A well-executed local link building service can be the key to elevating your business’s online presence, ensuring that potential customers find you when they’re searching for services nearby.
According to Google, a staggering 28% of searches for something nearby result in a purchase, while 78% of people who search for something nearby on their phones visit the business within a day. Furthermore, 30% of all mobile searches are related to location, highlighting the importance of being visible in local search results.
By leveraging a strategic approach to local link building, you can not only improve your local SEO but also drive more targeted traffic, increase your online visibility, and ultimately boost sales.
Why is local link building important for businesses?
Local link building is a vital strategy for improving local SEO, which is crucial for attracting customers in your area.
Enhanced visibility
When local websites link to your business, it signals to search engines like Google that your business is relevant to the local community, helping your site rank higher in local search results. This enhanced visibility means more potential customers can find you online, increasing your chances of being discovered by people searching for services in your area.
Trust and authority
Local link building helps build trust and authority. When reputable local sources link to your website, it acts as an endorsement, boosting your credibility and making you a more attractive option for potential customers. This trust can be the deciding factor when customers are choosing between you and a competitor.
Targeted traffic
Effective local link building drives targeted traffic to your site, particularly from people who are already interested in your products or services, making them more likely to convert into leads and customers. It also enhances brand awareness by consistently exposing your business across various local platforms, making your brand more recognisable within the community.
Networking opportunities
Local link building creates valuable networking opportunities with other local businesses, influencers, and community members, which can lead to collaborations and further exposure.
Ultimately, the goal of local SEO link building is to improve your local search rankings, setting you apart from competitors and driving more traffic and revenue to your business. By focusing on local link building, you can establish a strong online presence that supports sustained growth and success in your local market.
How to build links and rank for local terms
Building links and ranking for local terms is an essential part of any local SEO strategy. By focusing on locally relevant content and acquiring high-quality local backlinks, you can significantly improve your business’s visibility in local search results. Here’s how you can do it:
Identify relevant local keywords
The first step in ranking for local terms is identifying the keywords that your potential customers are using. Tools like Google Keyword Planner and Ahrefs (shown below) can help you find locally relevant keywords that are being searched by people in your area.
Focus on keywords that include your location and the services or products you offer, such as “best coffee shop in Manchester” or “Leeds plumbing services.
Create high-quality local content
Once you have identified your target keywords, create content that is highly relevant to your local audience. This could include blog posts about local events, guides to your city, or case studies featuring local clients. By producing valuable content that resonates with your community, you increase the chances of earning backlinks from local sites.
For example, a local bakery might write a blog post titled “Top 5 Local Ingredients for Perfect Yorkshire Pudding” that not only appeals to local food enthusiasts but also has the potential to be shared and linked by other local businesses and bloggers.
Get listed in local directories
Getting your business listed in reputable local directories is a straightforward way to build local links. Ensure your listings are complete and accurate, including your business name, address, phone number, and website.
Being present in these directories not only helps with local SEO but also makes it easier for potential customers to find you. Moreover, these sites often rank well in search engines, providing an additional source of traffic.
Engage with local bloggers and influencers
Building relationships with local bloggers and influencers can be incredibly beneficial for your link building efforts. Reach out to them with personalised messages offering to collaborate on content that benefits both parties. For example, you could provide a guest post, participate in an interview, or offer an exclusive behind-the-scenes look at your business.
When these influencers mention or link to your site, it not only helps you earn high-quality backlinks but also exposes your business to their local audience, driving more targeted traffic to your website.
Leverage local PR and media
Getting featured in local newspapers, radio stations, or online news outlets is another effective way to build local links. Whenever you have newsworthy events, such as a new product launch or a community initiative, prepare a press release and send it to local media. Building relationships with local journalists can lead to ongoing coverage and valuable backlinks from trusted sources.
Sponsor local events and organisations
Sponsoring local events, charities, or sports teams can provide you with backlinks from event websites and local news coverage. Look for opportunities that align with your business values and target audience. For instance, if you run a fitness centre, sponsoring a local charity run can result in your business being mentioned on the event’s website, social media channels, and promotional materials, all of which can include valuable backlinks.
Optimise your Google Business Profile
Your Google Business Profile (formerly Google My Business) is one of the most powerful tools for local SEO. Make sure your profile is fully optimised with accurate information, high-quality photos, and regular updates. Encourage satisfied customers to leave reviews, as these not only boost your credibility but also contribute to your local rankings.
According to BrightLocal, 98% of consumers read online reviews about local businesses, and a high star rating can make a significant difference in attracting new customers.
Create locally focused guest posts
Guest posting on other local websites is an excellent way to build links and enhance your authority. Identify local blogs or websites that accept guest contributions and pitch ideas that are relevant to their audience. Ensure your content is valuable and includes natural, contextually relevant links back to your website.
By following these strategies, you can build a strong foundation of local backlinks, improve your rankings for local search terms, and drive more traffic to your business. Consistent efforts in local link building not only enhance your SEO but also position your business as a trusted and authoritative presence within your community.
Types of links for effective local SEO
When it comes to building a strong local SEO strategy, not all links are created equal. Different types of links can provide varying levels of value to your business, depending on their source and relevance to your local market. Here’s a breakdown of the most effective types of links for local SEO:
PR and regional links
Public relations (PR) and regional links are some of the most valuable types of backlinks you can acquire for local SEO. These links come from well-known regional news outlets, industry publications, and authoritative local websites. They not only boost your site’s credibility but also significantly improve your search engine rankings.
For example, if your business is featured in a local newspaper or a regional business magazine, the backlink from that publication can carry substantial weight with search engines. Additionally, being mentioned by trusted local sources enhances your reputation within the community, making you more likely to attract local customers.
Directory listings
Directory listings are one of the most straightforward ways to build local links. These links come from websites that list businesses in specific categories, often based on location. Popular directories like Yell, Thomson Local, and industry-specific directories can drive a significant amount of local traffic to your site.
When creating directory listings, it’s essential to ensure that your business information is consistent across all platforms. This consistency helps search engines verify the legitimacy of your business and improves your chances of ranking well in local search results.
Directory links are not only valuable for SEO but also make it easier for potential customers to find your business, whether they’re searching online or browsing through a specific directory.
Citations
Citations are mentions of your business’s name, address, and phone number (NAP) on other websites, even if there’s no direct link back to your site. These mentions are important for local SEO because they help search engines confirm the existence and legitimacy of your business.
Common sources of citations include local business directories, review sites, and social media platforms. For instance, having your business details listed on sites like Yelp or TripAdvisor, even without a direct backlink, can still contribute positively to your local SEO efforts.
Ensuring your citations are accurate and consistent across all platforms is crucial. Inconsistent information can confuse search engines and hurt your rankings, so it’s important to regularly audit your citations and update any outdated or incorrect information.
Local news backlinks
Backlinks from local news websites can be incredibly powerful for your local SEO. These links are usually earned through media coverage of your business, such as news articles, interviews, or event coverage. Local news backlinks are highly valued by search engines because they come from authoritative sources that are trusted by the community.
To earn these types of links, consider engaging in activities that are newsworthy within your local area. This could include hosting community events, launching a new product or service, or participating in local charity work. When local news outlets cover your story, they’re likely to include a link to your website, boosting both your SEO and your visibility in the community.
Community and event sponsorship links
Sponsoring local events, sports teams, or community organisations can earn you backlinks from the event’s website or promotional materials. These sponsorship links are valuable because they show your business’s involvement in the community, which can enhance your local reputation and attract more local customers.
For example, if you sponsor a local charity event, your business may be mentioned on the event’s website, in press releases, and across social media channels, all of which can provide valuable backlinks.
Guest posts on local blogs
Guest posting on local blogs is a great way to earn contextual backlinks while also reaching a broader local audience. By contributing valuable content to local blogs, you not only gain a backlink but also position yourself as an expert in your field.
To get started, identify local blogs that are relevant to your industry and reach out with a personalised pitch. Offer to write a guest post that provides value to their readers while naturally incorporating a link back to your website.
We’ll let the results do the talking…
The proof really is in the pudding when it comes to local link building. Here are just a few examples of local links placed for our clients along with the results.
The Watch Exchange London
The Watch Exchange is a professional luxury watch buyer based in Mayfair, London. A lot of our link building efforts with them are focused on London terms carefully placed on London-specific sites.
⭐️ 426% increase in organic users year-on-year
⭐️ 972% increase in conversions
⭐️ 72 keywords in top 3
Urocare London
Urocare is a private urology clinic in London. Their main goal was to rank for London-based terms.
⭐️ 122% increase in organic users year on year
⭐️ 452% increase in conversions
We Buy Any Home
We Buy Any Home is a cash-buying service for properties all over the UK. We assisted in building strength to many of their location-based pages to expand their reach.
⭐️ 742% increase in organic visibility
⭐️ 22 location-based keywords in top 3
Tools and resources for local link building
Building a robust local link profile requires not only strategy but also the right tools and resources to streamline the process and maximise results. Here’s a roundup of essential tools and resources that can help you enhance your local link building efforts:
Moz Local
Moz Local is a powerful tool designed to manage your business listings across various local directories. It helps ensure that your business information is consistent and accurate on all major platforms, which is crucial for local SEO. Moz Local also monitors your listings and alerts you to any inconsistencies that could impact your rankings.
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By using Moz Local, you can easily update your business information in multiple directories from a single dashboard, saving time and ensuring that your citations are always up-to-date.
Key Features:
- Automatic listing updates across multiple directories
- Consistency checks for NAP (Name, Address, Phone number) information
- Real-time monitoring and alerts for listing issues
Ahrefs
Ahrefs is a comprehensive SEO tool that offers powerful features for link building, keyword research, and competitor analysis.
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For local link building, Ahrefs can help you identify high-quality local backlink opportunities by analysing your competitors’ backlink profiles and discovering where they’re getting their links. Ahrefs also provides detailed reports on your own backlink profile, showing you which local links are driving the most value and helping you identify areas for improvement.
Key Features:
- Competitor backlink analysis
- Detailed backlink profile reports
- Keyword research specific to local search terms
SEMrush
SEMrush is another versatile SEO tool that’s highly effective for local link building. It offers features such as backlink analysis, keyword tracking, and site audits that are essential for developing a successful local SEO strategy. With SEMrush, you can identify local link opportunities, monitor your backlink profile, and track your rankings for local keywords.
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The tool also provides insights into your competitors’ strategies, helping you discover where they’re earning their local backlinks and how you can outperform them.
Key Features:
- Backlink analysis and monitoring
- Local keyword ranking tracking
- Competitive analysis for local SEO
Yext
Yext is a platform that specialises in managing and optimising local business listings across multiple online directories, search engines, and review sites. It ensures that your business information is accurate and consistent everywhere it appears online, which is crucial for building citations and improving your local SEO.
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Yext’s features include real-time updates to your listings, automated listing management, and detailed analytics that show how your listings are performing. This makes it easier to maintain a strong local presence and attract more customers through accurate and visible listings.
Key Features:
- Centralised management of local business listings
- Real-time updates and consistency checks
- Performance analytics for local listings
BuzzSumo
BuzzSumo is a content research and social listening tool that can be incredibly useful for local link building. It allows you to discover the most popular content in your industry, identify local influencers, and find opportunities for guest posting or content collaboration. By using BuzzSumo, you can create content that resonates with your local audience and attracts backlinks from local blogs and websites.
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The tool also helps you monitor your brand’s mentions across the web, giving you insights into where you’re being discussed and where you might secure new backlinks.
Key Features:
- Content research and idea generation
- Influencer identification and outreach
- Brand mention monitoring and analysis
Common challenges in local link building
Local link building is an effective strategy for boosting your business’s online presence, but it comes with several challenges.
❌ Limited opportunities
In smaller towns or niche markets, limited local link opportunities can make it difficult to find enough quality backlinks, potentially leading to a repetitive and less effective approach. The lack of diverse link sources can hinder the development of a strong and varied backlink profile, which is crucial for maintaining a resilient online presence.
🏟 Over-saturation
In more competitive markets, the challenge lies in standing out among many businesses vying for the same local link opportunities. High-quality local sites often receive numerous backlink requests, making it harder to secure valuable placements, especially if competitors have already established relationships with key local influencers and websites.
🥀 Lack of consistency
Consistency is another hurdle; maintaining consistent efforts and monitoring results over time is essential but can be difficult to sustain. The repetitive nature of the tasks can lead to fatigue, and without regular monitoring, it’s hard to assess the effectiveness of your strategies and make necessary adjustments.
🚫 Negative SEO and spam links
Finally, dealing with negative SEO and spam links is a critical challenge. Competitors might use malicious tactics to harm your rankings by creating spammy backlinks to your site. Additionally, the presence of low-quality, spammy websites that inadvertently link to your site can dilute your backlink profile and negatively impact your SEO performance. Managing these threats requires vigilance and proactive measures, which can be both stressful and resource-intensive.
Choosing a local link building partner 👋
Local link building is a fundamental component of any effective local SEO strategy, enabling businesses to enhance their online presence, build trust within their community, and drive targeted traffic to their websites.
For those looking to navigate the complexities of local link building with confidence, partnering with experienced professionals can make a significant difference. Get in touch with our link building experts to get started.
Ready to boost your rankings and grow your business?
Frequently asked questions
What is a local link?
A local link is a hyperlink from a website that is based in the same geographic region as your business. These links typically come from other local businesses, organisations, or community-focused websites, and they help search engines like Google understand that your business is relevant to people in your specific area. Local links are particularly valuable for businesses that rely on local customers, such as restaurants, shops, or service providers.
How do local backlinks differ from general backlinks?
Local backlinks are specifically focused on your geographic area. They come from websites that are either based locally or have a strong connection to your local community. General backlinks, on the other hand, can come from any website regardless of location.
While general backlinks can improve your overall domain authority, local backlinks are especially important for boosting your visibility in local search results, making them essential for businesses that depend on local traffic.
Should I focus solely on local links?
While local links are crucial for improving your local search rankings, it’s important not to focus solely on them. A well-rounded backlink strategy should include a mix of both local and general backlinks. General backlinks from high-authority websites can help improve your site’s overall credibility and visibility in broader search results. However, if your primary goal is to attract local customers, prioritising local links can provide significant benefits in that area.
Is blogging a good way to build local links?
Yes, blogging is an excellent way to build local links. By creating high-quality, locally relevant content, you can attract attention from other local businesses, organisations, and community groups who may link to your blog posts.
Writing about local events, showcasing partnerships with local businesses, or offering advice tailored to your community can help establish your website as a valuable resource within your area. In turn, this can lead to more local links and improved visibility in local search results.
How long does it take to see results from local link building?
The time it takes to see results from local link building can vary depending on factors like your industry, competition, and the quality of your links. In general, it can take anywhere from a few weeks to several months to notice an impact on your local search rankings. Local link building is a long-term strategy, and consistent efforts will yield the best results. Patience is key, but over time, you should see improved visibility in local search results and an increase in local traffic to your website.
