Want your business to show up first when potential customers in your area search for services you offer?
Then you need a local linking strategy.
With a solid plan, you can drive more foot traffic and increase website visitors. This opens up endless opportunities to grow your business.
Let’s take a closer look at what local linking is and why it’s crucial for SEO. (We’ll also show you how to create a local linking plan — step-by-step.)
What is local linking?
Local linking is the process of getting links to your website from other sites within your local area.
The goal is to:
- Drive more visitors to your website and business pages
- Encourage people to come to your shop or office
- Improve your rankings in local searches
- Increase visibility in relevant map packs
For example, a coffee shop might link to a nearby bakery, saying their pastries are the perfect match for a cup of coffee. This helps both businesses get more visitors. It also shows search engines that they’re relevant to the local community.
We’ll review more examples of local linking in a bit.
Why is local linking important for SEO?
Local linking strengthens your online presence. It shows search engines that your business is relevant and trusted in your area. (More on this below.)
Image provided by the author
If you run a small or medium business, this can really help you stand out.
That’s because local SEO:
- Builds credibility and community trust. Being linked to by reputable local organizations enhances your business’ reputation. It shows potential customers that you’re a trusted part of the community.
- Increases local search visibility. Backlinks from local sources improve your chances of appearing in search results for nearby customers. This gives you a competitive edge in your region.
- Raises domain authority. Search engines prioritize websites with quality backlinks. (Especially from trusted local sources.) This makes your site more likely to rank higher.
- Drives targeted traffic. Local links bring visitors who are already in your area. And since they can easily access your services, they’re more likely to convert.
TL;DR: With local backlinks, you can improve your online presence and make it easier for nearby people to find you.
What SEO tools do I need to build local links?
The tools you should choose when building local links depend on your specific needs, resources, and expertise.
Consider trying one or two and then adding on others if needed.
For instance:
→ Start out with the essentials
Use free or affordable tools like Google Search Console and Moz Local. You can use these to track backlinks and make sure your business information is consistent across directories.
Starting small and focusing on the tools that align with your goals helps you avoid overwhelming your team. (While still building an effective local link profile.)
→ Specialized needs
If you’re focusing on a particular strategy — like competitor analysis — tools like Ahrefs or Semrush might be worth the investment. Whitespark can streamline the process of citation building.
→ Combine tools for efficiency
Tools like BrightLocal and Yext offer multiple features, which can reduce the need for separate tools.
→ Scale with your business
As your business grows, you might invest in more robust tools like Majestic or Semrush. These help you uncover deeper insights and refine your strategies. If you’re looking to scale even more, consider partnering with an established link building agency.
8 Examples of local linking
Here are some clear examples that show how local linking works.
1. Local directories
Adding your business to directories like Yelp or your local chamber of commerce is one of the easiest ways to earn backlinks.
Search engines trust these options, and they provide a direct line for potential customers to find your business.
It may sound simple, but always make sure your information is accurate and consistent when you list your business. Inconsistent details like differing phone numbers or addresses can harm your credibility and rankings.
2. Google Business Profile
An optimized Google Business Profile links to your website and helps you appear in Google’s local search and map results. So don’t skip this.
Be sure to complete every section, use relevant keywords, and keep your details updated. A well-maintained profile increases your local visibility. Adding photos, responding to reviews, and posting updates can help the engagement and build credibility.
3. Community forums
Participating in neighborhood forums or social groups is a strategic way to share your expertise while subtly linking back to your site.
For instance, if you’re a landscaper, you could offer advice on local gardening challenges and include a link to your blog or services page.
Authentic engagement is key here. Avoid overly promotional content and focus on adding value to the conversation.
4. Local sponsorships
Sponsoring events, charities, or sports teams is a great way to earn backlinks from their websites.
It also builds goodwill within your community. ♥️
For example, a sponsorship for a local charity run could include your business name and link on the event’s webpage. These partnerships also increase brand visibility and create opportunities for in-person interactions with potential customers.
5. Guest blogging
Writing posts for local blogs or partner businesses is a win-win.
It builds links and establishes your authority in your niche. (Choose topics that resonate with the local audience. And showcase your expertise in a way that encourages readers to visit your site.)
For example, a gym might guest post on a local health blog about practical workout routines. Or a yoga studio might post on a local women’s clinic’s blog about the best poses for expecting moms.
6. News mentions
Pitching your story to local news outlets can lead to features and backlinks.
Highlight unique aspects of your business to capture journalists’ interest. Like a unique anniversary celebration or a new product launch.
Tailor your pitch to align with the publication’s focus. (And be ready to provide additional details or quotes to make the story compelling.)
7. Business collaborations
Partnering with nearby businesses for joint marketing campaigns can create mutual linking opportunities.
For example, a coffee shop and a bakery could collaborate on a “breakfast special” and link to each other’s websites. These partnerships build backlinks and foster a sense of community and shared success.
8. Community organizations
Joining local associations or groups that list members on their websites can also lead to valuable backlinks.
Look for organizations that align with your brand values and actively participate to get the most benefits.
How to create a local linking strategy for your business
Ready to develop or refine your local linking strategy?
Follow these steps.
Step 1: Audit your current links
Use SEO tools, like Ahrefs or Moz, to generate a backlink report.
Look at the local backlinks your website already has.
How valuable are they? Where can you earn new ones?
For instance, you may notice that you have plenty of links from local directories. But few from industry-related businesses or organizations. In this case, you might focus on getting those types of links.
Be sure to also look for outdated or broken links. Either replace them or contact the sites linking to you — and kindly ask if they can fix them.
Step 2: Create link-worthy content
Publish resources that other local sites will want to link to. For example, a guide to local hiking trails or an event recap can attract attention and earn links from relevant websites. (Consider your audience’s values and create content that fills those needs.)
High-quality visuals, expert insights, or practical tips can make your content more shareable.
You can also collaborate with local influencers to expand your reach and attract organic backlinks.
Step 3: Claim business listings
Make sure your business information is accurate and consistent across all local directories.
This step is essential to help you build trust with potential customers and search engines. Outdated or incorrect details can lead to missed opportunities. And frustrate users trying to reach you.
Regularly update your listings and include photos, hours of operation, and keywords to make your profile stand out.
Step 4: Engage with your community
Actively participate in local forums and groups. Share helpful tips or resources, and include links to your website where it adds value.
For instance, a real estate agent could share market insights in a local homeowners’ group. Or in a relevant thread or group on Reddit or LinkedIn.
Authentic interactions help build trust and establish your reputation as a helpful resource. Be consistent in your engagement and monitor these platforms for opportunities to contribute.
If you’re highly active and get mentioned often, use a social listening tool to track mentions automatically. This can help you speed up your engagement process and start collecting user-generated content for local promotions.
Step 5: Build partnerships
Collaborate with complementary businesses to create mutual linking opportunities.
For instance:
- A law firm might collaborate with a local real estate agency to provide legal tips for homebuyers
- A photographer might link to a local event planner’s site to showcase their work at weddings
- A daycare center could partner with a local pediatrician to share parenting tips and advice
- A home improvement store might link to a local contractor’s site for renovation tips
- A pet store might partner with a local vet to offer pet care advice and services
- A florist might collaborate with a wedding planner on a styled bridal event
Create a plan that involves linking to each other’s service pages in blog posts or promotions. You might also consider co-hosting events, webinars, or giveaways.
These collaborations generate backlinks and meaningful partnerships if you find aligned businesses and nurture your relationships with them.
To help do this, state your intentions and values.
For instance …
“We’re passionate about helping new homeowners transform their interiors with custom design. We love building long-term relationships with contractors and suppliers who have the same vision.”
After you’ve started your first campaign together, be sure to keep in contact. Keep your communication positive, natural, and mutually beneficial. See if you can start planning more frequent collaborations!
Step 6: Encourage reviews
Positive reviews on Yelp and Google often include links back to your website.
Screenshot provided by the author
Encourage satisfied customers to write a review – The process should be as simple as possible. Respond to reviews to show that you value customer feedback and are actively engaged with your audience (According to BrightLocal, 88% of people prefer buying products or services from companies that respond to their customers’ reviews).
Step 7: Pitch stories to local media
Highlight unique aspects of your business that could interest local journalists. For instance, if you’re opening a new location or hosting a community event, let the media know.
Craft a compelling narrative and reach out with a professional press release to help increase your chances of being featured. (Work with a PR writer if you’re unsure what to say.)
Follow up with reporters and provide additional assets like high-quality images or quotes to make their job easier.
Step 8: Track and refine
Regularly track your local backlinks to make sure they remain active and relevant.
Explore new opportunities as they come up. (Like partnerships with emerging businesses or new community initiatives.) Staying proactive is key to continually strengthening your local linking strategy and keeping a competitive edge.
Wrap up
A local linking strategy can help you attract customers and establish credibility within your community. Both in and out of the store.
Start your local linking strategy today, and watch your business gain more visibility and trust.
Remember, to create a local linking strategy for your business, you’ll need to:
- Step 1: Audit your current links
- Step 2: Create link-worthy content
- Step 3: Claim business listings
- Step 4: Engage with your community
- Step 5: Build partnerships
- Step 6: Encourage reviews
- Step 7: Pitch stories to local media
- Step 8: Track and refine
Need help? Schedule a call with uSERP for expert guidance now. We’ll create a tailored local linking plan so you can focus on what you do best.
And in case you want to explore more popular questions about local linking …
FAQs
1. How can businesses identify high-quality local directories that provide the best SEO value?
Focus on well-established, authoritative directories specific to your location or industry. (Think Yelp, Yellow Pages, or local chamber of commerce sites.) Make sure they have high traffic.
2. Key mistakes to avoid when creating content that attracts local backlinks?
Avoid overly promotional content.
Focus on providing genuine value like valuable resources, tips, or insights relevant to your local audience. Also, ensure your content is shareable and resonates with your target community.
3. How can businesses balance paid and organic local link-building efforts for more SEO impact?
Organic links should be your primary focus since they build genuine authority and trust. Use paid methods sparingly to support your organic efforts without overshadowing them.
4. How do you make sure the backlinks you earn from community sponsorships or collaborations are effective for SEO?
Make sure the sponsoring organization or partner has a relevant and reputable online presence. The link should be placed in a context that benefits your business. (Like in a dedicated sponsor section or in association with an event page.)
5. What are the best ways to maintain and nurture partnerships with local businesses to continue generating valuable links?
Engage in regular communication. And look for ways to collaborate beyond link-building, like co-hosting events or promotions.
Consistently show support for their business — and reciprocate when possible to foster long-term relationships.
