Guide to localised backlink building
In today’s crowded online landscape, simply having a website isn’t enough to stand out. Search engines often prioritise websites that consistently demonstrate relevance and authority in their niche – and one of the most effective ways of doing that is through backlinks.
However, not all backlinks are created equal. While global backlinks can be a powerful strategy, localised backlinks can bring next-level impact for businesses looking to connect with specific, geographically targeted audiences.
What are localised backlinks?
Localised backlinks originate from other websites, blogs, or directories operating within a specific region or locality. They are seen as ‘votes of confidence’ in the local community, enhancing your site’s visibility and trust in the eyes of both search engines and potential customers. They can be targeted as links from local neighbourhood networks, or as broad as links from industry’s directories within a particular country.
Why localised backlinks matter in your SEO strategy
Higher local visibility
Securing backlinks from local websites helps you rank better for location-based searches. If someone is looking for a service in a particular city or region, search engines will consider your site to be highly relevant.
Quality over quantity
Localised links often come from smaller but niche-relevant sources, which can carry significant authority if they are trusted within the community.
Community recognition
Local backlinks can introduce your brand to engaged local audiences who are more likely to convert. You’re building credibility where it matters the most.
Edge over competitors
Many businesses focus solely on global SEO strategies. By targeting localised backlinks, you can outrank competitors who overlook the power of local search.
Steps to building a localised backlink strategy
Step 1: Identify your local audience and goals
Before jumping into link-building tactics, define:
Geographic scope: Are you targeting city-level, state-level, or country-level audiences?
Core objectives: Is your main goal to drive foot traffic to a physical store, boost eCommerce sales in a certain region, or increase local brand awareness?
Competitive landscape: Research your local competitors’ backlink profiles. This often reveals untapped partnership or content opportunities.
Action tip: Use an SEO tool (like Ahrefs or SEMrush) to analyze competitor backlinks, identifying local directories, blogs, and publications that you can also target.
Step 2: Leverage local business directories and citations
Local business directories (like Google Business Profile, Yelp, or industry-specific directories) are some of the simplest ways to gain local backlinks. These directories often rank high on search engines, making them a valuable first step.
Quick Wins:
Create complete listings: Ensure you’ve filled out every field—hours, address, phone number, and relevant categories.
Maintain consistency: Use the same name, address, and phone number (NAP) across all platforms. Inconsistencies can hurt your local SEO.
Include multimedia: Add relevant images or videos to stand out on directory pages.
Pro tip: Seek out smaller niche directories specific to your industry or region. They may have less competition and help you connect with a very targeted audience.
Step 3: Build relationships with local blogs and media outlets
Local blogs, newspapers, and online magazines often crave fresh, region-centric content. Offering them valuable stories or expert insights is a great way to secure a local backlink.
How to get started:
- Research local publications: Create a list of local news sites, community forums, and personal blogs that align with your industry or message.
- Pitch story ideas: Write relevant, compelling pitches. For instance, if you run a restaurant, you might pitch an article on “10 Must-Try Local Dishes This Summer,” offering expert commentary or insider tips.
- Share community involvement: Participating in local events or charitable activities? Invite local journalists or bloggers to cover these happenings, linking back to your website in their write-ups.
Action tip: Feature local businesses, influencers, or nonprofits in your own blog posts. They may reciprocate by linking back or sharing your content.
Step 4: Participate in local events and sponsorships
Event or sponsorship mentions are another effective avenue for local backlinks. Conferences, community fundraisers, and local meetups typically have websites that highlight event participants and sponsors.
Approaches to consider:
Sponsor a local sports team: Many team websites list sponsors with backlinks to their sponsors’ websites.
Attend or host workshops: If you host or even speak at a local workshop, the organizer’s website will likely link to your site.
Join local business associations: Associations often maintain a directory of members, each with a backlink.
Pro tip: Look beyond major events. Even smaller gatherings (like local networking groups) can drive niche traffic and relevant backlinks.
Step 5: Collaborate with local influencers
Influencer marketing isn’t just for global celebrities. Micro-influencers who focus on a certain region can be incredibly valuable for local link-building. They often have loyal, geographically concentrated followings.
Steps to launch a collaboration:
- Identify influencers in your niche: Search Instagram, TikTok, or local forums for influencers who regularly post about your region or industry.
- Offer value: Provide them with exclusive content, early access to a product, or a free trial of your service in exchange for coverage.
- Secure a blog mention: While social media shoutouts are great, a mention in an influencer’s blog or website often carries more weight in terms of SEO value.
Action tip: Encourage the influencer to include a backlink when they mention your brand in their content. Make it easy by providing the exact URL or anchor text you’d like used.
Step 6: Create hyper-local content for your own site
To naturally attract local backlinks, produce hyper-local content that resonates with your community’s interests. This can include:
City guides: “The Ultimate Foodie’s Guide to [Your City]”
Local event calendars: “Don’t Miss These Top Tech Meetups in [Region]”
Resource Llsts: “Where to Find the Best [Product/Service] in [Location]”
When your content is region-specific and genuinely useful, other local sites or bloggers are more likely to link back as a reference.
Pro tip: Collaborate with local experts or thought leaders to co-author a piece—this often leads to multiple backlinks from partners who co-promote the content.
Step 7: Monitor and refine your localised backlinks strategy
Achieving local SEO success isn’t a set-it-and-forget-it task. Consistent monitoring is crucial.
Track backlink growth: Use tools to keep tabs on new links, anchor texts, and referral traffic.
Assess your SERP rankings: Look for improvements in local ranking positions and monitor if your traffic source is shifting toward more local customers.
Engage with referrers: If a local blog links to you, reach out and thank them. Establishing a genuine relationship can open doors to future collaborations.
Key takeaways
- Localised backlinks help you rank higher in location-specific searches, build trust with local communities, and stand out from competitors.
- Strategies like directory listings, local press outreach, community sponsorships, influencer collaborations, and hyper-local content creation can significantly boost your local backlink profile.
- Continuously monitor results and stay active in your local community—both online and offline—to maintain and grow your search visibility.
