Local citations are online mentions of a local business's name, address, and phone number (NAP). They are found in directories, apps, and social platforms and impact local search rankings. Proper management of citations is crucial for local SEO, as inconsistencies or missing citations can reduce search visibility. Consistent information across credible sites builds trust with search engines, improving rankings and making businesses easier to find. Directory listings also generate referral traffic, enhance brand awareness, and increase conversions both online and in-store.