Most customers rely on the internet to find information about restaurants, stores, pet shops and all kinds of establishments. According to a Google survey, about 90% of consumers use search engines to discover local businesses. In this scenario, entrepreneurs must pay attention to local citations and learn to use them to their advantage.
What are local citations?
Local citation is any mention made on the internet of the name, address and phone number (NAP) of an establishment. Citations can appear in business directories , websites, platforms, apps and social networks. They help users discover local businesses and influence Google and other search engine rankings.
In addition to NAP data, citations can include the URL to the company’s website, hours of operation, business description, images, videos, geographic coordinates, ratings, and more.
Why are local citations important?
Actively creating local citations and ensuring data consistency is important for two reasons: search engine ranking and consumer experience.
RANKING IN SEARCH ENGINES
Local citations can positively or negatively impact local search rankings on Google and other search engines. Three factors are taken into account by these tools: the number of citations of the company, the consistency of the information disclosed and the authority of the platforms used.
Google, for example, gathers and crosses data from each business to ensure consistency of information. After all, the goal is to deliver the best result to users. If such information is consistent — that is, the same and up-to-date across all major digital channels — the search engine believes its veracity. This helps the company to rise in local search rankings.
However, if the data found is inconsistent, trust decreases, as does the possibility of moving up in the ranking. According to a survey by Inside , the inconsistency of NAP data is the main problem (41%) faced by companies to rank pages locally.
CONSUMER EXPERIENCE
Local citations are important to the consumer experience. Disseminating consistent information through trusted channels helps the local business discovery process. As a result, it can lead to an increase in visits to the company’s website, calls, and visits to physical space.
Have incorrect information mean loss of reputation and sales. They can confuse the consumer and drive away potential customers before they even contact you.
Due to the risks of this process, data management is a necessity for all companies. Entrepreneurs can “take the reins” of their local citations and ensure consistency. Today, there are platforms that automate this task.
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