Rank Higher in Local SEO with Citations and backlinks

If you want to show up in more local searches and Google Maps, high-quality backlinks and solid, accurate citations are essential. I find that most small businesses get lost in the jargon and miss this easy, mostly free, opportunity.

Read more to understand them and make a plan to build more trust with search engines and show up above your competitors more often in search results.

What Are Backlinks and Citations?

Citations and backlinks are similar but different in important ways. Let's simplify it:

• A citation is when your business’s name, address, and phone number (NAP) are mentioned online—like on directories or review sites. These help prove your business is real and show up in local searches.

• A backlink is a clickable link from another website that points to your site. Backlinks help boost your website’s overall authority and help it rank higher in search results.

  
  

You may hear these terms lumped together. Here's why: Some citations include backlinks, so they sometimes overlap. Here we will focus on citations for but check out blogs backlink tips as well!

Why Are Citations Important?

• Citations confirm you’re a real local business and make it easier for customers to find you

• Consistency (identical business info everywhere) is critical for trust and rankings

• Relevant citations give Google additional clues about what you do and where you’re located

How to Build Citations

Start With these Free and Fast Wins

• Google Business Profile (formerly Google My Business)

• Yelp

• Bing Places

• Apple Maps

• Chamber of Commerce, Better Business Bureau

• Social Media Business Pages - Facebook, Instagram, LinkedIn, etc.

Many of these listings are free, but most require verification so they are best handled by your team—sometimes automatic, sometimes by postcard, phone, or email.

Use Citation & Link Building Tools

BrightLocal is my favorite for efficiently handling local citations. With its Citation Builder, you can submit your business to dozens of directories—including the big data aggregators—while also scanning for errors and catching duplicates. BrightLocal lets you track your progress, audit citations, and even benchmark competitors—all in one dashboard. Whitespark and Moz Local are two other solid tools if you’re comparing options.

Outsource Citation Building—But Guide the Process

Hiring a marketing agency or freelancer can save time, but go in with eyes wide open. Ask about their process and get clear examples of the sites they target—don’t settle for vague promises or “one-size-fits-all” packages. When working with Upworkers, consider providing your own prioritized list of directories and check their work for accuracy to avoid useless duplicates or low-quality citations. If you need a starting list or want it customized to your industry, feel free to reach out to me for help!

Key Tips:

• Keep a log of citations and login credentials so your team can update as needed.

• Optimize Google Business Profile first, then stay consistent with that info across the web

• Maximize every opportunity with robust info, using your name, address, phone, and website anywhere possible

• Always search for an existing listing and claim it before accidentally creating a duplicate listing that could actually hurt you.

• Seek out outdated or incorrect listings and correct them.

Get Personal with Local & Niche Citations

Automated tools are fantastic for volume, but your most valuable citations and backlinks come from places truly relevant to your business and community. That’s why it’s smart to develop two targeted lists and develop a plan to chip away at these.

Local Citation Resources

Think of any locally-focused sites where your customers might search. Examples:

• Local business directories

• City/Chamber of Commerce pages

• Local news sites

• Event calendars

• Community resource sites

Build a Niche/Industry List:

Think industry-specific (not just general business). These are often overlooked, but powerful. Examples:

• Industry associations

• Specialty directories

• Local insurance partner directories

• Supplier/partner business pages

Pro-tip: Check out BrightLocal’s free resource lists which categorize both local and industry-specific citation opportunities.

Local Citation Ideas for Chiropractors and Wellness Professionals

• Insurance Providers: List your practice on your in-network insurers’ directories.

• Networking Groups: Join and mention your business on sites from local referral circles (e.g., BNI), industry roundtables, or wellness consortiums.

• School, PTA, & Moms Groups: Offer to write a health tips column or sponsor an event—most PTAs or local moms groups have online resource pages.

• Community Events Pages: Offer free workshops or sponsor/run booths at local wellness fairs and ensure you get a backlink on their site.

• Local Charities: Participate in local fundraisers—organizers often mention supporters/sponsors on their sites.

• Local Blogs & News: Pitch a story about a patient success (anonymously) or interesting health event.

Common SEO Pitfalls: Citation Building Techniques to Avoid

“Affordable SEO Backlink Packages”—Choose Quality Over Quantity

Beware of providers who promise “hundreds of backlinks overnight”—these are often low-quality or spammy and can actually harm your site in the long run. Stick to sources your customers trust, and focus on a realistic, sustainable approach for lasting results.

Why BuildinG Over Time Works Best

Building backlinks steadily over time allows you to create a natural and credible link profile that search engines trust, which helps avoid penalties from sudden spikes in link acquisition.

Take Action: Make Your Local SEO Citation Plan or get Help

If you’re feeling equipped with all these ideas and strategies, now is the perfect time to draft a clear, manageable plan for building citations and backlinks consistently—set achievable goals, track your progress, and adjust as you learn what works best for your business.

However, if this feels overwhelming or adding another task isn’t feasible, schedule a free strategy call to discuss a citation or SEO plan that keeps you doing what you do best! Learn more about our marketing consulting here.

Whatever route you choose, start now!