Backlinks: the best (and safest) way to build them
Links from other websites still matter, but the wrong ones can do more harm than good. Here is how to earn links that help a local business rank.
A backlink is a link from another website to yours. Google treats good links as votes of confidence: if respected websites point to you, you are probably worth showing. That is why link building has always been part of SEO, and why it attracts so many shortcuts.
Quality beats quantity
One link from a well-known local website, trade body or newspaper is worth far more than hundreds of links from low-quality directories or link farms. Google has become very good at ignoring, or penalising, links that exist only to manipulate rankings.
Links to avoid
- Packages promising "1,000 backlinks for £20".
- Private blog networks: sites set up purely to link out.
- Paid links that are not labelled as sponsored.
- Comment spam and forum signatures.
- Link swaps with unrelated businesses.
At best these do nothing. At worst they lead to a manual penalty that can take months to recover from.
Safe ways to earn links as a local business
Local organisations
Chambers of commerce, business improvement districts, local charities and sports clubs often list members and sponsors on their websites.
Trade associations and accreditations
If you belong to a trade body or hold an accreditation, make sure your listing on their site links to yours.
Suppliers and partners
Manufacturers often have "find an installer" pages. Partners you work with regularly may happily link to you.
Local news and stories
Took on an apprentice, raised money for charity or completed an interesting project? Local news sites and community blogs like real stories.
Useful content
A genuinely helpful guide, such as a seasonal checklist or a cost guide for your trade, can earn links naturally over time.
What about citations?
Citations are listings of your business name, address and phone number on directories such as Yell, Thomson Local or trade-specific sites. They are not always links, but consistent citations help Google trust your location, which matters for map rankings.
Be patient
Good links build slowly. A steady trickle of relevant, local links is exactly what a healthy business looks like to Google.
We build local links and citations as part of our monthly SEO plans. Or start with a free SEO audit to see your current link profile.