Let’s face it – when it comes to ranking locally on Google, you can have the best-looking website in the world… but if nobody’s linking to it?
You’re shouting into the void.
That’s where local link building comes in, one of the most powerful tools in your local SEO arsenal.
Whether you’re running a local service business, a physical store, or you’re managing SEO for clients, getting high-quality local backlinks can seriously move the needle.
So, what exactly are local backlinks? How do they help your local SEO efforts? And how can you get them?
Let’s dive in.
What Are Backlinks?
A backlink is simply a link from one website to another.
Think of it as a vote of confidence.
When another website links to yours, they’re telling Google, “Hey, this site has something valuable.”
But here’s the kicker — not all backlinks are created equal.
A link from your mate’s blog? Meh (most likely).
A link from your local chamber of commerce? Now we’re talking.
A link from your local newspaper’s business section? Game changer.
When we talk about local SEO link building, we’re focused on getting links from sites that are relevant to your geography and industry.
Follow vs NoFollow Links – What’s the Difference?
When you’re building links, it’s important to understand one key distinction: Follow vs NoFollow links.
This tiny attribute can make a big difference in how Google sees your backlink.
You can tell if a backlink is DoFollow or NoFollow by inspecting a page’s source.
A Follow link will be written like:<a href=”https://yourbusiness.co.uk”>Your Business</a>.
Whereas a NoFollow link will be written as: <a href=”https://yourbusiness.co.uk” rel=”nofollow”>Your Business</a>.
Follow links pass authority (or what SEOs call “link juice”) from one website to another. If you’re aiming to improve your rankings, DoFollow links are the goal.
By default, most regular links are DoFollow unless specified otherwise.
NoFollow links tell search engines not to pass authority. That doesn’t mean they’re useless, far from it.
Google introduced NoFollow to combat spam (think blog comments and forum posts). You’ll often see NoFollow used in:
- Social media links (like Facebook or Twitter)
- Most directory listings
- Press release distribution sites
- Paid links (although now these are required to use the “sponsored” attribute)
So… Follow or NoFollow?
Here’s my take:
Focus on acquiring Follow links for authority and rankings.
Don’t completely ignore NoFollow, they can drive traffic, build trust, and still help your link profile look natural.
A mix of both is actually what Google likes to see. All DoFollow links? Looks spammy. All NoFollow? No ranking power.
You’re looking for a natural mix of both.
Why Is Link Building Important for Local SEO?
Local SEO is all about increasing your visibility in a specific area.
When Google decides which local businesses to show in search results or the map pack, it looks at a mix of factors:
- Proximity (how close you are to the searcher)
- Relevance (how well your business matches the search)
- Authority (how well-known and trusted your business is)
Admitedly, that is over simplifying things a bit…
But, backlinks help build that third one, authority.
They show Google that other local websites trust you, talk about you, and consider you an authority.
It’s like local word-of-mouth but for search engines.
How to Assess the Quality of a Backlink
If you’re going to put time into link building, you want the good stuff, not spammy, low-quality links that could hurt more than help.
Here’s what I look at:
- Relevance – Is the site or page locally or topically relevant?
- Authority – Does the linking site have strong domain authority?
- Traffic – Does the site actually get visitors?
- Link placement – Is the link in the content (editorial) or hidden in a footer?
- Anchor text – Natural is best. Avoid overusing exact-match spammy anchors.
If you’re unsure, tools like Ahrefs, SEMrush, or even the MozBar Chrome extension can give you a quick quality check.
10 Local SEO Link Building Strategies (In-Depth Mini Guides)
Alright — let’s get practical with some specific strategies you can use to build links.
1. Local Business Directories (But the Right Ones)
You’ve probably heard of this one, but it’s still essential.
Forget dodgy directory farms, we want niche-specific, location-based, and high-quality directories.
How to do it:
- Start with big players like Yell, Thomson Local, Scoot, and 192.com
- Then move to niche directories (e.g. Checkatrade for tradespeople)
- Ensure NAP (Name, Address, Phone) consistency across all listings
2. Sponsor Local Events or Charities
Sponsorship is a win-win.
You support your local community and often get a juicy backlink from a reputable local website.
How to do it:
- Search for local events or sports teams in your area
- Offer to sponsor in exchange for a link and a logo mention
- Use search terms like “sponsor us [your city]” or “local events sponsorship”
3. Leverage Local Press & News Sites
This one takes effort but can lead to big wins. A backlink from your local newspaper? That’s gold.
How to do it:
- Craft a press release around something newsworthy (e.g., opening a new location, hosting an event)
- Build relationships with local journalists (LinkedIn and Twitter are your friends here)
- Use sites like Pressat or ResponseSource to distribute press releases
4. Get Listed on Local “Best Of” Lists
Ever seen those “Top 10 Coffee Shops in [City]” lists? Getting featured means a backlink and loads of visibility.
Well, these pages are AMAZING for getting backlinks.
The author wants to recommend awesome places, and well, you’re an awesome place right?
It’s a match made in heaven and an incredibly easy way to get backlinks specific to your local area.
How to do it:
- Google “[your service] + best in [your city]”
- Reach out and ask if they’ll consider including you (politely and with a compelling reason)
- Offer something valuable, like a free trial or interview, in return for a mention on their website.
5. Join Local Business Associations & Networking Groups
Most local B2B groups offer member directories, and guess what they include?
Yep, backlinks.
How to do it:
- Join your local Chamber of Commerce or BNI chapter
- Attend meetups and offer advice or even a presentation, many groups post these online with a link back to your site
- List your site/ business in the groups directory if they have one
6. Create Local Resources or Guides
Think “Ultimate Guide to [Your Town] for New Movers” or “The Best Dog-Friendly Walks in Edinburgh”.
How to do it:
- Create a high-quality guide or blog post that’s genuinely helpful
- Reach out to local bloggers, estate agents, and tourism boards who may want to share it
- Use social media to promote it locally
7. Offer Testimonials (With a Link Back)
Businesses love testimonials.
And if you’re already using their product or service, it’s a natural opportunity.
How to do it:
- Think of local vendors, services, or suppliers you genuinely like
- Write them a short testimonial
- Ask if they’d be willing to post it on their site with a link back to yours.
8. Collaborate with Local Bloggers or Influencers
Micro-influencers with small but loyal local audiences can provide valuable mentions and links.
How to do it:
- Find local bloggers on Instagram, TikTok, or using search terms like “top [city] blogs”
- Offer a free product or service in exchange for a review or mention
- Make sure they include a dofollow link where possible
9. Host (or Speak at) Local Workshops or Events
Position yourself as the local expert in your industry.
How to do it:
- Host a workshop in partnership with a coworking space, library, or business hub
- Submit your event to local event listing sites like Eventbrite, Meetup, and your local newspaper’s website
- These often include backlinks to your site in the event listing
10. Use HARO & Help a Reporter Out (Locally)
HARO isn’t just for national exposure — local journalists use it too.
How to do it:
- Sign up at helpareporter.com
- Respond to relevant queries with a local angle
- You might land a backlink from a local online publication
Other Important Local Link Building Tips
A couple more tips to help you stay ahead:
Track Your Links
Use SEO tools such as:
- Ahrefs
- SEMrush
- Ubersuggest
- BrightLocal for Citations Management
This helps you understand which strategies are working and which links are driving traffic.
They also provide a ton of extra data about your backlinks, such as the anchor text distribution, number of referring domains (and their Domain Authority), do/no follow links, the whole shabang.
One of the above tools is virtually essential if you’re looking to take your link building seriously.
Don’t Forget Internal Linking
Link to your key local pages from blog posts, guides, and service pages.
It helps Google understand your site structure and improves crawlability.
You can event take this a step further by creating topic silos.
These are clusters of content that all internally link to each other and are all related to the same overarching topic.
Let’s take our website as an example.
We have a Local SEO silo, SEO silo, and a WordPress Silo.
All the content within these silo’s interlink with one another.
This all helps Google understand what your website, and specific service pages are all about, building topical authority and increasing your chances of ranking.
Build Relationships
Link building is 10x easier when you’ve built local relationships, online and offline.
Think of it as digital networking. The more people in your industry, or you area that can help promote and link to your site, the better.
Link Building is Only Part of the Puzzle
It’s worth mentioning that whilst link building is an incredibly important aspect of local SEO, it should be part of a wider strategy.
We’ve got plenty of in-depth local SEO guides for you to check out, so definitely give them a read to get a better understanding of the full picture.
Final Thoughts
So there you have it, a full-blown guide to local link building that works.
The key takeaway?
Local links aren’t just about SEO metrics.
They’re about becoming a trusted, recognised presence in your area, both online and off.
Start small.
Be helpful.
Get involved in your community.
And the backlinks?
They’ll follow.
If you found this useful or want help building links for your business, feel free to drop me a message.
At Savvy Search, this is exactly the kind of stuff we live and breathe.
Thanks for reading!
Oh, and if you’re looking for help, you can always take a look at our Local SEO services to see how we can help improve your online visibility.