How Citations Inconsistency affects Local SEO!

Local SEO is all about answering the question: “Your customers are looking for you, but will they find you”?

With 86% of smartphone users engaging in local search, a good local SEO campaign is of paramount importance in order to gain and expand online visibility for your business.

Not to mention that the thrust of any local search marketing campaign is in creating online citations on all the relevant places; generic and niche directories.

You might have heard of this, but let me state this again ”95% of users turn to search engines to find the address, phone numbers, hours of operations, price list (other similar business details) of a local business to shop locally.”

These stats establish the fact that “correct and consistent” citations go a long way in attracting targeted traffic through local search.

local seo

Let’s have a quick primer on what citations are. They are nothing but mentions of your business details across the web (over directories, associations or websites) irrespective of whether they are linked to you or not. So, whenever there is a local “near-me” search by users, these directories would display your citations through which the users might reach you.

Needless to say, the number of citations (let me correct it, “consistent citations”) is directly proportional to increased online visibility. The more citations you have, the higher the chances of your business being discovered by your users. Additionally, “consistent citations” on relevant places increase the authenticity of your business in the eyes of Google.

But what if there is a discrepancy in some of your citations? How is it going to affect your customers? How about Google? Is it going to lower your rankings? Well let’s talk about it all.

Before we start, let us understand some basic concepts:

How is business data distributed?

local seo

Whenever a new business comes into being, its information is eventually fed into the business data ecosystem. The business data for companies all around the world is collected, verified and distributed by “data companies” (InfoGroup, Axciom, Factual are some of them).

These companies sell data as leads or in the form of data feeds to other companies. Yes, you heard it right, you can actually buy business leads from these data providers.

Google, Yelp, Yellowpages, Bing and other similar directories subscribe to the business data from these information providers. Also, they dig in the web to find business data to add to their databases. All this information generated by these activities results in a business data ecosystem, where websites and data providers exchange information, spreading the data both online and offline.

This business data ecosystem is the reason why your business information is displayed on sites like Google, Yelp, Yellowpages, even if you did not create a listing on these sites.

The Quick wins of Citations

Google ranks businesses on the basis of their relevance, how well a business is cited and how much they are talked about. This is indeed a genius way to produce best results at SERP.

Once you are cited at all the possible places and have claimed all your listings, you stand a better chance to reach your customers. Also, when you are talked about and discussed online, Google considers you a more authoritative business and their algorithm produces better rankings for your business.

Another benefit of building citations on every possible place ensures that your business stands a better chance to show up for every query that is related to the product or service you offer.

I am now going to sum up the quick wins of citations:

  • An outreach to every possible client
  • Better search rankings
  • More web properties to get reviewed upon
  • More backlinks to your website.
  • Citations helps make your way to conversions.
  • They help businesses that don’t have a website reach people online.

When search engines see consistent citations of your websites across directories, review sites, social media profiles, it acts as a positive ranking signal. However, when they find inconsistency in your citations, your rankings are sure to suffer.

local seo

Despite of all the above points, marketers often fail to realize the importance of accurate and consistent citations across the web. A survey by search engine land revealed that 41% of webmasters believe that citation/NAP inconsistency is the most common ranking issue they face.

Businesses do not create inconsistent citations on purpose. The most likely reasons why your citations mismatch:

  • Your business might have changed its physical location over time.
  • You might have used tracking Phone Numbers at some point of time.
  • The expert you had hired to create citations for your business may have not executed the work as required.
  • The data aggregators collected incorrect information about your business.
  • Your local phone number might have changed.
  • Your business name and trade name were different.

Now that we know how citations mismatch occurs, let’s discuss how the inconsistency of the individual elements of citations affects search engines and users.

  • NAP

Working on local SEO for some time now, I suppose you would be well versed with this trinity of information. NAP is an acronym for Business Name, Address and Phone Number. These constitute the basic details of business. Extra care should be taken with respect to these elements.

Recently a survey revealed a very discouraging trend amongst SMBs, “85% of small businesses agree that it’s important to be listed on local search apps and directories, but only half of these businesses have ever updated their business listings online! Fifty percent of these businesses know they have inaccurate listings, but 70 percent of them accept that they don’t have the time to update them at all!”

If we look into the local ranking factors by David Mihm, the first negative ranking factor is “listing detected at false business locations” and “mismatched NAP” is the third. The bottom line is that if your NAP is not harmonized across the web, it might end up killing your SEO, giving a big hit to your rankings.

  1. Business Name: This is the actual identity of your business. Suppose your registered business name is “Lynda’s Crunchy Wraps”, but you accidently put it as “Lyndas’ Crunchy Wraps” in one of the directories. This will confuse and mislead your customers. They might find it difficult to recognize your brand. Moreover, search engines will index them as separate businesses (even if there is a mistake with a punctuation mark), negatively affecting your SEO.
  2. Business Address: The same case holds for business address. A physical location lays the very foundation of any brick-and-mortar business. If you even make a blunder of missing the accurate street name in your address, you might end up sending your customer to a totally different location, leaving them furious. Again, in this case the search engines will index the two locations as separate businesses.
  3. Business Phone Number: The customers reach out to you via your local phone numbers. Any inconsistency in even a single digit would create problems for the customers in reaching out to you and ultimately they might end up giving up on you.

If it’s just about creating citations, think how many “salons in New jersey” or “ice cream parlors in Sydney” would be there? It is therefore mandatory for every legitimate local business to have consistent NAP across the local landscape. This means your NAP should be the same on Yelp (and similar others) as it is on Google+.

  • Other Details of your Business

These include hours of operations of your business, pricings, e-mail id, website, your business categories,coupons, photos etc.
A study from Local search association & Burke Inc revealed that the customers look for the following details of a local business while doing a local search:

It is clear from the image, that apart from the basic NAP details of a business, customers are interested in other information like forms of payments that the business accepts, features of the products or services as well.

The principles of accuracy and consistency apply to these as well.
To explain this, let me give an example of forms of payment. Supposedly, you put cash payments on Yelp but cash and card payments both on Foursquare and Merchant circle. Any customer who is searching for a service that your business offers on Yelp and is short on cash would definitely overlook you. This is just the aspect I mentioned. If you have inconsistent details of your business across the web, you might end up losing a pretty good number of customers.

How to clean the mess?

Identifying the problem is easy, fixing it is hard. We talked about the business data ecosystem in the beginning of the article. All the contributors to this ecosystem share and borrow information from each other. So, once this information is found, it spreads all over the web. If your information is correct, then you might benefit with improved rankings but if it is inaccurate, it’s hard to clean up.

  • You should begin by fixing your information with major authoritative players, ie. big data providers (InfoGroup, Acxiom, Localeze, Factual).
  • Then, go ahead with authoritative directory sites like Google+, Yahoo, Bing, Yelp and likewise.
  • Finally, fix the issue on the remaining generic and niche specific directories like yellowpages, Foursquare, CitySearch etc.

But it ain’t as easy as it sounds. Once you correct a listing at one place, it is likely to pop up again later. For example, if you fix a Bing listing, Bing might come across the same listing on Yelp and recreate it automatically.
It’s a pretty cumbersome process. To avoid this difficulty, you could turn to an automated tool like Local Rankwatch where you will be able to see all your citations under one dashboard.

Search engines are just concerned with showing the most accurate and updated information to their users. You just have to do your part and let the users know of your exact, accurate and consistent information. Are you doing your part?

Let me hear from you in the comment box

39 thoughts on “How Citations Inconsistency affects Local SEO!”

  1. Hi shivangi,
    Great Article!The ideas you share about citations are amazing.great work on blog .Thankyou for sharing with us.

  2. Well said. I know from experience that inconsistent citations can take your ranking from first page, to page 10. It’s important to iterate this to clients who wish to increase their ranking score. Google wants relevant information ranked first, and citations are one of the best ways to tell Google you have relevant info for customers. Thank you for sharing!

  3. Hi the nail on the head. Consistency is key. I’ve had to clean up inconsistent listings for clients who engaged different consultants.

  4. Thank you for the great post on citations they are one of the easiest ways to get directory backlinks but once one is wrong they can be a nightmare to change them for a local seo firm sometimes it can take months for those sites to update the correct information dealing with multi locations.

  5. Hey Shivangi,

    I just came across your post and really liked how clearly you wrote about business citations. It’s important to rank on google’s local 3 pack and citations really help. Businesses’ need to realize that if they aren’t ranking in the top 3 – they are losing a large piece of potential customers.

  6. I’m sure I read somewhere that minor inconsistencies in the name don’t matter too much. Google is able to determine that this is the same business. For example missing out LLC after the company name etc..

    Not sure what everyone else’s experience has been. It can be a real trouble when you’re on a lot of directories across the web to change them all!

  7. As far as I have seen in my research Local Citations work wonders for the right kind of business. The link you mentioned in the post that helps to track local citations or local rankings?

  8. What a lovely article! I am also doing local citation into different site like and ETC, and I really enjoying doing this job and helping clients.

  9. Thanks your Recipe share with us and when i search jerky then i find this website and got nice information about jerky please keep up it and share another recipe
    local marketing

  10. Hello Shivangi, I thought I know everything on about citation, but this post shows me moreover about Seo. I will keep this information and I’ll do many studies so that I can expand my knowledge doing citations. Thank you so much for sharing your opinions.

  11. For businesses that rely on online customers, it is very important to have consistency in the citations it has on the web. This is something common you see in brands that are designed to stand out. With so many competitions in the market nowadays, getting an edge over the competition is indeed a must.

  12. Hey Shivangi,

    This is such a helpful article for me . Now I came to know exactly what does citation refer to. You explained wonderfully about Local SEO. Now I know how much important NAP format is.

    Rosy Anwood

  13. As far as I have seen in my research Local Citations work wonders for the right kind of business. The link you mentioned in the post that helps tracking local citations or local rankings?

  14. Thank for sharing, every detail, before i don’t know about how to increase citation , now i understand about it. i will use for my site. hope rank increase and get more traffic.

  15. Hey Shivangi,
    I agree Local SEO is Important specially in eCommerce website, you need to register your local business with all details, most of the people search local results, broad is good for Information Marketing. If you visit quora,yahoo answers. People are searching locally one need to be prepare with local seo results to provide good services. once your local results get found they come on first page of serps very fast, Listed in local serp’s is great deal. local seo is the sole of any online business also depending upon the niche you are.
    well thanks for good article.

  16. I think local SEO is not so important but after reading your article, i understand local SEO deeply. At this time i use premium SEO pack for on page and local SEO. Can you tell me local SEO important for blogger or not.

  17. Hi, first of all, a warm thank you for such kind of helpful post.
    We are really blessed to get such posts from Enstine and people like you Shivangi. Great work.

  18. Hi, Shivangi. Hope you’re doing well.
    Citations are an important part of Local SEO. That’s really an informative article. Thanks for sharing your views.

  19. One of the most important factor in local search ranking is accurate and consistent structured citations. Without this, you will miss out on a lot of traffic and potential profits that are rightfully yours. The information should also be accurate to avoid duplicates listing. The authority of that citation is weakened by being split up among the different listings.

  20. I think this article is great. I haven’t realized the importance of citations until now. Thanks very much!

  21. Hi Shivangi,

    Good summary article, and helps in understanding local citations. Agree – consistency is key! There are many citation sites and businesses need to be diligent and keep them valid.

    Thanks again,

  22. NAP, that’s an acronym I’ve not come across before. The only issues I’ve faced with directory submissions for loacal SEO purposes is all the crap mail you get afterwards and the upgrade your listing emails.

  23. Hi shivangi,

    Thanks for sharing useful information.
    I have been looking for way improved my local search.
    Then I found your article…

    Its helping me a lot…

  24. Hi Shivangi, Nice guide for Local SEO
    I had never learnt about Citations nice to know about them.

    Thank you!
    Akash Navi.

  25. Hey Shivangi, the points you’ve added are all true and they affect the business site ranking in real life. I’ve personally found a lot of messy work from other SEOs on few client sites. It requires a lot of work to clean up the mess. phew! Thanks for sharing, it will help readers 🙂

  26. What an insightful post, it’s incredible reading through this amazing content. All the SEO factors that the writer has mentioned are essential and worth knowing about. It’s interesting how you’ve linked the topic with the business data aspect that makes it far more important for the readers to understand.
    Anyways, I’ve just finished reading this great peace of information. I’m seeing lot of other stuff on this blog that interest me.
    Thanks a lot.

  27. Its an awesome information about Local SEO. Now I came to know about how to increase citation and how they are useful to be found online for local searches. Thank You!

  28. Hey Shivangi,

    What an informative post. How one typo can change your rankings. We do have to be so careful. I have started to come to terms with the importance of SEO, it has taken some months but I am getting there. I’m glad I read this article because I will add extra caution when I begin my business.

    I wonder does Local Rankwatch operate across the board. No need to answer as I will go and check it out myself. Thanks


  29. Citation is helpful to a people who have a business to give real service. Otherwise I think it is not so helpful who have just online service like tips or helpful tips.

    About Citations your post is a complete helpful.

  30. Hi Shivangi,

    Nice detail article, citations is an important factor to online reputation and increase in search visibility.

    Consistent citations will definitely leads to more backlinks which is one of the direct factors that impact search ranking. You have provide useful actionable tips to improve brand mention and increase local search visibility.

    Thanks for sharing, nice read.

  31. Hey Shivangi Shrivastava,
    Today you taught me something new & something interesting. Unique post 🙂 never read posts like this before 🙂 ! This post is awesome 🙂 a high quality well drafted post. Good work 🙂

    Thanks for giving me a chance to drop a comment,
    Warm regards,
    Issac paul

  32. Hey Shivangi,
    Reading your article is really worth. I just got an assignment from a local client. The site is not having consistent citation flow. I would work on it.

    It was interesting to know about the NAP. I had read it earlier, but have not used it yet as I am a blogger, so we don’t need look over such kind of citation.

    I would love to read more articles from your side. If you got any blog, please mention in the comment.


  33. Hello Hi Shivangi!

    Firstly thanks a lot for introducing us about citations! We can see that most of us do not aware about citations! And, at this time you shared this very useful post with us.

    Looking forward to know ore from you!

    Keep it up!

    And, Advance Happy New Year 2016!

  34. Hello Shivangi,
    This is something completely new I learned today, I have been reading lots of blog after I started blogging a month back but citiation never heard about it.

    I do have a question, if its about Local mentions can we add out Affiliate sites links in that despite its not a local business but only to get in top of SERP for that particular area?
    Back to you!! 🙂

  35. Hi Enstine and Shivangi,

    I’ve never heard of “citations” before. This post was very interesting and explains why we sometimes have a hard time locating things online.

    This will be another must read if I ever decide to go into local business exposure services.

  36. Hi Shivangi,

    Online presence became mandatory for business to improve the visibility, I never heard about citations so I landed on this article, after reading this article I came to know about how to increase citation and how they are useful to be found online for local searches, thanks a lot for sharing the information, see you soon with another article.

    • Hi Siddaiah,

      Yes, citations are very helpful in expanding and improving the local visibility of your business.
      And, I am glad you liked the article.

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