Module 7

Building Citations

Let's actually build your citations. This is a systematic process of creating listings on the directories that matter. Set aside a few hours and work through these step by step.

Before You Start Building Citations

What to do

Prepare your information so every listing is consistent.

Step by step

  1. Write down your exact NAP. Copy your business name, address, and phone number exactly as it appears on your Google Business Profile.
  2. Prepare your business description. Write a standard description (150-300 words) you can use across directories. Include what you do, where you serve, and key services.
  3. Gather your categories. Note down your business categories. Different directories have different category options, but having your main categories ready helps.
  4. Prepare your opening hours. In a consistent format ready to copy.
  5. Have your logo and photos ready. Many directories let you add images. Have your logo and 2-3 good photos accessible.
  6. Create a spreadsheet to track. Columns: Directory name, URL, Username/email used, Date created, Status (pending/live). This helps you manage and update later.

Creating Listings: The Process

What to do

Here's the general process for adding your business to a directory.

Step by step

  1. Search the directory first. Before creating a listing, search for your business. You might already be listed from old data or automatic aggregation.
  2. Claim existing or create new. If you're already listed, look for "Claim this business". If not, find "Add a business" or "Create listing".
  3. Enter your NAP exactly. Copy and paste to avoid typos. Match your Google Business Profile precisely.
  4. Fill in all available fields. The more complete your listing, the better. Add description, hours, categories, website, photos.
  5. Complete any verification. Some directories send verification emails or postcards. Complete these promptly.
  6. Record in your tracking spreadsheet. Note down the directory, login details, and date created.
  7. Repeat for next directory. Work through your priority list systematically.

Step-by-Step for Key Directories

What to do

Quick guidance for the most important directories.

Step by step

  1. Bing Places: Go to bingplaces.com. Sign in with Microsoft account. Click "Add new business". You can import from Google Business Profile to save time. Verify by phone or postcard.
  2. Apple Business Connect: Go to businessconnect.apple.com. Sign in with Apple ID (create one if needed). Search for your business. Claim or create listing. Verify by phone or other method.
  3. Yell: Go to yell.com. Click "Add your business". Fill in all details. Free listing is sufficient. You'll be contacted about paid upgrades — decline if you prefer free.
  4. Thomson Local: Go to thomsonlocal.com. Find "Add your business". Enter your details. Free basic listing available.
  5. Yelp: Go to biz.yelp.co.uk. Claim or create your business page. Add all details and photos. Verify by phone.
  6. Facebook: Create a Facebook Business Page if you haven't. Enter complete business details in the About section. Ensure NAP matches other listings.

How Many Citations Do You Need?

What to do

Set realistic expectations for your citation building.

Step by step

  1. Quality over quantity. 20-30 high-quality, consistent citations typically beats 100 inconsistent or low-quality ones.
  2. Start with 10-15. Get your Tier 1 essentials plus your most important industry directories. This is a solid foundation.
  3. Build to 25-40 over time. Add more directories gradually. You don't need to do everything at once.
  4. Match your competition. If competitors have extensive citations, you'll need more to compete. If your market is less competitive, fewer may suffice.
  5. Don't obsess. After you have solid coverage on key directories, focus on other aspects of your GBP (reviews, photos) rather than chasing every possible citation.

Time Expectations

What to do

Know how long this typically takes.

Step by step

  1. Initial setup: 2-4 hours. Creating listings on 10-15 directories takes a few hours when done properly.
  2. Verification: Days to weeks. Some verifications are instant; others (especially postcard verifications) take time.
  3. Results: Weeks to months. Citation effects on rankings take time to materialise. Don't expect immediate results.
  4. Ongoing maintenance: Minimal. Once set up, citations need occasional checking but little ongoing work.

Citation building progress: