What is the difference between structured and unstructured citations? Learn how both types affect your local SEO, online visibility, and customer trust. We will also show you how to optimize them effectively.
What Are Citations in Local SEO?
Local business citations are online mentions of your company. They include your business name, address, and phone number (NAP). These details can appear on many different websites.
Building these citations helps create your digital footprint. This footprint is trusted by search engines like Google. It is also used by AI tools like ChatGPT and found by people looking for local businesses.
There are two main types of local citations you need to know about.
1. Structured Citations: These are your business listings on formal directories. Examples include Google Business Profile, Yelp, and TripAdvisor. The information is organized and easy to read.
2. Unstructured Citations: These are mentions of your business elsewhere online. This can be on local news sites, blogs, social media, or in press releases.
A complete local marketing strategy uses both types. This helps your business build a strong and prominent online presence that attracts customers.
What Are Structured Citations?
Structured citations are standardized business listings. They appear on third-party websites, like online directories. They are designed to present your information clearly and consistently.
These listings always include your business name, address, and phone number (NAP). They can also include other details, like your website, opening hours, or specific services you offer.
Well-known sites like Google Business Profile, Yelp, and Apple Business Connect exist to publish these formal listings. Your business can create a free listing on most of these major platforms.
Once created, you can validate your ownership. This allows you to manage and improve your listing over time. You can make edits to keep your information fresh and accurate.
Best Practices for Structured Citations
Managing your structured citations correctly is vital. Follow these best practices to get the most value from your listings.
First, maintain consistency. Your NAP and hours must be accurate on every platform. This ensures search engines and customers find correct, useful information about your business.
Second, check your website link. The page you link to from your listings should show the same NAP details. This consistency builds trust with both search engines and human users.
Third, fill out everything. Complete as many fields as possible on each listing. This creates an informative profile that engages searchers. It persuades them that your business is trustworthy.
You have many options when choosing where to list your business. These choices fall into several categories.
- General Directories: Sites like Google Business Profile, Yelp, and Apple Business Connect are open to any business that serves customers face-to-face. Your industry or location doesn’t matter.
- Industry-Specific Directories: These are focused on a particular niche. For example, TripAdvisor is for hospitality, FindLaw is for lawyers, and ZocDoc is for medical professionals.
- Geography-Specific Directories: These focus on a certain area. This could be your local chamber of commerce website or a city’s online community hub that features a business directory.
- Data Aggregators: Companies like Data Axle and Foursquare act as data warehouses. They collect business information and distribute it to a wide network of other directories and apps.
What You Need to Know About Structured Citations Today
When local directories first appeared, many thought more was better. Businesses would buy services to get listed on hundreds of sites. They hoped this would boost their search rankings.
Today, the approach has changed. The best practice is to focus on quality, not quantity. Get your business listed on the major general platforms that people actually use.
Also, focus on any prominent directories for your specific industry or city. Don’t waste time on indexes that nobody sees or uses. They should rank well on Google for your main keywords.
Data aggregators are a gray area. Many citation-building services include them. However, there is little recent data showing they provide significant results in the modern era.
If a service you buy includes aggregator submissions, that’s fine. But it’s more important to focus your resources on the major directories that customers trust.
Ensure your information is consistent and accurate on these key platforms:
- Google Business Profile
- Yelp
- Apple Business Connect
- Bing Places
- YP.com
In short, don’t chase a high number of structured citations. Instead, build an engaging presence on the major platforms. These are the sites used by most people and referenced by AI tools.
What Are Unstructured Citations?
Unstructured citations are mentions of your business information on any site that isn’t a formal directory. This includes a wide range of online publications.
Examples of where you might find them include:
- Blogs
- Online news articles
- Social media posts
- Video and podcast descriptions
- Press releases
- Forum discussions
- Any other type of website
The screenshot above shows a San Francisco newspaper citing a local restaurant. These citations can be simple, mentioning just the business name.
They can also include the address, phone number, or other details. Unstructured citations may or may not include a link back to your website. It simply requires a mention.
While structured citations are essential, unstructured citations have become very important. They are a key public relations tactic for local businesses today.
Why are they so important? They build a broad online presence for your business. They also get picked up by AI platforms like ChatGPT, Perplexity, and Google’s AI Overviews.
What to Know About Unstructured Citations in 2025
The options for earning unstructured citations are almost limitless. Think of them as a great way to grow your business as an online entity. You want the web filled with positive references.
These mentions reinforce that your business is legitimate. They show that it is talked about and trusted by multiple sources. This builds a strong reputation.
Unstructured citations go beyond just your contact details. They create different contexts that real people can relate to. This helps when they search for brands in their area.
How Both Citation Types Support Local Rankings
For the last twenty years, local businesses have aimed for two types of online visibility.
- Local SEO Rankings: This means appearing in Google’s local pack results (the map with three listings) and the local finder view. It also includes Google Maps results.
- Localized Organic Rankings: These are the standard search results that Google shows when a search has local intent. For example, queries like “cafe near me” or “dentist in Chicago.”
Now, a third goal is essential:
- AI Inclusion: This means being scraped and cited by AI applications like ChatGPT when users ask for information about local businesses.
Citations play a key role in achieving all three of these goals. A good citation profile can significantly improve your website quality score over time.
Structured Citations, Local Directories, and Google
Building high-quality structured citations offers several benefits related to Google.
1. Google Real Estate for Branded Searches
When people search for your business by name, you want to control what they see. Structured citations on sites like Yelp and TripAdvisor help you dominate the search results page.
While you don’t have total control over these third-party sites, partial control is better than none. Your listings ensure customers find lots of useful information about your business.
2. Brand Validity for Consumers and Google
Claiming and managing your listings creates a trustworthy online experience. Keep your NAP, hours, and photos updated. This prevents customers from finding inaccurate information.
Seeing consistent details across multiple platforms helps consumers trust that your business is legitimate and professional. This trust extends to Google as well.
Google employs Quality Raters to evaluate search results. These raters look for signals of quality. Accurate NAP details across your listings show them your business is real.
When you pair consistency with a good reputation (positive reviews), Google has a good reason to show your business to searchers. Our case studies show how this process drives growth.
In the past, NAP consistency was seen as a top local ranking factor. The theory was that Google relied heavily on third-party sites to verify business data.
This view is evolving. Many SEO experts now believe Google is less dependent on these platforms. However, NAP consistency remains crucial for a good customer experience.
Don’t worry about small abbreviations like “Rd.” vs. “Road.” Google understands these are the same. Suite numbers are not a core part of NAP for consistency, but they are vital for customers.
Always include suite numbers to help people find your physical location easily.
3. Direct Discovery on Directories
While Google is dominant, many people still use directories directly. Sites like Yelp, TripAdvisor, and Facebook are popular for finding local businesses.
If your community is very active on a platform like Yelp, being listed there is a must. It ensures you are discoverable where your customers are looking.
4. Conversational AI Inclusion
AI tools like ChatGPT source a lot of information from local directories. They often pull reviews and business details directly from sites like TripAdvisor.
To be included in these AI-powered results, you must have a listing on these platforms. This makes structured citations a key part of your AI marketing plan.
Unstructured Citations, Topical Relevance, and Local Authority
Every local business needs to establish its legitimacy. Unstructured citations from third parties act as votes of confidence for your business.
When a blogger or news site mentions your business, Google takes notice. It sees this as a signal of validity. This can help you rank higher for branded searches.
For non-branded searches, like “best pizza near me,” unstructured citations build topical relevance. They show Google what your business is known for.
Google often highlights social media mentions in its “Discussions and forums” feature. Positive conversations here can boost your visibility.
Interviews with local newspapers, blogs, or podcasts can build incredible local authority. The more you are featured as an expert, the more Google will see you as one.
Conversational AI also relies heavily on unstructured citations. It pulls information from lifestyle magazines, food blogs, and news articles to answer user questions.
Citations Support Google’s Three Local Ranking Pillars
Google’s own documentation explains how it ranks local results. Structured and unstructured citations influence all three of its main pillars.
- Relevance: Your Google Business Profile is essential for relevance. Filling it out completely tells Google which searches your business is a good match for.
- Distance: Citations define your location with an address or service area. Google wants to show users results that are close to them. Citations confirm your proximity to local searchers.
- Prominence: The more you are cited by relevant local and industry publishers, the more prominent Google sees you. Reviews on these platforms also contribute to your prominence.
A mix of both citation types sends Google the right signals. It shows you are a relevant, nearby, and prominent business worthy of high rankings. For more detail, read our guide on what is local SEO for UK businesses.
How to Build Structured Citations the Right Way
Your approach to building structured citations will depend on your business model, budget, and resources. There is no single correct answer. Consider these options to find the best fit.
Option 1: Build and Manage All Citations Manually
In this scenario, you do all the work yourself. You build the listings on your chosen platforms. You also manually keep them updated with fresh content and monitor them for spam.
Getting listed on major directories is free. However, submitting to data aggregators often costs money. This manual approach gives you direct control and saves money on service fees.
- Pros: You have direct control and don’t need to pay a third party. This can be a good solution for small businesses with very limited budgets.
- Cons: It is a labor-intensive and tedious process. It requires skill, attention to detail, and a lot of time. It does not scale well for businesses with multiple locations.
Option 2: Pay for a One-Time Build, Then Update as Needed
Here, you can pay an agency or software company a one-time fee to build your citations. They create your listings on the major directories and then hand control over to you.
- Pros: You avoid the initial hassle of building citations correctly. You only pay a one-time fee to get started, which can be budget-friendly upfront.
- Cons: Managing the listings yourself afterward can be difficult. If you need to pay the provider for every update, the costs can add up over time, especially for multi-location businesses.
Option 3: Invest in Local Listings Management Software
With this option, you pay for a service that automates listing creation. It provides a dashboard for you to manage everything from one central place.
Popular tools like Semrush Listing Management or BrightLocal offer this service. These solutions can provide many benefits, including:
- Automated listing creation
- Simplified edits and updates
- Aggregator submissions
- Duplicate listing removal
- Review alerts and responses
- Analytics and reporting
- Pros: This approach is highly scalable and efficient. It is the best fit for multi-location enterprises or any business that wants to avoid manual work. It saves a lot of time.
- Cons: There is an ongoing cost. The more locations you have, the higher the investment will be. However, many providers offer discounts for larger enterprises.
Pro Tip: Your industry and location determine the best citation sources. Most businesses should be on Google, Apple, and Yelp. But you may also need to build listings on niche sites manually.
What to Avoid in Structured Citation Development
Some listing management products are not worth your investment. Be wary of any service that promises specific ranking results. Legitimate brands do not guarantee rankings.
Also, avoid services that offer mass submissions to hundreds of low-quality directories. If you’ve never heard of the sites on their list, they probably aren’t valuable.
The most important pitfall to avoid is neglect. If you don’t actively maintain your listings, you will face negative consequences.
Your business data will become inaccurate over time. The public can suggest edits, and spammers can make malicious changes. This can mislead customers and create NAP confusion.
Your reputation will also suffer. Customers who find incorrect information will leave negative reviews. A lower star rating on Google can directly harm your local rankings.
Finally, you will miss out on marketing opportunities. Listings have features like photos, videos, Q&A, and posts. Using these features fully is key to engaging customers.
Structured citations are not a “set it and forget it” task. They require ongoing maintenance to be effective.
How to Earn Unstructured Citations That Build Authority
Creativity and public relations skills are your best assets for earning unstructured citations. Here are 6 premium ideas to get you started.
1. Digital PR and Local News Outreach
Get to know local reporters who cover business stories. Identify newsworthy aspects of your company. This could be community work, unique expertise, or special events.
2. Sponsorships and Partnerships
Search Google for phrases like “our sponsors” plus your city name. This can reveal great opportunities. Sponsor local teams, events, or programs. Partner with local charities or business associations.
3. Advertise Locally
Consider paying for advertising space in local online publications. This could be on the websites of schools, radio stations, or community groups. This increases brand discovery.
4. Guest Appearances and Features
Get interviewed on relevant blogs, podcasts, or video channels. Offer to write expert content for industry publications. These efforts create excellent unstructured citations.
5. Participate in Local Awards
Many local publications give out “best of” awards. Make sure your business is submitted for consideration. Winning or being nominated can land you a proud unstructured citation.
6. Be Active on Social Media
Engage in local social media communities, like city-specific subreddits. Being helpful and sociable can build a loyal following. These fans will then promote your brand organically.
Maintaining Unstructured Citations
Just like structured citations, unstructured ones need maintenance. If your business information changes, you need to do an audit. This is especially true if you move or change your name.
Search for your brand on Google. Make a list of the top-ranking unstructured citations. Reach out to the publishers of those pages and ask them to update your information.
Structured vs. Unstructured: Which Matters More for SEO?
A professional local SEO services strategy understands that both are vital. They play different but complementary roles in your success.
Structured citations create your essential visibility baseline. They get you on the maps, directories, and local search features that customers use every day to find businesses.
Unstructured citations build your authority, reputation, and trust signals across the web. They differentiate you from competitors and give search engines and AI plenty of positive context about your brand.
An advanced local marketing plan requires both. You need structured citations to establish your presence and unstructured citations to make that presence prominent and trusted.