Similar to links, Google uses them when evaluating your business’s online authority. All other factors being equal, a business with a greater amount of citations will most likely rank higher than one with fewer citations.
For a citation to actually contribute to your local SEO efforts it is important that it is identical to the NAP on your website and your Google My Business page. It is incredibly important that you remain consistent with your citations.
This means that any abbreviations and formatting choices should be exactly the same across all your citations, listings and website. If there are discrepancies between your citations, for example phone numbers that are out of date, this reflects badly with search engines and makes your business look unreliable.
Here is an example of a full citation:
- Wave Interactive, Suite 104, 53 The Corso, Manly, 02 9932 7104
This NAP could also look like this:
- Wave Interactive, L1, Suite 104, 53 The Corso, Manly, +612 9932 7104
Both are different yet say the same thing, however for Google, they need to be consistently the same.