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In simple SEO terms, a local citation refers to any mention of your company online. This could be in a business directory, or on an industry-specific site, a blog or any other local website. blog However, if you’re a local business that would hugely benefit from a local listing in the Google Local Pack then it’s something worth spending time on it. You also have the option of either automating the work with the tools discussed earlier, or outsourcing it entirely, if you have the budget. Local SEO helps build authority in your local area, improves your website’s authority, sends trust signals and can also improve rankings