Local citations are online mentions of a business's name, address, and phone number (NAP). They appear in directories, apps, and social platforms, influencing local search rankings. Properly building and managing these citations is crucial for local SEO, as inconsistencies or missing citations can reduce search result visibility. Consistent information across trustworthy websites enhances search-engine trust, improves rankings, and helps customers locate your business. Directory listings also boost referral traffic and brand awareness, with listings on reputed or niche-specific platforms potentially increasing both online and in-store conversions.