Structured citations in directories are table stakes for local SEO.
Most local businesses understand structured citations, your business listed in Yelp, Yellow Pages, and industry directories. These have been a local SEO foundation for years. But as AI-powered search becomes the primary way users discover local businesses, a different type of citation is emerging as the competitive differentiator: unstructured citations.
Here's what they are, why they matter more than ever in 2026, and how to build them.
Worth reading alongside this is digital pr local businesses.
Structured citations are formal directory listings, a dedicated business profile on Yelp, Google Business Profile, or an industry association directory, with consistent NAP (name, address, phone) fields.
Unstructured citations are any mention of your business across the web that isn't a formal directory listing:
What makes them "unstructured" is that they don't follow a defined NAP format, they're organic mentions in natural language across many different types of content.
Google's AI-powered search features, AI Overviews, Ask Maps, and Gemini's local recommendations, don't just read from structured directories. They synthesize information from across the entire web, and unstructured citations are a major part of that data.
When Google's AI determines which businesses to mention in an AI Overview or Ask Maps response, it draws from:
A business mentioned positively in 50 local web contexts is more "prominent" in Google's AI understanding than a business with perfect directory coverage but no organic web presence.
According to Wikipedia's overview of local search factors, prominence, one of Google's three core local ranking signals, is directly influenced by how well-known a business is across the web. Unstructured citations are a core component of that prominence score.
Not all web mentions are equal. These carry the most weight:
Local news coverage A mention in a local newspaper or news site (even digital-only local news) is a high-authority, geographically-relevant citation that Google's AI specifically values.
"Best of [city]" and local roundup posts Blog posts and articles that list recommended local businesses by category are read by Google's crawlers as editorial endorsements. These are powerful for AI search visibility.
Community forums and platforms Nextdoor, Reddit's local subreddits, neighborhood Facebook groups, and community forums are sources Google's AI actively reads for local sentiment.
Industry-specific platforms Mentions in trade association newsletters, industry blogs, and professional networks carry category-specific authority.
Podcast and video mentions Transcripts and descriptions of local-focused podcasts and YouTube videos are increasingly indexed by Google. A local business mentioned in a podcast episode has an unstructured citation in a growing content format.
Unlike structured citations (which you build by submitting your business to directories), unstructured citations require earning organic mentions. Here's how to generate them:
Local PR and media outreach Reach out to local newspapers, business journals, and digital news outlets. Offer to comment as an expert source on stories related to your industry. A single mention in a local news article is worth more for AI visibility than 20 directory listings.
Partner with complementary local businesses Arrange mutual mentions in each other's content, blog posts, social media recommendations, or email newsletters. A real estate agent recommending your moving company in their buyer's guide creates a valuable unstructured citation.
Participate in local community platforms Be genuinely active on Nextdoor, local Facebook groups, and community forums. Answer questions, offer advice, and participate in local discussions. These organic mentions register as unstructured citations.
Create locally-relevant content Publish blog posts, guides, or resources about your city or local industry that other local websites will link to and mention. Local resource pages that other businesses reference are citation magnets.
Sponsor local events and organizations Sponsorship mentions on event pages, in event programs, and in community newsletters generate unstructured citations from high-trust local sources.
Unlike structured citations (which are trackable through citation audit tools), unstructured citations require different monitoring:
Action Step: Search your business name in quotes on Google right now. Count the results that aren't your own website or structured directory listings. That number is your current unstructured citation baseline.
