SEMrush which conducts competitor backlink analysis. Moz provides a number of insights from competitor analysis. A great local citation needs to be seen as credible and trustworthy by both people browsing the web and Google. This is why established brands such as the Yellow Pages (Yell) Trustpilot and Thomson Local are great places to start. Cleared In simple SEO terms, a local citation refers to any mention of your company online. This could be in a business directory, or on an industry-specific site, a blog or any other local website.