How do I get other websites to link back to my business (local backlinks)?

A backlink is a link from another website to yours. For organic (non-map) local search rankings, backlinks are one of the most significant factors Google evaluates. A local business with 20 quality backlinks from relevant local and industry sources will typically outrank competitors with zero — even if those competitors have better on-page optimization. Here's how to earn them without resorting to paid link schemes.

Why local backlinks specifically

A link from a national news outlet or a major industry publication is valuable, but for local SEO, links from local sources carry particularly strong signals. A link from your city's newspaper website, the local chamber of commerce, or a well-known neighborhood blog tells Google "this business is established and trusted in this specific community." That local relevance signal is hard to replicate with generic links.

The easiest wins: directories and organizations

• Chamber of commerce — Join your local chamber. Most chambers have a member directory that links to your website. This is typically one of the highest-authority local links available and costs $200–$500/year for small businesses.
• Industry associations — Most trade associations (NARI for remodelers, PHCC for plumbers, AIA for architects, etc.) maintain member directories. Join and get listed.
• BBB — A Better Business Bureau accreditation includes a link from a high-authority domain. The fee varies by business size.
• Local business associations — Neighborhood business improvement districts, local merchant associations, and downtown development authorities often maintain directories.

Relationship-based link building

Think about the businesses you already have relationships with — suppliers, subcontractors, referral partners, complementary businesses. A mention on their "partners" or "preferred vendors" page is a natural link opportunity.

• Your material suppliers may have a "trusted contractors" list
• A real estate agent who refers you could add you to their "local resources" page
• A general contractor could link to your specialty subcontracting page
• Businesses you've referred customers to might reciprocate

Content-based link earning

The most scalable link building strategy is creating content other people want to link to. For local businesses, this typically means:

• Original local data — "We analyzed 500 homes in [city] and here's what the most common [service issue] is by neighborhood." Local media love to reference and link to local data.
• Comprehensive local guides — "The Complete Guide to [home buying / restaurant dining / outdoor activities] in [City]" attracts links from local blogs and community sites.
• Local news contributions — Many local news sites accept expert contributions. A plumber writing for the local news about winter pipe preparation, or a dentist writing about dental health — these establish authority and often include a link.

What to avoid

• Buying links — Paid links violate Google's guidelines and can result in manual penalties
• Link exchanges ("I'll link to you if you link to me") — Low-quality and potentially manipulative at scale
• Generic directory spam — Being listed in 500 low-quality directories provides minimal value and potential harm
• Press release services — Syndicated press release links from mass distribution services carry little to no SEO value