Local citations are online mentions of a business's name, address, and phone number (NAP) and play a significant role in local SEO. They appear on directories, apps, and social platforms and can influence local search rankings. Ensuring consistent and accurate citations is crucial; inconsistencies or missing information can reduce visibility in search results. Reliable, consistent citations build trust with search engines, improve rankings, enhance discoverability, drive referral traffic, and boost brand awareness. Listings on reputable or niche-specific platforms can also increase both online and in-store conversions.