Backlinks might sound scary and technical, but the definition is straightforward. Acquiring them may not be so simple, but that’s a story for another day. First, let’s understand what they are and why they matter for your local visibility.
A backlink is simply one website linking to another. You may have also heard the term “inbound link,” which is the same thing.
So, whenever another site points to yours, that’s a backlink. Simple, right?
Why Backlinks Matter
Think of backlinks like word-of-mouth referrals. Imagine you own a local plumbing business. If several people in your community recommend your services to others, it builds your reputation and credibility. The more trustworthy and respected individuals or businesses that vouch for you, the more likely potential customers will trust your service.
In the digital world, backlinks work in a similar way. When a respected website links to your business’s website, it’s like that site is giving you a vote of confidence or a recommendation. Google and other search engines use these backlinks to assess how authoritative and trustworthy your website is. The more high-quality backlinks you have (all else being equal), the more likely search engines are to rank your site higher in search results, making it easier for potential customers to find you online.
Types of Backlinks: Local vs. Industry
When building backlinks, it’s important to understand the difference between local and industry backlinks and why a mix is beneficial for your business.
Local Backlinks
Local backlinks come from websites within your geographic area. These might include:
- Local business directories
- Chambers of commerce
- Community organizations or news websites
- Local bloggers or influencers
- Other businesses, groups or charities
Local backlinks are especially valuable if your business serves customers in a local area, so they’re perfect for service businesses like chiropractors, finance professionals, home-service pros, contractors, etc. These links help Google understand your relevance in your local community, boosting your local search rankings.
Industry Backlinks
Industry backlinks come from websites within your specific field but aren’t necessarily local. These might include:
- Industry associations or organizations
- Trade publications
- Niche blogs or influencer sites within your industry
- Suppliers or partners
Industry backlinks help establish your authority and expertise in your field in a generalized way (not specific to your location). They show search engines that other respected players in your industry recognize and endorse your business, improving your overall trustworthiness and search rankings.
Local or industry backlinks, which should you focus on?
Ideally (and over time), you’ll earn a mix of local and industry backlinks. Where you focus may depend on what you already have. If you already have some solid industry backlinks, focus on local. If you have some good local links, focus on a few industry links.
If you’re starting from scratch, I’d suggest you start with local backlinks. They’re often easier to acquire, and they send strong local signals to search engines that industry links do not.
Where to Find Local Backlink Opportunities
I plan on covering this topic in more detail, but here are a few ideas to get you started.
- Engage in Local Community: Partner with local businesses, sponsor community events, or participate in local charities. Get mentioned on their websites for your involvement.
- Join Industry Associations: Become a member of professional organizations and take part in their activities. These associations often list and link to their members.
- Offer to Guest Blog: Write guest posts for industry blogs or local news websites. Most publications will give you a backlink in return for your contribution.
- Ask for Mentions: Simply reach out to partners, suppliers, or satisfied customers who have websites and ask if they’d be willing to mention and link to your business.
Here are a few other excellent resources:
Link Building Strategies: The Complete List
The Guide To Local Link Building Campaigns
35 Local Link Opportunities You Missed
Free Backlink Questionnaire
Download my questionnaire for finding local link opportunities. It’s free and will help you uncover some backlink wins. Enter your info, and I’ll send it right away.
