What are local citations?
A local citation is an online mention of a business's name, address, and phone number. The three together are often shortened to NAP. Citations appear on business directories, map apps, social profiles, industry sites, and the data providers that supply other platforms.
"Citation" is an industry term. Google's Business Profile help pages don't use it, but they describe the outside sources Google draws on, and that's why citations matter.
Where do local citations appear?
Common places a moving company's details are published:
- Other map platforms: Bing Places for Business, which Microsoft says is how a business adds or changes "information about your business in Bing Maps search results," and Apple's business listing tool, which Apple has folded into Apple Business.
- General business directories and review sites.
- Local organizations, such as a chamber of commerce member directory.
- Social media profiles that list the business's contact details.
- Data providers that license business information to other platforms.
How does Google use information from citations?
Google doesn't rely only on what an owner enters in the Business Profile. It says information in profiles is "compiled from a variety of sources":
- "Publicly-available information, such as crawled web content (e.g., information from a business' official website)"
- "Licensed data from third parties"
- Users who contribute facts, photos, and reviews
- "Information based on Google's interactions with a local place or business"
Google can also act on that information. Its help page says: "If sources report that your profile info is incorrect or outdated, Google may update your profile." Suggested edits from users can be published automatically if the owner doesn't respond within 4 days and the change "is supported by other publicly available information, such as your business website."
Inconsistent details across the web can therefore lead to unwanted changes on the profile.
Do local citations help a business rank?
Google's local ranking guidance doesn't mention citations. It says prominence is based in part on "how many websites link to your business," and that "businesses with complete and accurate info are more likely to show up in local search results."
Citations support both points: a listing that links to the business's website is one of those links, and consistent listings support accurate information. Google publishes no weight for either.
How should a moving company keep its citations consistent?
- Use one version of the business name. Google's guidelines say to represent the business "as it's consistently represented and recognized in the real world across signage, stationery, and other branding," without extra keywords, taglines, or city names.
- Match how the Business Profile shows the location. A service area business hides its address on Google, so check whether each other platform offers the same option before publishing a street address there. See what is a service area business.
- Use one main phone number for each location. Google's guidelines say the number "must be under the direct control of the business."
- Update every listing when something changes, starting with the business website, because Google names the official website as a source.
- Claim the major map listings, such as Bing Places and Apple Business, so the business controls what they show.
What about moves, rebrands, and tracking numbers?
These are the changes that most often leave old details scattered across the web:
- A new address or a rebrand: update the Business Profile, the website, and every listing, because old listings remain public sources of the previous details.
- Phone numbers: Google's guidelines allow additional numbers on some surfaces but require the main number to be under the business's direct control. A business that uses tracking numbers should decide which number its citations carry and use it the same way everywhere.