A local citation is any mention of your business on the web; it is any combination of your company name, phone number, address, zip or postal code, and website address. Citations in SEO are a key factor in improving your local search results.
Citations help search engines, like Google and Bing, verify that your business exists. When multiple credible sources have the same accurate information about your business, it signals to search engines that your business is legitimate.
The more mentions of your business out on the web, the more prominent your business appears to Google, and this will help with your local rankings.