Local citations are online mentions of a business's name, address, and phone number (NAP) that appear in directories, apps, and social platforms. They significantly impact local search rankings, making proper management crucial for local SEO success. Inconsistent or missing citations can decrease search visibility, while consistent information across credible sites enhances search-engine trust, improves rankings, and aids customer discovery. Furthermore, directory listings can boost referral traffic, brand awareness, and conversion rates both online and in physical stores, especially when featured on recognized or niche-specific platforms.