When it comes to local SEO, citations play a critical role in whether your business shows up in Google’s local pack and organic results.
A “citation” is any online mention of your business name, address, and phone number (NAP). These references act like digital breadcrumbs, signaling to search engines that your business is real, credible, and active in the community.
But here’s the thing: not all citations are the same. They usually fall into two categories, structured citations and unstructured citations. Each one contributes differently to local search visibility, and the strongest local SEO strategies use both.
What Are Structured Citations?
Structured citations are the most common form and the easiest for search engines to understand.
- Found on business directories and listing platforms like Yelp, Yellow Pages, Bing Places, TripAdvisor, or industry-specific directories.
- Use standardized fields for name, address, phone number, website URL, and sometimes extras like business hours or categories.
- Act as a trusted database of business data that Google consults frequently.
- Serve as “votes of confidence” confirming your business exists where you say it does.
- Citation signals are consistently ranked among the top six factors impacting local pack rankings.
Example: A restaurant’s Yelp page showing NAP info, hours, photos, and reviews in a clear, structured format.
Why they matter: Structured citations give Google what it loves most, consistency and clarity. When your NAP information matches across dozens of reliable sources, you reduce confusion and increase trust in your business’s location and legitimacy.
What Are Unstructured Citations?
Unstructured citations, on the other hand, appear in less predictable places.
- Found in blogs, local news articles, social media posts, or community websites.
- Mention your business naturally within the text, often without a formal listing format.
- Value depends on the site’s authority, relevance to your location or industry, and surrounding content.
- Can drive referral traffic directly, beyond just search signals.
- Show Google that your business is part of the real-world conversation online.
Example: A local newspaper article saying, “Springfield residents rave about Joe’s Bistro on Main Street for its homemade pasta.”
Why they matter: Even if they don’t always boost rankings as directly as structured listings, unstructured citations build brand awareness and local relevance. They demonstrate that people and publications in your community are actively talking about your business.
Structured vs. Unstructured: Do You Really Need Both?
In short, yes. Here’s why:
- Structured citations give search engines a clean, consistent picture of your business.
- Unstructured citations provide the human side, showing your business has visibility and credibility outside of directory databases.
- Together, they create a balanced, trustworthy signal to Google’s local algorithm.
Common Citation Mistakes to Avoid
- Having inconsistent NAP details across directories (mismatched addresses, phone numbers, or business names).
- Ignoring unstructured mentions, which can be just as valuable as directory listings.
- Relying on a one-time citation build instead of maintaining ongoing accuracy.
Final Thoughts on Citation Management
Citations aren’t a “set it and forget it” part of local SEO. They still matter in 2025, not just for rankings but also for consumer trust. Think of it this way: structured citations build your business’s foundation, while unstructured citations showcase its reputation and relevance. Together, they improve both search visibility and customer confidence.
👉 Ready to simplify citation management and improve your local search rankings? Talk to the GatherUp team about tools that make citation building, review management, and reputation defense easier than ever.
