If you run a local business, chances are you have heard the term citations thrown around, often in discussions about directories and listings. But did you know there are two types of citations that impact your visibility in different ways? These are structured and unstructured citations.
Understanding the difference between the two and how they affect your rankings can give you a significant advantage in local search optimisation. So let’s break it down in a way that makes sense without any jargon overload.
What Are Citations in SEO?
Before diving into the types, let us start with some fundamentals. A citation is any mention of your business’s Name, Address and Phone number, often referred to as NAP. This information is critical because search engines use it to confirm the legitimacy and consistency of your business details across the web.
When Google sees your NAP information repeated accurately on various platforms, it gains confidence that your business is real and trustworthy. This consistency can boost your rankings in local search results, making citations a cornerstone of local SEO.
Now that we know what a citation is, let us look at the two main types: structured and unstructured.
What Is a Structured Citation?
A structured citation is a formal listing of your business on a directory or platform that organises information in a specific format. Think of directories like Yell, Thomson Local, or Yelp in the UK, or Yellow Pages and TrueLocal in Australia.
These platforms usually have fields for your business name, address, phone number, website and sometimes additional details such as operating hours or business categories. Because these listings follow a set structure, they are called structured citations.
Why structured citations matter:
Search engines love structured data because it is easy to read and verify. When your business details appear on reputable directories, it reinforces the accuracy of your information and signals credibility.
Structured citations also improve visibility beyond search engines. Many consumers use these directories to find businesses directly, so being listed in the right places can drive referral traffic and leads.
What Is an Unstructured Citation?
An unstructured citation, on the other hand, is any mention of your business information on a website that is not a directory. This could be a blog post, a news article, a social media mention, or even a forum discussion.
For example, if a local food blogger writes about the best restaurants in Manchester and includes your restaurant’s name, address and phone number in the article, that is an unstructured citation. It is not part of a formal listing system, but it still provides valuable signals to search engines about your business.
Unstructured citations are often seen in content that naturally mentions your brand, making them more like earned media than directory submissions.
The Main Differences Between Structured and Unstructured Citations
While both types of citations involve your business details, they differ in format, placement and control.
Structured citations are organised and appear on platforms specifically designed to display business information. You usually have control over these because you create or claim the listing yourself.
Unstructured citations, however, appear in the wild. You do not always control them, and they are often created by someone else mentioning your business. They tend to occur in editorial content or social discussions rather than directories.
Both types help with local SEO, but structured citations are more about consistency and authority, while unstructured citations provide context and can boost relevance when they appear in trusted publications or high-authority sites.
How Do Citations Impact SEO?
Google’s local algorithm values consistency. If your NAP information matches across multiple sources, it strengthens your business’s legitimacy. Structured citations play a major role here because they appear in places Google expects to see such data.
Unstructured citations impact SEO by building brand authority and relevance. When your business is mentioned in articles or blogs that are contextually related to your industry, it signals topical authority. For instance, if your plumbing business in London is mentioned in a local news article about emergency services, that reinforces your relevance for plumbing-related searches in that area.
Both types can also influence click-through rates. A user reading a positive article that mentions your business is more likely to trust and contact you.
Which Is More Important?
You cannot ignore either. Structured citations are essential for ensuring that your core business information is consistent everywhere. They form the backbone of your local SEO efforts. Without them, Google might not know which details are correct, especially if there are conflicting signals.
Unstructured citations, on the other hand, add depth and authority. They often come from earned mentions, making them harder for competitors to replicate. These citations can give you an edge because they are not as easily manipulated as directory listings.
The best strategy is a balanced approach. Make sure your structured citations are complete and accurate, then work on earning unstructured mentions through public relations, content marketing and partnerships.
How to Build Structured Citations Effectively
Start with the major directories in your region. In the UK, this includes platforms like Yell, FreeIndex, Thomson Local and Yelp UK. In Australia, look at Yellow Pages, TrueLocal and StartLocal. Also, claim and optimise your Google Business Profile because it is the single most important structured citation for local SEO.
When creating listings, ensure your NAP details match exactly across every platform. Even small inconsistencies, like writing “Street” in one listing and “St” in another, can create confusion. Add as much detail as possible, including categories, descriptions and photos, to make the listings complete.
How to Earn Unstructured Citations
Unstructured citations often come from strong brand presence and quality content. Pitch local bloggers and journalists with interesting stories about your business. Sponsor local events that might get media coverage. You can also publish helpful content that people want to reference.
Social media also plays a role here. While social mentions do not count as links, they can lead to unstructured citations if journalists or bloggers pick up your posts. The more people talk about your business in a natural context, the more likely you are to earn these citations.
When Should You Audit Citations?
Regular audits are essential because outdated information can harm your local SEO. If you have moved premises, changed phone numbers or rebranded, your citations need to reflect that.
Run a citation audit at least twice a year. There are tools that can scan for inconsistencies, but you can also check manually for your most important listings. For unstructured citations, set up Google Alerts for your business name so you can monitor mentions and correct details if necessary.
In summary, structured and unstructured citations both play critical roles in local SEO. Structured citations ensure your core information is consistent and easy for search engines to verify. Unstructured citations build trust, authority and relevance through organic mentions.
Together, they form a powerful combination that can strengthen your local visibility and help customers find your business with confidence.
The next time you think about local SEO, do not just focus on directories. Look at where your brand is mentioned online, and work on building a strong citation profile across both structured and unstructured sources.