If you run a local business, you've probably heard that backlinks are crucial for ranking on Google. But where do you actually start? This guide walks you through everything you need to build a legitimate backlink profile that helps your business show up when customers search for your services.
Let's be clear from the start: we're not talking about buying links or spammy shortcuts.
We're talking about strategies that build real authority and help both search engines and users find your business.
What a Backlink Really Is (in Plain English)
A backlink is simply a link from another website to yours. When someone includes a link to your site in their content, that's a backlink.
Think of it like this: every link pointing to your site is a vote of confidence. The more quality votes you get, the more credible you appear to Google.
But not all backlinks are created equal. A link from a trusted, relevant source carries far more weight than one from a random, low-quality site. That's why understanding what makes a good backlink is the foundation of any link building strategy.
Why Backlinks Matter to Search Engines and Users
For search engines: Backlinks signal that your site is trustworthy and authoritative. Google uses them as one of its top ranking factors. Sites with strong backlink profiles typically rank higher in search engine results pages.
For users: Quality backlinks mean your content is valuable enough that other sites want to reference it. When authoritative sites link to you, it builds credibility with potential customers.
This dual benefit is why link building remains one of the most effective SEO strategies, even as Google's algorithm becomes more sophisticated.
Here's what matters: links from relevant, high authority sites in your industry. A single link from a reputable local news outlet or industry association is worth more than dozens from random directories.
Types of Backlinks: Dofollow vs Nofollow (and What Actually Matters)
You'll hear two terms constantly in link building: dofollow and nofollow.
Dofollow links pass authority from the linking site to yours. These are the links that directly impact your rankings. When a site owner adds a regular link without any special attributes, it's dofollow by default.
Nofollow links include a tag telling search engines not to pass authority. These links still drive traffic and brand awareness, but they don't directly boost your search rankings.
Here's the truth: both matter. A natural backlink profile includes a mix of dofollow and nofollow links. If every single link is dofollow, it can actually look suspicious to Google.
Focus on getting quality links regardless of the tag. The traffic, exposure, and credibility are valuable even if the link is nofollow.
15 Legit Ways to Build Backlinks for a Local Business
Here are proven strategies that work for local businesses. Each one is legitimate, sustainable, and focused on building real relationships and value.
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Get listed in local business directories
Submit your business to Google Business Profile, Yelp, Yellow Pages, and industry-specific directories. Contact the site administrator through their submission form. Use your business name as anchor text. Link to your homepage or a specific service page. -
Join your local chamber of commerce
Most chambers include member directories with links. Reach out to your local chamber directly. They typically include a dofollow link with your business name. Link to your homepage or about page. -
Sponsor local events or organizations
Sponsor youth sports, charity events, or community programs. Contact the event organizer or nonprofit directly. Sponsors usually get a link from the event website. This is a natural way to build local relevance. Link to your homepage or a community involvement page. -
Create valuable local content
Write comprehensive guides about your industry that reference local areas. For example, "interior painting costs in your region." Share it with local news sites or community blogs. Natural anchor text works best: "helpful guide" or "local cost breakdown." Link to your blog or specific guides. -
Get featured in local news
Pitch story ideas to local journalists or news outlets. Look for angles like "local business helps community" or industry trends. Contact the news editor or reporter directly. When they write about you, request a link to your site. Link to your homepage or relevant project page. -
Partner with complementary local businesses
Build relationships with businesses that serve the same customers but aren't competitors. For example, a painting contractor could partner with interior designers. Suggest creating a "trusted partners" page on each other's sites. Use descriptive anchor text like "professional painting services" or "trusted remodeling partner." Link to your projects page or service page. -
Guest post on industry blogs
Offer to write valuable content for established blogs in your industry. Research blogs that accept guest contributions. Pitch specific article ideas to the blog editor or site owner. Include 1-2 contextual links to your site using natural anchor text. Link to relevant blog content or service pages. -
Create original research or data
Conduct surveys, compile statistics, or create unique industry insights. Other sites will naturally link when citing your data. Promote your research to industry publications and reporters. Natural citations work as high-quality inbound links. Link to the research page on your site. -
Build resource pages
Create comprehensive, genuinely helpful resources for your industry. Think ultimate guides, checklists, or step-by-step tutorials. Reach out to sites that maintain resource lists in your field. Site owners are more likely to link to truly useful content. Link to your resource page. -
Leverage supplier and vendor relationships
Many suppliers feature their customers on "where to find us" pages. Contact your key suppliers and vendors. Ask if they maintain a customer showcase or partner directory. These are natural, relevant backlinks. Link to your homepage or service page. -
Get reviewed on industry platforms
Sites like Angi, HomeAdvisor, or Houzz allow customer reviews and include business profiles with links. Claim your profile and encourage satisfied customers to leave reviews. Most platforms include a dofollow link to your website. Link to your homepage. -
Share your expertise on social media
While most social media links are nofollow, they drive traffic and can lead to natural backlinks. Share valuable content consistently on platforms where your audience hangs out. When people discover your content through social media, they may link to it from their own sites. Link to specific blog posts or project showcases. -
Reclaim unlinked brand mentions
Use Google alerts or tools like Ahrefs to find mentions of your business online. When someone mentions your brand without linking, politely reach out and ask them to add a link. Contact the content creator or site owner directly. Suggest using your business name as anchor text. Link to your homepage. -
Answer questions on forums and Q&A sites
Sites like Reddit or industry-specific forums allow helpful responses with links. Provide genuinely valuable answers (not promotional spam). Include a relevant link only when it truly helps answer the question. Most forum links are nofollow, but they drive targeted traffic. Link to specific guides or resources. -
Create shareable visual content
Infographics, before-and-after photos, or project showcases get shared and linked naturally. Make your visual content genuinely useful or impressive. Share it on Pinterest, Instagram, and visual platforms. When others share or embed your images, many will link back to your site. Link to your portfolio or project pages.
Start with 2-3 of these strategies and do them consistently. It's better to execute a few tactics well than to spread yourself thin trying everything at once.
Backlink Profile Checklist (Quick Audit)
Use this checklist to evaluate whether your backlink profile is helping or hurting your SEO:
- Relevance: Are most of your backlinks from sites in your industry or local area? Irrelevant links from random niches don't help and may hurt.
- Authority: Are you getting links from established, trustworthy sites? A few links from authoritative sites beat hundreds from weak sources.
- Diversity: Do your links come from a variety of domains? Multiple links from the same domain carry less weight than links from different sites.
- Anchor text mix: Is your anchor text varied and natural? Over-optimized anchor text (always using exact keywords) looks manipulative. Use brand names, URLs, and natural phrases too.
- Spam signals: Are any of your links from obviously low-quality sites, link farms, or spam directories? These can trigger penalties. Use Google Search Console to identify and disavow toxic links.
If you spot issues, focus on earning quality new links rather than obsessing over removing every low-quality one. Google is generally good at ignoring spam links automatically.
Mistakes That Look Like Link Spam (Avoid These)
Even well-intentioned business owners can accidentally engage in tactics that trigger spam filters. Here's what to avoid:
Buying links or participating in link exchanges
Paying for backlinks violates Google's guidelines. Link exchange networks (you link to me, I link to you) are also against the rules. Both can result in manual penalties.
Over-optimized anchor text
If every link uses your target keyword as anchor text, it looks unnatural. Real links use varied text: brand names, generic phrases, and occasional keywords.
Low-quality directory submissions
Not all directories are created equal. Avoid sketchy directories that exist only to sell links. Stick to established, reputable directories in your industry.
Automated link building tools
Software that automatically submits your site to hundreds of directories or creates comment spam will hurt more than help. Every shortcut has consequences.
Irrelevant guest blogging
Writing a guest post on a completely unrelated site just to get a link looks manipulative. Focus on guest blogging opportunities that make sense for your industry and audience.
Exact-match keyword domains
Creating multiple microsites with exact-match domains purely for linking back looks like a private blog network. Focus on building your main site's authority instead.
When in doubt, ask yourself: "Would I pursue this link if search engines didn't exist?" If the answer is no, skip it.
Frequently Asked Questions
How long does it take to build quality backlinks?
Building a quality backlink profile takes time. Expect 3-6 months before you see meaningful results.
Focus on one or two tactics consistently rather than trying everything at once. Natural link building is a marathon, not a sprint.
Should I buy backlinks?
No. Buying backlinks violates Google's guidelines and can result in severe penalties.
Focus on earning links naturally through quality content, relationships, and genuine value. The risk of buying links far outweighs any temporary benefit.
What's the best way for a local business to get backlinks?
Start with local directories, chamber of commerce listings, and local news partnerships.
Sponsor community events, create local guides, and build relationships with complementary businesses. These strategies provide relevant, high-quality backlinks that help local SEO.
How many backlinks do I need?
Quality matters more than quantity. A handful of links from authoritative sites in your industry are worth more than hundreds of low-quality links.
Focus on building 5-10 high-quality backlinks per quarter rather than chasing numbers.
Are nofollow links worthless?
No. While nofollow links don't pass PageRank directly, they still drive traffic, build brand awareness, and contribute to a natural backlink profile.
A healthy link profile includes both dofollow and nofollow links.
What's link spam and how do I avoid it?
Link spam includes purchased links, automated link exchanges, comment spam, and links from low-quality directories.
Avoid any tactic that creates unnatural patterns or violates Google's guidelines. If it feels manipulative, don't do it.
Next Steps: How Resilience Solutions Can Help
Building backlinks takes time, strategy, and consistent effort. While we specialize in home remodeling and painting, we understand the challenges local businesses face when trying to get found online.
Whether you're looking for remodeling services or just want to connect with a local business that understands SEO, we're here to help.
Our team serves homeowners across Cumming, Alpharetta, Johns Creek, and the North Atlanta area with quality craftsmanship and attention to detail.