Local SEO guide
Google and AI tools cross-check your business details across the web. If they match everywhere, you look trustworthy. If they don’t, you look like two different businesses. Here’s how to get it right.
Short answer
A local citation is any online mention of your business name, address and phone number (NAP), for example on Golden Pages, Bing Places, Apple Maps or Facebook. Consistent citations help Google and AI tools trust that your business is real and where you say it is. Focus on a few high-quality listings and make every detail identical, rather than chasing hundreds of directories.
Key takeaways
- NAP means name, address and phone
- Consistency matters more than quantity
- Start with Google, Bing, Apple and Facebook
- Add Irish directories and your trade bodies
- Fix old addresses and phone numbers first
Why consistency matters
Consistent
Murphy Electrical
Unit 4, Main Street, Dublin 15
01 234 5678
Confusing for Google
Murphy Electrical Ltd · 4 Main St, D15 · 087 123 4567
Murphy Electrics · Unit 4, Mainstreet, Blanchardstown
Pick one exact format and use it everywhere: your website footer, Google Business Profile and every directory.
The citations that matter most
02
Bing Places
Feeds Bing and is used by ChatGPT’s search.
03
Apple Business Connect
Powers Apple Maps and Siri on every iPhone.
04
Facebook and Instagram
Business pages with matching details.
05
LinkedIn company page
Especially important for B2B and professional services.
Irish directories and listings
| Type | Examples |
|---|---|
| General Irish directories | Golden Pages, local business directories |
| Chambers and business groups | Your local Chamber of Commerce |
| Trade and professional bodies | CIF, SEAI contractor register, RECI, RGII, Law Society, Dental Council |
| Review platforms | Trustpilot, TripAdvisor (hospitality), industry-specific review sites |
| Supplier listings | Manufacturer “approved installer” or stockist pages |
Only list your business where customers in your industry actually look. A few strong listings beat hundreds of spammy ones.
How to clean up old citations
- Google your business name, old addresses and old phone numbers
- List every place your business appears
- Log in and update each listing, or contact the site to change it
- Close duplicates
- Re-check every 6 months
Frequently asked questions
What is a local citation?
A local citation is any online mention of your business name, address and phone number, such as a directory listing, social profile or mention on another website.
Do citations still matter in 2026?
Yes, mainly for consistency and trust. AI tools in particular rely on directories for local recommendations. In one 2026 study, directories made up about 37% of the sources AI tools cited for local services.
Should I pay for directory listings?
Usually not. Most important listings are free. Pay only for directories your customers actually use.
Want your listings cleaned up?
We’ll find every listing for your business, fix mismatches and add the directories that matter for your industry.