Are Citations Becoming More Important for Local SEO as AI & ChatGPT Gain Momentum

Let’s talk about citations.

If you’re not sure what citations are then let me explain: they are your business entries in online directories.

One of the most recognisable online business directories is Yell. And if you’re old enough to remember, it’s the digital version of the paper based Yellow Pages.

Citations as a ranking factor in Google

For a local business, creating a large number of citations across the various online directories was an essential requirement. Google’s search engine saw these listings as confirmation that the business was ‘real’ and, as a result would take this as a ranking factor and rank the business higher in the search results.

Over the years, the Google algorithm has changed and the weighting that it places on these listings has reduced.
So, business directory listings are now seen as the foundation of a good search engine optimisation strategy, rather than something that will produce measurable changes in where a business ranks in the search results.

Is Google the Only Search Engine in Town

My ears pricked up while listening to Gary Vaynerchuk on one of his many YouTube videos. He made the statement that one of his relatives goes to ChatGPT rather than a traditional search engine such as Google or Bing when searching for information.

If I’m searching for a local business my first ‘port of call’ is Google. They’ve spent many years and many millions of dollars developing the search engine to understand searches with local intent and producing a search results page that promotes the best local business in the area, specifically through the map pack or Google Business Profile listings that appear on the first page of the search results.

Using ChatGPT to Search for a Local Business

I’ve used ChatGPT for many things, but never to search for a local business. If Gary V. is correct in his assessment that AI based tools will replace search engines in the same way that search engines replaced paper-based directories such as the Yellow Pages then how much does ChatGPT understand about local businesses?

There’s only one way to find out. Let’s ask ChatGPT.

Here’s the prompt I used: I’m looking for a plumber that serves Brentwood, Essex. Provide me with a list including their name, phone number, email address, average review rating and their most recent review.

And ChatGPT’s Response:
Here are some highly recommended plumbers serving the Brentwood, Essex area, along with their contact details, average review ratings, and recent customer feedback:

1. Imperial Plumbing & Heating
– Phone: 07809 129 698
– Average Rating: 4.98 (93 reviews)
– Most Recent Review: Customers appreciate the efficient same-day service and thorough work, especially during emergency situations.

2. Essex Plumbing and Drainage
– Phone: Not listed directly; check Yell for contact options.
– Average Rating: 5.0 (6 reviews)
– Most Recent Review: Known for replacing radiators and pipework efficiently and cleanly, they’re praised for their professionalism and punctuality.

3. PJ Plumbing and Heating
– Phone: 07488 824320; 01277 287652
– Average Rating: High (360 reviews, with individual scores for reliability and courtesy over 9.7)
– Most Recent Review: They are noted for quick response times, effective communication, and reasonable pricing in their service.

4. Plumb Essex
– Phone: Not listed directly; check Yell for contact options.
– Average Rating: Not specified; praised for expertise and commitment to customer satisfaction.
– Most Recent Review: Reviews highlight their comprehensive services from routine checks to emergency plumbing solutions.

These plumbers are noted for their professionalism, timely service, and effective resolution of a wide range of plumbing issues. For more detailed information and to verify current service offerings, you may visit platforms like TrustATrader and Yell where these businesses are listed.

In this response ChatGPT states where these businesses are listed (TrustATrader and Yell).

This wasn’t the only search I completed and while I have limited data, I can see that ChatGPT is pulling its data from business directory sites similar to these.

Conclusion

It’s very early days and while Google has around 90% share of the global search market today the rise of AI is certain to change the search landscape.

The importance of citations with respect to local SEO had waned over the years as Google placed less importance on them but are things about to change.

With AI tools such as ChatGPT pulling its modelling data from the web and constructing its responses from data that it’s found inside of business directory websites is it time to review where your business is listed.

The fundamental goal hasn’t changed – list your business in as many online directories as you can. Make sure to cover general, location, and niche specific directories.

Citations might just be making a comeback in the AI-driven search era.

For more on how local SEO is evolving, check out this guide to local SEO. Also, consider staying up-to-date with Google’s changes through trusted sources like Search Engine Journal.