for the keywords that matter?
Review their citation profile: Use tools to scan for inconsistencies and gaps.
Identify the problems: Show them where they’re falling short and explain how you can fix it.
When you come prepared with data and insights, your pitch isn’t just a sales pitch—it’s a solution to a problem they didn’t even know they had.
The Bottom Line
Selling local citations and listings management isn’t about promising the moon. It’s about laying a rock-solid foundation that supports everything else your client does online. Educate your clients, set realistic expectations, and show them the value of getting their online presence in order.
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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