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SEMrush which conducts competitor backlink analysis. Moz provides a number of insights from competitor analysis. A great local citation needs to be seen as credible and trustworthy by both people browsing the web and Google. This is why established brands such as the Yellow Pages (Yell) Trustpilot and Thomson Local are great places to start. customjackets.co.uk When was the last time you made a restaurant reservation without first checking online reviews on TripAdvisor or Yelp? Word of mouth recommendations are important. We trust the experiences of others over the claims of a company. Online reviews can help a customer to build up a strong and immediate impression of a brand’s goods and their customer service credentials