How to use local citations to boost your website SEO

local citations website

Search engine optimization just keeps changing… As a local business owner, one of the tools you may not yet be using to grow your search rankings is local citations. I’ve just started offering this as a new service, so thought I’d share more about the SEO benefits of using local citations.

If your website is targeting a specific geographical area, and ESPECIALLY if you have a local address, understanding and taking advantage of local citations can be a game changer.

Here’s a breakdown of what local citations are, and the benefits they can bring to your search engine rankings:

What are Local Citations?

Local citations refer to any online mention of your business’s Name, Address, and Phone number (NAP).

These mentions can appear on various online platforms, including online directories, social media, review sites, and local news websites. Essentially, citations help search engines verify the existence and legitimacy of your business in a specific location. Your citations build your ‘reliability’ factor with Google, making them more likely to include your website as a trusted source of information and local services.

Do you need Local Citations if you do not have a local address? There is still a benefit if you don’t have a brick and mortar business location, though it is even better if you do! If you’re trying to get a leg up in local search results this is a great way to build your trust with Google.

Why Local Citations Matter for SEO

Enhanced Local Visibility

One of the most compelling reasons to invest in local citations is the boost in local visibility. When your business is consistently listed across multiple platforms, search engines like Google can better recognize you as relevant to local searches for your health & wellness services. This can lead to higher rankings in local search results for your target keywords.

It’s important to note that the actual directories you have citations in are not necessarily the places clients will go looking for you. They may seem really random, such as a yellow pages site or health directory that you can’t imagine your clients ever using.

I get it, it’s an odd strategy. But the sites we submit to for local citations are more for Google to scan than your clients. They serve as signals to Google that you are a verified, trustworthy site to include in search results.

Increased Trust and Credibility

Search engines value consistency and accuracy. After all, they earn your trust as a user by providing you with great search results you can trust to provide what you are searching for. When your NAP (Name, Address, Phone) information is presented in the exact same way across various citations, it builds your business’s credibility. This trust not only helps with rankings but also encourages potential customers to choose your business over competitors.

Improved Local Pack Rankings

When you search for massage therapy near me, or pizza near me, or midwife near me… typically Google understands you’re doing a local search – and want to find the best matches in YOUR local area.

What appears is this image below: The Local Pack. The local pack—the map and the top three listings that appear in local search results—is a prime spot for attracting customers. It’s even better than showing up first for a search term, as these appear at the very TOP of page one of search results!

Local citations play a crucial role in determining who gets featured in this coveted section. By ensuring your business is cited accurately and frequently, you increase your chances of landing a spot in the local pack.

Better Referral Traffic

Citations often come with links back to your website. While not all citations are “dofollow” (meaning they pass on SEO value), they can still drive referral traffic. When users come across your citation on a trusted site, they may be inclined to click through to learn more about your business, leading to increased web traffic and potential conversions.

Local Keyword Optimization

Many citation sites allow you to include additional information about your business, such as categories and keywords related to your health and wellness services. For example, a chiropractor who also provides the Webster Technique can include this in their listing. By optimizing for specific local keywords, you make it easier for customers searching for your services to find YOU.

Competitive Advantage in Search Results

Many – dare I say MOST – local businesses overlook the importance of local citations, providing an opportunity for your health & wellness business to gain a competitive edge. Usually practitioners hit publish on their website and then simply ignore it. By consistently building and managing your local citations, you can outrank competitors who may not be as focused on their local SEO efforts.

Tips for Building Effective Local Citations

Are you ready to use local citations as a tool for your local health & wellness business?

Choosing to do local citations is a small investment with great long-term benefits – enhanced visibility, increased trust, better rankings, and improved traffic. What are you waiting for?!

Book your local citations package

HOW CAN I HELP YOU?

Hi there, I’m Sarah Juliusson, and yes I really am a Website Doula. I support your practice growth with creative website design, seasoned business guidance, and plenty of great resources to help you find your way. With 13 years in web design, and another 20+ years as a health & wellness pro, I believe in the value of your work as much as you do. Explore your options for a custom website today.

- Sarah Juliusson (she/her), the WEBSITE DOULA