How to optimize Google Maps citations for local SEO success

Google Maps citations are an often overlooked but powerful asset that heavily influence local SEO. When optimized effectively, these citations can significantly boost your rankings in local search results.

Most people (60%) don’t bother clicking through to business websites and simply call the number in the search results. This statistic alone emphasizes the value of doing everything you can to assure top rankings in Google Maps. But what exactly do Google Maps citations do for local SEO rankings? And what can you do to ensure your citations make the biggest impact on the map app?

What are Google Maps citations and why do they matter for local SEO?

Google Maps citations are mentions of your business’s name, address, and phone number (NAP) across the web. Mentions that Google uses to verify your information, which can then improve your visibility in map results. These include:

• Google Business Profile
• Directories
• Review sites
• Social media
• Local newspapers
• Blogs

Citations play an important role in local SEO because they help Google confirm the details and location of businesses. When Google Maps finds consistent citations, it’s more likely to trust your business, leading to better visibility.

Top-ranking mechanics on Google Maps

Each Google Maps citation is a confirmation that the navigation platform’s users can rely on your data. If a roofing company’s NAP is consistent across the web, Google Maps should happily display it in results. But if there are discrepancies—such as different addresses—this can confuse Google Maps and lower the business’s ranking.

A roofing company with confusing NAP data
Whether you’re in retail, run a service-based business, or a restaurant, managing citations helps attract local customers. And failing to do so can see your business literally fall off the map. Fortunately, it’s possible to take control of your Google Maps citations and avoid losing rankings.

Quickest route: Discover how Semrush Local’s Listing Management tool simplifies Google Maps citation management to boost local SEO.

The local SEO consequences of poor Google Maps citation management

While more Google Maps citations is a good thing for local business SEO, quality and proper management matter. For example, Pinnacle Treatment Centers faced serious issues with managing its 137 locations across nine states. 

Because they couldn’t manually keep every citation up to date, they had some patients visiting the wrong address. In the world of addiction treatment, this can be hugely problematic in getting people the care they need in time. Things changed for Pinnacle after using a listing management tool to keep all their citations in check.

Accurate listings for Pinnacle Treatment Centers

Restaurants also benefit significantly from proper citation management. Diners often search for nearby restaurants while on the go, relying on accurate information to make quick decisions. If a restaurant’s phone number or address is incorrect, it can lead to frustrated customers and missed reservations. Ensuring citations are consistent across all platforms can mean the difference between a busy night and empty tables.

But it’s not just potential clients that benefit from good citation management. One concrete contractor company made a massive difference to their rankings by investing in citation management. Service-based businesses like Sam The Concrete Man risk losing business to competitors by failing to optimize their citations. But using a local listings tool gives Sam The Concrete Man the peace of mind that Google won’t overlook their citations—and it certainly pays off!

Top rankings for local keywords
Too good to be true: Avoid agencies that promise thousands of Google Maps citations for local SEO. Quality is key, so stick to relevant, high-authority websites.

The value of using tools to manage Google Maps citations

Managing Google Maps citations manually can be a complex and time-consuming task, especially for businesses with multiple locations. It can also lead to errors, which negatively impacts your local SEO.

A local SEO audit showing various business directories with missed opportunities

Listing management tools automate Google Maps citation for local SEO. These tools typically include automatic updates, bulk editing, and monitoring alerts to stay on top of your citations.

Semrush Local’s Listing Management tool distributes listings to the most authoritative global directories, saving a lot of time and frustration for local businesses everywhere. It can even monitor various highly visited review sites to save businesses logging into each one to check customer sentiment. And perhaps most importantly when building Google Maps citations for local SEO, it tracks the impact on your rankings. Tools can also help you optimize:

• Photos
• Logos
• Descriptions
• Categories
• Opening hours
• Map markers
• Service areas
• Payment options
• Calls to action

Imagine doing all of this manually for each and every citation! It’s best to save your time and implement a listing management tool in your local SEO processes for optimal performance and operations. 
Signposting: When building Google Maps citations for local SEO, don’t ignore your website. Point Google in the right direction with local business schema markup and make your website a valuable SEO asset.