Backlinks — links from other websites to yours — remain one of Google's top three ranking factors. For local businesses, quality backlinks can mean the difference between appearing on page one and being buried on page three. (For the full picture on local search, see our Local SEO Checklist.)
But "build more backlinks" is vague advice. Here are specific, practical strategies that work for local businesses without requiring a big budget or sketchy tactics.
Why Local Links Matter More Than Random Links
A link from the Port Huron Times Herald or the St. Clair County Chamber of Commerce tells Google: "This business is connected to this community and is trusted here." A random link from a blog in another country doesn't carry the same local relevance signal.
Quality over quantity is the rule. Five links from respected local sources outweigh fifty links from irrelevant directories.
Strategy 1: Chamber of Commerce and Business Associations
The easiest high-quality local links you can get:
- Local Chamber of Commerce — Most Chamber memberships include a directory listing with a link to your website
- Better Business Bureau — BBB accreditation includes a profile page with a backlink
- Industry associations — Trade organizations often have member directories
- BNI or other networking groups — Many referral networks maintain member pages
These links are typically high authority and locally relevant. If you're not a Chamber member, the link alone often justifies the membership dues from an SEO perspective.
Strategy 2: Local Business Directories
Beyond the major directories (Yelp, Yellow Pages), look for local and regional directories:
- Your city's official website often has a business directory
- County economic development agencies maintain business listings
- Local tourism boards list relevant businesses
- Industry-specific directories for your trade or profession
Make sure your listing has your correct NAP (Name, Address, Phone) and a link to your website. Consistent NAP data is also a key factor in local SEO.
Strategy 3: Sponsor Local Events and Organizations
Sponsoring a local charity run, youth sports team, school event, or community festival often earns you a link from the event's website. These links are valuable because:
- They come from local, trusted websites
- They associate your brand with community involvement
- They often include your logo and a business description
Even small sponsorships ($100-500) frequently result in a link from the organization's website. Ask about online recognition as part of any sponsorship package.
Strategy 4: Get Featured in Local Media
Local newspapers, news websites, and blogs are always looking for content. Ways to earn media coverage:
- Press releases — New business launches, expansions, awards, or community involvement
- Expert commentary — Offer yourself as a source for stories related to your industry
- Community interest stories — Did your business do something unusual, charitable, or noteworthy?
- Op-eds — Write a guest opinion piece about your industry for the local paper
A single link from your local newspaper's website can be worth more than dozens of directory links.
Strategy 5: Create Locally Relevant Content
Content that references your community naturally attracts local links:
- Local guides — "The Best Co-Working Spaces in Port Huron" or "A Guide to Starting a Business in St. Clair County"
- Local data or research — Compile interesting data about your local market
- Event recaps — Cover local events you attend and share your recap
- Interviews with other local business owners — They'll likely link to the interview from their own site
When you create locally useful content, other local websites have a reason to link to it.
Strategy 6: Build Relationships, Not Just Links
The most sustainable link building strategy is genuine relationship building:
- Partner with complementary businesses — A web designer and a local photographer can refer clients to each other (and link from their websites)
- Write testimonials for vendors — Many businesses showcase testimonials on their website with a link back to the reviewer's business
- Participate in local business groups online — Facebook Groups, Nextdoor, and local subreddits can lead to natural link opportunities
What Not to Do
- Don't buy links — Google penalizes paid link schemes. It's not worth the risk.
- Don't use link farms — Services that promise hundreds of links are selling spam that can get you penalized
- Don't spam blog comments — Leaving "Nice article! Visit my site at..." comments doesn't help and can hurt
- Don't obsess over quantity — One link from a respected local organization beats a hundred from random directories
Your Action Plan
This month, aim for 2-3 quality local links:
- Join your local Chamber of Commerce if you haven't (instant quality link)
- Identify one local event, charity, or organization to sponsor
- Reach out to the local newspaper about a story angle related to your business
- Write a testimonial for a vendor or partner and ask them to include it on their site
Repeat monthly and your local link profile will steadily grow.
Want help building your local SEO authority? Contact us — we help businesses earn the links that drive rankings.