Why local citations and company listings still work

We live in a digital world where businesses depend more than ever on their online visibility. Especially for local SMEs, independents and marketers, making a difference online has become a challenge. You often hear about innovative SEO techniques, but one aspect remains unchallenged: local citations and company listings. Why do these techniques still work so well in 2025? In this article, you will discover why they are enduringly important for your business and how to use them smartly for better local findability.

What are local citations and company listings?

Definition and examples

**Local citations** refer to the online listing of your business name, address and phone number (also known as 'NAP data': Name, Address, Place). These citations can appear on a variety of platforms, such as online business directories (e.g. goldenguide.be, openinghours.com, Yelp), local news sites or industry-specific portals. Company listings often go even further, listing not only your contact details, but also your services, logo or opening hours.

Synonyms and forms

Local citations are sometimes also referred to as local references, business directory links or NAP entries. They exist in two main forms:

• Structured citations: Your company info in a set format, e.g. in a business directory or on Google Company Profile (formerly Google My Company).
• Unstructured citations: Your company mentioned in a blog, a local news website or press article, with no set format.

For both, every listing counts as a vote for your local search engine presence.

Why do local citations and company listings still work?

SEO impact of local citations

The power of local citations is in how search engines like Google rate your business for relevance and trustworthiness within a specific region. Every proper listing of your business on trustworthy websites helps search engines confirm that you are who you say you are, and that what you claim is true.

Google uses hundreds of factors to rank its search results. One of those factors is consistency and presence of your business details on other websites. The more often and consistently your details can be found, the more trust Google gains. This results in a higher position in local search results.

Building trust with customers and Google

Not only search engines, but also potential customers trust local business listings. A company that appears on several reliable sites inspires confidence and looks more professional. This lowers the threshold for a first contact or purchase. Think of the power of social proof: "if this company is listed correctly everywhere, it must be reliable!".

Direct traffic and leads

In addition to SEO, we deliver company listings also bring in visitors directly. After all, people don't just search through Google. They scroll through platforms like Trustlocal, Facebook, or local business directories looking for a solution near them. If you are not represented there, you are missing out on direct customers. So a strong presence on these platforms is a double win!

The power of consistency in local SEO

**Consistency** is the code word. Local citations pay off the most when your NAP data is exactly the same everywhere. Errors or minor differences (e.g. 'Stationsstraat' instead of 'Stationsstr.') can cause Google confusion. This sometimes even causes ranking loss. So pay attention:

• Always use the same company name, address and phone number
• Update changes immediately everywhere (move, name change, phone number, ...)
• Check regularly for duplicate or erroneous entries and update them

Tools such as Whitespark or local audit services can help keep your entries clear and up-to-date.

How do you start strong local citations and business listings?

1. Make a list of key platforms

Put your basic listings where they count the hardest: Google Company Profile, Facebook, Bing Places, LinkedIn, openinghours.com and Belgian directories such as goudengids.be or Trustlocal.be. Blend them with sector-specific listings, such as Horeca Vlaanderen for hospitality businesses.

2. Fill in everything as completely and correctly as possible

Details make all the difference! If possible, include photos, your logo, opening hours, a description and links to your website or social media. The more fully completed your business profile is, the more likely search engines (and customers) will pick you up.

3. Keep track of your listings and monitoring

Citation management is not a one-off action. Check your citations regularly. New platforms emerge, older ones change their policies. Make sure you always stay up-to-date.

4. Dare to ask for links

Many platforms allow a link to your website. This can give an immediate SEO boost. Learn more about the importance of link building as part of your SEO strategy? Read on at LinkbuildingSEO.be!

Local citations as the foundation of your online growth

Local SEO without citation entries is like a commercial without a signboard. By investing in consistent, relevant company listings you not only give your business more visibility, but build trust with both Google and potential customers. For self-employed people, SMEs and marketers who want to get ahead in their region, this remains a must.

Take that first step today. Investing time in local citations is one of the most profitable efforts for your local SEO. This is how you make sure your business is found and chosen - online and offline!