Building citations manually is like doing your taxes by hand—it’s doable, but it’s time-consuming, and one mistake can cost you big. When it comes to local SEO, citations (your business name, address, phone number, or NAP) are critical. The problem is managing them can feel like juggling flaming swords: chasing down industry-specific directories, updating NAP information, and tracking down duplicates is no small feat.
So, what’s a business to do? Enter local citation management tools.
These tools can automate the process, ensuring your business is listed accurately across the web while keeping you off the never-ending hamster wheel of manual updates. But here’s the kicker—not all tools are created equal. Let’s break down what you should look for when choosing a local citation management tool, so you can stop sweating the small stuff and focus on growing your business.
1. Listing Variety: Cast a Wide Net
You wouldn’t cast a fishing line into a puddle and expect a big catch, right? The same goes for citation building. You need to be on a variety of listing sites—not just the big ones like Yelp and Google My Business, but industry-specific directories and niche platforms too.
Ask yourself: does the tool allow you to pick and choose where your business is listed? Or does it automatically blast your information to a pre-set list of directories? The key here is control. You want a tool that gives you the freedom to target specific sites that matter to your business, especially if you’re in a specialized industry like healthcare or law.
Pro tip: “Some tools won’t allow user input and will make the site selections on your behalf,” says Claire Carlile, local SEO expert. Make sure you’re in the driver’s seat when it comes to site selection.
2. Duplication Management: Clear Out the Clutter
Duplicate listings are the silent killers of your local SEO efforts. When multiple listings for your business exist with inconsistent info, it confuses search engines (and customers), which can hurt your rankings.
The fix? Use a tool with duplication management. This feature automates the process of finding duplicate listings and suppressing or deleting them. But here’s the catch: not all tools do this, and those that do vary in accuracy. Be sure to check how easily a tool identifies and removes duplicates. Automation is your friend here, and it’s going to save you hours of manual cleanup.
3. Citation Tracking: Keep an Eye on Your Listings
Building citations is one thing. Tracking them is another. Once your business is listed, you need to make sure those listings stay up-to-date and correct. Even a small change in your NAP information—like moving locations or switching phone numbers—can throw off your entire local search game if you don’t update every single listing.
Find out what kind of tracking features your tool offers. Does it let you know when a listing goes inactive? Can you see how accurate your NAP data is across all platforms? Ideally, you want a tool that integrates with your current tracking systems (if you have them) and provides real-time updates.
4. Cost: Don’t Get Caught Off-Guard
Look, the budget matters. Citation management tools come with price tags ranging from bargain-basement cheap to enterprise-level expensive. So, what are you paying for? Make sure you’re getting bang for your buck by comparing features like listing variety, automation capabilities, and tracking accuracy.
Pro tip: Always check for hidden fees. Some services might advertise a low starting rate but then hit you with extra charges for features like duplicate management or advanced tracking. Do your homework upfront and know exactly what you’re getting into.
What We Recommend
If you want an all-in-one solution, we highly recommend BrightLocal’s Citation Builder. It’s a solid choice for businesses that need full control over where their information is listed, along with tracking tools that help you stay on top of things. Plus, their Citation Tracker identifies where your business is already listed and flags duplicate entries—keeping your NAP clean and consistent across the board.
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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