Local link building is the secret weapon most local businesses ignore whilst wondering why their competitors show up first on Google Maps. Here’s the thing – I’ve watched businesses transform from invisible to unstoppable just by nailing their local link strategy. And today, I’m going to show you exactly how to do it.
What Local Link Building Is and Why It Matters
Local link building is getting other websites in your area to link back to your business website. Think of it like this: every link is a vote of confidence from another business saying “these guys are legit.” Google sees these votes and thinks, “Right, this business must be important in Manchester” (or wherever you’re based).
The result? You climb higher in local search results and Google Maps. More Google Maps visibility equals more customers walking through your door.
The Real Benefits of Local Link Building
It Makes Google Love You More
When local websites link to you, Google understands you’re actually part of the community. Not just some random business trying to rank for local terms.
You Build Proper Relationships
This isn’t just about links – it’s about becoming known in your local business community. The coffee shop owner knows you, the local newspaper editor recognises your name, and other business owners refer customers to you.
You Get Traffic That Actually Converts
Someone clicking from the local chamber of commerce website to yours isn’t just browsing. They’re looking for exactly what you offer, right where you offer it.
Your Domain Authority Gets Stronger
Each quality local link makes your entire website more authoritative. Not just for local searches – for everything.
The Smart Way to Find Local Link Opportunities
Step 1: Research Your Local Market
I’m serious about this one. Find the top 3 businesses in your area that rank well locally and plug their websites into tools like Ahrefs, SEMrush, or Moz.
Look at their backlink profiles. Where are they getting links from? That’s your roadmap right there.
Step 2: Think Like a Local
Ask yourself: where do people in your area go online? Local Facebook groups, community forums, local news sites, chamber of commerce websites, and local directories. Make a list of every single one.
Step 3: Use the Right Tools
Don’t just guess where opportunities are. Use tools to find unlinked mentions of your business, local directories you’re not listed in, and citation opportunities you’ve missed.
The 10 Local Link Building Strategies
1. Get Listed in Every Relevant Local Directory
This isn’t sexy, but it works. Start with the obvious ones like Google My Business, Bing Places, Apple Maps, your local Chamber of Commerce, and industry-specific directories. Then go deeper and find directories specific to your city, county, or region.
2. Become a Local Media Darling
Local journalists need stories and you need links – perfect match. Send press releases about business milestones, offer expert commentary on local issues, and share interesting business stories like challenges overcome or community impact. I once got a client featured in the local paper just by sharing how they pivoted during COVID, which led to one article and five follow-up links from other local sites.
3. Write for Local Publications
Every area has local blogs, magazines, or online publications that need content. You have expertise they can use, so offer to write articles about industry trends affecting locals, how-to guides relevant to your area, or local event coverage. Always include a natural link back to your site in your bio.
4. Sponsor Local Events and Organisations
Local events, charities, and sports teams all need sponsors and have websites where they list sponsors. Choose events that align with your brand values, attract your target customers, and have decent website authority. Focus on quality sponsorships rather than spreading your budget too thin across numerous small events.
5. Create Something Actually Useful for Locals
Build a resource that locals will genuinely use and share. Consider creating a local business directory, area guide for newcomers, best restaurants/attractions list, or local event calendar. When you create value, links follow naturally.
6. Master the Art of Local Testimonials
This one’s genius because it’s win-win. You use local services like your accountant, lawyer, web designer, or cleaner, right? Offer them genuine testimonials and most will happily link back to your site from their testimonials page.
7. Connect with Local Influencers
Every area has people with local influence like food bloggers, lifestyle influencers, local personalities, and business leaders. Build genuine relationships by inviting them to events, supporting their causes, and collaborating on projects. When they mention you, ask if they can link to your site.
8. Dominate Local Online Communities
Facebook groups, Reddit communities, and local forums are where your customers hang out online. Be helpful, answer questions, and share valuable insights. When appropriate, link to helpful resources on your site, but don’t be that person who just drops links everywhere – add value first, always.
9. Hunt Down Unlinked Mentions
Set up Google Alerts for your business name. When someone mentions you online without linking, reach out with a simple ask: “Hi, thanks for mentioning us in your article about local businesses. Would you mind adding a link to our website for readers who want to learn more?” Simple ask, high success rate.
10. Start a Local Scholarship Programme
This one’s powerful because schools and colleges link to scholarship pages, local media covers scholarship announcements, and students and parents share the information. Even a £500 annual scholarship can generate multiple high-quality local links.
Additional Local Link Tactics That Work
Press Releases Done Right
Don’t just announce you exist – announce things that matter. Award wins, major hires, community initiatives, and business expansions all make newsworthy content. Submit to local PR distribution services and news outlets.
Chamber of Commerce Gold Mine
Most local chambers have member directories with website links. Join yours, get active, and attend events. The networking alone is worth it, but the directory link doesn’t hurt either.
Leverage Your Professional Background
Alumni pages from your university, professional association member directories, and trade organisation listings often allow location-specific listings with website links. These are easy wins that most people forget about.
Speaking Opportunities
Local conferences, business meetups, and workshops all need speakers and promote their speakers online with links. Offer to speak about your expertise – even virtual events work.
How to Track and Maintain Your Local Links
Monitor New Links
Use tools like Google Search Console, Ahrefs Alerts, or SEMrush Backlink Audit to track your progress. Set up alerts so you know immediately when someone links to you and make sure to index backlinks properly for maximum SEO value.
Track Brand Mentions
Set up Google Alerts for your business name, your name (if you’re the face of the business), and your products/services plus location. When someone mentions you, see if you can get a link.
Audit Your Citations
Make sure your business information is consistent across all platforms with the same business name, address format, and phone number. Inconsistent citations confuse Google and hurt your local rankings.
Common Mistakes That Kill Local Link Building
Ignoring Link Quality
Not all links are created equal. A link from your local newspaper is worth 100 links from random directories. Focus on authority and relevance over quantity.
Obsessing Over Follow vs Nofollow
Yes, followed links pass more SEO value, but nofollow links from respected local sources still drive traffic and build awareness. Don’t ignore good opportunities just because they’re nofollow.
Treating It Like a Transaction
Link building isn’t about sending 100 emails asking for links. It’s about building relationships and contributing to your community first. Links follow naturally.
Your Local Link Building Action Plan
Start small and pick three strategies from this list. Execute them properly, then expand. I’ve seen businesses transform their local presence in 3-6 months with consistent effort. Having a proper link building checklist helps ensure you don’t miss any crucial steps in the process.
The key is showing up consistently for your local community, both online and offline. When you genuinely contribute to your area, local websites naturally want to link to you because you’re not just another business trying to rank – you’re part of the community.
And that’s exactly what Google wants to see. Local link building isn’t just about climbing search rankings – it’s about becoming an integral part of your local business ecosystem, one genuine relationship at a time.
Frequently Asked Questions (FAQs)
1. How long does local link building take to show results?
You’ll typically see initial improvements in 2-3 months, but significant results take 6-12 months of consistent effort. Local SEO is a marathon, not a sprint.
2. How many local links do I need to rank well?
Quality trumps quantity every time. 10 high-authority local links will outperform 100 low-quality directory links. Focus on getting links from respected local sources rather than chasing numbers.
3. Should I pay for local directory listings?
Only if the directory is well-established and relevant to your industry. Free listings should be your starting point, but some paid directories (like premium chamber memberships) can be worth the investment.
4. What’s the difference between local citations and local links?
Citations are mentions of your business name, address, and phone number – they may or may not include a clickable link. Local links are clickable connections from other websites to yours. Both matter for local SEO.
5. Can I do local link building myself or should I hire someone?
You can absolutely start yourself using the strategies in this guide. Many successful local businesses handle their own link building. However, if you’re time-poor or need faster results, hiring an experienced local SEO specialist can accelerate the process.
