If you run tours or activities, your local search presence can make or break your season. One of the simplest, most cost-effective ways to strengthen it is through local citations — consistent, accurate mentions of your business name, address, phone number, and website across trusted platforms.
A local citation is any online mention of your business’s name, address, and phone number, often paired with other key details like your website URL. These show up on platforms such as Yelp, Tripadvisor, and your local chamber of commerce directory. These listings act like digital signposts that guide search engines and customers straight to you.
For tour and activity operators, accurate and consistent citations do more than improve search rankings. They build trust with potential customers, make your business easier to find across multiple platforms, and can directly lead to more bookings.
In this guide, we’ll explore the different types of local citations, the essential components every listing should include, and where to focus your efforts for the biggest impact.
Why are local citations important?
Local citations influence how both search engines and potential customers view your business. When search engines collect data about your business, they look for accurate and consistent information that confirms you are established and trustworthy. This improves your chances of ranking well in local searches.
If they find inconsistent details, it becomes harder to verify your business information, which can hurt your rankings in local searches. Citations also generate links to your site, adding more credibility in the eyes of search engines.
One of the most important parts of a local citation is your NAPW (name, address, phone number, website URL) data. Keeping this information consistent across every listing builds trust with customers.
According to BrightLocal’s Local Citations Trust Report, 80% of consumers lose trust in a business when they find incorrect or inconsistent contact details online (BrightLocal)
You don’t want customers showing up at the wrong address or calling an outdated number. Keeping your citations up to date is quick to do and has a significant impact on both search rankings and conversions. The easier it is for customers to find and contact you, the more likely they are to book.
Types of local citations
Major local business data platforms
Start with the listings that customers are most likely to search directly. Google Business Profile, Facebook, and Yelp are among the most visible and trusted platforms, making them essential for capturing bookings and building credibility with both search engines and travelers.
Once those are in place, consider the “data aggregators” that feed information to hundreds of smaller directories, GPS services, and search platforms. These include Acxiom, Localeze/Neustar, and Infogroup. While travelers may not search these sites directly, the information you submit here is distributed widely, helping ensure your business details are consistent across the web.
Geo- and industry-specific platforms
After covering the major platforms and data aggregators, add your business to industry-specific sites like Tripadvisor and Expedia, as well as location-based listings such as your local chamber of commerce. Tools like Moz’s citation lists can help you identify the best directories for your category and location.
The wider web
Beyond directories, you can create valuable citations through mentions in local publications, community blogs, local news sites, and even government databases. Look for opportunities to collaborate with local websites that align with your business and can link back to your site.
Anatomy of a local citation
The most important part of any citation is your NAPW — name, address, phone number, and website URL. This information should be accurate, consistent across every platform, and match what’s listed on your own website. If you change your address or phone number, make sure you update it everywhere your business appears online.
Pro tip: Pay close attention to formatting. If your address is listed as “123 Main St. Suite 45” on your website, don’t use variations like “123 Main St. STE 45” in your citations. Small differences can create confusion for both search engines and customers.
Depending on the directory, you may also have the option to include other details that can help travelers choose your business over a competitor:
- Business category
- Hours of operation
- Coordinates
- Photos or video
- Customer reviews (make sure you respond to reviews!)
- Directions to your location
- Links to your social media profiles
- Forms of payment accepted
- Additional contact information, such as an email address, fax number, or alternate phone numbers
Where to get local citations
Start by making sure your contact information is correct and consistent on your own website. If you change your phone number, address, or website URL, update it on every page where it appears so nothing slips through the cracks.
The most important online listing for any local business is Google Business Profile (GBP). GBP is more than a citation. It’s a powerful marketing tool that can influence how often you appear in Google Search and Maps. Set up your profile first and keep it updated with accurate information, photos, and responses to customer reviews.
Once your GBP is in place, move on to the other major platforms that customers use to search for experiences:
- TikTok
- Yelp
- Apple Maps
- Bing
Then, add your business to the major data aggregators that distribute your information to hundreds of smaller sites:
- Acxiom
- Localeze/Neustar
- Infogroup
When your basics are covered, expand to industry-specific and local opportunities:
- Tripadvisor
- Expedia
- Viator
- GetYourGuide
- Local chamber of commerce websites
- Local business associations
- Community tourism hubs
While many directories are free, some charge for placement, especially niche or hyper-local sites. Before paying for a listing, consider whether its audience is likely to send enough traffic and bookings to make the cost worthwhile.
Even though business listings may seem like a small detail, they’re a key part of your local SEO strategy. The best part is that once you set them up, they’re easy to maintain — and they keep working in the background to help travelers find and book your experiences.
Drive bookings year-round
Business listings may seem like a minor detail, but they can make a major difference in how easily travelers find and book your experiences. Accurate, consistent local citations improve your visibility in search results, build trust with potential customers, and make it simple for them to connect with you.
If you’re just getting started, begin with your Google Business Profile and the most visible platforms like Facebook and Yelp, then expand to the major data aggregators and industry-specific sites. From there, you’ll have a strong foundation that supports your SEO efforts and helps drive more bookings year-round.
Want more strategies to strengthen your business? Browse our Business Essentials blogs.
