Feb 04, 2025
Casey Bjorkdahl is one of the pioneering thought leaders in the SEO community. In 2010, Casey co-founded Vazoola after working for a Digital Marketing Agency for five years in New York City. Vazoola is now one of the fastest growing and most widely recognized SEO marketing firms in the country.
What is local SEO? What is a local link, and what is its purpose?
Local SEO helps businesses to rank well in geographic-specific search results. It’s an essential strategy for companies that want to target customers in specific areas. Sure, many SEO professionals focus on things like citations and Google My Business optimizations. But the role of local SEO link building often is overlooked.
One common misconception is that only links from websites local to a company help with its local SEO. That’s simply not the case, however. High-authority backlinks with local relevance can do a lot to significantly improve search rankings. For example, both guest posts and niche edits offer the chance to target location-specific keywords while also building authority.
Key Takeaways:
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Local link building boosts visibility for businesses targeting specific geographic areas.
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Strategic use of guest posts and niche edits enhances local SEO performance.
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Authority and relevance in backlinks often outweigh geographic location.
Table of Contents:
4 Common Myths About Local Link Building
There are a few prevalent myths about local link building, but we’re here to set the record straight.
Myth 1: Local links must come from local websites.
Fact: Authority and relevance matter more than geography.
Authority and relevance hold more weight than geography. A backlink from a high-authority, industry-relevant website can boost local rankings even if it’s not geographically tied.
Myth 2: Citations are sufficient for competitive local SEO.
Fact: Citations are foundational, but not enough to compete against businesses investing in strategic link building.
Citations are essential, but not enough in competitive markets. Businesses investing in strategic link building gain an edge over those relying solely on citations.
Myth 3: Guest posts and niche edits are “general SEO tactics.”
Fact: Proper local anchor text optimization aligns these tactics with local SEO goals.
When optimized with location-specific anchor text, guest posts and niche edits align seamlessly with local SEO goals.
Myth 4: A link from a non-local publication can’t help my local rankings.
Fact: If a link is authoritative, it can help your ranking even if it’s from a non-local site.
Indeed, links from authoritative, non-local sites can still enhance visibility in local SERPs. For example, a link from an industry publication mentioning “New York” plumbing services can signal relevance to search engines.
Leverage event sponsorships for hyper-local links. Sponsor local events, charity drives, or community meetups and request backlinks from the event website. These links often carry local relevance and can align your brand with community-oriented values, enhancing authority and trust.
Local Backlinks & Competitive Local SEO
Ready for some local link building tips?
Local SEO backlinks influence search rankings by signaling authority and relevance for specific areas. Google’s algorithm evaluates links to determine content credibility and its connection to local searches.
For example, consider a small business in Austin seeking to improve local visibility. By obtaining backlinks with anchor text like “Austin’s best coffee shop” from reputable sources, the business boosts its local ranking potential.
The Limitations of Local Citations
Local citations include mentions of a business name, address, and phone number (NAP) on platforms like Yelp or Yellow Pages. While citations provide a foundation for local SEO, they lack the authority needed to compete in competitive markets.
For example, a landscaping company in Denver might find that citations alone won’t suffice. Strategic link building through guest posts and niche edits becomes critical to outperform competitors.
E-A-T and Local Authority
Google values Expertise, Authority, and Trustworthiness (E-A-T) in its ranking algorithm. High-quality backlinks enhance a site’s perceived authority, directly impacting local rankings. For local SEO success, combining E-A-T principles with strategic link-building efforts is essential.
Google has updated its E–A-T values to add a second E — experience. With E-E-A-T, Google’s algorithms favor content that demonstrates all four factors.
Focus on hyper-niche directories for local authority. Go beyond general directories like Yelp and Yellow Pages by finding niche-specific directories that cater to your industry and region. For example, a real estate agency could target property listing directories specific to their city.
Why Local Anchor Text Matters
Location-specific keywords in anchor text signal relevance to Google. For example, a local SEO backlink with anchor text like, “Seattle’s top-rated bakery” helps search engines associate the link with local intent.
How to choose anchor text:
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Include the city or region.
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Use industry-specific terms.
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Avoid over-optimization; maintain natural phrasing.
Why Authority Outweighs Location
Local SEO inbound links from authoritative websites in relevant industries often carry more weight than links from geographically local but low-authority sites.
For instance, a boutique in Miami might benefit more from a link in a national fashion blog than from a local directory. Authority, paired with strategic anchor text, creates powerful results. Studies from Search Engine Journal demonstrate how quality backlinks drive rankings.
For example:
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A Houston-based law firm improved local rankings by securing a guest post on a high-authority legal website.
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A Chicago dentist saw increased map pack visibility after obtaining niche edits on health-related blogs.
Monitor competitor link profiles for missed opportunities. Use tools like Ahrefs or SEMrush to analyze the backlinks of top competitors in your niche. Identify local websites, blogs, or directories that link to your competitors but not to your site. Reach out to these sources with compelling content or collaboration offers.
Guest Posts & Niche Edits: 2 Local SEO Secret Weapons
If you want to get the most out of your local SEO efforts, guest posts and niche edits are the secret weapons in your arsenal.
Guest Posts
Guest posts involve reaching out to site owners and publishing articles on authoritative websites with backlinks to your site. When paired with local anchor text, these links signal relevance and authority. For example, a guest post titled “Top Tips from Austin’s Landscaping Pros” includes both industry and geographic relevance. You can also take advantage of guest blog post outreach as a service.
Niche Edits
Niche edits add links to existing authoritative content. For example, inserting a link with anchor text like “Portland’s best vegan cafes” into a food blog post boosts local SEO. These links pass authority from already-ranked pages.
Much like guest blog post outreach is available as a service, you can employ a niche edits service like what Vazoola offers.
Do these tactics work for local SEO? Absolutely. Both methods combine relevance, authority, and strategic placement, yielding measurable results.
Create location-specific content for linkable assets. Develop resources like city guides, neighborhood spotlights, or local industry trends reports. These pieces attract backlinks from local bloggers, news sites, and organizations that value geographically relevant, high-quality content.
How Backlinks Boost Map Pack Rankings
Google’s Local Pack ranks businesses based on three key factors:
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Relevance: Signaled by anchor text and the content surrounding the link.
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Prominence: Boosted by acquiring high-authority backlinks from reputable sites.
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Proximity: Influenced by the business’s physical location but not solely dependent on local backlinks.
Strategic local SEO link building reinforces these ranking factors by enhancing the credibility and relevance of a business’s online presence. For instance, a cleaning service in Phoenix saw its map pack rankings improve significantly after earning backlinks optimized for “Phoenix cleaning experts” from well-regarded blogs and local directories. These links provided both contextual and keyword-specific relevance, which Google considers when determining map pack rankings.
Building local links with carefully crafted anchor text and relevant placements helps businesses compete effectively for visibility in the Local Pack. It’s particularly effective for industries where competition for local visibility is intense, such as real estate, home services, and restaurants.
Benefits of Local Link-Building for SEO & Marketing Agencies
Now that you know what is local link building, you have some choices to make. What are the best backlinks for local SEO?
You have options for local link building: doing it in-house, hiring freelance link builders, or outsourcing your local link building to experienced link building agencies.
Marketing agencies benefit significantly from offering local link-building services. These services provide:
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Enhanced Results: Improved local SEO outcomes lead to satisfied clients.
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Competitive Edge: Differentiation from agencies relying solely on citations.
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Scalability: Ability to replicate success across various local markets.
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Higher ROI: Clients see tangible benefits from strategic link-building investments.
For agencies seeking to boost client satisfaction and retention, local link building becomes an indispensable tool.
If you represent an SEO or marketing agency, and you’re interested in Vazoola’s local link building services, please view our service page and then schedule a demo, so we can show you how we work.
Collaborate with local influencers for unique backlink sources. Partner with micro-influencers in your area who maintain blogs or create content about your industry. These collaborations often lead to natural backlinks and amplify your reach to a local audience.