Local Citation can be classified as part of off page optimization. Just like with general search engine optimization (where Google sees backlinks as recommendations), NAP data (name, address, phone number) counts as a recommendation when it comes to local SEO. The more often this information is provided, the more trust the search engine associates with the company and the company therefore ranks higher.
Local Citation appears in many different contexts and on many different platforms: blogs, forums, news articles, press releases, review sites, and business directories. For the latter, you can enter your business yourself, but it’s important that the entries are consistent. The company name, correct address, same writing style, and telephone number are critical for success. Additional criteria for local citation are the correct assignment of categories, photos, business hours as well as a complete profile and customer reviews on portals or Google Places.