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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. 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 mistake, own it, and address it as quickly as possible.