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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. jazahrada So, how does it all come together? What's the secret to building customer trust? Well, as I touched on throughout the list above, one of the keys is valuing your customers and thoughtfully conveying that appreciation back to them.