The Importance of Manual Citations in Local SEO
Citations are a crucial element of any search engine optimization (SEO) campaign. With numerous directories to list your business, some companies use automated services like Yext. However, opting for automated business listings can cause problems down the line, whereas handling them manually can provide better long-term benefits for your business.
What Are Citations and Business Listings?
Citations or business listings, mention your business using your NAP (name, address, phone number) details. These can appear in online directories, social media profiles, chamber of commerce pages, and other websites that allow business details to be listed. Examples include Yellowpages and Yelp.
Why Are Citations Needed?
Having your business appear in various map listings and business directories is essential for SEO. The most crucial aspect is ensuring your listing is consistent across the internet. Many businesses may not realize they are listed in multiple places, often with inconsistent details. This can confuse search engines like Google, making them think the listings are for different businesses. If you have changed any business details or recently taken over a business, you must address these inconsistencies to maximize your SEO efforts.
Automated Citations vs. Manual Citations
Given the volume of citations required, many businesses, tiny ones, prefer using services that automate the citation process. Automated citations can be set up in minutes, while manual ones can take days or months. However, manual citations offer significant benefits:
- Ownership: When you create manual citations, you own them. If your business moves or changes, you can log in and update the listings yourself. In contrast, automated services like Yext create “phantom pages” that you don’t control directly.
- Customization: Manual citations allow for more specificity and customization, which is particularly beneficial for niche industries.
Disadvantages of Automated Citations
One of the most prominent automated business listing services is Yext. While Yext creates 68 citations, many more relevant options might be better suited for your business. Additionally, some Yext listings are exclusive to Yext, limiting your control.
Moreover, some citations require customer verification, like postcard verification for Google My Business. Automated services might skip these essential listings because they can’t be easily automated.
What Happens if You Cancel Your Citation Builder?
It’s commonly believed that you lose your citations if you cancel an automated business listing service. Studies, such as those conducted by Whitespark, show that around 60% of listings disappeared or showed incorrect information after discontinuing services like Yext. This indicates that many listings revert to their original state when you stop paying for the service, highlighting the need for manual control over your citations.
Benefits of Manual Citations
Manual citations are more budget-friendly in the long run. They usually involve a one-time fee; once the citations are created, you own them. This ownership allows for more accessible updates and ensures your listings remain active and accurate.
- Customization: You can personalize the list of directories to ensure they are relevant to your business.
- Durability: Manual citations don’t disappear if you stop paying a service fee, providing long-term stability.
- Avoiding Duplicates: Manual submissions can more effectively check for and eliminate duplicate listings.
How to Do Manual Citations
Manual citations involve submitting your business information to each citation site individually. This process can be handled internally or outsourced to a company specializing in manual citations. These companies typically charge a one-time or ongoing monthly fee until all relevant citations are created.
If you handle manual citations yourself, keep track of your submissions in a spreadsheet or similar method. This ensures you can easily update your listings as needed. Ensure you have all necessary log-in details organized for quick access.
Conclusion
While automated citation services offer convenience, the long-term benefits of manual citations far outweigh the short-term ease. Manual citations provide control, customization, and stability, making them a superior choice for businesses looking to enhance their SEO strategy. By managing your citations manually, you can ensure consistent, accurate, and relevant business listings across the internet.
