Local citations are online mentions of a business's name, address, and phone number (NAP), appearing in directories, apps, and social platforms. They significantly influence local search rankings, making their correct management crucial for local SEO. Inconsistent or missing citations can reduce search result visibility. Consistent NAP information across reputable sites boosts search-engine trust, enhances rankings, and assists customer discovery. Additionally, directory listings drive referral traffic, increase brand awareness, and potentially improve conversions both online and in-store, especially when listed on well-known or niche-specific platforms.