In local SEO, citations play a crucial role in enhancing visibility and credibility for local businesses. Citations can be categorized into two main types: structured and unstructured. Understanding the differences between these and using them effectively can significantly impact your local SEO strategy.
What are Structured Citations?
Structured citations are standardized listings of your business on third-party platforms like online directories and catalogs. These typically contain basic information such as business name, address, phone number (NAP), website URL, hours of operation, and business category. Examples of platforms for structured citations include Google Business Profile, Yelp, Apple Business Connect, YP.com, and TripAdvisor.
These citations help search engines verify the accuracy and legitimacy of your business information. It's crucial to ensure that your listings are consistent and up-to-date across all platforms, as this boosts trustworthiness and visibility in search results.
What are Unstructured Citations?
Unstructured citations refer to mentions of your business on any online platform that is not a formal directory. These can appear on blogs, news websites, social media platforms, videos, podcasts, press releases, forums, and other types of websites. These mentions may include just the business name, or they could also feature additional details like address, phone number, or website link.
Unstructured citations are gaining importance in 2025 as they contribute to building a broader online presence for your business. They are now also picked up and referenced by AI applications, such as ChatGPT, Perplexity, and Google AI Overviews, which can further enhance your business's visibility.
How Do Structured and Unstructured Citations Impact Local Rankings?
In the past two decades, local businesses focused on two main areas of online visibility:
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Local SEO Rankings: Appearing in local search results like the Google Local Pack and Local Finder, as well as in Google Maps.
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Localized Organic Rankings: Organic search results that appear for local queries, such as "coffee shop near me" or "dentist in Chicago."
However, in 2025, a third objective has emerged:
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Inclusion in AI-Generated Results: Citations and mentions from AI applications, such as ChatGPT, when users ask queries about local businesses.
Citations play a pivotal role in all three scenarios.
Citations Strategy
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For Structured Citations: Create and manage profiles on major local directories like Google Business Profile, Yelp, Apple Business Connect, Facebook, Nextdoor, YP.com, and others. Keep these listings accurate and up-to-date to ensure customers find reliable information about your business.
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For Unstructured Citations: Seek mentions of your business on blogs, news websites, social media, and other platforms. This can include collaborations with influencers, participation in local events, sponsorships, media interviews, and other forms of community engagement.
In 2025, a successful local SEO strategy requires focusing on both structured and unstructured citations. Structured citations provide essential business information and credibility, while unstructured citations help build a broader online presence and increase the chances of being featured in AI-generated results. By leveraging both types of citations, you can improve search rankings and enhance your business's visibility online.
