When it comes to improving your business’s visibility in local search results, most people think of Google Business Profile, online reviews, or citations. While these are essential, one of the most overlooked yet powerful local SEO factors is backlinks.
In this guide, we’ll explore the role of backlinks in local SEO, how they influence search engine rankings in your area, and which strategies can help you earn high-quality local backlinks that move the needle.
What Are Backlinks?
Backlinks—also known as “inbound links”—are links from other websites that point to your website. They act as votes of confidence in the eyes of search engines like Google.
If reputable, relevant websites link to your content, Google sees your site as more authoritative, trustworthy, and useful—and thus, more worthy of ranking higher in search results.
The role of backlinks in local SEO
Backlinks are one of the top three ranking factors in Google’s organic and local search algorithm.
The role of backlinks in local SEO specifically, backlinks help in three major ways:
1. Increase Domain Authority
The more authoritative the sites linking to you, the stronger your domain becomes. This makes it easier for your business to rank for local queries like “best plumber in Brooklyn” or “hair salon near me.”
Local SEO doesn’t require hundreds of links—it requires a handful of relevant, trustworthy ones from sources in your geographic area.
2. Improve Local Pack Visibility
High-quality backlinks can boost your chances of appearing in Google’s “Local 3-Pack”—those top three listings that show on Google Maps and above the organic results. This spot is highly coveted, especially on mobile.
3. Drive Referral Traffic from Local Audiences
Backlinks from local news sites, community blogs, directories, and partner businesses drive not just SEO value but real traffic. These visitors are often more qualified and ready to convert because they’re nearby and interested.
Types of Backlinks That Matter for Local SEO
Not all backlinks are created equal. For local SEO, relevance and locality are more important than sheer quantity.
Here are the most valuable types of local backlinks:
1. Local Business Directories
Examples include:
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Yelp
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YellowPages
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Hotfrog
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Foursquare
Make sure your business is listed on top directories with consistent NAP info (Name, Address, Phone) and a working backlink to your website.
2. Local Newspapers and Magazines
Getting featured or mentioned in local press (online editions) provides high-authority, geo-relevant backlinks. A story or interview in your city’s newspaper can do wonders for visibility.
3. Local Blogs and Influencers
Many cities have lifestyle, food, or niche blogs that review or highlight local businesses. Reach out to these content creators for collaborations or features.
4. Local Event Sponsorships
Sponsoring a local event, charity, or school activity can earn you backlinks from:
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Community organization websites
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Local event pages
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Press coverage sites
These links are highly trusted by Google.
5. Chamber of Commerce and Business Associations
Membership often comes with a directory listing and backlink—plus added trust. These associations often have strong local authority.
How to Build Local Backlinks (Step-by-Step)?
Step 1: Audit Your Existing Backlinks
Use tools like:
These tools let you see which sites link to your domain and help identify gaps or toxic links to remove.
Step 2: Identify Local Link Opportunities
Search for:
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Local blogs and publications
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Event calendars or community boards
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City-specific directories
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Local podcasts or YouTube creators
Step 3: Create Linkable Local Content
You need content people want to link to, such as:
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Local guides (e.g., “Best Dog Parks in Atlanta”)
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Event calendars
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Community news
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Customer success stories from your area
These assets can be shared and linked to by other local sites and blogs.
Step 4: Outreach Strategically
Send personalized outreach emails to local website owners, bloggers, and journalists. Mention how your content is relevant to their audience.
Example email template:
Hi [Name],
I loved your post on “Best Weekend Spots in Toronto.” I recently published a guide on hidden brunch places in the Distillery District that I think your readers would enjoy.
Would you be open to checking it out? Let me know if it’s a good fit for a future article or mention.
Cheers, [Your Name]
Bonus Tactics for Earning Local Backlinks
• Partner with Local Businesses
Offer cross-promotion on each other’s websites. A simple “Trusted Partners” section with backlinks can help both businesses.
• Get Listed on Local Resource Pages
City tourism websites or community portals often have “Recommended Local Resources” pages. Reach out to get listed.
• Write Guest Posts for Local Publications
Many city-based sites accept guest contributions. Pitch local angles like “How [Your Business Type] is Helping [Your City] Go Green.”
Common Local Link-Building Mistakes
Avoid these pitfalls:
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Focusing only on high DA, non-local sites: Relevance trumps authority in local SEO.
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Ignoring citations: Citations often include nofollow links, but still count toward local SEO trust.
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Duplicating content across multiple guest posts: Always provide unique content.
How to Track the role of backlinks in local SEO?
Monitor:
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Local keyword rankings in tools like BrightLocal or Whitespark
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Referral traffic from backlinks in Google Analytics
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Domain authority using Moz or Ahrefs
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Click-to-call and map views in your Google Business Profile
Keep a spreadsheet of:
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Backlink sources
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Dates obtained
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Page authority
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Type (dofollow or nofollow)
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Associated content or anchor text
This lets you measure ROI and refine your approach.
Final Thoughts
In the ever-competitive landscape of local SEO, the role of backlinks in local SEO serve as a trust and authority signal to Google. But in large cities and small towns alike, the focus shouldn’t just be on any links—it should be on relevant, high-quality local backlinks that tie your business to the community.
By combining thoughtful outreach, community involvement, and valuable local content, you’ll create a sustainable backlink profile that elevates your business above the competition in local search results.
Whether you’re a startup bakery in Seattle or a long-time HVAC company in Boston, investing in local link-building is one of the smartest moves you can make for long-term search visibility and local customer growth.
