The essentials
- Principle: links from sites in your area or your sector, which strengthen local prominence and the site's authority.
- Six sources: reference directories, the local press, partners and suppliers, associations and clubs, institutions, events.
- Realistic: 10 to 30 quality local links in a year, obtained through real relationships, not through buying.
- A double effect: SEO authority and qualified local traffic.
The aim of local link building means earning links from sites connected to your geographic area or your sector: the council, the regional paper, an association, a supplier, a fellow professional. These links count twice over: as backlinks for the site's authority, and as local prominence signals for ranking in the local pack. Unlike national link building, which is often expensive, local link building rests on relationships a local business already has.
What a local link is worth
| Source | SEO authority | Local signal | Traffic |
|---|---|---|---|
| A reference directory (the main listings sites, a trade directory) | Low to medium | Strong (a citation) | Low to medium |
| The local press online | High | Strong | Medium, occasional |
| The council's site, the tourist office, the chamber of commerce | Strong (an institution) | Very strong | Poor |
| A partner, supplier or customer | Variable | Moderate | Poor |
| An association, club or event | Low to medium | Strong | Poor |
| A blog or specialist outlet in your sector | High | Poor | Moderate |
Source 1: directories, but not all of them
Fifteen or so reference directories are enough, chosen for their standing (the main national listings), their sector legitimacy (a professional body, a federation, a quality mark) or their local roots (the town's directory, the traders' association). They mostly supply consistent citations ; the link is a bonus. Avoid general directories with no traffic and mass submission offers.
Source 2: the local press
Regional papers and their online editions, the town's news sites, the chamber of commerce's or the metropolitan authority's magazines are all looking for local stories. Offer them: an opening, a move, a hire, an innovation, an anniversary, a charitable action, an event, an expert view on a topical issue (a heatwave and insulation, the new term and orthodontics). A three-paragraph release with a photo and a contact, sent to the journalist covering the local economy, often earns an article and a link. Expect three to six pieces of coverage a year for an active business.
Source 3: partners, suppliers, customers
Your suppliers often have a "resellers" or "approved installers" page; your business customers a "partners" page; neighbouring businesses a blog. Ask for the link from those you already work with, offer a testimonial in exchange (suppliers love case studies), or a joint project. It is the simplest and most neglected source.
Source 4: associations, clubs and sponsorship
Sponsoring a local sports club, supporting an association, taking part in a charity event all lead to a "partners" page with a logo and a link. The cost (a few hundred euros a year) is that of a local awareness action; the link comes on top. Choose organisations that are active on the web.
Source 5: institutions
The council (a business directory, a "shops" page), the tourist office (accommodation, restaurants, leisure), the chamber of commerce or trades, clusters, business incubators, the employment service for recruitment. These links often require a form or a membership, but they are among the most credible for Google.
Source 6: events and local content
Organising or taking part in an event (an open day, a workshop, a talk, a market) generates mentions on local calendars, on the co-organisers' sites and in the press. Publishing content useful to the area (a guide to local renovation grants, a ranking of neighbourhoods for a given activity) attracts links from local blogs and outlets. Ideas in what content to create to strengthen your local presence.
A twelve-month plan
| Quarter | Actions | Links expected |
|---|---|---|
| Q1 | Reference directories, institutions, existing partners | 10 to 15 |
| Q2 | A first press release, a sponsorship, a supplier testimonial | 3 to 5 |
| Q3 | An event or a piece of local content, a press follow-up | 3 to 5 |
| Q4 | A review, new targets found among competitors, a second release | 3 to 5 |
Mistakes to avoid
- Buying links on sites unrelated to your area or your sector.
- Piling up low-quality directories with inconsistent NAPs.
- Always using the same optimised anchor; the company name or the URL are the natural anchors.
- Aiming only at the home page: link the relevant local page or service page too.
- Forgetting to measure: local referring domains and local pack position, every quarter (see the local SEO KPIs).
How GreenRed helps
Rather than juggling several tools, GreenRed's SEO module brings these metrics together in a single dashboard, compares them over time and tells you which actions come first. You can try it free, with no card, from the Pricing.
Frequently asked questions
What is the difference between local link building and local citations?
A citation is a mention of your details on a third-party site, with or without a link; it serves to confirm your existence and your location. Local link building aims at earning hyperlinks from sites in your area or your sector, which pass on authority. A directory can supply both.
How many local links do you need to appear in the local pack?
There is no threshold: the useful comparison is with the three businesses in the pack on your queries. In most areas, 10 to 30 quality local links over a year, added to an optimised listing and regular reviews, are enough to enter the local pack.
How do you get an article in the local press?
Identify the journalist covering the economy or local life, send them a short release (three paragraphs, a photo, a contact) on something genuinely new: an opening, a hire, an innovation, an event, a charitable action, an expert view on a current issue. Follow up once. Three to six pieces of coverage a year is realistic for an active business.
Is local sponsorship useful for SEO?
Yes, doubly: the club or association generally adds a link to its partners, and the mention strengthens your local roots. Choose organisations with an active site and check the link is actually in place. The cost remains that of a classic local awareness action.