Quick answer: For a single-location business, link citations to your homepage or a dedicated contact or location page that shows the same name, address and phone number. For several branches, link each branch's listings to that branch's own page. Use the same version of the URL every time (https, with or without "www", as your site actually resolves). Add tracking parameters only where they help you measure, and never use a link that redirects to someone else's page.
The website field is easy to fill in on autopilot, but it decides where customers land and what they see next. A good landing page confirms the details they just read on the listing. A bad one sends them to a generic page, an old domain or a broken link.
What Google's Rules Say
Google asks for a website that represents your individual business location, and says not to provide URLs that redirect or "refer" users to landing pages other than those of the actual business, including pages created on social media sites (Google's guidelines). The principle is sensible for every directory: the link should take people to your own site, about that location.
Choose the Right Landing Page
| Your situation | Link listings to | Why |
|---|---|---|
| One location, small site | Homepage | Usually the clearest overview, with NAP in the footer |
| One location, large site | Contact or "visit us" page | Shows address, map, hours and phone immediately |
| Several branches | Each branch's location page | Details on the page match that branch's listing |
| Service-area business | Homepage or service-area page | Explains where you work without exposing a private address |
| No website yet | Leave blank or add later | Better than linking to a page you don't control |
Pick One URL Format
These may all load the same page but look different to anyone comparing listings:
Same site, four different-looking URLs
- ✗ http://example.co.uk
- ✗ https://example.co.uk/index.html
- ✗ www.example.co.uk/home
- ✓ https://www.example.co.uk/ (the version your site redirects to, used everywhere)
Type your domain into a browser and copy the final address it settles on. That is your master URL.
Tracking Clicks from Listings
Clicks from some listings may appear in analytics as direct or unattributed visits. A common solution is to add UTM parameters, the tags analytics tools read to label a visit's source and medium, to the URL you place on a listing. For example:
https://www.example.co.uk/?utm_source=google&utm_medium=organic&utm_campaign=gbp
Some practical rules:
- Use lowercase and simple names you will recognise in reports.
- Keep the page itself the same; only the tags change.
- Do not tag links between pages of your own site.
- If a directory strips or rejects parameters, use the plain master URL.
Tagging is optional. If keeping things simple matters more to you, use the same plain URL on every listing.
Changing Domain?
If you move to a new domain, redirect the old pages to their new equivalents and update listings in priority order: Business Profile, major platforms, then directories. Google's documentation on site moves explains how redirects help search engines and visitors find the new URLs (Google Search Central).
Checklist Before You Paste a URL
- Does the page load quickly on a phone?
- Does it show the same name, address and phone as the listing?
- Is it your own site, not a social profile or a third-party page?
- Is it the final, redirected version of the address?
For whether a listing link passes authority to your site, see our separate guide to citations versus backlinks. For phone numbers, read which phone number belongs in your citations.
Sources
- Guidelines for representing your business on Google (Google Business Profile Help)
- Redirects and Google Search (Google Search Central)
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