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Common citations you are likely to already know of include listings on business directory websites such as Yell or Thomson Local. A complete citation should include the name, address and phone number of your business. Local citations do not always include a link to your site although they are more valuable if they do. www.rar-it.com And be straightforward and ethical beyond that. Your sales team has to be upfront about pricing and how your offering can legitimately help prospects. If your organization makes a significant misstep, own it, and address it as quickly as possible