For local businesses, link building operates by different rules than national or global campaigns. The goal is not just building authority in general - it is building authority within your specific geographic area and industry niche. A link from a local newspaper or community organization often carries more weight for local rankings than a link from a high-DA national site with no local relevance.
According to a Moz study, link signals account for approximately 28% of local pack ranking factors. But not just any links - Google specifically looks for links from locally relevant sources that signal you are an established, trusted business in your community.
This comprehensive guide covers local link building strategies that have been proven to improve local search rankings, from leveraging community relationships to getting featured in local news publications.
Expand Your Local Reach
While focusing on local links, complement your strategy with guest posts on industry publications to build broader authority that supports your local rankings.
Find Industry PublicationsWhat You Will Learn
Reading Time: 14 minutes | Difficulty: Beginner to Intermediate
- Why local links matter differently than general backlinks
- 15 proven local link building strategies
- How to leverage community relationships for links
- Getting featured in local news and publications
- Business directory strategies that still work
- Measuring local link building success
Why Local Links Matter for Local SEO
Google's local algorithm treats links differently than its general algorithm. For local businesses, the source and context of links matters as much as traditional metrics like domain authority.
Local SEO Ranking Factors
Link signals in local pack rankings (Moz)
Of all Google searches have local intent
Of local mobile searchers visit a business within 24 hours
What Makes Local Links Different
Local Link Signals
- Geographic relevance (same city/region)
- Local authority sites (newspapers, chambers)
- Community organization links
- Local business citations and directories
- Links from other local businesses
Why They Matter More
- Signals geographic relevance to Google
- Builds local trust and authority
- Drives actual local referral traffic
- Establishes community presence
- Harder for national competitors to replicate
15 Proven Local Link Building Strategies
1. Local Business Directories and Citations
While basic, having consistent NAP (Name, Address, Phone) across local directories remains foundational for local SEO. Beyond consistency, some directories pass actual link value.
Priority Directories
- Google Business Profile: Not a link, but essential for local SEO
- Yelp: High authority, strong local signals
- Industry-specific directories: Avvo for lawyers, Healthgrades for doctors, etc.
- Local business associations: Chamber of Commerce, BBB
- Data aggregators: Foursquare, Data Axle, Neustar Localeze
Pro Tip: Focus on Quality Over Quantity
Rather than submitting to hundreds of low-quality directories, focus on the 20-30 most authoritative directories for your industry and location. Consistency and accuracy matter more than volume.
2. Local News and Media Coverage
Local newspapers, TV stations, and online news sites are goldmines for high-quality local links. These sites have strong local authority and their links carry significant weight.
Ways to Get Local Media Coverage
- Press releases for newsworthy events: Grand openings, expansions, milestones
- Expert commentary: Offer expertise on local issues in your field
- Community involvement stories: Charity events, sponsorships, volunteer work
- Business trends: Share insights on local economic or industry trends
- Human interest angles: Unique stories about your business or employees
Building Relationships with Local Journalists
- Follow local reporters on social media and engage with their content
- Respond quickly when they are looking for sources
- Provide genuinely helpful information without expecting coverage
- Become a reliable go-to source for your industry
3. Chamber of Commerce and Business Associations
Most chambers of commerce and business associations offer member directories with backlinks. These are highly relevant local links from established community organizations.
Maximizing Association Memberships
- Join your local chamber of commerce
- Participate in industry-specific associations
- Get involved in committees to increase visibility
- Attend events for networking opportunities
- Seek leadership positions for additional exposure
4. Local Sponsorships
Sponsoring local events, sports teams, or organizations often comes with links from their websites. This strategy combines community involvement with link building.
Sponsorship Opportunities
- Youth sports teams: League websites often list sponsors
- Local events and festivals: Event pages typically thank sponsors with links
- Charity events: Fundraisers, runs, community drives
- School events: Drama productions, sports, academic competitions
- Community organizations: Rotary, Lions Club, local nonprofits
Sponsorship ROI Calculation
A $500 youth sports team sponsorship that gets you a link from the league website often delivers better local SEO value than a $500 paid link from a generic site. Plus, you support your community and build genuine goodwill.
5. Local Blogger and Influencer Outreach
Local bloggers and social media influencers often cover local businesses. Building relationships with them can lead to features, reviews, and links.
Finding Local Bloggers
- Search "[city] blog" or "[city] food blogger"
- Look for local lifestyle accounts on Instagram
- Check local Facebook groups for active community voices
- Find mommy bloggers or family-focused content creators in your area
Outreach Approaches
- Invite them to experience your business
- Offer to host events at your location
- Provide exclusive content or early access
- Collaborate on local guides or roundups
6. Local Resource Pages and Guides
Many local websites maintain resource pages listing businesses in specific categories. Getting listed on these pages provides relevant local links.
Finding Local Resource Pages
Search for:
- "[city] + [your service] + resources"
- "best [your service] in [city]"
- "[city] business directory"
- "[city] guide to [your industry]"
7. University and Educational Institution Links
Local colleges and universities often have high-authority websites. Links from .edu domains can be particularly valuable.
How to Get .edu Links
- Offer student discounts and get listed on student discount pages
- Sponsor academic events or competitions
- Offer internships and get listed on career pages
- Speak at classes or guest lecture
- Partner on research projects
8. Local Government and Community Pages
City and county websites often maintain business resources, support local business pages, or community directories.
Government Link Opportunities
- City economic development pages
- Small business resource directories
- Tourism and visitor guides
- Minority or woman-owned business programs
- COVID recovery or support program pages
9. Testimonials and Reviews for Other Businesses
Providing testimonials for local vendors, suppliers, or service providers you use can earn you links when they display testimonials on their websites.
Making This Work
- Identify local businesses you genuinely use and appreciate
- Offer a detailed, specific testimonial
- Include your business name and title
- Ask if they would include a link to your site
10. Local Guest Posting
Local blogs and publications often accept contributed content from local business experts.
Local Guest Post Targets
- Local business publications
- Regional magazines (online versions)
- City-focused websites and blogs
- Neighborhood blogs and community sites
- Local industry association blogs
Combine Local and Industry Authority
While building local links, also establish industry expertise through guest posts on national publications. This combination of local and industry authority is powerful for local search rankings.
Find Guest Post Opportunities11. Local Event Creation and Promotion
Hosting events at your business creates link opportunities when local event calendars, news sites, and blogs promote your event.
Event Ideas That Generate Links
- Educational workshops or classes
- Charity fundraisers
- Community meetups
- Industry networking events
- Holiday celebrations or seasonal events
12. Local Awards and Recognition
Applying for and winning local business awards generates links from award organization websites and often triggers media coverage.
Award Opportunities
- "Best of [City]" awards from local publications
- Chamber of Commerce business awards
- Industry-specific local awards
- Small business awards
- Customer choice awards
13. Creating Local Resources and Guides
Creating useful local content that others want to reference can attract links naturally.
Local Content Ideas
- "Ultimate Guide to [City] for [Your Target Audience]"
- Local industry salary guides or cost studies
- Neighborhood guides for your area
- Local event calendars
- "Best [Related Category] in [City]" guides (when you can be objective)
14. Competitor Backlink Analysis
Analyzing where local competitors get their links reveals opportunities you might be missing.
What to Look For
- Directories they are listed in that you are not
- Local publications that have featured them
- Sponsorships and community involvement
- Local associations they belong to
15. Cross-Promotion with Complementary Businesses
Partnering with non-competing local businesses for mutual promotion can generate links from their websites to yours.
Partnership Ideas
- Joint promotions or packages
- Referral arrangements with links
- Co-hosted events
- Guest posts on each others blogs
- "Recommended partners" pages
Measuring Local Link Building Success
Common Local Link Building Mistakes
Mistake 1: Ignoring Local Relevance
Chasing high-DA links with no local connection often provides less local ranking benefit than lower-DA local links.
Mistake 2: Inconsistent NAP
Having different name, address, or phone variations across citations confuses Google and dilutes your local signals.
Mistake 3: Neglecting Ongoing Effort
Local link building is not a one-time project. Consistent community involvement and content creation maintain rankings.
Mistake 4: Overlooking Real Relationships
The best local links come from genuine community relationships, not transactional link exchanges.
Key Takeaways
- Local relevance trumps raw authority: A link from your local newspaper is often more valuable than one from a national site.
- Community involvement creates organic opportunities: Genuine participation in your local community generates natural link opportunities.
- Diversify your local link sources: Combine directories, media, sponsorships, and partnerships for a natural profile.
- Maintain NAP consistency: Your name, address, and phone number should be identical everywhere online.
- Think long-term relationships: The best local links come from ongoing community presence, not one-time tactics.
Conclusion
Local link building requires a different mindset than traditional link building. Instead of focusing purely on metrics like domain authority, successful local SEO requires building genuine presence in your community - presence that naturally generates links from locally relevant sources.
Start by auditing your current local citations and directory listings. Ensure consistency, then expand to more strategic opportunities: local media coverage, community sponsorships, partnerships with complementary businesses, and creating local content resources.
Remember that local link building is not just an SEO tactic - it is community engagement that happens to have SEO benefits. When you approach it from this perspective, you build sustainable local authority that is difficult for competitors to replicate and delivers real business results beyond just rankings.
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