How to Build Backlinks for Your Business: A Complete Guide
If you want to rank your local business or your client’s business higher on Google, backlinks are indispensable. A 2018 study by Moz demonstrated that backlinks are crucial for ranking in both the Map Pack and localized organic search results. However, building backlinks for local SEO differs significantly from general link-building strategies. This comprehensive guide will walk you through six effective methods to build solid local backlinks that will boost your local business rankings on Google.
Understanding Local Link Building vs. General Link Building
What is Link Building? Link building involves acquiring links from contextually relevant websites to a page on your website. Local link building adds an essential layer: locational relevance. This means getting backlinks from pages that are both contextually and locally relevant to your business.
For instance, if you’re a photographer in Toronto, a link from a global photography blog is contextually relevant but lacks local relevance. On the other hand, a link from a Toronto-based community blog or association would be both locally and contextually relevant.
The Ideal Backlink: Incorporating authority into the equation, the ideal backlink combines:
- Contextual Relevance
- Local Relevance
- High Authority
While achieving all three isn’t always possible, focusing on any two aspects can still yield excellent results.
Why Local Link Building is Less Competitive but More Creative
The good news? Local SEO competition is generally lower because you’re up against other local businesses rather than global players. However, finding link prospects for local SEO requires creativity due to fewer available targets.
Let’s explore six practical local link-building strategies to get you started.
1. Join Your Local Chamber of Commerce
Local chambers of commerce are networks that connect local businesses. Membership often comes with a directory listing, which provides a backlink that’s high in authority and local relevance.
Steps to Get Started:
- Search for “[chamber of commerce] + [your city]” on Google.
- Sign up for a membership.
- Add your business information, including name, address, phone number (NAP), and website URL.
Bonus Tip: Offer discounts to fellow members. Not only can this generate new business, but it may also lead to additional backlinks from other members’ websites.
2. Join Niche-Relevant Business Associations
Niche-specific associations function similarly to chambers of commerce but cater to your specific industry. These links combine high authority and local relevance.
How to Find Them: Use Google search queries like:
- “[city] + [your niche] + association”
- “[your niche] + business association”
Example: If you’re a photographer in Toronto, searching for “Toronto photographers association” will yield relevant associations. Many of these sites have member directories with backlinks to members’ websites.
3. Build Links from Local Resource Pages
Resource page link building involves earning backlinks from curated pages that link out to useful local resources. These links often balance contextual and local relevance.
Steps to Find Resource Pages:
- Search Google for queries like:
- “inurl:resources.html site:[country domain] + [your niche]”
- “[city/state] + [niche] + resources”
Example Search: A plumber in the UK might search for “inurl:resources.html site:co.uk plumbing.”
Pro Tip: You can expand your search to tangential businesses. For example, wedding photographers could seek links from florists, event venues, and cake shops in their city.
4. Guest Post on Local Websites
Guest posting allows you to create content for other websites in exchange for a backlink. This method is highly effective because you can handpick sites that offer contextual, local, and authoritative relevance.
How to Find Opportunities:
- Use Ahrefs’ Content Explorer or a similar tool to search for blogs and websites within your niche and location.
- Narrow results by filtering for local domains (e.g., site:.au for Australia) and setting metrics like Domain Rating (e.g., DR 30-60).
- Pitch your guest post idea to the website owner.
Example Search Query: “title:photography site:.ca” for photography blogs in Canada.
5. Get Featured on Local “Best Of” Lists
Many blogs and websites publish “best of” lists for local businesses. Being included in these lists not only provides a valuable backlink but also drives traffic and potential customers.
Steps to Get Featured:
- Search for terms like:
- “Best [service/product] in [city]”
- “Top [service] providers in [city]”
- Identify relevant blog posts, ignoring large directories like Yelp or TripAdvisor.
- Pitch yourself to the blog owner with a compelling email.
Sample Email Pitch:
Hi [Name],
My name is [Your Name], and I’m the owner of [Your Business]. I came across your post on [topic] and noticed that my business wasn’t included. I’d love for you to consider us for your list. Here’s a little about us: [Include brief details].
If you’re interested, I’d be happy to provide more information or offer you a complimentary sample of our service/product.
Best regards,
[Your Name]
6. Analyze and Replicate Competitors’ Backlinks
Reverse-engineering your competitors’ backlinks can reveal a treasure trove of opportunities.
How to Do It:
- Identify your competitors by searching for “[niche] + [city].”
- Use a tool like Ahrefs’ Link Intersect to compare their backlinks with yours.
- Focus on links that multiple competitors have in common, as these are likely the most impactful.
Example: If your competitors are restaurants in Toronto, the tool may show links from a “Best Taco Places in Toronto” blog post. Pitch yourself to that blog owner to get included.
Final Thoughts
Building backlinks for local SEO requires a strategic approach tailored to both your industry and location. By leveraging local chambers of commerce, niche associations, resource pages, guest posts, “best of” lists, and competitor analysis, you can create a robust backlink profile that boosts your rankings and drives local traffic.
Start applying these tactics today to grow your business and achieve long-term SEO success!
