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If you’re a local business owner, you already know how important it is to show up in local search results online.
But to outrank your competition, simply having a Google Business Profile isn’t enough—you also need strong backlinks that signal authority and trust to search engines.
In this article, we’ll explore what local link building is, why it matters for Local SEO, and actionable ways you can start earning backlinks from relevant websites in your city or region.
(Spoiler alert – our agency helps many small businesses stand out by winning their category for Google Business Profile search – one of our key tactics is building local links – read on!)
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🔗 What Is Local Link Building?
Local link building is the process of earning backlinks from locally relevant websites, such as community directories, news sites, blogs, or business associations.
These links help boost your business’s visibility in local search engine results (especially the “Map Pack”) by showing Google that your business is trusted and connected to the local community.
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💡 Why Local Backlinks Matter for SEO
- Boosts visibility in local searches (e.g., “plumber near me”)
- Helps Google understand your geographical relevance
- Builds authority and trust in your niche or industry
- Supports long-term SEO rankings with natural link signals
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🛠️ How to Get Backlinks in Your Local Area
Here are some tried-and-tested strategies to build backlinks that drive local SEO results:
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1. Get Listed in Local Directories
Start by submitting your business to reputable local directories:
- Local Chamber of Commerce
- Tourism boards
- Business networking sites (e.g., BNI chapters, local business groups)
- Local business listings like Yelp, Hotfrog, or TrueLocal (Australia), or Yellow Pages
Tip: Make sure your NAP (Name, Address, Phone) info is consistent across all platforms.
For example if your business is called ZR Decorating, a painting business in Wellington NZ, ensure that the name is exactly that, everywhere online. Not ZR Painting on some sites, and ZR Decorating on other sites.
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2. Sponsor Local Events or Charities
Sponsorships often come with a backlink on the event or organization’s website.
These could be:
- Local festivals or markets
- School fundraisers
- Sports clubs or teams
- Non-profits
Even small donations can earn you a permanent dofollow link on a high-trust local site. When we onboard a new client for Local SEO, one of the first conversations we have is around this exact topic. Not only is the link valuable for SEO purposes, it’s likely to generate direct leads to the business as well.
A great example is Beel Plumbing in Victoria Australia. They sponsor local football club Mount Eliza Soccer Club, and get a solid local backlink for their efforts.
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3. Collaborate with Local Bloggers or Influencers
Reach out to bloggers in your area and offer:
- A product or service in exchange for a review
- A behind-the-scenes look at your business
- A guest post that adds value to their readers
Local bloggers / influencers tend to have highly relevant audiences and strong SEO authority in regional search results.
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4. Create Local Content
Create content focused on your city or suburb, such as:
- “Top 10 Things to Do in [Your City]”
- “The Ultimate [Your Industry] Guide for [Your Suburb]”
- “Local Business Spotlights: [Your City Edition]”
These articles naturally attract local backlinks when others reference them. For example our friends in Orange, NSW, Riot Digital, could use this strategy for both their blog, and social channels, to help Google identify where they operate. They are mostly present in towns such as Dubbo, Lithgow, Orange, and Bathurst, so could use that idea to win in those locations.
We’d recommend you let people know when you feature them too, it’ll help – helpful YouTube video HERE.
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5. Leverage Local Media Coverage
Send press releases to:
- Local newspapers
- Community radio stations
- TV stations’ websites
- Online news aggregators
You can also use platforms like SourceBottle (AU/NZ), Help a Reporter Out (HARO), or Featured to find journalist requests and offer your expertise. HERE is a great backlink we obtained for a client recently using Featured, a really good tool.
An example could be an HR Consultant, such as Laura McCabe. There are always news stories around regarding various workplace topics, where she could add some important insights.
Press releases on current topics, or even just connecting with local journalists as a source, are valuable ways to increase local link generation.
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✅ FAQ: Local Link Building
Q: What is the difference between local and general link building?
A: Local link building focuses on earning backlinks from regionally relevant sources, while general link building targets broader industry or national-level sites.
Q: How many backlinks do I need for Local SEO?
A: There’s no fixed number. What matters more is the quality and local relevance of the backlinks compared to your competitors.
Q: Are local business directories still useful?
A: Yes—but only reputable ones. Avoid spammy directories. Look for directories with genuine local traffic and relevance to your industry.
Q: Do I need backlinks if I already have good Google Reviews?
A: Google Reviews help, but backlinks remain a core ranking factor. They work together to improve your credibility and local rankings. Google is essentially built on backlinks, so working on your backlink profile for your website is always a useful activity.
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Final Thoughts
Local link building is one of the most powerful—and underused—strategies to boost your rankings in Google’s local results.
By earning links from trusted sources in your community, you not only improve your visibility but also strengthen your reputation where it matters most: your local market.
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Need help building local backlinks for your business?
We specialize in link-building strategies tailored for small and medium businesses.
Contact us today to start improving your local SEO results.
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Extra Marketing Resources
YouTube Channel – free Google, SEO, and Google Business Profile tips
Substack – free resources and articles to help YOU build a better Google presence for your business