Local Link Building: Techniques to Improve Your Google Rankings

Today, being seen by the right people at the right time can make or break a business, especially if you serve a specific geographic area. Even if you operate offline, most consumers tend to search for local businesses online. Therefore, you need to show up in those searches to be discoverable and attract more potential customers. That’s why mastering local search engine optimization (SEO) is a must for geo-bound companies. One of the most powerful, yet often overlooked, tools in the local SEO toolbox is link building.

Whether you’re a small business owner, a digital marketer, or an SEO specialist, this guide will provide actionable techniques you can use for local SEO link building to improve your SEO performance and drive more clients right to your door.

Why Local SEO Matters?

Unlike general SEO, which targets broad or global audiences, local SEO is focused on improving your visibility in local search results, like “best coffee in London” or “professional plumber near me.” For small to mid-sized businesses, ranking high in these local queries is crucial. Why? Because people searching locally are often ready to act. According to Google, over 75% of local mobile searches result in an offline visit within 24 hours. This means when someone finds your business at the top of local search results, they are likely heading your way, ready to buy.

So, how do you climb those rankings and stay ahead of local competitors? A solid local SEO strategy involves several components, including local link building. Signaling trust and relevance, local links help search engines understand where your business is located and why it should appear in geo-specific search results. They tell Google, “Hey, this business is a valuable part of the local ecosystem,” thus tangibly improving your rankings for nearby searches.

When done right, link building for local businesses is a strategic effort that not only brings your online visibility to a new level and helps build trust but also drives real-world results, boosting sales and increasing your business’s profitability.

Top 10 Local Link-Building Tips

While general links come from global and nationwide sources, local SEO backlinks come from websites in your geographic area, helping search engines discern your local relevance and position your business as a key player in your neighborhood. The more credible local sources mention and link to you, the higher your chances of dominating local search and outshining the competition.

Ready to rise in the rankings? Here are reliable local SEO link-building tips for creating a solid local SEO backlink profile that will work to improve your visibility, traffic, and trustworthiness in your community and Google’s algorithm alike.

1. Get listed in local online directories
2. Partner with local organizations
3. Join local business associations
4. Reach out to local news outlets
5. Create high-quality local content
6. Use forum link-building services with a local focus
7. Offer testimonials to local vendors
8. Exchange guest posts with nearby businesses
9. Provide local discounts and promotions
10. Use local link-building tools

1. Get listed in local online directories

Local directories are online platforms that act like digital phone books, aggregating information about companies and listing businesses based on category, location, and niche. However, beyond simply providing visibility to potential customers, directory listings offer authoritative backlinks that tell Google your business is legitimate and locally relevant. It’s a basic tactic that supports your overall SEO strategy and helps establish a foundation for a functional backlink profile.

While there are countless directories out there, quality always trumps quantity. Focus on high-value, trusted sources, such as:

• Google Business Profile – essential for appearing in Google Maps and the Local Pack. It’s the number one local directory.
• Bing Places – important for users of Microsoft platforms.
• Yelp – great for customer reviews and general visibility.
• Apple Maps for iPhone users, especially important if you rely on foot traffic.
• Better Business Bureau (BBB) to add trust and authority, particularly for service-based businesses.
• Industry-specific directories like Zocdoc for healthcare providers, or TripAdvisor for travel and hospitality.

When adding your business to directories, ensure that your NAP (Name, Address, Phone Number) is consistent across all listings. Inconsistent or outdated information can confuse search engines and hurt your local SEO.

Keep your listings updated regularly. If your business changes location, hours, or contact information, make sure those updates are reflected across all platforms. Many directories allow you to include a link to your website, business description, and even photos. Use these features to maximize your listing’s value. You can submit and optimize your business information by using local directory submission services and platforms.

2. Partner with local organizations

Developing relationships with local organizations is integral to SEO link-building services and crucial to the success of your local link-building strategies for SEO. Local nonprofits, schools, charities, event organizers, and community groups are often looking for support. Sponsor an event or donate to a cause, and request a backlink on their website. Normally, your business name and website link (to your local SEO landing page, for example) will be featured on the event page, donation thank-you section, or partner list. These backlinks are valuable not just because they come from local sources, but also because they’re tied to goodwill and trust, both of which matter to search engines and your target audience.

3. Join local business associations

Membership in your local Chamber of Commerce, business alliances, or trade associations offers ready-made backlink opportunities, coming with:

• A profile page on their website, complete with a link to your business site.
• Inclusion in member directories and “Featured Business” lists that are publicly accessible.
• Opportunities to participate in interviews, articles, or blog features, each providing a chance to earn an organic local backlink.

These associations are well-respected and often have high domain authority. They can also connect you with other local businesses, creating further possibilities for collaborations, cross-promotions, and link-sharing opportunities.

4. Reach out to local news outlets

When it comes to link-building for local SEO, local media platforms offer high-authority backlinks that can give your business a serious boost in local search results and contribute to your reputation as a credible, noteworthy part of your community. Accompanied by a branded mention, feature article, or business profile, these links also tend to be contextually rich (surrounded by relevant content about your city or industry), which adds weight in the eyes of search algorithms.

Pitch a compelling story about your business, such as a grand opening, product or service launch, sponsored local event, milestone, noteworthy collaboration, or community initiative. Even small but unique initiatives, like eco-friendly packaging, hiring local youth, or starting a community book club, can make for engaging human-interest angles.

5. Create high-quality local content

As more and more people use search engines to find what they need in their local area, it becomes vital for businesses to create content that speaks directly to their target audience on a local level. The more your site is associated with a specific location, the better your chances of ranking in local search results and being noticed by potential customers.

Additionally, people love to share content that’s close to home. A well-written local guide or blog post is more likely to pop up in:

• Local blogs;
• Community websites;
• City event calendars;
• Local social media pages.

Here are a few engaging link-worthy content ideas:

• Create comprehensive local guides favored by travel blogs or local publications.
• Write articles that highlight specific neighborhoods, especially if you’re a service-based business.
• Publish blog posts about upcoming local events or provide photo recaps of community happenings.
• Disclose customer success stories or case studies. Not only does this humanize your brand, but the featured individuals or businesses are likely to share or link to the post.
• If you serve multiple areas, create optimized landing pages for each one to earn backlinks from local directories or city-specific listings.

Tips for creating effective location-based content:

• Know your search intent and call to action: Before you start writing content, you should thoroughly research your search query. Understanding what your audience is interested in will help you create informative content that meets their needs.

• Use local keywords: Make sure your website is optimized for keywords and phrases that potential clients in your area are searching for. Include city names, neighborhoods, and local slang where appropriate, but avoid keyword stuffing. SEO services for WordPress sites can also help you with this.
• Add local visuals: Include photos or videos of the area to increase relevance and shareability.
• Use proper formatting for readability: Highlight headings, subheadings, key phrases, and other important content elements to grab the attention of readers.
• Know local trends: Keep up with news and publications in your industry. Use resources such as news portals, social media, and newsletters to learn about the latest trends.
• Create unique topics: Unique topics attract more readers’ attention because they differ from common and already-seen materials. Search engines also favor unique content.
• Target a niche subtopic: This way, you become an expert in a limited area where there is less competition. Moreover, you can appeal to a narrower and more loyal segment of readers.

6. Use forum link-building services with a local focus

Local forums still remain one of the most authentic and engaging places for community interaction online. When used strategically, forum link-building services can help your business earn valuable local backlinks that will:

• Drive targeted, referral traffic from real people who are already looking for solutions.
• Provide contextual mentions that reinforce your relevance to a location or topic.
• Build your brand’s presence in local digital communities.

While specialized services can save you time and effort on manual search for local forums and authentic participation, avoid services that promise dozens of quick links with no regard for quality or context. Poorly executed forum links can do more harm than good.

7. Offer testimonials to local vendors

You probably already work with other local businesses, such as suppliers, service providers, consultants, or contractors. These partnerships come with opportunities to earn high-quality local backlinks by offering genuine feedback and testimonials in exchange for a mention on their website.

To offer testimonials that get published:

• Identify vendors you’ve worked with and built positive relations.
• Write a short but specific testimonial, mentioning what you liked about the service, how it helped your business, and why you’d recommend it.
• Offer to include your name, business name, title, and a link to your site.
• Ask politely if they would be open to publishing your review on their website or blog. Most will be happy to do so.

8. Exchange guest posts with nearby businesses

Guest posting is already a well-established SEO tactic, but when it’s done locally, it has added value:

• You gain backlinks from geographically relevant domains.
• Your business is exposed to a local, engaged audience likely to convert.
• You partner with other local businesses, potentially leading to referrals, co-marketing opportunities, and long-term relationships.

When choosing local partners, look for businesses that:

• Are complementary, not direct competitors (a wedding planner and a florist);
• Have an active blog or content section on their website.
• Serve a similar locality.
• Share a professional, trustworthy image aligned with your brand.

9. Provide local discounts and promotions

Special deals targeted to a geographic area often get picked up and shared by local websites, event calendars, coupon aggregators, neighborhood forums, and community influencers. And with every share, you increase your chances of earning valuable local backlinks.

Ideas for linkable local promotions include:

• “Local only” discounts.
• Student, teacher, and senior discounts.
• Holiday or seasonal sales.
• First-time customer specials.
• Event-based discounts.
• Collaborative discounts with other nearby businesses for cross-promotion.

10. Use local link-building tools

The best link-building tools for local businesses include:

• Ahrefs is a powerful search engine optimization tool that can help you find link-building opportunities in your area. It provides detailed information about backlinks, keywords, and competitors.

• Moz Local helps manage your local business listings across various directories and search engines to improve your local search rankings and increase your visibility.
• Whitespark can help you find citation opportunities and build local links. It provides a number of services, including local search audits, citation boosting, and reputation management.
• SEMrush is a comprehensive search engine optimization tool good for a website audit, keyword research, competitive and local backlink analysis, etc.

Integrating these tools into your local SEO strategy offers a valuable opportunity to enhance your online visibility and cultivate meaningful connections within your community.

Conclusion

How to get local backlinks that actually move the needle? Now you know the answer lies in building genuine relationships, strengthening your local relevance, and positioning your business as a trusted part of the community. And suppose you’re ready to level up. In that case, working with experienced local SEO services like on-page and off-page SEO company Livepage can help you implement these techniques effectively, avoid common pitfalls, and stay ahead of the competition.

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