Local SEO & citations glossary
Plain-English definitions of the terms behind local citations and local search. Bookmark it.
Business listing
A profile of a business on a directory or platform, containing its NAP and other details.
Definition →Citation audit
A review of a business’s existing citations to find inaccuracies, duplicates and gaps.
Definition →Citation building
The process of creating accurate, consistent business listings across relevant directories.
Definition →Data aggregator
A company that collects and distributes business data to many downstream directories at once.
Definition →Dofollow vs nofollow directory
Whether a directory’s link passes SEO authority (dofollow) or not (nofollow).
Definition →Duplicate listing
More than one listing for the same business on the same directory, splitting its ranking signals.
Definition →Google Business Profile (GBP)
A business’s free profile on Google that powers its appearance in Maps and the local pack.
Definition →Local citation
Any online mention of a business’s name, address and phone number (NAP) on a directory, listing site or social platform.
Definition →Local directory
A website that lists businesses by location and/or category, such as Yelp or Yellow Pages.
Definition →Local pack (map pack)
The block of three local business results with a map that Google shows for local searches.
Definition →Local SEO
The practice of optimising a business to rank in local search results and the map pack.
Definition →LocalBusiness schema
Structured-data markup that tells search engines and AI a business’s NAP and details in a machine-readable form.
Definition →NAP
Shorthand for a business’s Name, Address and Phone number: the core data in every local citation.
Definition →NAP consistency
Having identical Name, Address and Phone data across every citation and directory.
Definition →NAP syndication
Automated distribution of a business’s NAP to a directory network through a paid platform’s data feed.
Definition →Niche citation
A listing on an industry-specific directory, such as Avvo for lawyers or Zillow for real estate.
Definition →Review signals
The quantity, quality, velocity and diversity of online reviews that influence local rankings.
Definition →Service-area business (SAB)
A business that serves customers at their location rather than from a storefront, like a plumber.
Definition →Structured citation
A formal directory listing with dedicated fields for a business’s NAP.
Definition →Unstructured citation
A NAP mention embedded in other content, like a news article, blog post or event page.
Definition →Frequently asked questions
What is the difference between a citation and a business listing?
A business listing is the profile a directory holds for you: the “container”. The citation is the name, address and phone (NAP) information inside it. One listing carries one citation.
What does NAP stand for?
NAP stands for Name, Address and Phone number: the core data in every local citation. The extended form, NAP+W, also includes the website URL.
What is a data aggregator?
A data aggregator collects business information and distributes it to many downstream directories and apps at once. Their influence has waned as Google, Apple and Bing rely more on their own verification, but they still matter in some markets.
Why does citation terminology matter for local SEO?
Understanding the terms helps you build the right citations: prioritising authority, consistency and relevance over raw volume, which is what actually moves local rankings and feeds AI answers.
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