It's expected that your competitors will show up in the results when you run a search in the Local Citation Finder. It is a competitive analysis tool, after all. It determines who is ranking in the top 7 positions, then goes out and finds all the places on the web where they are getting mentioned. That will include the business' own website in most cases.
It can be really valuable to see where your competitors are getting mentioned beyond just sites that you can submit a listing to. The tool is going to show you where the top ranked businesses are getting mentioned. This will, of course, include directories but also local blogs, newspapers, charity sponsorships, etc. These can be some of the most valuable citations you can get, so we deliberately don't filter them out of results.
We understand that the results can take some time to work through. If you're just looking for citation opportunities on business listing sites, a quick way to see just these is to click the column heading for “submit URL". This will bring all the sites with submit capability to the top of the list. You might also want to look at our citation building service. You simply place an order and we'll do all the digging and submitting for you. You can learn more about it here: https://www.whitespark.ca/citation-building-submission-service