For businesses serving specific geographic areas, local SEO is essential for attracting nearby customers searching for products and services. Local link building complements traditional SEO strategies with tactics specifically designed to improve visibility in local search results and map listings.
Understanding Local Search
Local search results appear when users search with local intent, whether explicitly ("plumber near me") or implicitly ("pizza delivery"). Google displays local results differently from organic results, often featuring a map pack with three local business listings above traditional results.
According to Google's consumer research, local searches have grown significantly, with users increasingly expecting localized results on mobile devices.
Local Ranking Factors
Local search rankings depend on several factors:
- Relevance - How well your business matches the search query
- Distance - Proximity to the searcher's location
- Prominence - How well-known and authoritative your business is online
Link building directly influences prominence, while proper optimization ensures relevance.
Google Business Profile Optimization
Your Google Business Profile (formerly Google My Business) is foundational for local SEO. A complete, optimized profile improves your chances of appearing in local pack results.
Complete Profile Information
Fill out every available field in your Google Business Profile:
- Accurate business name, address, and service area
- Primary and secondary business categories
- Complete business description with relevant keywords
- Operating hours including special hours
- Contact information and website links
- Photos and videos showcasing your business
- Products and services with descriptions
Review Management
Reviews significantly impact local rankings and consumer decisions. Encourage satisfied customers to leave reviews, respond professionally to all reviews (positive and negative), and use reviews to understand and improve your business.
Posts and Updates
Google Business Profile posts keep your listing active and engaging. Share updates, promotions, events, and new offerings regularly to signal an active, engaged business.
Local Citation Building
Citations are mentions of your business name, address, and phone number (NAP) on other websites. Consistent citations across the web strengthen your local SEO.
Core Citation Sources
Ensure your business is listed accurately on major platforms:
- Yelp and other review platforms
- Industry-specific directories
- Local business directories
- Chamber of commerce listings
- Social media business pages
- Data aggregators (Factual, Neustar, Foursquare)
NAP Consistency
Use exactly the same name, address, and phone number format across all citations. Inconsistencies confuse search engines and weaken local signals. Audit existing citations and correct any variations.
Local Link Building Strategies
Beyond citations, building genuine backlinks from local sources strengthens your local authority and improves both local and organic rankings.
Local Partnerships
Partner with complementary local businesses for mutual benefit. Cross-promotion often includes website mentions and links. Local sponsorships of events, teams, or charities also generate links from event pages and news coverage.
Local Media Coverage
Local news sites, blogs, and publications cover local business stories. Pitch newsworthy angles about your business, participate in community events, and position yourself as a local expert source for journalists.
Local Resource Pages
Many local organizations maintain resource pages listing local businesses. Chambers of commerce, tourism boards, and community organizations often link to member businesses or local service providers.
Local Events and Sponsorships
Sponsoring local events, charities, or organizations typically includes a link from the organization's website. These relevant, local links carry significant value for local SEO.
Location Page Optimization
If you serve multiple locations, create dedicated location pages optimized for each area. Each location page should include:
- Unique, location-specific content
- Local address and contact information
- Embedded Google Map
- Location-specific testimonials or case studies
- Local staff or team information
- Schema markup for local business
Avoid thin location pages that simply swap city names. Search engines recognize and devalue this approach. Invest in genuinely unique content for each location you serve.
Local Content Marketing
Create content relevant to your local audience to attract local links and establish community expertise.
Local Guides and Resources
Create helpful content about your local area. Guides to local attractions, neighborhood resources, or community events attract links from other local sites and serve your audience.
Community Involvement Content
Document your involvement in the local community. Coverage of events you sponsor, charities you support, or community initiatives you participate in creates linkable content while demonstrating local engagement.
Local Expert Commentary
Offer expert commentary on local news or trends in your industry. Local journalists often seek local expert sources, and being quoted generates valuable local backlinks.
Measuring Local SEO Success
Track these metrics to evaluate your local SEO efforts:
- Local pack rankings - Your position in map results for target keywords
- Local organic rankings - Traditional rankings for location-modified searches
- Google Business Profile insights - Views, actions, and engagement metrics
- Local citation consistency - Accuracy across all citation sources
- Local referring domains - Links from locally relevant websites
Combine local optimization with the broader strategies covered in our link building guide for comprehensive search visibility.