What this task involves
Citations are online mentions of a business's Name, Address, and Phone number (NAP). For a new client, the task has two stages: first audit what already exists on the web, then create new listings to build volume. The sheet drives everything — business details go in once and stay consistent across every directory.
Why it matters
Google cross-references business information across the web to verify legitimacy. Inconsistent NAP (e.g. slightly different address formats) signals unreliability and suppresses local rankings. Volume also matters — more consistent citations = stronger local authority. Without this baseline, on-page work delivers less.
The two-tab sheet structure
We use a Google Sheet with two tabs per client:
- Citation Audit — business details panel on the left, existing citations listed on the right. This is filled in first.
- New Citations — same business details panel copied across, then a numbered list of new directories to submit to, with login credentials and live URLs recorded.
Create a new Google Sheet for the client
Make a copy of the master citation template (or create fresh) and save it to the client's Drive folder. Name it: [Client Name] — Citation Sheet
The sheet needs two tabs:
- Citation Audit — for existing citations
- New Citations — [Month Year] — e.g. "New Citation — March 2026"
Fill in every field in the business details panel of the Citation Audit tab. This is the single source of truth — every directory submission must use exactly these values.
Also collect: Services and Keywords
The New Citations tab includes two additional panels used when filling in directory profiles:
Before creating anything new, find out what already exists. Duplicate or inconsistent citations are worse than none.
Search for existing listings
Use Google to find existing citations for the client. Try these search operators:
"[Business Name]" site:facebook.com OR site:linkedin.com OR site:yelp.com"[Business Name]" "[Phone Number]""[Business Name]" "[Address]""[Business Name]" directory OR listing OR "business profile"
Also check common platforms directly: Facebook, LinkedIn, YouTube, Google Business Profile, Yelp, True Local, Yellow Pages AU.
Record each existing citation in the Citation Audit tab
For every listing you find, add a row to the Citation Audit table with:
- NO. — sequential number
- DEFAULT URL — the directory domain (e.g. facebook.com)
- STATUS — Active, Inactive, or Inconsistent
- URL — direct link to the listing
Note which directories are already covered
Keep a running list of directories already live. You will use this list when building new citations to avoid creating duplicates on the same platform.
Standard initial build is 50 new citations for a Premium client. Lower tiers get a smaller core set. Focus on Australian directories (.au domains) first, then global high-authority platforms.
Find directories to submit to
Prioritise in this order:
- Australian .au directories — search Google for:
site:.au "submit business" OR "add listing" [category] - High-authority global directories — Clutch, Foursquare, Bark, Brownbook, Hotfrog
- Industry-specific directories — relevant to the client's sector
- Location-specific directories — e.g. sydney.cataloxy.net, newsouthwales.localitylist.com.au
Cross-reference against the Citation Audit list — do not submit to any directory that already has an active listing.
Create a dedicated login email for the client
Most directories require an account to submit a listing. Create one shared email address for the client's citation work — typically a Proton Mail address (e.g. [email protected]). This keeps all citation logins separate from the client's main inbox and avoids spam.
- Use the same email address across all directories where possible
- Generate a strong base password — some sites will require unique passwords, note any variations
- Save the email and password in the sheet's "Email Login" and "Password" columns for each listing
Submit each listing
For each directory, follow this process:
Track status and confirm live listings
Many directories have a review or approval delay. Set the status to Pending at submission, then return within a few days to confirm the listing is live and update to Active. Paste the direct URL to the live listing into the URL column.
Before you finish, verify every item below
Citation count by tier
| Tier | Initial Build Target | Focus |
|---|---|---|
| Premium | 50 new citations | AU directories first, then global high-authority |
| High | 30 new citations | Core AU directories + major global platforms |
| Medium | 20 new citations | Top AU directories only |
| Low | 10 new citations | Essential platforms only (Facebook, LinkedIn, Yellow Pages, True Local) |
Inconsistent NAP
Retyping the business name or address instead of copy-pasting leads to tiny variations ("St" vs "Street", "Level 2" vs "2/") that create conflicting signals. Always copy directly from the sheet.
Creating duplicates
Submitting to a directory without checking if a listing already exists creates duplicates, which confuses Google and can suppress both listings. Always search the directory first.
Leaving profiles incomplete
Submitting only name, address, and phone and skipping description, category, services, and hours produces a weak listing. Fill every available field — complete profiles outperform bare ones.
Not recording login credentials
Failing to save the email and password in the sheet means the client can never claim, update, or manage the listing. Always record credentials at the time of submission.
Skipping verification emails
Many directories send a confirmation link to the submission email. If you don't click it, the listing stays in draft and never goes live. Check the citation inbox after every batch.
Using the client's main email
Submitting with the client's primary business email floods their inbox with directory notifications and makes credentials hard to manage. Always use the dedicated citation Proton Mail address.