Promoting your business is all about gaining trust. Citations can help gain this trust and get your business seen in local SEO results. www.fe.co.uk 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.