What exactly are citations (NAP), and why should you care?
I recall when I first began working in SEO. I was excited because I’d just launched a shiny new website. It looked amazing—slick design, punchy headlines, and loads of potential. But then reality hit: it started on page 10 of Google.
Ever been there?
You’re probably nodding right now.
It’s a common scenario for many business owners, especially when you’ve splashed a fair bit of money on a beautiful site, expecting it to rise to the top of Google or at least be indexed closer to page 1 of Google.
But page 10! That means there is a substantial amount of work to be done.
But here’s the thing: great design alone doesn’t cut it.
If you want people to find you, you’ve got to invest in local SEO. And a massive part of local SEO? Yep, you guessed it: building citations.
Therefore, citations need to be built on, say, Wales Online and other business directories.
What’s a business citation anyway?
I remember first hearing the term “citation” and imagining something complex and challenging to implement.
But honestly, it’s way simpler than it sounds.
Business citations—also called NAP listings—are just mentions of your business’s name, address, and phone number online, say Wales Online.
Think of them like your business’s digital footprint.
Every mention of your business counts, helping Google to understand where your business is based in Cardiff.
The more high-quality citations you have, the better your chances of appearing higher in local search results. Sounds pretty good.
But wait, there’s a catch (isn’t there always?)
Every citation must match exactly.
Yep, no typos, no extra spaces—everything identical.
This means your address on Yellow Pages should match exactly with your Google My Business page, your Facebook, and every other listing out there.
Why matching citations matters so much
Now, you might think, “What’s the big deal?
It’s just an address.” But from Google’s perspective, consistency is everything.
Google’s bot (let’s call him Googlebot for simplicity) scans the web, which is called “crawling and indexing. This collects your business information from various sources, including Thomson Local and Hot Frog. If your address or phone number doesn’t match, it gets confused.
And confusion is the enemy of rankings.
Consistency across citations tells Google, “Hey, this business is based here, the address and phone number are cited in many business directories, so it’s reliable, and worth showing to people searching for services in this area.”
Quality must always come over quantity.
Okay, so you know you need business citations, but where exactly should you get them?
The short answer: quality websites related to your industry.
For instance, if you’re a solicitor in Wales, getting listed on well-known law directories or legal publications is the way to go.
Google loves relevance.
So, always prioritise quality over quantity.
Avoid spammy directories like the plague.
Seriously, stay far away from using spammy SEO methods, as you could incur a penalty.
Using these might seem tempting because they’re quick and easy, but believe me, it’s not worth the penalty.
That’s a headache you want to steer clear of.
How to build the perfect business citation
Alright, let’s break it down into simple steps:
Find quality business directories:
Start with industry-specific directories, for example, if you work in construction, list your business on construction business directories.
Also, list your company on local business listings with good domain authority (you can easily check this using Moz Pro).
Enter your NAP information carefully.
Double-check that every detail related to your company’s NAP information matches precisely with the information in your other business listings.
One slip-up and Googlebot might get confused.
Add a unique description.
Write a short, unique blurb about your business for each citation.
Sure, it’s more work, but it massively boosts credibility.
Include a URL
Always link back to your homepage—this helps Googlebot associate your citation directly with your site.
Add Photos (If Possible)
Add a professional mugshot of the team or the office; it does make a difference.
Slow and steady wins the SEO race
Here’s a common mistake I’ve seen way too often: businesses rush to create tons of business citations all at once.
I get it—you’re keen to climb the rankings fast.
However, Google doesn’t like anything that appears unnatural or spammy.
Instead, build citations gradually.
Aim for one or two per month rather than twenty in a week.
Slow, steady growth looks genuine, not spammy, which Google (and customers) appreciate.
Why consistency is your best friend
Let’s say you move offices or change your business phone number; then you need to update your Google listing. But what about all those other directories you’ve listed on?
This is where things get messy. If some citations still contain your old information, Googlebot receives mixed messages, and your customers might end up confused as well. Not ideal, right?
I once had a client who relocated and forgot to update about half of their citations.
Traffic dropped, customers became frustrated, and it took a considerable amount of time to clean up the mess.
Whenever there’s a change, review every business citation and update it accordingly.
Tedious?
Sure.
Worth it?
Absolutely.
How many citations do you need?
Okay, let’s be real for a moment, there’s no magic number. Every industry—and every city—has its different levels of competition.
The harsh truth is, someone will always be fighting for your spot.
So, keep building those citations, but do it thoughtfully. Focus on quality and relevance rather than sheer quantity. Remember, this isn’t a quick fix—it’s a long-term marketing strategy that yields lasting benefits.
Can citations alone get you to the first page?
I hate to break it to you, but no, citations alone probably won’t catapult you straight to the top of Google’s first page.
You need a multi-layered SEO strategy that combines citations, high-quality backlinks, effective content marketing, and robust technical SEO.
Think of citations as the foundation—a crucial first step that supports all your other SEO efforts.
SEO is about consistency, ongoing effort, and patience. It’s not quick, but the results speak for themselves when done right.
Come chat with the experts.
I’ve spent over ten years helping businesses navigate local SEO, citations included.
Want to skip the trial and error? Let’s have a chat. Drop us a line today for a free, no-obligation quote—we’ll get your business on track without the hassle.