Yellow pages

In a recent article, Andrew Shotland detailed some of the issues and opportunities associated with citations (better known as NAP — name, address, and phone number — data) across online directory sites. His piece prompted me to share a different take, one that comes more from the hyperlocal business perspective.

First, there is a big difference between managing citations for a local business vs. a large, multi-location brand. Nearly 85 percent of all businesses serve a local market. Before the advent of citations, these business owners simply added their information to the Yellow Pages, their biggest decision being whether or not to take out a standard listing or pay for a larger one. Once the Yellow Pages broke up and companies such as Infogroup, Acxiom, and Localeze began offering online citation services, the local business owner’s life got infinitely harder.

As Andrew mentioned, it became conventional wisdom that having “clean” citations was a major factor in SEO rankings. On


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Source: Street Fight