Citation building involves listing your business information—name, address, phone number, and website (NAP+W)—on external websites and directories. For an Essex-based business, having consistent, accurate citations signals to search engines like Google that you are a legitimate operation located where you claim to be. These directories might include general platforms (Yell, Thomson Local) or more localised directories covering specific Essex towns. Each citation acts as a trust signal, reinforcing your local presence and authority. Beyond SEO, citations often appear in front of potential customers actively browsing for services in their area, driving extra traffic. When citations are mismatched or outdated—think different phone numbers or addresses—Google gets confused, potentially lowering your local rankings. In essence, proper citation building serves as both an online marketing channel and a foundational element of local SEO, ensuring customers and search engines know exactly how to find you.