In today's competitive digital landscape, local backlinks are a crucial part of any local business's SEO strategy. For businesses like restaurants, boutiques, and service providers, securing these backlinks can improve rankings, drive traffic, and increase sales. In this guide, we’ll break down what local backlinks are, why they matter, and how local businesses can effectively earn them.
Before diving into strategies for acquiring local backlinks, let’s first understand the two types of backlinks that your local business website can secure.
Local backlinks are hyperlinks from one website to another, originating from sources relevant to your local business or service area. These backlinks provide "link juice," which can significantly improve your website's ranking in location-specific searches.
While local citations involve listing your business’s name, address, and phone number (NAP) on online directories or platforms, they also contribute to local SEO but carry less direct SEO weight compared to backlinks. Local backlinks can be acquired through effective link-building strategies as well as through local citations, both of which are key to improving your visibility.
In this article, we’ll explore 17 expert strategies to help your business earn local backlinks and thrive in your market.
1. Guest Posting
Local guest posting involves contributing articles to local or niche websites that align with your industry. This approach allows you to build backlinks while reaching an audience that is geographically or topically relevant to your business. For example, if you are a plumbing company, you might write for local home improvement blogs where the audience is interested in plumbing services. By being featured as a guest author, you gain a valuable backlink and also connect with potential customers in your area.
Real-World Example
Bed Kingdom, a bed store based in the UK, demonstrates strategic local guest posting by contributing their article, 'How to Choose Multipurpose Bedroom Furniture for Flexibility,' to Interior Designer Magazine. The backlink is highly relevant, as both websites cater to the same niche - home design and bedroom solutions. The geographic relevance adds extra SEO value, as search engines prioritize local links when assessing a website’s authority. This strategy strengthens Bed Kingdom's domain authority by securing high-quality, niche-relevant backlinks from authoritative sources within the same market.
2. Linkable Assets
Linkable assets are high-value pieces of content designed to naturally attract backlinks from other websites. These could include detailed local guides, interactive tools, infographics, or original data specific to your area or industry. The idea is to create something so valuable that other local businesses or websites will link to it as a resource, helping both their audience and yours.
Think of it as offering a trusted reference – when your content provides unique insights or solutions, websites are more inclined to link to it, boosting your visibility and authority in your niche.
Real-World Example
SF Travel’s 'Visitor's Guide to Golden Gate Park' serves as a strong example of a linkable asset. This detailed guide provides an in-depth look at the must-see attractions, walking routes, and historical facts about one of San Francisco’s iconic landmarks. The guide was featured on Travel + Leisure’s list of the "Best Places to Travel in August" as a valuable resource for travelers, earning SF Travel a high-quality backlink from a major travel website.
3. Niche Edit/Link Insertion
Niche edits, or link insertions, involve reaching out to local websites with existing content and suggesting your website as an additional resource where it fits naturally. For example, you could propose adding your plumbing business's link to an article on a local DIY or home improvement blog. This strategy leverages content that is already established in your local area, making your link a helpful reference and boosting your local backlink profile.
Real-World Example
Nationwide Appliance Repairs’ link placement in Deep In Mummy Matters’ article "How to Make Your Home Safe for Your Kids" is an excellent example of effective local link insertion. The link to Nationwide Appliance Repairs is naturally integrated within a discussion on safe appliances, offering a professional solution for faulty appliances. This contextual mention strengthens the site's local SEO, contributing to a healthier backlink profile and increased domain authority.
4. Digital PR for Link Building
Digital PR is a powerful strategy for gaining backlinks by creating newsworthy stories or content that captures the attention of journalists and influencers. The goal is to get your brand or website featured on authoritative news outlets, blogs, or industry publications, resulting in high-quality backlinks.
Think of it as pitching a compelling story to the media – if your content resonates, it’s picked up, published, and linked to.
Real-World Example
An example of effective digital PR for local link building is Bloom & Wild’s feature in BBC’s article, “The Secret Victorian Language That's Back in Fashion.” The BBC article delves into the Victorian-era tradition of floriography—where flowers conveyed coded messages—and highlights how this practice has resurfaced in modern times. To create the piece, the BBC gathered insights from floral experts, including Bloom & Wild’s florist Harriet Parry, who explained how color symbolism still guides flower choices today. According to Parry, 29% of Bloom & Wild’s customers select bouquets based on color, with red being the most popular choice. This feature bolstered Bloom & Wild’s visibility in the UK while also providing a valuable backlink from a trusted source, helping them connect with local audiences interested in floral symbolism and traditional flower meanings.
5. Unlinked Brand Mentions
Unlinked brand mentions occur when your local business is mentioned on another website without a link to your site. This creates an opportunity to reach out to the site owner and request that they turn the mention into a backlink. For local businesses, tools like Google Alerts or Ahrefs can help track unlinked mentions in your area. By converting these mentions into backlinks, you not only enhance your local SEO but also strengthen your relationships with other businesses in your community.
Real-World Example
One example of this strategy is when Evernest was mentioned in articles such as the one on Business Insider, but the mention of their brand did not include a backlink to their official website. In this scenario, Evernest can easily reach out to the publishers and kindly request that they add a hyperlink to their website, ensuring that their brand mention includes a clickable link. By securing these backlinks, Evernest can improve its SEO rankings and increase traffic to its site, as seen in the examples displayed through backlink tools like Ahrefs.
6. Broken Link Building
Broken link building involves identifying broken links on local or relevant websites and offering your content as a replacement. This strategy allows you to provide a solution to the site owner while securing a valuable backlink in return.
It’s like finding a broken signpost and offering to replace it with one that directs visitors to your business. Tools like Ahrefs or Screaming Frog can help you locate these broken links, making it easier to reach out and suggest your content as a suitable fix.
Real-World Example
A practical instance of this strategy is when Homeday enhances their backlink profile by examining their competitor’s backlinks. By using tools like Ahrefs or SEMrush, Homeday could analyze Evernest’s backlink profile and identify broken links. Upon discovering a broken backlink leading to a 404 page, Homeday can reach out to the referring page, Eventelino.de, and suggest replacing the broken link with a similar, relevant page from their own site. This approach helps Eventelino.de avoid linking to a broken page, while Homeday gains a valuable backlink, improving both SEO and visibility.
7. Infographics
Infographics are visually engaging tools that simplify complex information, making it easy for audiences to digest. By creating high-quality infographics and sharing them with relevant websites, you can attract backlinks as others use your visuals to enhance their content.
It’s like designing an eye-catching billboard that others want to showcase, driving both attention and traffic back to your site. To increase the reach of your infographic, consider submitting it to infographic directories and contacting niche websites that frequently share visual content. Tools like Canva can help you create professional infographics without requiring advanced design skills.
Real-World Example
A notable example of this strategy is the infographic Laser Body MD created in their blog post on 'Botox Costs in Canada.” The post includes a detailed infographic that breaks down the cost factors of Botox treatments across various provinces. This infographic serves as a helpful visual tool that simplifies pricing information, making it shareable across other health and wellness blogs. This strategy helps Laser Body MD attract backlinks from websites referencing their data and visual content.
8. Press Release for Link Building
Press release link building involves crafting and distributing press releases to share significant news or updates about your business, aiming to secure backlinks from media outlets and news websites. This method works like sending out a public announcement, where journalists and bloggers can pick up your story and link back to your site.
It’s an effective way to generate buzz and attract backlinks, especially when your press release highlights newsworthy content that resonates with your industry or local community.
Real-World Example
A strong example of digital PR for link building is Polsinelli’s strategic announcement of its new ITC Section 337 Litigation & Trade Remedies Practice, featured on IPWatchdog. This press release highlighted the addition of seven seasoned international trade attorneys to its Washington, D.C., office, emphasizing the firm’s growing expertise in handling complex international trade disputes. By securing coverage on a respected platform like IPWatchdog, Polsinelli boosted its digital presence through authoritative backlinks and enhanced its credibility within the legal and intellectual property sectors.
9. Blogger Outreach
Blogger outreach involves connecting with bloggers and influencers in your niche to collaborate on content that features your business and includes a backlink. This strategy is similar to building relationships with industry peers, where both sides benefit—your website gains visibility and a valuable backlink, while the blogger receives engaging content to share with their audience.
It’s a win-win approach that helps expand your reach while strengthening your backlink profile. Tools like BuzzSumo can help you identify influential bloggers relevant to your niche.
Real-World Example
Joe's Pizza illustrates an effective blogger outreach strategy for local link-building by being featured on The Infatuation’s New York City restaurant review page. The article showcases Joe's Pizza as a must-try NYC institution and includes a valuable backlink to Joe’s website.
By reaching out to influential food blogs like The Infatuation, Joe’s Pizza secured a high-authority, local backlink, boosting its SEO and visibility among a targeted local audience. This blogger outreach strategy is particularly effective in creating authentic connections with potential customers while earning quality backlinks that improve search rankings and drive traffic.
10. Founder Interviews
Founder interviews involve having your company’s founder or key leadership featured on relevant websites, blogs, or podcasts. These interviews often include a backlink to your site, either within the article or in the author bio, helping to boost both your SEO and brand authority.
Think of it as sharing your company’s journey at a local networking event – you provide valuable insights, and in return, you gain exposure and a backlink that strengthens your online presence. Participating in these interviews is an excellent way to build credibility while growing your backlink profile.
Real-World Example
An example of this strategy is Romain Gaillard, the founder of The Detox Market, who frequently participates in interviews to discuss clean beauty, retail trends, and sustainability. In an interview with Authority Magazine on Medium, titled “The Future of Retail in the Post Pandemic World”.
11. Case Studies
Case studies link building involves creating in-depth case studies that highlight the success of your product or service, and sharing them with relevant websites, blogs, or publications. The aim is to have these sites link back to your case study as a trusted resource.
Think of it as presenting a success story at an industry event—by demonstrating how your solution works and the results it delivers, you build credibility while earning valuable backlinks. Sharing your case studies with niche websites helps position your brand as an authority and strengthens your link-building efforts.
Real-World Example
A case study campaign for link building is exemplified by Pizza Ranch’s collaboration with 7shifts’s "How Pizza Ranch Improved Employee Turnover Across 150+ Locations." This in-depth case study showcases how Pizza Ranch utilized 7shifts’ scheduling and team management platform to reduce turnover by 14% and improve labor costs by 0.5%. By sharing this success story with 7shifts, Pizza Ranch effectively demonstrated the impact of their solution while earning a valuable backlink from a trusted, industry-relevant source. Case studies like this help establish Pizza Ranch’s credibility in the restaurant industry, positioning it as a leader while strengthening its link-building efforts through authoritative content.
12. Link Roundups
Link roundups involve finding websites that regularly publish curated lists of valuable or interesting content within your niche. The goal is to get your content featured in these roundups, earning a backlink and boosting your visibility.
It’s like having your article included in a “best of the week” list, where your content is showcased alongside other high-quality resources. To find relevant link roundups, you can use search engines or tools like Google Alerts, and then reach out to the site owners with your content.
Real-World Example
A perfect example of link roundups is Superside’s blog post, which features a curated list of “Top Creative Agencies in London,” including KOTA. Known for its cutting-edge web design and digital solutions, KOTA stands out among the agencies mentioned.
By being featured in this roundup, KOTA benefits from a high-quality backlink from Superside, an authoritative site in the creative industry. This backlink helps strengthen KOTA’s SEO, making it more visible to potential clients searching for digital services in London. Being included in a respected industry roundup also boosts KOTA’s credibility, enhancing its reputation in the competitive creative market.
13. Whitepapers and Research Reports
Whitepapers and research reports involve creating comprehensive, data-driven content that addresses key challenges or trends in your industry. This type of in-depth content can attract backlinks as other websites, blogs, or publications reference your work as a credible source.
It’s like publishing a detailed industry study that others want to cite, helping to establish your business as a thought leader while boosting your online visibility. Sharing your reports with relevant industry sites can enhance both your authority and backlink profile.
Real-World Example
A compelling example of leveraging whitepapers and research reports for industry-focused link building is JLLT’s Research Report “Global Real Estate Technology Survey 2023.” This report provides valuable insights into the latest technology trends and challenges in the global real estate market, showcasing JLLT’s expertise in proptech and data-driven solutions. By publishing this survey, JLLT can attract attention from real estate news outlets, technology publications, and property management blogs that find the data relevant to their audiences. Additionally, a screenshot of the report’s backlinks demonstrates the success of this strategy, with high-authority sites linking back to JLLT’s survey, reinforcing its impact on SEO and digital authority.
14. Google My Business (GMB)
Leveraging Google My Business (GMB) is an essential strategy for enhancing local visibility, which can indirectly contribute to link-building efforts. By optimizing your GMB profile with accurate business details, photos, and regular updates, you increase your chances of appearing in local search results and Google’s Local Pack. This improved visibility can attract attention from local directories, blogs, and news sites that may choose to feature or reference your business.
While GMB itself doesn’t generate backlinks, an optimized profile can strengthen your local SEO, build trust with local audiences, and create potential link-building opportunities as other local businesses and media outlets become aware of your services. Regular updates and engagement with the community can further enhance your profile’s visibility and credibility in local search.
Real-World Example
Leveraging Google My Business (GMB) for link building is a powerful strategy, as demonstrated by Top Notch Moving’s GMB profile. Based on the search results for “moving companies near me,” conducted from New York, Top Notch Moving & Storage ranks prominently in the local search listings. This placement on Google My Business (GMB) allows the company to effectively capture local traffic by appearing as a top mover option.
By optimizing its GMB profile with accurate contact information, 24-hour availability, and details about its onsite services and online estimates, Top Notch Moving maximizes its local SEO performance. This visibility makes them more likely to be noticed and referenced by local blogs, directories, and news outlets looking to list reliable movers in the New York area. Such mentions can result in valuable backlinks that strengthen their online presence, enhancing their reputation and driving even more local traffic.
15. Local Directories
Submitting your business to local directories is a straightforward and effective way to build local backlinks. Many online directories are dedicated to specific regions or industries, and listing your business can help improve your visibility in local searches while earning valuable backlinks.
It’s like placing your business on a community bulletin board—people looking for services in your area will find you, and you’ll benefit from a reliable backlink. To maximize this strategy, focus on reputable local directories and make sure your information is accurate and up to date.
Real-World Example
A prime example of local directory link building for a dental clinic is Children's Dental FunZone being featured on the Demandforce directory. By securing a spot on this reputable local platform, Children’s Dental FunZone significantly increases its visibility for potential patients searching for pediatric dental services in the Los Angeles area. The listing helps the clinic gain exposure in local searches and provides a valuable backlink, boosting their overall SEO performance.
This kind of strategic placement on a trusted directory enhances the clinic’s credibility within the community, attracts more local traffic, and strengthens its online presence, positioning it as a go-to resource for children's dental care. The result is increased organic interest and engagement from a highly relevant audience, ultimately leading to more appointment bookings and patient trust.
16. Charity Link Building
Charity link building involves sponsoring local events, charities, or community teams to earn backlinks from their websites. Supporting these initiatives helps you contribute to a good cause while gaining visibility in your local area and earning valuable backlinks.
It’s like giving back to the community and boosting your online presence at the same time. Many charities and event organizers feature sponsors on their websites, providing a trusted and relevant backlink to your business. This strategy enhances both your local reputation and your backlink profile.
Real-World Example
Co-op’s Local Causes initiative is a perfect example of how businesses can make a difference while building valuable connections. In Guildford, three Co-op stores raised over £9,000 to support the Royal Surrey County Hospital Charity’s Teenage and Young Adult Cancer (TYAC) service, helping fund essential peer support groups, social outings, and adventure weekends for young people living with cancer.
By actively supporting such causes, Co-op strengthens its community ties and earns a valuable backlink from the charity’s website, enhancing its online presence. This approach highlights how businesses can combine charity work with link-building efforts, benefiting both their local reputation and SEO strategy. Sponsoring local causes like this allows businesses to connect with their communities while securing trusted and relevant backlinks.
17. Event Link Building
Event link building involves hosting or sponsoring local events to generate backlinks from event websites or promotional materials. By getting involved in local events, your business gains visibility, and you can secure a backlink from the event’s website or related coverage.
It’s similar to being a key player in a community gathering—your brand gets mentioned and linked as part of the event, boosting your local SEO. Whether you’re organizing the event or sponsoring one, this strategy helps establish your presence and gain valuable backlinks.
Real-World Example
An example of an event link-building strategy is Easy Tiger’s involvement in the Austin Fermentation Festival through its sourdough workshop, which is featured on the event's website. In this collaboration, Easy Tiger is highlighted as a key participant, with their business linked back to their own website. By sponsoring or hosting events, businesses like Easy Tiger can boost their SEO while increasing local visibility. This approach helps generate organic interest and engagement from other websites that might reference the event and link back to the business.
What Websites Are More Likely to Give Local Backlinks to Your Business?
Websites relevant to your industry and local community are more likely to provide valuable local backlinks, which improve your search rankings and local visibility. Here are some categories and examples of local websites that are more likely to give backlinks to your business:
- Local Business Directories: These directories list businesses based on location and services.
- Local Blogs: These blogs focus on topics related to your community, such as local events, businesses, and news.
- Community-Focused Websites: Platforms that serve local communities by providing information about services, events, or resources. These could include city guides or community centers that offer links to local businesses.
- Local News Websites: Local newspapers or news stations frequently cover stories about businesses in their area, often providing backlinks when businesses are mentioned in articles or press releases.
- Educational Institutions: Schools and universities often provide local business resources or sponsor scholarship programs.
- Local Event Listings: Websites that promote local events, such as city tourism pages or local community centers, often link back to the businesses hosting or sponsoring events.
How to Find Prospect Websites for Your Local Business
Building a strong local backlink profile is essential for improving your website’s search rankings and driving targeted traffic to your business. Strategies like guest posts, unlinked brand mentions, and infographics can be particularly effective at attracting high-quality local backlinks. Finding the right local websites might seem challenging, but a clear approach simplifies the process.
Here’s how you can identify potential local backlink opportunities:
- Search for Local Directories: Start by looking for directories specific to your location or industry.
- Use Prospecting Tools: Tools like Linkee can automate the process of identifying high-quality local link opportunities. This tool helps you find relevant local websites, saving time and ensuring effective link building tailored to your niche.
- Check Local Competitors: Look at the backlink profiles of your local competitors. Tools like Ahrefs or Moz can show you where they’re getting backlinks, giving you a list of potential websites to reach out to.
Maria Harutyunyan is the co-founder at Loopex Digital, one of the fast-growing SEO agencies in the world. She grew the agency to a 7-figure from the ground up in 3 years. Outside of Loopex Digital, Harutyunyan is a keynote speaker and SEO coach. She is the founder of the first SEO academy, an off-line training program in Yerevan, Armenia.
