Google My Business Execution Guide For Loan Officers

The Ultimate Local SEO Guide

Building Citations


Citations are instances of your company information on other websites.

These are also known as NAP signals (name/address/phone) and include:

  • Business Name
  • Address
  • Phone Number
  • Website

The accuracy and total number of citations are a key factor in the visibility of your listing.

Use the process that best suits you and your organization below.

Citation Building Directory

Use this section if you’d like to build the citations yourself.

To make this as streamlined as possible, I’ve created a Google Sheet which includes all of the main directories we use.

Please use the tabs at the bottom of the sheet to sort by country or industry.


  • Enter your business information exactly as it has been entered on your Google My Business listing.
  • Many websites will request that you create an account in order to add your citation. This is to be expected.
  • As you build more and more citations, you will receive some junk calls and emails. Unfortunately, there is no way around this.

If your phone number is formatted as (XXX) XXX-XXXX in Google My Business:

Do add it on websites as: (XXX) XXX-XXXX

Do NOT enter it as: XXX-XXX-XXXX

Outsourcing Citations

Use this section if you’d like to outsource this to someone outside your company.

While I’ve built many citations over the years, the truth is that this is lower level grunt work.

In other words, my (and probably your) time is better spent on more valuable activities – so I outsource most of my citation building these days.

Loganix is the company that I personally recommend for outsourcing your citation building.

Not only are they very cost efficient, but their quality of work has been consistently strong.

I would recommend you go with the Citations+ package to start.

If you feel like you need more, you can do the monthly package.

This is the same vendor I use – and that many other agencies use.

The difference is that many agencies use this service and then charge their clients 30-50% extra as a middleman fee.

Finding Your Current Citations

Finding (and fixing) current citations is important for not diluting the location signals you send to Google.

When Should You Do This?

If you’ve had a business for quite a while, then it is likely that you’ve naturally had some citations build up over the years.

If that’s the case, I’d highly recommend going through this step.

You can skip this step if:

  • Your business is brand new.
  • You have a service area business with no location, and this has always been the case.
Method 1: $7 Citation Audit

Loganix provides a $7 citation audit where they do all the detective work for you.

It’s completed within 24 hours.

If you don’t want to pay someone, use the process below.

Method 2: DIY Citation Finder

1. Go here and create a free account:

2. Enter your business information and follow the instructions.

3. You will see a (limited) list of your existing citations.

They will try and sell you on the paid version of the tool (starts at $20/month).

If you’re doing this to get a list of your current citations, then I would recommend paying the one time fee and getting the $7 audit from Loganix instead.

It is cheaper and you won’t need to go through the hassle of learning a tool for a one time use.