Consumers tend to trust their fellow customers more than the businesses they're buying from. Real customers' experiences are often seen as more objective and hold more weight than a company's clear-cut marketing Cleared 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.