I’ve been doing local SEO for about eight years now. You know what pisses me off? When some guru tells small business owners they need to spend hours creating “linkable assets” or “digital PR campaigns.”
Most local businesses don’t have time for that. You’re trying to run a business, not become the next BuzzFeed.
So let me tell you what actually works. Not theory. Not what some course told me. What I’ve seen work for real businesses with real budgets and real time constraints.
A few months back I was sitting in this little taco shop in Austin, talking to the owner about his online presence. Guy makes incredible food but was invisible online. We spent maybe two hours over the next month doing some basic link building stuff. Nothing fancy. Now he ranks on the first page for “best tacos Austin.” His lunch rush went from manageable to insane. All because we focused on getting the right local links, not chasing some mythical domain authority score.
What Local Link Building Is
Local link building is pretty simple. You get other websites in your area to link to your website. That’s it.
When the Austin Chronicle links to your restaurant, or when a local blogger mentions your plumbing service and includes a link, Google takes notice. It’s like digital word of mouth.
Google’s gotten really good at understanding local context. A link from your hometown newspaper means way more than some random directory site that promises “high DA links” for $99.
I see business owners chasing these high authority sites all the time. They’ll pay for links from sites their customers have never heard of. Meanwhile, they’re ignoring opportunities to get featured on websites their actual customers visit every day.
Here’s what most people miss: local relevance beats domain authority every single time. I’d rather have five links from local websites than fifty from random blogs about “business tips” or whatever.
The Foundation: Getting Listed Where People Look
Start With the Obvious Stuff
I know, I know. Business directories are boring. But they work if you don’t mess them up.
The biggest mistake I see? Inconsistent information. Your business is “Mike’s Auto Repair” on Yelp but “Mike’s Automotive Services” on Yellow Pages and “Michael’s Auto Shop LLC” on your Google listing.
Google sees this and gets confused. Are these three different businesses? One business? Who knows. So it plays it safe and doesn’t rank any of them well.
Pick one name. One address format. One phone number. Use them everywhere. We call this NAP consistency, and yes, it’s as boring as it sounds. But it matters.
Focus on directories people really use:
- Google Business Profile (duh)
- Yelp
- Better Business Bureau
- Your local chamber of commerce website
- Industry directories that make sense (HomeAdvisor for contractors, Avvo for lawyers, etc.)
Skip the random “submit to 500 directories” services. Total waste of time.
The Unlinked Mention Goldmine
This strategy is simple and it works.
Set up a Google Alert for your business name. You’ll find all sorts of places where people mentioned you but didn’t link to your website. Local newspapers do this all the time. Bloggers too.
When you find these mentions, shoot them a quick email. Nothing fancy. Something like:
“Hey, saw you mentioned us in your article about downtown coffee shops. Really appreciate it! Would you mind adding our website link so people can find us easily? It’s [your website]. Thanks!”
About 70% of the time, they’ll add the link. They weren’t being mean by not linking initially. They just forgot or didn’t think about it.
Building Real Relationships
Get Involved in Your Community
You want to know the easiest way to get quality local links? Actually be part of your community.
I know this HVAC company that sponsors a little league team every year. Costs them maybe $600. The league website lists them as a sponsor with a link. Parents see the sponsorship, remember the name when their AC breaks. The local paper usually covers the sponsorship too.
That’s three quality local links plus actual brand awareness in their community. For $600.
Look for sponsorship opportunities. But pick ones that make sense:
- Youth sports leagues
- Local charity events
- School fundraisers
- Community festivals
To find these, just Google stuff like “sponsors needed” plus your city name. Or ask your customers what organizations their kids are involved in.
The Scholarship Strategy
Create a small scholarship for local students. Even $500 works.
I’ve seen a chiropractor create a $1,000 scholarship for students studying health sciences. Two local colleges added it to their financial aid pages with links back to his practice. Those .edu links are gold, and the whole thing cost less than he was spending on Facebook ads.
Plus you’re helping students. Not just playing SEO games.
Testimonials That Get You Links
You use other local businesses, right? Your accountant, your suppliers, whoever cleans your office.
Write them testimonials. Good ones. Specific ones. Most businesses love showcasing happy customers on their websites.
A restaurant owner I know wrote detailed testimonials for five vendors they work with. Four of them added the testimonials to their websites with links back. That’s four quality, relevant links for maybe an hour of writing.
Creating Content That People Want to Link To
Local Guides Are Link Magnets
People searching for local info want local perspectives. Create guides that help people in your area.
Some ideas that work:
- “Best Coffee Shops for Remote Work in [Your City]”
- “[Your City] Farmers Market Guide – Where and When”
- “Kid-Friendly Restaurants in [Your City] That Parents Enjoy”
A realtor I work with created a massive guide to her city’s neighborhoods. Not just “here’s the median home price” BS. Real stuff like which neighborhoods have the best taco trucks, where you can walk to coffee, which areas have good dog parks.
Local parenting groups started sharing it. The city tourism board linked to it. Other realtors in her office use it as a resource for clients. One piece of content turned into dozens of natural, relevant links.
Case Studies That Show Your Community Impact
If you’ve helped another local business, write about it. Real examples with real results.
Just get permission first. Some businesses don’t want their strategies shared publicly.
When you publish these case studies, the featured business often shares them. Their industry contacts see it. Local business publications might pick it up. It spreads naturally because it’s useful content, not just SEO filler.
Get in Front of Local Media
Local reporters have space to fill. They need stories. But sending a press release about your “grand opening” isn’t going to cut it.
Give them actual news:
- You’re hiring in a tough economy
- You’re doing something unique for the community
- You have expertise on a trending topic
- You’re solving a local problem in an interesting way
This accounting firm I know started offering free tax help for seniors one day a month. The local paper covered it. The senior center linked to them. The city added them to their senior resources page. One community program turned into multiple high-quality links plus a bunch of new clients who needed paid services.
Competitive Intelligence
See Where Your Competitors Are Getting Links
You don’t need expensive SEO tools for this. Just Google your competitors and see who’s talking about them.
Search for:
- “competitor name” + “sponsors”
- “competitor name” + your city
- site:localnewspaper.com “competitor name”
You’ll find sponsorships they’re doing, events they’re involved in, media coverage they’ve gotten. These are all opportunities you can pursue too.
But don’t just copy. Do it better. If they sponsored a 5K, sponsor the 10K. If they got quoted in an article about industry trends, pitch yourself as an expert for the follow-up story.
Internal Links Matter Too
Not technically link building, but while we’re here…
Link between your own pages in ways that make sense. Service page mentions a case study? Link to it. Blog post talks about your process? Link to your services.
Google uses these internal links to understand your site structure and what’s important. Plus it helps visitors find what they need.
The Reality Check: What Works vs. What Sounds Good
I’ve watched businesses blow thousands on link building that sounds impressive but does nothing.
Buying links from “high authority” sites unrelated to your business? Waste of money.
Submitting to 200 random directories? Waste of time.
Guest posting on sites nobody in your city reads? Waste of effort.
A link from your local chamber of commerce beats ten links from random “business tips” blogs every time. Focus on relevance, not metrics.
Your Next Steps
This week, do these three things:
- Set up Google Alerts for your business name and check for unlinked mentions
- Find one local organization to sponsor or support
- Write testimonials for three businesses you use
That’s it. Start there.
Local link building works because it’s based on real relationships and actual community involvement. Google can tell the difference between authentic local connections and SEO manipulation. So can your customers.
The businesses crushing it with local SEO aren’t gaming the system. They’re genuinely involved in their communities, creating useful content for locals, and building real relationships. The links are just a natural result.
And if you need help figuring out which opportunities make sense for your specific situation, that’s exactly what we do at Localseo.net. We’ve helped hundreds of local businesses build authentic local presence that drives real results.