What Are Local Citations and Why Do They Matter for SEO?

Local citations are online mentions of your business name, address, and phone number across the Internet. They play a massive role in helping local customers find you on Google.

I’ll never forget chatting with a Sandton restaurant owner last year who couldn’t figure out why his spot wasn’t showing up in Google searches. Turns out, his business was listed as “Joe’s Pizza” on Google, “Joey’s Pizzeria” on TrueLocal, and “Joseph’s Pizza Place” on Snupit. Google looked at all these different names and basically shrugged its shoulders. Once we fixed the inconsistencies, his ranking jumped within weeks.

Understanding Local Citations

Think of citations like references on a CV. The more places your business appears with consistent information, the more Google trusts that you’re legit. Citations tell Google three things: you exist, you’re located where you say you are, and you’re an active business.

Not all citations work the same way though. Some are structured (like directory listings with specific fields for your details), whilst others are unstructured (like mentions in blog posts or news articles).

How Local Citations Affect Your Rankings

Google uses citations to verify your business details. When your name, address, and phone number match across 50 different websites, Google gets confident about showing you to searchers.

Here’s what matters most. Consistency beats quantity every time. I’ve seen businesses with 20 perfect citations outrank competitors with 100 messy ones.

Your Google Business Profile is the starting point. Everything else should match it exactly. Same spelling, same abbreviations, same phone number format.

Where Should You List Your Business?

Start with the big South African directories. HelloPeter, Snupit, and Localist are solid choices. TrueLocal still gets decent traffic too.

Industry-specific directories matter more than generic ones. A Joburg plumber benefits more from a listing on Find a Plumber SA than on some random business directory.

Don’t ignore social media either. Your Facebook and Instagram business pages count as citations. Just make sure your contact details match everywhere.

Common Local Citation Mistakes

The worst mistake? Inconsistent information. Using “Street” on one site and “St” on another confuses Google. Pick one format and stick to it.

Another issue I see constantly is businesses forgetting to update citations after moving. Old addresses hanging around the Internet send mixed signals to Google. Your rankings drop because Google doesn’t know which location is real.

Some businesses create duplicate listings by accident. This happens when different staff members claim the same business on various platforms. Google sees two versions of your business and trusts neither.

Building Your Local Citations

Start by checking what’s already out there. Google your business name and phone number. You’ll probably find listings you forgot about.

Create a spreadsheet with your exact business details. Copy and paste from this sheet when adding citations. This prevents typos and keeps everything consistent.

Focus on quality directories first. Get listed on the major South African platforms before chasing obscure sites. Twenty good citations beat 200 rubbish ones.

Monitoring Your Local Citations

Citations aren’t a one-time thing. Businesses change phone numbers, move locations, or rebrand. When this happens, you need to update every single citation.

Set a reminder to audit your citations every six months. Check that your information is still correct everywhere. Remove duplicate listings if you find them.

Tools like Moz Local or BrightLocal can help track your citations automatically. They’re worth the investment if you’re serious about local SEO.

Why Local Citations Still Matter in 2025

Some people claim citations don’t matter anymore. They’re wrong. Whilst Google has gotten smarter, it still relies on citations to verify business information.

Recent algorithm updates actually made citations more important for local pack rankings. Google wants to show accurate results. Citations help it do that.

Plus, citations bring direct traffic. Someone might find you on HelloPeter instead of Google. That’s a customer you wouldn’t have gotten otherwise.

Taking Action on Local Citations Today

Don’t overthink this. Start with your Google Business Profile. Make sure it’s perfect. Then tackle the top five South African directories.

Be patient too. Citation building takes time to show results. You won’t jump to position one overnight. But in three to six months, you’ll see the difference.

The businesses winning at local SEO in Joburg? They’re the ones who treat citations like the foundation of a house. Get this right, and everything else becomes easier.