How to Use Local Link Building for Business Growth

Last updated Jul 17, 2024 | Published Feb 7, 2024
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You may have heard that almost half of all internet users use online search to find local businesses (don’t we all do?). But did you know that 76% of them go on to visit those stores within a day?

EClearly, optimizing your website so people can find you is the best course of action to take. It’s kind of like creating a menu for a cafe.

How do you make people crave your meals? Yummy images and juicy copy! Similarly, that’s one of your biggest weapons to get the search algorithm to notice your brand.

But if you want to get quality local links, it gets trickier. Even if you did SEO before, local link building is a different ballgame altogether. Yet, it is your best bet for dominating a particular location.

Many throw in the towel before they even start to see any results. But this doesn’t have to be you. Keep reading to learn how to build local links like a pro and take your business to the next level in any region.

If you think link building is already a pretty demanding process, then local link building takes it to a whole other level. Since you are now focused on a specific region, you have a much smaller pond to fish in instead of vast oceans. It gets even tougher if the fish are spoiled for choice and less likely to take the bait. But first, the basics.

A local link is a link that leads to your web page from other relevant websites in your specific location. Say you open a new cafe in your town, and you want to draw in the crowd; you could convince the local university to place a link to your website on their own student discount page. Of course, this means you would need to actually offer a student discount. These links serve as endorsements of your business, thereby helping to build brand trust and more.

Types of Local Links

Source: @TampaSEOTrainer on X

Much like with your menu at the cafe, you also get to try out different options when it comes to local links:

  • Local maps and directories. You could focus on getting your business name, address, and phone numbers (NAP) listed on the maps and on as many online local directories as possible. This boosts your visibility on Google Maps and in various directories as well. You can also take advantage of review platforms like Trustpilot.
  • Local media.,Think about local news and magazines, popular podcasts in the area, and basically any form of media that people like best. All of these are local linking opportunities that integrate your brand as an established member of the community.
  • Local SEO. This involves promoting a website on Google within a specific geographical area, typically a city. A local optimization strategy would involve targeting specific (region-relevant keywords) and also understanding what people actually need in that location. Also, getting featured in posts from regional bloggers works exceptionally well to boost your local SEO, just like with local media endorsements.
Benefits of Building Links Locally

Source: Statista

“Near me” local searches have gone up 500% in the last few years. Imagine having your brand name sprinkled all over the town and even nearby communities. Your business could also pop up first in Google “Near me” searches. That’s the kind of thing that happens when you have a good local link building strategy.

Everyone knows you, and you come to mind when people need a product or service that you offer. That’s a huge success, the sort of brand recognition and customer loyalty that brands like Apple and Starbucks enjoy. Why does this matter? 80% of all local searches actually result in conversions! So, building links locally not only boosts your visibility and credibility but also increases your sales rate.

Link building is already tough enough for the experts, yet the truth is you don’t need to be a guru to earn a couple of links. You just need to have some pointers, in addition to the skill to find and check backlinks quality and know where to look for. So, here are a few local link building strategies that even an absolute beginner can use right away:

#1 Optimize Your Google Business Profile

Ever called a local business or driven down to their store only to learn that they are actually closed that day? In this day and age, people still forget to update their details, especially when there’s been a recent change in timing, services, and sometimes the menu.

You want to ensure that your information is always accurate. A couple of high-quality images is a good idea, and remember to throw in a few videos, too. Add an FAQ/ Q&A section and respond promptly and politely to reviews and questions. These are just a few ways to keep your page active.

#2 Build Solid Citations

You want your business name and contact information present in as many places as possible. The more digital footprint you leave, the better, and so you need to focus on building your citations.

This is where you leverage your local business directories, active local groups on social media, and basically, any other resource where your customers might see and notice your brand. The idea is to make it easy for people to find you, so citations are essential for your online visibility and local search rankings.

#3 Content That Locals Resonate With

Content That Locals Resonate With

Source: @Chungo567 on X

A link needs something to point to, and content is the best way to fill this gap. What’s more? It ties in so nicely with the rest of your SEO and local link building strategies. But all content won’t cut it, so be sure to focus on what your audience actually cares about. You could become the trusted source or go-to guy in your niche. Of course, you need to know how to leverage your buyer intent keywords.

Whether you are posting on your own blogs, sites, or SM channels, opting for guest posting, or using other tactics, quality relevant content is always key. Also, remember about on-page optimization. Specify your location on the map, add your address and phone number, and include the names of the regions you’re targeting in meta tags. Be sure to share this on your social media channels and encourage your followers to do the same.

#4 Collaboration With Local Bloggers

Most local link building strategies center around obtaining links specifically from local media, bloggers, and directories. Know any local blogs or media that do regular (or even occasional) features on local brands? Your cafe could be the next.

Since registration in directories like Google and Yelp is often free, then you can probably handle directory registration yourself, but it may not be the same with media and blogger outreach. So, what do you do? Consider outsourcing this task to a credible service like LM that can assist you with media and blogger outreach.

#5 Linkable Assets

Linkable Assets

Source: @HospitalitySoph on X

CLinkable assets like infographics, videos, images, local guides, case studies, etc., are prime link juice material. So, consider creating YouTube videos such as “Best Barber Shop on street/city name” and adding your website link to the description. While these links are nofollow and don’t significantly impact rankings, they diversify your link profile and signal to Google that your site has a clear regional association.

Remember that while you can also leverage other platforms like SlideShare and infographics, it’s best to avoid overdoing it. Craft regular video content like reviews, interviews, and tips from a master barber in conjunction with the specific region. 76% of customers check those online reviews, and this can influence their purchase decisions.

#6 Find Ways to Give Back to the Community

Creating and sponsoring local events, offering scholarships, and being involved in local charities are just a few ways you can give back to the community while also earning quality links. Also, for each event you create, you can feature news about the events on your site and negotiate for links from government sites, local media, and bloggers.

This is one of the best local SEO link building techniques that boost your SEO ratings, but it does require more financial commitment than the rest on this list. As local news publishes reports about your activities, the PR and links add to your brand profile and growth.

There are lots of local link building tips out there, and it’s hard to keep track of them all. But here are a few you need to keep in mind:

  • All sites are not equal. You need to be able to identify which site will give you the results you want. Keep in mind that you already have a smaller pool than normally, so finding suitable resources can be a challenge. At LM, we have filters based on region, domain zone, and site type, allowing you to find suitable sites for local link building.
  • It never ends. Link building for local SEO is a process that requires commitment, and you must be ready to shift with the trends as they come and go.
  • You have to be able to manage your goals and expectations. Most people who learn of the wonderful benefits of link building for local businesses jump into it with enthusiasm and high expectations. It’s easy to get burned out when they don’t get a quick turnaround. It works, but you must be willing to give it time.
  • Ask for help. Depending on your niche, trying to get a local link address to point to yours requires skills that you may not have. It’s far more productive to get experts to handle it. Just be sure to verify that the selected service providers use white hat methods.
  • Leverage your existing relationships/network. You need all the bridges and local link network support you can get. So, keep your eyes open for networking opportunities.


Local link building is just as essential to your business growth as the building blocks of the actual physical store. And just like good bricks help make the store both attractive and reassuring, a good natural local link profile will help drive traffic and sales your way. Use these tips to etch your brand into the minds of customers and search algorithms.

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Comments( 2 )

May 30, 2024

Do local links impact ranking in Google Maps? Will I get higher positions in maps if I get local backlinks for SEO?

LinksManagement Team
May 30, 2024

Not really. External links do not affect ranking in Google Maps. If you want to improve your positions in maps, focus on reviews. Ask your users/customers to leave reviews, and you can offer them some bonus for it (i.e., a discount, voucher, etc.). The more detailed their reviews are, the better. So, ask your clients to write at least a couple of sentences and include photos of your business.

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