What are local citations (and NAP)?
A citation is any online mention of your business name, address, and phone. Consistent ones build trust with Google; inconsistent ones quietly hurt you.
A local citation is any place online that lists your business's name, address, and phone number — often shortened to NAP. That includes directories like Apple Maps, Bing Places, Yelp, and Foursquare, as well as industry and local listings. Consistency across all of them is what matters.
- Google(555) 010-2030 ✓
- Apple Maps(555) 010-2030 ✓
- Bing(555) 010-2030 ✓
- Yelp(555) 010-2030 ✓
Google trusts you → ranking lifts.
- Google(555) 010-2030 ✗
- Apple Maps(555) 010-9999 ✗
- BingSte 4 / Suite #4 ✗
- Yelpold address ✗
Google is unsure → ranking capped.
Why it matters for your business
Google cross-checks your business details across the web to decide how much to trust you. When your name, address, and phone match everywhere, that consistency reinforces that you're a real, established business — which feeds prominence and relevance, two of the three local ranking factors (see how Google ranks local businesses).
When they don't match — an old address on Yelp, a different phone on Bing, "Ave" in one place and "Avenue" in another — it creates doubt. Google can't be sure which info is right, so it trusts you less, and customers sometimes reach the wrong number or address. Inconsistent citations are a quiet, common drag on local ranking.
How it works (in plain terms)
Your details get listed in many places — some you created, many you didn't (data aggregators seed directories automatically).
Google reads them all and looks for agreement on your core facts.
Consistency builds trust; mismatches erode it. The fix is to get the same name, address, and phone everywhere — and keep it that way when anything changes (like a move or new number).
The most common citation problem is a stale listing you forgot exists — an old suite number, a disconnected phone, a former business name. These keep working against you until they're cleaned up.
How Aaptly helps
Aaptly syncs your business information across major directories (Apple, Bing, Yelp, Foursquare, and more) and flags inconsistencies, so your NAP stays aligned everywhere without you logging into a dozen sites. See Local SEO & rankings.
Frequently asked questions
Local keywords & search intent
Keywords are the exact phrases customers type to find a business like yours. Knowing which ones — and the intent behind them — is how you get found.
Why your website's speed and health matter
A slow or broken website loses customers and hurts your ranking. Here's what "site health" means for a local business — in plain terms.