Local citations are online mentions of a local business's name, address, and phone number (NAP). They appear across directories, apps, and social platforms, influencing local search rankings. Properly building and managing these citations is crucial for local SEO. Inconsistent or missing citations can reduce search visibility. Consistent information on credible sites builds search engine trust, enhancing rankings and aiding customer discovery. Directory listings also drive referral traffic, enhance brand awareness, and listings on well-known or niche platforms can boost online and in-store conversions.