Complete Local SEO Link Building Beginner’s Guide (Updated 2024)

January 25, 2024

mothasim

Since the success of your local SEO largely depends on your link building approach, you need to know the A-Z of local SEO link building.

There are many ways to craft your strategy but the best method is a personalized one where your unique business needs and goals are considered.

Contents

What is Local SEO Link Building?

Local SEO Link Building

Local Link Building is the process of getting websites in your area to link back to your business website. It’s like making friends for your business online.

The goal is to get links from local sites like city guides, neighborhood blogs, business directories, and local media outlets. This helps Google understand that your business serves a specific town, city, or region.

Consider the difference between a general Google search for a WordPress site design firm and a local search.

A broad search might be “WordPress web design agencies,” but a more specific search in New York might be “WordPress web design agencies in New York” or “WordPress web design agencies near me.”

Businesses that want to target both local and general visitors must optimize their content for both types of searches. Traditional SEO and local SEO tactics differ.

Keyword research and mapping are traditional SEO criteria, but local SEO variables include NAP citations (business name, address, phone number), submitting business information to Google My Business (GMB), and ensuring proper address mentions across platforms.

Building local links takes time and effort. But it’s worth it to boost your local visibility and attract more customers in your specific geographic area. Adding a few quality local backlinks each month can gradually improve your local search presence.

What Local SEO Backlinks Do for Your Business?

Local SEO backlinks are like online recommendations for your business. When other local websites link to your business, it tells search engines that your business is trustworthy and important in your area.

This helps your business show up higher in local search results, making it easier for people nearby to find and choose your services.

Local SEO backlinks can benefit your business in the following ways:

1. Increase visibility for locally targeted keywords

Local backlinks help your website rank higher in local search results, making it more visible to people in your area who are searching for the products or services you offer.

2. Reinforce your business’s location and relevance to local searches

By obtaining backlinks from local websites, you can signal to search engines that your business is closely tied to a specific area, which can improve your local search rankings and make your business more relevant to local customers.

3. Boost local authority and map rankings

Local backlinks can enhance your business’s authority in your local area, which can lead to higher rankings on map services like Google Maps. This can help local customers find and engage with your business more easily.

4. Drive more foot traffic, phone calls, directions, and conversions

By improving your local search visibility through backlinks, you can attract more potential customers to your physical location, encourage them to call your business, provide them with directions, and ultimately convert more of these leads into sales.

How Many Local Links Do You Need?

You don’t need hundreds of local links right away to start seeing results. Building local SEO authority takes time and consistency.

Aim to get 15-20 high-quality, relevant local links to begin with. These should be from authoritative directories and websites focused on your geographic area.

Some key starting points are:

Google My Business listing
Other top directories like Yelp, Yellowpages, Bing Local
Local chamber of commerce website
City government site business listings
Newspaper or local news sites like NJ.com for New Jersey

These types of directory listings and local media links act as strong trust signals since they are seen as authoritative sources.

After securing those foundational local links, look for opportunities to get links from other locally relevant sites like:

Local small business blogs and resources
Popular radio station sites targeting your region
Local segments of statewide publications
Relevant local nonprofits and organizations
Neighborhood sites like forums or event calendars

The more reputation and trust a local site has, the more value their backlinks offer. So, prioritize influential sources.

Aim to build 20-25 quality local links over time. Consistency is key. This demonstrates an active local presence vs a one-off link.

Once you have 25-30 strong local backlinks from directory listings and trusted sites, you can start seeing improved local SEO visibility. But more links will steadily increase this over time.

Local Link Building for Different Types of Businesses

Here are some tips for local SEO link building strategies for different business types:

Retail Stores/Restaurants

Get listed on every relevant local directory, especially niche or industry-specific ones
Build relationships with local food/retail bloggers to get reviewed
Partner with nearby businesses for cross-promotions and local deals
Sponsor relevant local events to get a link from their website
Participate in restaurant weeks or local shopping promotions

Service Businesses

Focus on industry association directories and chamber of commerce profiles
Guest post on local blogs giving tips and expertise related to your service
Volunteer expertise for quotes in local newspapers and media outlets
Host local workshops or seminars to build community connections
Sponsor a local sports team or community organization.

Healthcare Providers

Get listed on specialty health directories like Healthgrades
Submit expertise to local radio shows and publications
Host public health talks or workshops
Volunteer services at charity clinics or community events
Publish studies or work with local universities

Local Consultants

Write for local business journals and publications
Guest post on sites like city economic development blogs
Join and participate in local business associations and networks
Offer pro-bono office hours or consulting for local nonprofits
Teach relevant courses at local colleges or adult education centers

The key is identifying channels and partnerships that are a natural fit for your specific business type and local community. Focus on providing value through expertise and relationships.

How to Find Local Link Building Opportunities?

Find Local Link Building Opportunities

To find local link building opportunities, you can employ the following strategies:

Identify your competitors and analyze their backlink profiles to uncover potential link opportunities.
Use SEO tools to find which sites link to your competitors, as this can reveal potential local link prospects.
Research how other local businesses have acquired press coverage and built links, which can provide insights into potential opportunities for your own business.
Keep an eye on your competitors’ link building activities to stay informed about potential local link prospects.
Start your prospecting research with Google Maps, focusing on your business location and radiating outward to uncover hyper-local link building opportunities.
Many local sites have issues that present great opportunities for local SEO link building, such as broken links or unlinked brand mentions.

These strategies can help you identify and capitalize on local link SEO building opportunities, ultimately strengthening your business’s online presence and visibility within your local community.

How to Build Local SEO Backlinks?

The process of building local SEO backlinks involves acquiring links from relevant local businesses and websites to improve visibility in organic local search results and draw more targeted traffic to your website.

Here are some strategies and techniques for building local SEO backlinks:

1. Listing website on relevant local business directories

Here are some tips for claiming and optimizing local business directories:

Search for listings on core directories like Google My Business, Yelp, Yellowpages, Bing Places, Facebook Business Page, etc. Claim or create a listing if needed.
Make sure your NAP (name, address, phone number) is completely consistent across all directories and listings. This helps with rankings.
Fill out as many details, photos, and descriptions as allowed. The more complete your listings are, the better.
Include your website URL whenever possible to get a link back to your site.
Set up Google Posts and actively engage with customers on your GMB listing.
Add niche or industry-specific directories relevant to your business e.g. Angi for contractors.
Search your city name + “directories” to find additional local listing opportunities to claim.
Make sure categories and keywords are optimized for what you want to rank for locally.
Update listings if you ever change address, phone number, website, or other key business info.
Monitor link equity and clicks from directory listings via analytics.

Optimizing and managing directories is an ongoing initiative but pays dividends for local visibility. Be thorough and treat them like any other website or content channel.

2. Encourage customer reviews on directories, social media, and your GMB listing

Here are some tips for encouraging customer reviews on directories, social media, and your Google My Business listing:

Email customers after purchase/service asking them to leave a review on your GMB page and Yelp. Provide direct review links.
Train staff to politely ask happy customers in-store if they can leave a review of their experience.
Place small signs near registers requesting reviews and highlighting top directories. Include QR codes.
Run occasional promotions offering a discount for any customer who leaves a review.
Share positive review content on your social media channels. This reminds fans to contribute more reviews.
Respond professionally to all reviews. This shows you actively engage with customers.
Claim your review profiles on sites like Yelp to monitor and respond to feedback.
Analyze competitors’ reviews and aim to generate more 5-star content in shared areas of strength/weakness.
For negative reviews, apologize publicly and offer to make it right. If handled well, this can help build trust.
Thank customers who took the time to leave positive and constructive feedback.
Set a goal for a number of new reviews per month. Track your progress over time.

Proactively seeking reviews boosts the credibility and visibility of your local listings. Make it easy for happy customers to share their experiences.

3. Establish relationships with local media outlets

Here are some tips for establishing relationships with local media outlets:

Make a list of relevant local media targets including newspapers, magazines, TV stations, radio shows, local blogs, influencers, etc.
Follow their content and identify potential aligned stories, contributors or sources related to your business.
Reach out to reporters and editors directly and pitch yourself as an expert source for future stories. Provide helpful insights.
Offer to contribute quotes, data, or articles as a thought leader. Make their job easier.
Build connections by sharing their content and engaging consistently without demanding anything.
Participate in local events that the media sponsors or covers. Network face-to-face.
Monitor for mentions of your business or quotes and re-share when possible. Thank them.
Suggest collaborative giveaways, contests or exclusive local content partnerships.
Get to know writers personally behind the scenes and establish authentic relationships.
Become a persistent and reliable resource. Earn opportunities organically vs demanding.
Develop story angles tied to timely topics and local relevance. Provide multimedia assets.
Have clear goals and metrics for media relationships. Track website visits, links, and brand exposure.

Focus on serving the outlets’ needs and audiences for maximum ongoing coverage and link building opportunities.

4. Create link-worthy, locally-focused content

Here are some tips for creating link-worthy, locally-focused content:

Write reviews of local businesses or events and pitch to local publications. Provide unique local insights.
Create lists like “The Top 10 Hiking Trails in San Diego” or “Best Brunch Spots in Austin” for local site shares.
Develop guides for the locals e.g.”How to Apply for a Small Business Grant in Houston” or “Farmer’s Markets to Check Out in Miami”.
Compile annual lists tied to your expertise like “2023 Tax Tips for Atlanta Small Business Owners”.
Curate content for niche local groups like “Tips for New Moms in Denver”.
Cover local current events from an informed perspective like an economist discussing impacts on the local job market.
Profile successful local businesses, founders, artists, or non-profit leaders.
Aggregate and analyze data on topics of local interest like growth statistics or weather patterns.
Feature guest writers and influencers from your region.
Conduct surveys or interviews with locals to create content around their insights.
Create and promote local scholarship, grant, or donation programs.

The most shareable and linkable content caters directly to your geographic community. Become a hub for local knowledge and resources.

5. Distribute press releases through local distribution

Here are some tips for distributing press releases through local distribution channels:

Research press release distribution services that target local media in your city or region. Many services allow you to select specific geographic areas.
Target local newspapers, radio stations, magazines, blogs, and TV outlets. These drive the most relevant pickup.
Time press release distribution to coincide with locally relevant news hooks, events, or announcements from your company.
Follow up directly with local reporters and journalists who cover topics related to your press release. Pitch exclusives.
Include quotes from local leaders or partners if relevant. This adds credibility.
Write releases with local search keywords and geo-targets in mind to boost SEO.
Distribute releases through paid wire services and free sites to maximize your exposure.
Promote press releases through your social media channels by linking to local media placements.
For major announcements, consider hosting a local media event to pitch the story in person.
Follow up with additional assets like images, infographics, company spokespeople, etc. to make stories easier to cover.
Analyze results by monitoring website traffic and backlinks from press release pickups.

Leveraging local distribution channels for press releases can help drive valuable media exposure, backlinks, and search visibility in your target region.

6. Sponsor local charities, events, and sports teams

Here are some tips for sponsoring local charities, events, and sports teams to help build local SEO:

Research upcoming community events, fundraisers, and causes that align with your brand values.
Contact organizers to explore sponsorship opportunities and benefits, like having your logo/link on their website.
Focus on long-term partnerships vs one-off donations when possible to build deeper relationships.
Negotiate multi-channel benefits beyond just a link such as social media promotions, on-site presence, signage, etc.
Set a specific local sponsorship budget for the year and invest strategically.
Avoid over-sponsoring. Sponsor a few organizations very meaningfully over spreading thin.
Send team members to volunteer or participate in the events when possible.
Promote your involvement after the fact through social media, email, and other channels.
Analyze website traffic and other metrics from charity/event sites linking to you.
Consider both local non-profits and popular sports teams/events with strong regional followings.
Make sure the partnerships align with your brand image and target the local community.

Strategic local sponsorships build goodwill while also boosting SEO if done thoughtfully over time. Choose partners who will drive value beyond just a link.

7. Volunteer for interviews or contribute quotes or articles

Here are some tips for volunteering for interviews, contributing quotes, and writing articles to build local links:

Identify reporters and publications looking for sources by monitoring the local news. Pitch yourself as an expert in your field.
When relevant local stories break, reach out to journalists and offer yourself as a knowledgeable interview subject. Move quickly while the topic is trending.
Establish yourself as a thought leader by contributing quotes and insights for articles related to your industry. Provide unique perspectives.
Write and distribute press releases related to company news, data releases, or events and offer interviews.
Build relationships with business journal reporters and offer to write contributed articles or op-eds. Provide useful insights for their audience rather than just promotion.
Contact radio producers and podcasters in your field and offer to participate in shows as a guest.
Volunteer for panels, conferences, and events centered around your expertise where media are present.
If you have published studies or data, pitch journalists exclusive access to reporting on the findings.
Monitor who reporters speak to regularly in your field and work on building deeper relationships with them.
Suggest specific story ideas and angles you could contribute to based on topics in the news or coming events.
Follow up after interviews to provide additional assets and make sure they have everything they need.

Becoming a reliable and accessible subject matter expert for local media results in recurring value and exposure for your brand.

8. Participate in local business groups and associations

Here are some additional tips for participating in local business groups and associations:

Seek out both broad groups like the Chamber of Commerce and niche groups relevant to your specific industry.

Attend association networking events and introduce yourself to other business owners. Collect business cards and connect later.
Ask groups about speaking at one of their meetings to share your expertise. This provides exposure.
Post open job listings and company news on association websites and newsletters when possible.
Stay engaged with groups year-round rather than just showing up when you need something.
Arrange tours of your business for association members to showcase what you do.
Pay attention to fellow members’ businesses and share/engage with their news on social media.
Collaborate on initiatives, events, or content campaigns with complementary businesses in the groups.
If you have a physical location, host off-site association meetings periodically.
Develop genuine connections and relationships that extend beyond just business benefits.
Track the website traffic, leads, and other metrics from participating in each group.

Being meaningfully involved with the right local trade organizations and networks provides both community value and marketing exposure.

9. Attend local networking events and partner with local businesses

Here are some tips for attending local networking events and partnering with other local businesses:

Check Eventbrite, Meetup, Facebook Events, and community calendars for upcoming networking events near you.
Join the chamber of commerce or other business associations that host frequent local events.
Set goals ahead of time before attending events such as making 3 new connections or following up with 1 potential partner.
Bring plenty of business cards and come prepared with 30-second intro pitches about your company.
Follow up with your new connections right away while it’s still fresh. Connect on LinkedIn, schedule a call, etc.
Seek out opportunities for win-win partnerships with complementary local businesses. Cross-promote each other.
Collaborate on local events, seminars, or philanthropic initiatives that provide value for the community.
Build genuine relationships and get to know other business owners beyond just making an ask.
Support small businesses in your community and become a regular at places you develop relationships with.
Avoid overt sales pitches and focus more on sharing knowledge and building trusted relationships.
Attend events consistently over time. Familiarity and regular engagement are key.

Leveraging local networking and partnerships takes effort but builds your reputation and mutually beneficial marketing opportunities.

10. Offer a scholarship or local school partnership

Here are some ideas for offering scholarships or partnerships with local schools:

Offer a branded annual scholarship for graduating seniors or current students. Promote it on your website and ask schools to share.
Sponsor school supplies, equipment, or other needs and resources for students and teachers.
See if you can donate products/services to silent auctions or other parent-teacher organization fundraisers.
Volunteer expertise – give a career talk, host a job shadow, and teach a workshop related to your business.
Partner with trade/tech schools for internship programs or guest lecturing from your team.
Ask to put signage up promoting the scholarship or partnership at local schools.
See if you can get links from school sites, newsletters, or social media in exchange for sponsorships.
Attend relevant school events to further relationships like job fairs, showcases, sporting events, etc.
Issue a press release when announcing larger scholarships/partnerships and promote them on social media.
For college scholarships, connect with financial aid offices and professors for promotion.

Giving back through local schools generates goodwill while also providing marketing visibility to students and parents. Align efforts with your brand.

11. Respond to relevant HARO queries from local reporters:

Here are some tips for responding to relevant HARO ( Help A Reporter Out) queries from local reporters to build local links:

Set up alerts for your city/state location and relevant keywords so you only get local HARO queries.
Check the HARO email daily and respond quickly to increase chances of being included.
Pitch yourself as an expert source and provide credentials, examples, and enthusiasm for helping.
If the story is time-sensitive, respond within 30-60 minutes for the fastest inclusion. Follow up if you don’t hear back.
Answer reporter questions thoroughly and offer additional stats, insights, or contacts that may be helpful.
Suggest the perfect person on your team if you’re not the best fit for the specific story or need.
Provide high-quality images, quotes, and multimedia assets to increase appeal and make stories easier to complete.
Follow up after the story is published to share on social media and request a link if not included.
Build relationships with reporters who respond by staying in touch and offering ongoing value.
Track website visitors and backlinks from HARO media placements.

Proactively responding to HARO provides more earned local media opportunities that build brand awareness and local links over time.

12. Contact local bloggers and influencers for partnerships

Here are some tips for contacting local bloggers and influencers to build partnerships:

Make a list of influencers in your location and niche with engaged audiences and website traffic.
Read their content and identify potential partnership ideas that provide value to their audience.
Reach out via email or DM and show you are familiar with their work. Offer personalized, non-salesy ideas.
Suggest relevant guest post topics you could author to provide expert content for their site.
Offer to interview them or contribute quotes for your own blog content as well.
Collaborate on co-hosted local events, workshops, or webinars.
Ask about promoting sponsorships or contests on their platforms.
Partner on local philanthropic initiatives that also support their brand.
Share their content regularly and build the relationship before pitching paid promotions.
Connect them to other local businesses and partners they may find helpful.
If relevant, provide free product samples or services to review.

Building authentic relationships and creative initiatives with the right influencers provides ongoing marketing opportunities and local awareness.

13. Check for unlinked brand mentions on local sites to request links

Here are some tips for checking and claiming unlinked brand mentions on local sites:

Set up Google Alerts for your brand name + local area to receive notifications of new mentions.
Use software tools like Mention or BuzzSumo to identify unlinked mentions across the web.
Search site:yoursite.com on Google to surface more localized brand mentions.
When you find brand mentions without a link, contact the website owners politely asking to add one. Explain why including a link to your website would add value for their readers.
For old mentions, ask them to link your name in exchange for a new contributed article or updated profile.
Provide social share images with a link back to make it easy for them to update posts.
Prioritize high-authority mentions from strong local publishers. Lower domain authority sites tend to ignore requests.
Consider paying to advertise/sponsor local sites where you already have unlinked exposure.
Thank sites that add links and promote their content in return.
Track newly acquired links via Google Search Console to monitor value over time.

Proactively looking for and claiming brand mentions is an ongoing but high-return tactic to earn more locally relevant links.

14. Reclaim lost local links using outreach and re-promotion

Here are some tips for reclaiming lost local links using outreach and re-promotion:

Set up tracking in Google Search Console to identify lost links and determine which were high-value local links.
Search for those links in archives using the Wayback Machine to find the page they existed on.
Directly contact the site owners, explain the broken link, and offer to provide new or updated content if they re-establish the link.
For owned media properties like blog posts or press releases, update the content to make it relevant and redistribute locally.
Revive relationships with any local organizations or partners who previously linked to you but stopped. Offer new value.
Evaluate if website structure changes caused drops. Redirect broken URLs to relevant pages.
Build more links to replace lost ones. Aim to generate 2-3x the number lost through consistent new outreach.

Be proactive with monitoring and recovery efforts before lost links significantly impact local SEO visibility long term.

15. Guest post on locally ranking sites like neighborhood blogs, city guides, and local publisher sites

Here are some tips for guest posting on locally ranking sites like neighborhood blogs, city guides, and local publisher sites:

Make a list of locally authoritative sites related to your business location and niche like “Denver Food Blogs” or “Business News Sites in Chicago.”
Study the sites to understand their audience, voice, and topics. Identify relevant article ideas that fill gaps.
Pitch guest posts as a local expert providing valuable insider tips, data, stories, or resources tailored specifically to locals.
Offer to include quotes from other local businesses or partners to tie the piece back to the community.
Align article topics with the site’s categories and existing content focus. Check their author guidelines.
Follow up politely if you don’t hear back. Offer to write the first draft for their consideration.
Assess opportunities with niche sites like neighborhood blogs that competitors may overlook but drive engaged local audiences.
Suggest an ongoing contributed column if your first guest article performs well.
Promote your articles through your channels to drive readers and demonstrate domain authority.
Build genuine connections with site editors and writers beyond just pitching posts.
Track traffic, clicks, and conversions from each placement. Evaluate their ongoing value.

Securing recurring contributor roles on locally popular sites enhances trust and visibility within your geographic community. Choose strategic partners.

Future Trends in Local Link Building

Here are some key trends shaping the future of local link building:

Voice search optimization

With the rise in voice assistants like Alexa, Siri, and Google Home, voice search queries are becoming more common. Local SEO strategies will shift to optimizing for spoken keywords and conversational content.

Mobile-first indexing

Google is moving to mobile-first indexing, so link building tactics will focus on earning placements on fast, mobile-friendly sites. Optimized mobile pages and structured data for local businesses will also grow in importance.

User-generated content

Customer reviews, ratings, social mentions, and other forms of user generated content are playing a bigger role in local search rankings. Finding ways to earn genuine positive customer feedback online will be critical.

Knowledge panels

Optimizing business listings for the expanding knowledge panels in search, which prominently showcase key details, ratings and services, will be more vital for driving clicks.

Local link diversity

Since local results favor brands that have more links across a diverse set of high-authority domains, building links beyond just directories becomes crucial.

Multimedia content

Adding visual cues through local photos, videos, and graphics builds engagement on link-earning sites. Interactive content also performs well.

Relationships and outreach

A personalized, helpful approach to local link prospecting focused on building connections rather than hard selling will be the future. Backlinks that come organically from relationships will thrive.

Wrapping It Up

Local SEO link building should be a pillar of any localized SEO strategy. These ongoing efforts ultimately help convert website visitors into loyal, engaged customers. Any small business looking to cement its status as a leading local brand must prioritize earning high-quality backlinks throughout its geographic community.

mothasim

SEO & Growth Manager

A distinguished SEO and Business Development Consultant with a proven track record of helping businesses achieve outstanding results in the digital landscape. Throughout his career, Mothasim has worked with a diverse range of businesses, from startups to Fortune 500 companies.

His strategies are characterized by his meticulous attention to detail, data-driven decision-making, and a deep understanding of search engine algorithms. In his personal life, Mothasim enjoys hiking, photography, and volunteering in his community. He believes in giving back and is actively involved in mentoring aspiring SEO professionals. LinkedIn .