Local Links for Small Business: Where to Start
Some of the most useful links to a local business website come from the community, not from link-building schemes. Conqueror Capital starts every local link plan with relationships the business already has: the chamber, suppliers, sponsorships and local news. Here is where to look, what Google treats as link spam, and how to keep paid placements on the right side of the rules.
AT A GLANCE
By Conqueror Capital · Published
The short answer: Start with organisations that already know you: your business association or chamber, suppliers and partners who list where to buy, groups you sponsor, and local coverage of something you really did. Google's local ranking help says prominence is based partly on how many websites link to your business. Never buy links for ranking, and mark paid or sponsored links with rel="sponsored" or rel="nofollow".
WHY LINKS MATTER LOCALLY
Google's help page on local ranking names three factors: relevance, distance and the third, prominence, which it describes as "how well-known a business is." It says this is "based on info like how many websites link to your business and how many reviews you have."1
That is the honest case for local links. A mention from an organisation in your area is a sign that real people and groups know your business. It also sends visitors who already trust the source.
WHERE TO LOOK FIRST
- Your chamber of commerce or business association. Many keep a member directory. Check that your listing is complete and links to the right page.
- Suppliers and partners. Brands you install, sell or service often list where to buy or who is certified. Ask to be listed if you qualify.
- Groups you sponsor. Schools, charities, sports teams and community events often thank sponsors on their website. See the sponsorship section below for how those links should be marked.
- Local news. If you did something genuinely newsworthy, such as opening a new location or running a community event, tell the local paper or newsletter. Coverage earns a mention on its own merits.
- Useful pages on your own site. A local guide or checklist that answers a real question is something other local sites can point to. Our post on a Resource Hub or a blog covers where those guides can live.
WHAT GOOGLE CALLS LINK SPAM
Google's spam policies define link spam as "creating links to or from a site primarily for the purpose of manipulating search rankings." Its examples include:2
- Buying or selling links for ranking purposes, including exchanging goods or services for links, or sending someone a product in exchange for a post with a link.
- Excessive link exchanges ("link to me and I'll link to you"), or partner pages made only for cross-linking.
- Using automated programs or services to create links to your site.
- Low-quality directory or bookmark site links, and links spread across the footers or templates of many sites.
If someone offers you a fixed number of links for a fixed price, that is the pattern Google describes. Our guide on choosing a local SEO agency lists other red flags.
SPONSORSHIPS DONE RIGHT
Google says buying and selling links is a normal part of the web for advertising and sponsorship, and "it's not a violation of our policies to have such links as long as they are qualified with a rel="nofollow" or rel="sponsored" attribute value."2 Its guide to outbound links says to mark advertisements or paid placements with sponsored, and that nofollow is still acceptable.3
In plain terms: sponsor the team because it is good for your community and your name, not for a ranking. If the sponsorship comes with a link, it is fine for the organisation to mark it as sponsored.
SMALL, MID-SIZE AND ENTERPRISE
Small businesses: make a list of every group you already belong to or support, then check whether each one mentions you and links to the right page. That list is often longer than owners expect.
Mid-size businesses: point each link at the most relevant page, such as the service a supplier certifies you for, and keep your name, address and phone the same everywhere. Our guide to business listings and citations covers the directory side.
Multi-location and enterprise brands: local links work best at the location level. Give each location manager a short list of local groups to join or support, link each mention to that location's own page, and keep sponsorship links marked the same way across the brand. See how we work with enterprise teams.
FAQ
Do links help a local business rank on Google?
Google's local ranking help says prominence is based partly on how many websites link to your business, along with your reviews. Links from real local organisations are part of being well-known.
Is it OK to pay for links?
Not for ranking. Google's spam policies list buying or selling links for ranking purposes as link spam. Paid or sponsored links are fine when they are marked with rel="sponsored" or rel="nofollow".
Where should a small business get its first local links?
From organisations that already know you: your chamber or business association, suppliers and partners, groups you sponsor, and local news coverage of something you really did.
Are link exchanges with other local businesses allowed?
Google's spam policies list excessive link exchanges and partner pages made only for cross-linking as link spam. Linking to a genuine partner because it helps your customers is different from trading links for ranking.
Should a sponsorship link be marked as sponsored?
Yes. Google's guide to outbound links says advertisements and paid placements should use rel="sponsored", and nofollow is still acceptable.
SOURCES
- Google Business Profile Help, Tips to improve your local ranking on Google.
- Google Search Central, Spam policies for Google Web Search.
- Google Search Central, Qualify your outbound links to Google.
Platforms change often. Check the sources for the current version before acting.
KEEP READING
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