Citations in local (SEO) refer to instances of your business’s name, address, and phone number (commonly referred to as NAP) on an external website. NAP information is viewed by Google’s local algorithm as a signal of relevancy and proof that you’re a legitimate local business located at the address listed on your Google My Business account.
As a local SEO manager, we include citations building and citation management as key activities when managing a local SEO campaign. Citations provide your website with a local presence in the search engine results page.
For every local search, Google’s local algorithm tries to return the best local businesses. Citations are a key factor for relevance, as sites are returned based on their relevance and prominence.
As your NAP details start appearing on more local sites, the algorithm will equate your number of listings with the prominence and popularity of your business. This can also lead to increased local rankings.