Why citations are important for local SEO (Australia)
You need more than a pretty website to attract consumers with too many options!
It’s time to list your business in online directories, which make up 31 per cent of local searches (source: BrightLocal).
⭐You’ll lose potential business⭐ if you ignore or misuse this goldmine. First, we explain why citations are important for local SEO in Australia. Then we show you how to CORRECTLY manage local citations to connect with your dream audience.
What is a local citation?
Once upon a time, every Aussie household had a heavy book with contact details for businesses of all sorts.
Those days are over! Now you’ll find that contact information in online directories that don’t weigh a tonne.
We have general directories for:
- Global businesses
- National businesses
- Local businesses
- Specific industries
Local citations list your business Name, Address, and Phone number (NAP data) in online directories, review portals, social networking platforms, apps and mapping features like Google Maps.
NAP data is the ⭐star⭐, but supporting details include your website address, operating hours, social media links, customer feedback and images.
Structured Citations: These appear in a fixed, predictable format, typically on primary business listings or major local directories such as Google Business Profile and Yelp.
Unstructured Citations: These are more informal mentions, such as a company profile referenced in a local news article, a blog post, or a forum discussion.
Specialist Platforms: This includes industry-specific websites (e.g., for real estate or healthcare), social media profiles (e.g., Facebook and LinkedIn), and local government databases.
This article focuses on citations in online directories, entered by you.
Why citations are important for your local SEO strategy
Local citations serve two purposes:
- Capture the attention of people using online directories to find offerings like yours.
- Show Google you’re a reliable business with consistent listings so your website is displayed prominently on search results pages (SERPs).
Local citations help businesses of ALL sizes to stand out online.
But let’s just focus on the benefits of local citations for small businesses.
Benefit 1: Business exposure attracts more clients or customers.
Did you know that popular business directories dominate page one for 31 per cent of organic searches? Even if your website doesn’t feature on Google’s first page, take advantage of the visibility of major directories by listing your business there.
Remember this:
Local searchers (e.g. “plumber near me”) are usually close to making a booking or purchase. Citations place your business in front of targeted prospects during their decision-making process.
In fact, studies show that 88 per cent of people who conduct a local search on their mobile end up visiting a physical store within 24 hours. Don’t underestimate the power of standing out in local searches, even if that attention only comes from a prominent online directory.
Benefit 2: Show Google you’re worthy of a higher ranking
We love it when people find our clients’ businesses through Google-listed directories.
But you don’t have to stand on the shoulders of giants to get noticed. Local citations help your website land prime real estate in search engines, as one part of a wider SEO strategy.
Trust matters!
Search engines examine your NAP details across dozens of web properties to confirm authenticity and location. What happens when your business information is accurate and uniform everywhere it appears? Search algorithms detect your reliability and pay attention to any links that you’ve included.
On the flip side, inconsistent business details across platforms create confusion and may lower your visibility.
If you’re going to do local citations, you need to get it right!
Benefit 3: Local citations appeal to Artificial Intelligence (AI)
A growing number of people use AI to find information online. AI uses digital directories like Yelp and Foursquare as data sources. Your online citations make it easier for Google AI summaries to list your website as a source when people search for related terms.
Benefit 4: Free exposure:
Many popular directories offer free entry-level listings, making local citations an affordable way to attract attention without the high costs of paid advertising.
Importance of Google Business Profile for local SEO
This FREE global platform was previously known as Google My Business.
GBP is your main digital shop window and command centre, besides your website. It determines how your company appears across Google Search and Maps for local searches related to your business.
Here’s why you want to feature in Google Maps:
Google reserves the TOP results for the “Local Pack” or map section, which often appears above organic search results. An updated and verified GBP listing directly determines whether your business secures one of those coveted spots. This is vital for dominating local search.
Just as importantly:
Your GBP turns passive searchers into active customers through direct engagement.
Making life easier for consumers:
An optimised profile makes it easy for people to interact with your business – whether they want to call, get directions, book or leave feedback. Now there’s even a WhatsApp chat feature for quick responses to customer inquiries.
Managing feedback:
You can also manage customer ratings and reviews! Why bother? Positive reviews boost your credibility and influence customer spending. Responding professionally to feedback demonstrates you value customer input, which builds loyalty.
Valuable insights:
You can easily monitor customer behaviour:
- How did they discover your business online?
- What is their level of engagement with your listing?
- Exact actions they took (e.g. requesting directions or clicking on your website).
Knowledge is power, as the saying goes!
You should definitely set up a free GBP account, but don’t stop there. Remember, the more relevant platforms you join for free, the better.
Some helpful local citation sites (Australia)
These credible general business listing platforms are a good starting point.
| Directory | Purpose | Key Features |
| Yellow Pages | General Business | Popular, wide-reaching directory |
| TrueLocal | Local Business | Focus on customer reviews and location |
| Hotfrog | General Business | Free basic listings available |
| Yelp Australia | General Business | One of our biggest national directories |
| AussieWeb | General Business | Free basic listings available |
Examples of industry-specific directories in Australia:
Legal services – Australianlawyersdirectory
Small and medium businesses – SavvySME
Finding a tradie – Hipages
Seeking medical services – MDA Online or Health Direct
Mental health directory – eMHprac
Read our article about the top free business listing sites in Australia for more listings.
By the way, do you seek free media publicity?
Create a free expert profile on SourceBottle, a media directory that allows journalists to contact you when seeking comment on a topic related to your business.
How to do local citations
First, set up and manage your Google Business Profile (GBP):
- Log into Google and set up a free Google Business Profile. This resource explains how to sign up to GBP.
- Verify your profile by following Google’s steps.
- Include accurate contact information and high-quality workplace images.
- Write a succinct business description that includes location-specific keywords.
- Select primary and secondary categories that apply to your business.
- Update categories, photos and business information as needed!
Our Australian local SEO checklist provides a detailed overview of this process.
Yes, GBP is the ⭐star⭐, but pay attention to other citations too.
Put yourself out there more!
The key is to join as many relevant FREE general and industry-specific online directories as possible, without spending a dollar! Additionally, it could make sense to join a niche directory with a high website and domain authority. Remember that authoritative sites tend to attract a decent amount of traffic.
Psst: Moz and Semrush let you try their website-checker tools for free.
Use the same NAP data for your website, GBP and every online platform.
We suggest recording the exact format of your business name, address, phone number and other information in a master document that you can access to maintain consistency across all digital platforms. Check the accuracy of that information, too!
This document should also list all online directories that mention your business. Keeping track of your digital presence ensures you update ALL listings with the latest data.
Constant vigilance!
Your top priority when any business details change?
Update your Master document and all online directories. Citation management is a long-term commitment, not just a one-off effort. Please audit and update listings at least every three to six months! If core details like your address or phone number change, update your website and Google Business Profile first, followed by all other citations.
E-Web Marketing can manage your local citations for SEO success
No time for this? Contact our Sydney-based experts if you want to grow your online presence cost-effectively.
For more than two decades, we’ve helped 3,000 organisations to connect with their dream consumers. Our award-winning team offers flexible contracts and transparent references. Most of us have worked together for over six years, because we love what we do.
Call 1300 792 811 or fill out this form to learn more.
