Local citations are any online mentions of a local business's name, address, and phone number (NAP). They appear on directories, apps, and social platforms and influence local search rankings. Properly building and managing these citations is crucial for local SEO because inconsistencies or missing citations can decrease search visibility. Consistent information across reputable websites enhances search-engine trust, boosts rankings, and helps customers locate the business. Directory listings also drive referral traffic and increase brand awareness. Being listed on well-known or niche-specific platforms can further improve conversion rates both online and in-store.