Link building is a critical tactic for any search engine optimization strategy, including local SEO strategies. However, when people talk about link building they're often referring to global, or general, SEO link building, which is different from link building for local SEO.
While some businesses will still want to acquire both general and local backlinks to increase traffic and drive sales, especially if they do business both online and in a specific geographic area, brick-and-mortar and service-area businesses (SABs) can benefit greatly from focusing on local SEO link building.
Local SEO Backlinks VS Global Backlinks
The key difference between local SEO backlinks and global backlinks lies in their geographic relevance.
Global backlinks can come from any website anywhere in the world and are most valuable for businesses that serve broader national or even international markets and audiences.
General backlinks help increase the authority of websites to improve their organic search rankings, regardless of their location. These backlinks may be from major publications, industry websites, or high-authority blogs with extensive readership.
On the other hand, local SEO backlinks are specifically from local websites and are much more valuable for businesses that cater to audiences in specific geographic areas. If you operate a brick-and-mortar shop, a restaurant, or provide services in a particular area, earning backlinks for local SEO is essential for boosting your visibility in local search results.
Local backlinks help Google and other search engines understand that your business is relevant to searchers in your area, which can significantly enhance your local search rankings. Some examples of where these local SEO backlinks can come from include other nearby businesses, community organizations, local directories, and region-specific news outlets.
What Is Local SEO Link Building and Why Does It Matter?
Local SEO link building is the process of acquiring backlinks from high-authority, locally relevant websites. These backlinks signal to search engines like Google that your business is an integral part of the local community and is highly relevant to searches with local intent. The more locally relevant the backlinks you earn are, the more credibility you build with search engines, which helps boost your website's authority for local search queries.
It's particularly important to focus on quality over quantity when it comes to link building for local SEO. A few high-quality links from trusted local sources will have a far greater impact on your local SEO performance than a large number of low-quality or irrelevant links.
A recent local SEO link building test performed by SEO expert Joy Hawkins showed how just a single backlink from a reputable website (her agency's site) to another local business site that had never had SEO done for it can have a major impact on rankings. After building the local backlink, the business jumped up a position in the local pack, as well as jumped from the 10th to the 3rd position in organic search results.
What Local Backlinks Do for Businesses
Local backlinks serve as one of the key signals for improving your business's local search rankings. They directly impact a local search ranking factor known as prominence, which reflects how well-known and reputable your business is in its area.
When your business is linked to by other trusted local entities, search engines recognize it as a legitimate and prominent player in the local community, giving you a boost in visibility for relevant local search queries.
In addition to increasing your prominence in search rankings, building backlinks for local SEO can also help drive targeted traffic to your website. Because these backlinks come from locally relevant sources, the people who follow these links are more likely to be potential customers in your area, increasing the likelihood of conversions and new business opportunities.
Local Link Building Tips
Getting high-quality local backlinks may seem challenging at first, but there are several effective strategies you can use to build valuable backlinks for local SEO. Here are some tips to help you get started with link building for local SEO:
1. Collaborate with Other Local Businesses or Organizations
Partnering with other nearby businesses or local organizations to create mutually beneficial relationships can lead to some of the best backlinks for local SEO. For example, you could collaborate on events or offer joint promotions, then link to each other's websites in blog posts or partnership announcements.
2. Try Guest Posting on Local Websites
Try reaching out to local blogs or community websites and offer to write guest posts. This can help you tap into their audiences while earning valuable backlinks for local SEO. Make sure the topics you write about are relevant to the local community and your business.
For example, you might write an article about your favorite neighborhood businesses for your city's tourism website, including your business, of course!
3. Get Featured in Local News or Community Newsletters
Whether through press releases, sponsorships, or participation in community events, getting coverage from local news outlets can help you earn high-authority local backlinks. Many local newspapers and community newsletters have online versions that will include backlinks when they write about your business.
4. List Your Business on Local Business Directories
Business directories specific to your area, including your town's Chamber of Commerce website, are another great source of backlinks for local SEO. Listing your business on these directories not only boosts your website's authority by building citations, but also makes it easier for local customers to find you.
5. Sponsor Local Events or Charities
Many local events, charities, or non-profit organizations offer sponsorship opportunities for businesses. In exchange for your support, they often link back to your business's website from their event pages, announcement articles, or other online promotional materials.
6. Join Industry-Specific Local Listing Sites
If your business is in an industry that has its own local or regional directories, make sure to get listed there as well. These listings are particularly valuable because they tend to be highly relevant to your business niche and local customers.
7. Write About Locally Relevant Topics on Your Blog
Publishing content on your own blog about locally relevant topics can make your website a valuable resource for your community.
When you write about locally relevant topics, your articles may get picked up and linked to by other local blogs, community websites, or even news outlets. For example, writing about a community event you're sponsoring or a local cause you're supporting can result in other sites referring to your blog post in their coverage.
You can also try putting a local twist on helpful informational posts. For instance, if you run an automotive repair shop, you might write about the importance of getting seasonal vehicle maintenance done before winter in your area. Then, another local site might link back to your article in one of their own posts about preparing for the upcoming winter.
Final Words
Implementing link building for local SEO is an essential tactic for improving your business's prominence in local search results.
Focusing on earning high-quality local backlinks from relevant, trusted sources will help you increase your visibility in your community, drive more targeted traffic to your website, and ultimately grow your business by ensuring that it stands out to search engines and potential customers alike!
