Local Citation Services Compared – MozLocal vs. BrightLocal vs Yext vs Whitespark vs UBL

Posted by & filed under CitationBurst, Citations, Local Search, Online Directories.

yext vs mozlocal vs UBL vs brightlocal va whitespark


We see a lot of questions in forums and blog comments asking ‘which citation service is best?’ So we thought we’d provide a useful resource that compares 5 popular citation services, and lists the pros & cons of each.

Yes there are other services out there, and yes if we had more time we’d like to cover them all; but for the sake of efficiency and time I have opted to cover what I see as the most prominent services in the market (apologies to other providers that I have overlooked).

It goes without saying that I have included our own Citation Service ‘CitationBurst’ in this list. I have tried to remain impartial and give a genuine, unbiased view of each service using the information I have available to me through our own trials & testimony of many others who have used & reported back on each service.

We will publish all* comments left on this post so that service providers, customers & readers can share their comments & advise. Then readers will get maximum value from this resource.

*Caveat – any comments which are pure self-promotion & link-grabbing will be edited.

Rewind…. What is a citation & why are they important?

Yelp citation
Citations (aka Local Directory Listings) are a key part of local search optimization. A citation is a mention of your business on a 3rd party website –typically a local directory, event site or review site.  These mentions contain your Business name, Address & Phone Number (NAP) but they can (and should) contain much more detail such as a description of services, working hours, images etc…

Having lots of citations which all display the same, accurate info about your business helps to improve your ranking in local search results. Accuracy & ‘quality’ of your listings is considered the most important factor – sheer quantity of citations has value but is trumped by quality (see recent Expert Citation Survey Results).

So cleaning up inaccurate data, merging duplicate listings and creating new listings is a critical part of local search optimization.

However the act of manually going through each site to find, update or add a listing yourself is very time consuming and repetitive. But there is help at hand! In this post we compare 5 well-known local listing services and present essential facts that you need to know so that you can select the best service for your needs.

USA vs. other countries

This review is USA-centric in that it focuses on services which are all available in the USA, but only some are available outside the USA.

USA Flag

The US local data market is more evolved and structured than other countries. There are central data aggregators (Axciom, InfoUSA, NeustarLocaleze, Factual) that distribute their data out to the wider universe of directories & citation sites.

This aggregator model doesn’t really exist in other countries, although there are some smaller aggregators & even some directories that re-distribute data to other directories. ‘Factual’ is an international data provider so has data on businesses in many/most countries.

Overview: Citation Services Compared

Update listingsYesYesYesYesYes
Create new listingsYesYesYesYesYes
Create account / listings claimedYesNoSomeYesNo
Sites in Network*1,600+53+100+Unknown8+
CountriesUSA, Can, UK, AusUSAUSA, Can, UK, Aust10 inc. USA, Can, UK, Aust USA
Google+ LocalNoNoYesNoNo
Bing LocalYesYesYesYesNo
Yahoo LocalYesYesYesYesNo
LocalezeNo (coming)NoYesYesYes
FactualNo (coming)YesYesYesYes
Speed of UpdatesFastFastMediumFastSlow
Detailed ReportYesYesYesYesYes
Cost$2-3 / Citation$250-500$79-$399$4-5 / Citation$49 / Year
Ongoing CostsNoYes - annualYes - annualNoYes - annual

*Sites in network – because all services submit to some/all aggregators and then aggregators distribute data onto 3rd party sites/services it’s not clear the eventual reach that each service has.


Overview of Yext

Yext logo

Yext offers a 1-stop solution for taking control of approx. 50 of your online & mobile listings and managing them through one Yext dashboard. They have a direct pipe (an API) into the directories, mapping services & mobile apps in their network so they can take control of your listings & publish edits & new listings quickly.  As a Yext client you also get a more prominent listing on some directories (a ‘PowerListing’) that helps you standout from other businesses. Yext charge an annual, recurring fee so once you start using them you are meant to maintain your ‘subscription year after year – cancelling your account has some repercussions (see below).

5 ‘must know’ facts about Yext

  • Submit direct to 50+ different local directories, mapping services & mobile apps
  • You can quickly update data at any time & also promote special offers
  • Yext provide clear reports & analytics on listing performance
  • Yext charge a recurring, annual fee – not 1 off cost
  • Yext don’t submit into any of the data aggregators


  • $250 – $500 (guide price)
  • Its hard to get a definitive price on Yext. They have an advertised price of $500 but most people can secure a discount if they play hard to get &/or have multiple locations.

Positives & Negatives of Yext

Manage 53 of your listings through 1 dashboardIt’s expensive & cost is recurring each year
Take control quickly & make updates when you needWhen you stop using Yext the listing data reverts back to pre-Yext state
Get more prominence on directories through ‘Power Listings’Only submit to 50 sites - not main aggregators
Good reporting & listing analyticsCan’t select which sites you submit to – fixed list
Submit to many powerful directories & map servicesReputation of being very sales focused with high churn rate

Key question: What happens if I stop using Yext?

The Yext data feeds into their partners stop after 1 year (unless you repay for another 12 months). Enhanced listing info that was added via Yext (e.g. images, working hours) will be removed from the listings immediately. Basic listing data (e.g. NAP) can revert to pre-Yext state because it loses it’s ‘locked’ (aka trusted) state with each of the directories/services Yext feeds into.

My opinion on Yext

Yext have done a decent job of getting the technology side right, although they haven’t (by many accounts*) sorted out how to merge or remove duplicate listings yet. They do charge a lot for using their service and if you stop paying them your listing info can revert to its old state which may be wrong/incomplete**. In this sense I consider them to be the equivalent of PPC for listings – they offer a quick solution to sort your listing data out but once you stop paying all the benefits quickly stop. They also don’t submit to many sites considering there are hundreds of citation sites in the US.

Reviews from around the web about Yext



Overview of MozLocal

moz local

MozLocal provide a service focused on distributing data via Aggregators. They allow you to update or submit listing details to the big 4 aggregators + Foursquare, and 3 other directories.  You can run a useful listing audit on their service to see where you do & don’t have listings and you can see where that data is complete, incomplete or even duplicated. You can upload a CSV of your listing data (for 1 or many locations) and then submit this data to their network for a charge of $49 per year.

5 ‘must know’ facts about MozLocal

  • MozLocal submits to all 5 US aggregators (doesn’t work for non-US biz)
  • Good audit tool to view existing listing completeness & duplicates
  • You can update listings & re-verify listing data at any time
  • Charge an annual fee – need to commit to maintain trusted status of data
  • Listings go live slower due to delays in aggregator distribution*

*See data distribution timeline – https://getlisted.org/static/resources/listing_time_to_live.pdf


  • $49 per location per year

Positives & Negatives of MozLocal

Submits to all big aggregators for relatively low chargeSlow updates – listing changes can take 2-3 months
Manage multiple locations in 1 dashboardRecurring annual fee – failure to pay means data may revert back
Good audit tool that shows duplicate listingsDon’t create accounts/claim listings on all local directories
Well supported by a knowledgeable teamReports are not white-label & can’t be emailed to clients (yet)
Data can only be uploaded via CSV – no online interface (yet)

*This issue is not of Moz’s making  – this is an aggregator issue and is a flaw in an Aggregator-only approach to listings.

Key question: What happens if I stop using MozLocal?

(taken from Moz Local FAQs) Moz Local will simply report to the sites in our network that the listing is no longer under management by one of our customers. In this event, Acxiom and Neustar Localeze will revert your listings to their status prior to your Moz Local subscription. In some cases, your other listings will lose enhanced content like website URL, secondary category information, logos, and other images.

My opinion on MozLocal

The team behind MozLocal have excellent pedigree in understanding the local market and developing strong SaaS tools. MozLocal is a useful tool for checking listing status and for managing submissions to aggregators at low cost – by comparison Localeze alone can cost up to $247 for a singal location! It’s nice to hit all 5 aggregators in 1 go and manage that in 1 place. The downsides are that listings are not claimed on each site, which means other people can claim your listings instead of you. Data can also revert if the feed into aggregators isn’t paid annually. And there can be long lead times for the data to go live on some sites & have an impact in Google (2-3 months).  Many local biz owners are too impatient to wait this long and agencies need to show results sooner to keep clients happy.

Reviews from around the web about MozLocal


Overview of BrightLocal

brightlocal logo
We have been building citations for customers for over 4 years. We have an in-house team of 30 submission agents & managers. We submit direct to site and have a database of 1,600 citation sites.  We also submit to 2 aggregators and are adding 2 more shortly. We have smart & easy-to-use interfaces for setting up campaigns, selecting citations & detailed reporting. We operate in 4 countries – US, Canada, UK & Australia and offer clean-up of existing submissions and new submissions.

5 ‘must know’ facts about BrightLocal

  • We submit direct to each site & claim your listings (1,600 sites)
  • 1 time cost – no recurring charges
  • You can select exact quantity of submissions & which sites to use
  • Guarantee that 70% of submissions go live in 4 weeks of submission
  • We operate in US, Canada, UK & Australia


  • $2-3 per submission (= $100-$150 for 50 submissions)

Positives & Negatives of BrightLocal

Guarantee that 70% of submissions go live in 4 weeksDon’t currently submit to Factual or Localeze (yet)
In-house team of 30 experienced submission agents/managersDon’t provide custom citation research (can do for larger customers)
You select number of submissions & choose the sitesDon’t guarantee that ALL submissions will go live
Charge 1 time cost – no recurring fee
Submit to mix of aggregators & direct to most site
Create & claim accounts on directories
Clear online interface & campaign reports

Key Question: What happens if I stop using BrightLocal?

As 95% of our submissions are direct to site rather than into aggregators, the majority of listings are claimed & ‘owned’ by the customer so data remains intact in future. But for any aggregator listings, after 1 year the feeds from aggregators into 3rd party sites lose their ‘managed’ status.

My opinion on BrightLocal

I can’t really provide an opinion of BrightLocal without it being biased. So all I’ll say is that we have completed over 300,000 submissions for more than 5,000 businesses and have lots of repeat customers. We have a big enough team to deliver citations at scale but also maintain focus on quality of citations delivered.

Reviews from the web about BrightLocal

The majority of info & reviews on BrightLocal are our tools & reports, not about CitationBurst. So we haven’t included these because they’re not relevant to this study.


UBL logo

Overview of UBL

UBL are a specialist local listing service that provide submission services in USA, UK, Canada & Australia. They provide a blend of aggregator submissions & direct to site submissions. They have a range of packages which include distribution via 2 main aggregators & 10 direct submissions. They also offer additional services such as creation of online ‘webcard’ which is effectively another citation & management of Google+ Local listings.

5 ‘must know’ facts about UBL

  • Submit to mix of aggregators & direct to site
  • Can handle set-up & claiming of Google+ Local listings
  • Can handle Facebook & Twitter account creation
  • Charge is annual to keep trusted data status in directories
  • Operate in USA, Canada, UK & Australia


  • $79 – $399 per location per year

Positives & Negatives of UBL

Specialist & dedicated submission serviceDon’t submit data all main aggregators
Combine aggregator & direct submissionsCan’t select which sites you submit to – fixed list
Can claim & submit directly to Google+ LocalCharge an annual fee to maintain listing trusted status*
Can claim & submit directly to Facebook & TwitterDon’t create accounts/claim listings on all directories
Handle phone verification on some sitesListings via aggregators can take 2-3 months to go live

*This issue is not of UBLs making  – this is an aggregator issue and is a flaw in an Aggregator focused approach to listings.

Key question: What happens if I stop using UBL?

After 1 year the feeds from aggregators into 3rd party sites lose their ‘managed’ status. Listings with Acxiom & Localeze revert to status prior to using UBL. Any direct listings with claimed profiles remain intact & ‘’owned’ by customer.

My opinion on UBL

UBL are a specialist listing service. They sit somewhere between SaaS service provider & outsource agency. They’re pricing is economical at lower package levels but expensive at top end. They offer a good blend of aggregator submissions & direct submissions however they don’t submit via 2 key aggregators.  They submit to Google+ Local which is a plus point for those who don’t want to do this themselves.

Reviews from the web about UBL


Whitespark logo

Overview of Whitespark

Whitespark are a well known SEO & web design agency based in Canada. They run a popular CitationFinder tool and also offer citation building services in 10 countries. They operate more like a citation agency than a citation service provider. They offer bespoke citation research & citation clean up based on the specific client/location they work on. They partner with a 3rd party business OptiLocal to deliver citations.

5 ‘must know’ facts about Whitespark

  • Have a strong team with great local knowledge/citation knowhow
  • Submit to mix of aggregators & direct to site
  • 1-off/adhoc cost – no recurring charges
  • Offer a more custom citation service – akin to an agency
  • Don’t guarantee that submissions will go live (‘expect’ 30%+ to go live)


  • $4-5 per submission (= $200-$250 for 50 submissions)

Positives & Negatives of Whitespark

Offer custom citation clean-up & research serviceDon’t offer guarantee that submissions will go live
1 time cost – no recurring feeDon’t submit to Google Places/+ Local
Submit to aggregators & direct to certain sitesReporting limited to CSV – no online/PDF reports
Create accounts on directories which clients own/accessOutsource some citation work to 3rd party (OptiLocal)
You select number of submissions & which sites usedHave limited citation databases outside of Canada & USA

Key Question: What happens if I stop using Whitespark?

Whitespark do a lot of direct to site submissions. Therefore any direct listings with claimed profiles remain intact & ‘’owned’ by customer. But for aggregator listings, after 1 year the feeds from aggregators into 3rd party sites lose their ‘managed’ status.

My opinion on Whitespark

The team at Whitespark have great local knowledge, good reputations and know the citation market well. They provide a good custom service which is what some local businesses want & need, but would struggle to deliver citations at scale. I believe that they cater more to business owners rather than search consultants/agencies. They charge more per submission than other services (e.g. 25-40% more than BrightLocal) and only don’t offer any guarantee that submissions will go live – suggest that 30% of their submissions will turn into live listings.

Reviews from the web about WhiteSpark

The majority of info & reviews on WhiteSpark are for their CitationFinder tool not their citation service which isn’t really relevant to this study.

Myles Anderson Myles Anderson

About the Author

In my capacity as CEO, i get involved in all areas of the business but my 2 biggest passions are our 'Tools' and our 'Customers'. It's my job to ensure that we continue to extend and improve our tool-set to meet our customers ever-changing needs. But it's just as important that we deliver excellent customer service to match our tools - one without the other just doesn't cut it!

36 Responses to “Local Citation Services Compared – MozLocal vs. BrightLocal vs Yext vs Whitespark vs UBL”

  1. Darren Shaw

    Hi Myles,

    I was surprised to hear you say that BrightLocal has an in-house citation team. I had heard your citation work was completed by http://qualitysubmissions.com/. Is that not the case?

    Also, thanks for including Whitespark in your comparison. I’d like to address a few points you’ve made about our service.

    1) We say that typically 30% of the submissions will be live at the time you receive your report. These would be the sites that post submissions instantly, and within 4 weeks we expect about 70% of the citations to be live, just as with your service. I just added an additional line to our citation building FAQ to mention this: http://www.whitespark.ca/citation-building-faqs

    2) Our local/niche citation building services are one of the great pros of the service I think you missed. We have the only service I know of where we do custom research on city-specific and industry-specific citations. These kinds of citations can provide a significant relevance boost in your citation profile.

    3) To address your thinking that we cater more to business owners, I’d say about 80% of our orders are repeat orders from agencies.

    4) Our reports are delivered in Excel, not CSV. We find this to be the best way to report on citations because they’re very easy for the agency to brand and deliver to clients as their own work.

    5) Because we also submit to local specific and industry specific sites, we have over 3000 sites in our database of quality citation sources. Our full database is over 10,000, but the remaining sites don’t meet our quality standards.

    Thanks again for including us. I think you’ve done a decent job remaining balanced and factual based on the information you could find online.

  2. Jeremy

    Good comparison with quite a lot of info on each service all in once place. Yext and UBL were both no good for me but I haven’t tried Brightlocal before. I recommend checking out DirectoryBug Pro Listings too. They kill it with unique descriptions, fully filled profiles and live listings in your report.

  3. Myles Anderson Myles Anderson

    Hi Darren. Thanks for posting such a detailed comment. We genuinely want this article to reflect the truth about each service and we will amend based on your comments.

    To answer your question on our in-house team. We’ve operated in house team since we started on submissions (3 years back). A long the way we have tested a few outsource services to supplement our own team and 1 of the was QualitySubmissions. We stopped pretty quickly because (contrary to their name) they didn’t provide good quality. We’ve found that the only way to ensure quality is to control the process end to end from training agents > submission delivery > QA & review. It’s more expensive to do this way but the outcome is so much better for customers.

    Thanks Darren – best wishes to you & your team.

  4. Mike

    Nice review of the main citation builders. One of the important feature that I didn’t see in the reviews was clean up of existing citations. I know this can be a big problem in citation building. I know whitespark has a cleanup service, but its pretty expensive (although I’m sure its worth it). Does BrightLocal or any of the other services do any cleanup for duplicates?

  5. Myles Anderson Myles Anderson

    Hi Mike. We include a row in summary table on ‘Update Listings’. This covers clean up of incorrect citations and to some degree the removal of duplicates. Removing duplicates is an important task but one that often has mixed results because the process is not clear or robust on most sites. Generally it’s like this –

    1. Identify duplicate listing
    2. Make request to site for duplicate to be removed or merged if there are reviews on it
    3. Wait for site editors to review request & listings
    4. Prey that they make the change as you asked them to do!

    WhiteSpark do offer this service as do BrightLocal. But because of the relatively low success rate it’s hard to offer guarantees around this – we truly are at the mercy of the directories.

    What we have found works best is to always give directories as much info as possible so their editors can quickly make a decision about whether to remove/merge or not. Give them links to G+ Local & business website + other key citations showing the correct business info. This means they don’t have to do any research to confirm the details of your request. Then obviously make it clear which listing is the one to keep so they don’t inadvertently remove the right one :(

    FYI – MozLocal has a nice ‘dupe’ spotting engine on their tool.

  6. Robb Bailey

    Myles & co,

    What are your recommendations for doing more than 1 of these at a time for a client? It seems like there’s a mixure of manual updates + seed data distribution in most of these options. Our agency has been manually claiming the top 20 citations for the client, then shooting for seed data cleanup on the rest. That’s been the most effective “rule” we’ve followed recently.

    Lends to the question, “Is there more firepower for getting quick results for our clients by signing up for more than 1 of these services?”

    By the way, I think this is a 100% healthy conversation to be having. I’m excited to see Myles and Darren openly sharing this information with all of us. Local needs ambassadors like you 2. Bravo.


  7. Myles Anderson Myles Anderson

    Hi Robb. Thanks for your comment & i completely agree that this is a positive conversation to have – will benefit the local search community all round.

    I think that there are definite benefits for combining the approach taken with citations, not necessarily by using both types of service.

    My personal belief is that a 2 pronged approach works best –

    1. Use aggregators to tackle listing issues at source & use reach of aggregators to get data spread across hundreds of local sites/services/apps – takes 2-3 months

    2. Use manual, direct to site submissions to quickly claim listings on most important 50-100 sites and get quick updates. This gives you ownership of these listings and keeps data locked & in your control. This is a 1 time act, until the point that your biz details change and you need to change listing info.

    To this end you might combine using MozLocal for aggregators, with BrightLocal for speedy manual listing update on top sites you handpick.

  8. Daniel E. Lofaso


    Thanks for the informative post, I feel that most SEOs will value this info. My personal experience with citation includes Yext for clients, Moz Local (back to the GetListed days), as well as use of the WhiteSpark tools.

    For my clients and I, the main goal of citations was to help increase rankings in the map pack as well as get referral traffic from credible sites. I found that Yext did nothing to help with this despite a nice $500 price tag. I like the resources Moz Local provides however I find there listing status tools to be inaccurate at times (ex. I manually create a listing and the tool still says inaccurate or missing listing). WhiteSpark is great for those niche citations, but I also will say that Moz Local does provide some cool resources on listings by trade or by specific city.

    In all, I have to agree with your response to Robb Bailey in that a 2-pronged approach is best. Do the important manual ones yourself (I find it is best to work with one person in the actual office for phone verifcation- the biggest pain in the butt of all) and use the aggregators to get widespread coverage. I think a combination of BrightLocal, UBL and WhiteSpark would be a winning long-term strategy that an agency could work over a few months for a client without breaking the bank. As you have eluded, there is currently no one-trick pony.

  9. Myles Anderson Myles Anderson

    Hi Daniel. Thanks for sharing your experiences of the services that you’ve tested. I have also read the Moz citations by city & by biz category. On the whole 90% of the same sites appear in top 10 for all locations & all trades so i don’t find it that useful. It would be more useful to have a list of top 10 dedicated location or category citations, that don’t include the big boys such as Yelp, YP.com & facebook because everyone is aware of those sites already. We are working on a research piece for this right now :)

    let me know if you’d like to give our CitationBurst service a try and we’ll put some free credits in your account. Thanks Daniel

  10. Tony

    I need a honest opinion here from you guys. If you’re a single location business, does it even make sense to work with any one of these services? Or would you recommend that a single location business do it on its own?

    I’d be surprised any business would be willing to task a local search specialist with submitting one location to five or six places and only charging $10-25 for it. You’d go broke doing that!

  11. Myles Anderson Myles Anderson

    Hi Tony. Sure there’s lots of value in giving this task over to a ‘specialist’. Doing citations requires consistency and time to get it done and many small business owners don’t understand the citation landscape or have the time to review, update & list on ket citation sites.

    Getting listed on only 5-6 sites doesn’t really achieve much for a business. If these 5-6 are the most powerful citation sites then it helps, but why stop there?

    We typically advise customers to aim to build between 50-100 citations and then pause to see the impact these have on ranking. Submitting/updating on this many covers off the most valuable sites + some decent vertical & local sites.

    In terms of pricing your services to a local business. It’s really hard to do citations in a high-quality way for any less than $2 per citation. You need to show that you can add value in other ways by understanding the citation landscape, knowing the submission rules & then tracking campaigns afterwards. This all takes time & knowledge which most local business owners don’t have so are willing to pay for.

  12. Navid Dardashti

    Hi Myles,

    Of the services you compared, you only mention one that has the ability to maintain multiple locations with one dashboard- mozlocal. I used Yext once upon a time and seem to recall being able to put in multiple locations, but I could be mistaken.

    In any case, my new company has about 10 locations, and I would like to define the services offered at each, as well as the providers if possible, while doing as little work as possible. Is there any more insight you can provide specifically for multiple locations that offer different services?

  13. Steven Dee

    Note from Editor – this comment has been edited due to ‘excessive over-promotional content’

    When talking about prominent platforms you are leaving out what is probably the best all around platform on the market sweetiQ.

    They currently handle all the local work for FED-EX, DOMINOS, CHEMDRY, GENERAL MOTORS to name a few.

    Having used all the platforms you discussed , I can say without a doubt that sweetiQ is head and shoulders above all the ones you have listed.

  14. Navid Dardashti

    Hi Myles,

    Still waiting on an answer to my comment. I’m shopping around for a citation builder that can handle 10+ locations each with a different set of services and some overlap of services. Since this is the most recent comparison post (I’ve seen some others but it seems one or more services have been revamped since some of those posts) I thought you might be able to help me wade through the options.



  15. Myles Anderson Myles Anderson

    Hi Navid – apologies for slow publication of your comment – we had lots of comments around that time & it slipped past us.

    I believe that you can manage multiple locations via the Yext dashboard, but i didn’t feel it was one of their key strengths. Given your comment we’ll review & update this post to make it more useful.

    All the services provided are able to handle multi-location businesses – including BrightLocal. Some are better set-up than others but with just 10 locations i believe that all providers can handle this in an efficient way.

    If you opted to try BrightLocal for example we could –

    1. Assign an account contact to assist with campaign set-up
    2. Set-up campaigns via CSV upload
    3. Select best citations for you
    4. Scheduled & complete citations and report results back to
    5. Display all locations in single dashboard so you can click to view campaign reports for each location

    Does this give you the type of time-saving solution you’re looking for?

  16. Navid Dardashti

    Thank you so much Myles, no worries at all. It does sound like it could handle my project. I’m going to reach out in an email with some more specifics.

  17. Patrick Liddy

    I’m curious about where a service like Vendasta’s Presence Builder fits in the mix. They submit business listings to all the four major data providers: Factual, Acxiom, Infogroup, and Neustar (Localeze). Has anyone used this? It seems really similar to Moz Local.

    I’d also be interested in thoughts on duplicate listing removal/suppression tools. Myles offered a nice rundown of duplicate removal approaches of BrightLocal and Whitespark. Yext is now offering such a tool, which apparently redirects duplicate listings to the desired, controlled listing on the Yext platform. Has anyone tried this tool, and are there new alternatives out there?


  18. Patrick McCoy

    In researching whether or not to have another service provider handle out local listings for us and clients and being a Moz fan, I’m glad I found this post. I’d never heard of BrightLocal and WhiteSpark, so to read up on you both is pretty interesting. For WhiteSpark, I’m really liking the fact they do localized research for some authority (and real) citation sites which can add a lot of value to a local search campaign. On the other hand, BrightLocal seems very reasonably priced, all things considered. I’ve used UBL before and was not happy at all with their support or how their listings actually went through. Cumbersome and did I mention their support was pretty terrible.

    I know it’s a challenge to remain unbiased when comparing your products to a handful like you’ve done, Myles. But, I do think you handled it well and provided the facts, which ultimately will be the deciding factor for many of us in the field looking to better our clients online visibility.

    I’m going to continue to look into BrightLocal and WhiteSpark and see what we can do! Thanks for letting me post my thoughts and again thanks for sharing yours! – Patrick

  19. Myles Anderson Myles Anderson

    Hi Patrick. Thanks for the feedback and appreciating that we’ve given a fair appraisal of each service here – our intention is always to be useful and fair.

    Please let me know when you take a look at us. I’d be happy to give you some free credits to test out CitationBurst and hopefully our delivery & customer support will delight you and you can purchase more with proven confidence.

  20. Erick Richardson

    Hello Everyone,
    I like the overview of the 5 corps so far and the ongoing conversation. But why no one mentioned what those companies can do specifically besides submission and creating the citations? For example, as a business owner, do I get enhanced content on all the sites and directories? What I mean is a full page profile page on online directories including:
    60 characters title tag – “tagline” ( very important for SEO efforts )
    Up to 2000 characters business message ( overview of a business )
    Link to business website ( connecting people to reservations page right away )
    Link to Services/Prices ( menu link )
    Aggregation of any Special Offers ( online coupons )
    Ability to post reviews on directories
    Unlimited number of photos
    List of categories
    Map of the location
    Hours of operations
    Methods of Payments accepted by the business
    Video ( which site supports a youtube video for example )
    As an SEO people you all know that basic listing is not enough anymore. Search engines like lots of content, fresh content and unique content. So just having basic listing on those directories will not help much in boosting the online rankings. Content is the king these days. So does any of the 5 companies described above will assure my business an enhanced, fully build profile page on those directories and mobile apps? I know Yext does guarantee that but they are too expansive. Any ideas?

  21. Buff Bowen

    Great article and great resource Myles!

    I noticed that every service listed limits citations to general categories and placements only in cities where advertisers have a physical office. Do you think there is a market for local citations that can offer highly customized key-terms and listing placements in every city across targeted counties and/or states rather than all in one or limited cities?

  22. Rob

    This article has been exactly what we’ve been looking for as we’re wrestling with which service to start using for our clients. Personally the cost for yext doesn’t seem to be supported given the other offerings in the marketplace, but again that’s based on our research rather than having used the service.

    As an agency, one big interest for us is the reporting capability as we would like easily generated reports, ideally not just excel, preferably a graphical PDF, that can be presented to clients to clearly present the work undertaken and the status.

    We reached out to Moz Local today asking about what reporting they included and this was their response.

    David Lee (Moz Help)
    Jan 30, 2:19 PM

    Hi Rob

    Thanks for reaching out! Our reporting features are currently being finalized and we are hoping to deploy them within the next couple of weeks. If you would like I can keep you posted once they have officially been released. I don’t know what they will look like yet but I will try to get some examples for you next week.

    Hope this helps and let me know if you have any questions!

    David Lee
    Moz Help Team

  23. justin ziegler

    I am a local business. My moz local score is 52%. Is it worth spending the $84/year to get my moz local score to 87%? Thanks.

  24. Thomas Zickell

    Hi Darren,
    I can vouch for white spark being outstanding they really do a great job. Very professional really know their stuff. Moz Local is great too however if you need to clean up citations and you want it done correctly I recommend white spark there also able to build niche citations which is important.
    Whitespark, MozLocal then BrightLocal
    My opinion is they’ll do something slightly differently so if you have a lot of local stuff to do talk to Darren at white spark not to say anything negative about bright local I love their enterprise software and you really can’t go wrong with any of these guys. I will see you all in a few days at localU

  25. Ross Marchant Ross Marchant

    Thank for commenting Tom. We’ve heard good things about Whitespark too. It’s great that there are a number of companies offering a citation building / clean up service, which keeps the market fluid & competitive. So thanks for adding to the discussion!

    As an aside, I saw you’ve taken out a trial with BrightLocal but haven’t yet tried our CitationBurst service. We’d love to hear your feedback – so please find 10 free CitationBurst credits added to your newly verified account. Let us know what you think.



  26. Andrew Scherer

    Long-time Brightlocal customer here, I always recommend it to my clients when I see they need it. Seems like Moz Local really gimped out Getlisted when they bought it, I remember it used to be a lot more sites than 8 (I remember it being 25+ because I scraped their list and spun off a service from it).

    Would like to throw Marketer’s Center into the ring in your list, citations are the most popular service we offer and has been for at least the last year or so.

  27. Joshua von Kriegenbergh

    I love Brightlocal for it’s sources and for the extra functions that they give. Especially the google maps rank checker. So far I haven’t found any better ones for the price. Also the ability to checkout citations that where already build.

  28. Joe Dillon

    Having recently participated in the “Effective Optimization for Multi-Location Businesses” webinar hosted by Miles, I was wondering if things have changed significantly since this post was first drafted? I ask because one thing I noticed is MozLocal is now $84 per location instead of $49 which in terms of percentage is a huge increase. Perhaps there are some new features that are now a part of it that weren’t at the $49 price point?

    Overall, great post Miles. And I really appreciate your sharing your expertise and mentioning your competitors. Well done and high class.

  29. Ross Marchant Ross Marchant

    Hi Joe, thanks for your comment. We will take a look and ensure everything is up to date. Thanks for the reminder!

  30. William

    What’s the word on Connectivity? Didn’t know much about them until a recent call. Doesn’t seem top-of-mind like BrightLocal, Moz, and Whitespark but a recent Q&A was intriguing. I think they were Solfo and a Yellowbot connection.

  31. Andre

    This is a fantastic article. I really appreciate gentlemen like Myles for doing his best to be unbiased and Ross for chiming in as well. I’m beginning a citation campaign for a local transmission shop. Ross can you recommend a citation building playbook- maybe a blog post written by BrightLocal or any source you recommend?

    Any recommendation of a must getting listed on these TOP “X” number of directories would be greatly appreciated.

    I’m very interested in using BrightLocal in tandem with WhiteSpark or MozLocal. Once again, thanks Ross for the post!

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