3 Local Link Building Strategies for Businesses to Improve Rankings

Local businesses tend to be at a slight disadvantage. Most have to rely on marketing methods that appeal to customers in their region. These can include posting flyers, creating promotions, getting featured in a local magazine or even contacting prospects directly.

While the approach works, it also has its drawbacks.

One of the best ways to target local customers who are actually looking for the products or services your company sells is with SEO (Search Engine Optimisation) This involves optimising your pages for better visibility in the search engines for keywords that are specific to your business.

Examples might include emergency plumber in Perth or buy new tires in Mandurah.

One thing to note is that these are examples with local intent. As Google always aims to deliver the best results, pages that are most relevant will be displayed at the top of the results. To calculate this, Google relies on a complex ranking algorithm that considers numerous factors to determine where a page should rank.

These factors include:

External back links

Some of these factors carry far more weight than others. For example, a recent study on ranking factors found that social shares from Google+ Facebook, and Twitter had a stronger impact on rankings than other factors such as word count and keyword usage.

Back links are essential for rankings but one common mistake business owners make is building as many links as possible without any regard for quality or relevance. This approach rarely works and can even penalise your website if Google finds your pages in violation of its webmaster guidelines.

The goal for link building should be on building relevant links.

If your business relies on local customers, then it’s worth taking the time to invest in local link building. The following is an overview of different local link building strategies that are effective for building quality backlinks to your pages.

1. Interact With the Community

One of the best ways to build local links is to be active in the community. These types of links require far more effort but offer much higher potential for better returns.

This can include:

  • Start a local scholarship with a school
  • Featuring a prominent member in a post
  • Offering a special partnership with a local group

Then get in touch with your local media to get a story featured about your business. This not only helps you get noticed by the community but can also help bring more links to your website.

2. Create Valuable Resources

Another great way to build links to your pages is to focus on creating resources. This is one form of marketing that can also drive more targeted traffic to your website and increase rankings for local keywords.

Some examples include creating:

  • Guides
  • Tutorials
  • Calendars
  • Applications
  • Videos
  • Brochures

What you create ultimately depends on what industry your business is in but this list should help give some ideas. Creating something useful also helps establish your company as an authority and build trust with your target market.

3. Request Inclusion in Local Directories

There are always local resources that are specific to a region. Being a part of these organisations can help give your website more credibility in the search engines compared to other types of links. Getting these links is as simple as requesting inclusion.

Local directories worth looking at include:

  • Google Places
  • Yahoo Local
  • Bing Local
  • Yellow Pages

There are other local directories but these are perhaps the most common and are worth focusing on first. Taking the time to include your website in these directories helps establish your business and can improve further the rankings of your pages.


The online landscape has gotten increasingly competitive. Having a website is no longer enough to rank. Local link building simply cannot be ignored especially if your business relies on local customers.
Optimising your pages for local keywords gives it a better chance to rank higher and generate targeted traffic from the search engines. If you are starting a new marketing campaign, consider implementing these local link building tips.


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