Local Link Building: How to Earn Links That Actually Improve Local Rankings
By Mike Martin • More Leads Local
Backlinks remain an important ranking factor, but for local businesses, the type of links that matter are different from what a national brand needs. Local link building is about earning relevant, geographically-connected links that reinforce your local authority.
Why Local Links Are Different
A link from a major national publication is great for domain authority, but a link from your local Chamber of Commerce, a regional news site, or a local charity you sponsor carries specific local relevance signals that national links don't provide.
High-Value Local Link Sources
- Local Chambers of Commerce: Membership often includes a directory listing with a link back to your site
- Local news and media: Press releases, community stories, and expert commentary
- Sponsorships: Sponsoring local sports teams, events, or charities often earns you a link on their website
- Local business partnerships: Cross-promotion with complementary (non-competing) local businesses
- Industry associations: Trade body memberships with member directories
- Local bloggers and influencers: Genuine partnerships, not paid links
Content That Earns Local Links
Creating content specifically relevant to your local area naturally attracts local links:
- Local guides and resources
- Community event coverage
- Local market data and insights
- Case studies featuring local clients (with permission)
What to Avoid
Don't buy links. Don't submit to hundreds of low-quality directories. Don't participate in link schemes. Google is sophisticated enough to detect these tactics, and the penalties can devastate your local rankings.
Local link building complements your GBP optimisation and location page strategy. Together, they build the prominence signal that Google's local algorithm values.