Your citation master record: write it down once, use it everywhere

Most citation problems come from one thing: the same business written five different ways. A master record fixes that. It’s a single document with your details, written exactly as you want them to appear, so that every listing you create or correct copies it, letter for letter.

Written by Thys du Plooy. This is the dull step that makes the rest of citation work faster and safer.

Read the citation building guide first if you’d like the reasons behind it.

The template

Copy this into a document or spreadsheet. Fill in every line once, then don’t change it without updating everywhere.

FieldYour exact entryNotes
Business nameYour real name, as on your signage and website. No keywords added
Address line 1Pick one style (St or Street) and keep it
Address line 2Suite or unit, if any
Town
CountyOptional, but be consistent
PostcodeWith the space, in capitals (for example, HP14 3BN)
Main phoneOne number. Format it the same way every time
Website addressThe exact URL, including https
EmailA business address on your own domain
Opening hoursSame as your Google Business Profile
Main categoryThe same one you use on Google
Other categoriesOnly accurate ones
Short descriptionAbout 50 words, no sales language
Long descriptionAbout 150-200 words
Year establishedOnly if it’s true and you’re happy to share
Social profilesThe links you actively use
LogoLink to the file you’ll upload everywhere
PhotosLink to a folder of approved photos
ServicesA short list, in plain words
Service areasIf you travel to customers

Formatting rules

  • Write it out in full once. Decide between “Street” and “St”, “and” and “&”, “Ltd” and “Limited”, and use that choice everywhere.
  • Phone numbers: pick one format (for example, +44 1234 567890) and keep it.
  • Don’t add keywords to the business name. It risks suspension and doesn’t help.
  • Use a real address. Not a virtual office or a mailbox you don’t use.
  • One main number and one main website address.

The tracking sheet

Add a second tab (or table) to record each listing you’ve created or fixed:

Listing siteLink to your listingDate checkedMatches the master?Login held byNotes
Yes / No

Always keep the login held by you, or the business, and not only by whoever set it up. Citations you pay someone to build should always end up under your control.

When to update it

  • When you move, change phone, change hours or rebrand.
  • Update the master first, then every listing, then your website and Google Business Profile.
  • Every three months, spot-check a few listings against the master.

Next steps