Citation building is the practice of getting a business listed on directories, data aggregators, and industry databases, usually with its name, address, phone number and website. It matters most in local SEO, where consistent listings help search engines trust a business's details. For SaaS companies, the relevant directories are mostly software marketplaces, review sites and industry listings rather than local maps.
Local citations versus link directories
In local SEO, a citation is a mention of a business's details, linked or not, on sites like map platforms, review sites and local directories. Consistency of those details is the main goal.
Link directories are different: general web directories that list any site, often for a fee, mainly for the link. Google's earlier link scheme guidance named low-quality directory links as an example of unnatural links, and most such directories now offer little value.
Directories that matter for SaaS
SaaS buyers do use some directories during research, so the useful listings are the ones with real audiences.
- Software review and comparison platforms
- App marketplaces of platforms you integrate with
- Industry association member directories
- Startup and launch directories with real traffic in your niche
- Local listings for offices that serve customers in person
Doing it well
Keep company name, description, category and URL consistent. Complete profiles fully, since many platforms rank listings by completeness and reviews. Skip bulk submission services, which place listings on directories nobody visits.
Example
Prioritizing listings
An illustrative field service SaaS, Jobmarrow, lists itself on two major software review platforms, the marketplaces of three tools it integrates with, and a trade association directory for HVAC contractors, its main customer group. It turns down a vendor offering submissions to hundreds of general directories.
Common mistakes
Buying bulk directory submissions
Mass submissions usually land on low-quality directories and can create a spammy link pattern.
Inconsistent details
Different names, URLs or descriptions across listings confuse both buyers and search engines.
Questions
Listings on directories your buyers actually use are useful for visibility and referrals. General link directories rarely are.
