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Glossary · Local SEO & GBP

local citations

Also called business citations, NAP

Reviewed 31 Oct 2026 By Madiha Fatima 4 min read Check it yourself: yes, free

4 min
Definition

Local citations are mentions of your business name, address and phone number on other websites, such as maps apps, directories, the chamber of commerce and local news. Search engines compare them to confirm that your business is real and is where it says it is. The details should match everywhere, which is what people mean by NAP consistency.

A citation does not need a link to count. What matters is that every copy agrees. An old phone number on three directories and two spellings of your street name make Google less sure which business is which, and less willing to show you.

Short version: your name, address and phone number, the same everywhere.
Why it matters for your business

Google checks your details
the way a bank does.

Before Google shows a business in the map pack, it wants to be confident the business exists, is open and is where it claims. Citations are how it checks. Dozens of independent sites all giving the same name, address and number is strong evidence. The same sites giving three versions of the phone number and two of the address is doubt, and doubt costs positions to a competitor whose details line up.

Citations are also the most oversold item in local SEO. "Two hundred citations" in a proposal usually means automated submissions to directories nobody visits, many of which will create a duplicate of a listing you already had. A fair plan fixes the ten or twenty sources that matter for your trade and town, removes duplicates and leaves it there. Volume after that point does nothing.

For a business that has moved, changed its number or rebranded, old citations are a live problem. The old address keeps turning up in maps apps and in AI answers long after the sign changed, and every one sends a customer to the wrong door.

Example

A real estate agency with
three phone numbers it did not know it had.

What the agency saw

An estate agency that moved offices four years ago and switched to a new number two years ago. The website and Google profile were correct. Enquiries from directories had dried up and a few buyers mentioned calling a dead number.

Website 12 Market Sq 020 7946 0123 Google 12 Market Sq 020 7946 0123 Portal A 4 Station Rd 020 7946 0999 Directory B 4 Station Rd 020 7946 0123 Maps app C 12 Market Sq 020 7946 0999
What Google saw

Two addresses and two numbers across five sources, which looks like two businesses or one that has not kept up. The agency was shown in the map pack for its own name and rarely for "estate agent" plus the town. Correcting the three stale listings and the aggregator that fed two of them, then claiming the duplicates, brought the listings into agreement. The ranking followed over the next few months.

How to check it on your site

Four checks with a search box.

Tick each one as you go. 0 of 4 checked on your site.

  1. Search your phone number in quotes

    Google your current number in quotes, then do the same with any old number. Every result for the current number should show your current address and your exact business name. Any result for an old number is a citation to fix, and the site it is on usually has a "suggest an edit" or "claim this business" link.

  2. Search your name with your town

    Search your business name plus your town and scroll past your own site and profile. Note every directory, map and review site that lists you, and check the address and number on each. Three or four inconsistent ones are normal after a few years. Fix them and note where they were.

  3. Check the big maps first

    Google Maps, Apple Maps and Bing Places feed many other sites and AI assistants. Make sure all three are claimed and identical, including the format of the number and the spelling of the street. If a cheap citation package is being proposed, these three alone are worth more than the rest of the list.

  4. Look for duplicates of yourself

    Search Google Maps for your business name and look for a second pin with an old address, a misspelling or a former trading name. Duplicate profiles split your reviews and confuse Google. Request a merge or removal through the profile manager rather than leaving the ghost in place.

Related service

A citation audit, duplicate removal and the fix list for the sources that matter are part of the first month of the local SEO service. Prices are on the price list, not on a call.

See the local SEO service
Reviewed by Madiha Fatima, founder of 99creatix

Every entry in this glossary is written and checked by the person who runs the agency, reviewed at least once a quarter and dated. Last reviewed 31 October 2026.

Spotted an error or a term we are missing? Tell us and it is fixed within the week.

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Next step

Moved, rebranded or
changed number?

Fifteen minutes and your business name. We will find every stale copy of your details, tell you which ones matter and what it takes to bring them into line, before you decide anything.