Citations That Build Local Trust: Real Estate SEO Strategy
PropertyProsHQ GBP Optimization Course
Module 5 – Lesson 12
If you want your Google Business Profile (GBP) to rank higher in the Map Pack, you need citations. They play a major role in how Google verifies your business location and legitimacy. When your information appears consistently across trusted directories and websites, it builds trust, strengthens your local authority, and makes it easier for your GBP to rank ahead of competitors.
In this lesson, you’ll learn exactly what citations are, how they impact your rankings, where to get them, and how to manage them effectively — all through the lens of what matters most to real estate agents and investors trying to win in local search for evergreen lead generation.
If building citations isn’t something you want to do for yourself, we offer 65 high-quality citations as part of our GBP Branded Asset Builder Package and 10 – 20 high-quality citations per month as part of our Monthly GBP Optimization Packages.
I. The Role of Citations in Local SEO
• What Are Citations?
o Citations are online mentions of your business name, address, and phone number (NAP).
o Think of citations as digital proof that your business exists and operates where you say it does.
o Unlike backlinks, citations don’t have to include a link — just a consistent and accurate mention of your business info.
• Why Citations Matter for GBP Rankings?
o Google uses citations to verify your business information across the web.
o The more consistent and widespread your citations, the more confident Google is in showing your GBP to local searchers.
o Citations are a major part of your GBP’s trust score, especially in competitive markets.
o They also help you appear in secondary search platforms (Apple Maps, Bing, Yelp, etc.) that still drive traffic and leads.
• Tools & Services to Build and Monitor Citation
o Throughout this lesson will be discussing ways to build a monitor citations, these are the tools that we recommend:
- BrightLocal – local SEO tool with citation building and cleanup
- Whitespark – known for accurate, manual citation building
- GoHighLevel – can be used to integrate citation campaigns via automation or outreach. (This is our affiliate commission link.
• Ensuring NAP Consistency
o NAP = Name, Address, Phone Number
o Google scans all platforms where your business appears to confirm your identity, so consistency = trust.
o Your NAP must be 100% consistent everywhere it appears online, down to the punctuation, formatting, and spelling. Inconsistent NAP information is one of the most common reasons businesses struggle to rank in the Map Pack.
o Anytime you move your location or change your phone number, you will need to also change all of your citations.
o What to Watch Out For
- Listings with old business addresses or phone numbers
- Slight spelling differences (ex: “LLC” missing or added in some listings)
- Listings created without your knowledge or control
- Duplicate listings — these should be removed or merged
o Check Your NAP Consistency
- Use BrightLocal or Whitespark to scan your listings and show inconsistencies and what platforms need updates.
o Make a Master NAP Format
- Write down your official business name, address, and phone number exactly how you want it displayed — and use that format everywhere:
• Google Business Profile
• Facebook Business Page
• Website footer and contact page
• Yelp, BBB, Realtor.com, etc.
• Any directory or citation source
o Manually Update or Use a Cleanup Service
- Go to each listing and update it manually (most are free)
- Or use BrightLocal or Whitespark to do it for you.
• How Many Citations Do You Need?
o Just like with backlinks, the number of citations you need depends on your market size and strength of competition. You want to have 10 to 25% more links than your competitors. You can research your local competitors citation strength using Whitespark. All citations are not created equal, so even if one of your competitor has what appears to be an insurmountable amount of citations, they might not all be very good citations so you will be able to compete with less but better citations.
o Initial Citation Goal (First 30 Days)
- For real estate agents and investors starting or optimizing their local SEO, a good general goal is to build 50 to 65 high-quality citations
o Ongoing Citation Maintenance (Monthly)
- After your initial foundation is built, the goal is to maintain accuracy and gradually expand your presence across new directories.
- Suggested monthly plan:
• Low/medium competition area: c. 10 citations per month
• High competition area: c. 15 citations per month
• Extreme competition area: c. 20 citations per month
• Quality Over Quantity
o Google doesn’t care if you're on 300 low-quality directories. It cares about:
- Trustworthy, well-established platforms
- Consistent and accurate business info
- Relevant citations tied to your industry or location
o Do not use spammy citations.
II. Where To Build Citations
• Use The PropertyProsHQ Backlink & Citation Index
o We have made a free index for you with backlink and citation sources we recommend, including information about each source and type of link.
IV. Action Steps/Homework
• By following these steps, you’ll establish a strong, consistent citation profile that builds trust, supports your Google Business Profile rankings, and helps you stand out in local real estate searches.
• Step 1: Create Your Master NAP List
A. Write down your business name, address, and phone number exactly as you want it displayed everywhere online.
B. Double-check the spelling, punctuation, and formatting for consistency.
• Step 2: Audit Your Existing Citations
A. Search for your business on Google, Yelp, Realtor.com, and other major directories.
B. Make a list of every place your business is already listed.
C. Note any inconsistencies in your NAP (name, address, phone) details.
• Step 3: Fix and Clean Up Inconsistent Listings
A. Manually update any incorrect or outdated information on each platform.
B. Remove or merge any duplicate listings you find.
C. If you have many inconsistencies, consider using a tool or service like BrightLocal or Whitespark for a full audit and cleanup.
• Step 4: Build New Citations on Top Directories
A. Submit your business to major general directories (Google Business Profile, Yelp, Bing Places, Facebook, Apple Maps, BBB, Yellow Pages, Nextdoor).
B. Add your business to top real estate-specific directories (Zillow, Realtor.com, Trulia, Homes.com, LoopNet, Redfin, Movoto, HomeLight, etc.).
C. Include your business in local/regional directories such as your Chamber of Commerce, local news outlets, and community boards.
• Step 5: Track Your Citation Progress
A. Create a spreadsheet to track where your business is listed and the status of each citation (pending, live, needs update).
B. Mark each citation as you complete it or fix an inconsistency.
• Step 6: Set an Initial Citation Goal
A. Aim to build 50–65 high-quality citations within your first 30 days.
B. Focus on quality platforms relevant to real estate and your location, not just quantity.
C. Use The PropertyProsHQ Citation Index to get your citations.
• Step 7: Plan for Ongoing Maintenance
A. Schedule a monthly review to check for new directories and ensure all existing citations remain accurate.
B. Add 10–20 new citations per month, depending on your competition level.
C. Update your NAP everywhere immediately if your business information changes.
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