As a business owner, you already know the importance of word-of-mouth referrals. When another local business recommends you to their customers, it builds trust and brings new business.
The same principle applies online. When another local website links to your website, it acts like a digital referral. These links (called “backlinks” in the digital marketing world) tell Google that other trusted local businesses vouch for you. The more quality local websites that link to yours, the more likely you are to show up when people search for your products or services in your area.
Think of it like this: if you’re looking for a restaurant recommendation, you’re more likely to trust suggestions from other local residents than random people from across the country. Google works the same way—it gives priority to businesses that have strong connections with other trusted local websites.
Here’s what makes local backlinks so powerful:
- They show Google your business is an active part of the local community
- They drive actual local traffic to your website
- They build genuine relationships with other local businesses
- They’re harder for competitors outside the area to replicate
This guide will show you practical, step-by-step ways to build these valuable local connections online, even if you’re not tech-savvy. These strategies have helped dozens of businesses improve their visibility (also know as SEO) on Google and bring in more local customers.
Actionable Local Link Building Strategies for Small Businesses
1. Join Local Business Organizations
Start with the obvious: become a member of local organizations that list their members online. These could be related to your specific industry or local businesses. Here are some specific examples:
Local Chamber of Commerce
Most cities have directories and give links to chamber members. Here are a few local ones for those in the SW Washington area:
- Vancouver Chamber of Commerce
- Ridgefield Chamber of Commerce
- Portland Metro Chamber
- Hispanic Chamber of Commerce SW Washington
Local Associations
Many cities, neighborhoods, and industries have associations that link out to local businesses. A few examples are:
- Vancouver Downtown Association
- Ridgefield Main Street
- Clark County Association of Realtors (if you’re in real estate)
- Building Industry Association of Clark County (if you’re in a building industry)
Most of these memberships come with a listing and link on their member directory pages. While joining, ask about opportunities to contribute to their blogs or newsletters.
They also provide great networking opportunities to meet other business owners you could connect with as well.
2. Sponsor Local Events
Most cities and counties host numerous events that need sponsors and list them on their websites. Consider these specific opportunities if you’re local to SW Washington:
When sponsoring, always ensure the event’s website will link back to yours as part of the sponsorship package.
3. Partner with Local Non-Profits
Many non-profits would appreciate your support and some often link to their partners. Here are some to consider:
Reach out and offer to:
- Volunteer as a business team
- Provide pro-bono services
- Organize a fundraising event
- Become a regular donor
4. Create Local Resource Pages
Creating valuable local resource pages on your blog is one of the most effective ways to earn backlinks naturally. The key is to create content that’s so useful that other local businesses and organizations want to share it with their audiences.
For example:
- “Ultimate Guide to Vancouver Farmers Market Vendors”
- “Complete List of Clark County Food Cart Pods”
- “Vancouver Washington Business Startup Guide”
- “Best Places for Business Meetings in Vancouver”
Share these resources with businesses you mention, and many will naturally link back to your content.
5. Leverage Local Media
Our local news outlets are always looking for stories. Here’s how to get their attention:
- The Columbian: Submit business news to their business section
- Vancouver Business Journal: Pitch stories about your business innovations
- Clark County Today: Share community involvement stories
- Portland Business Journal: Connect with reporters covering SW Washington
Pro tip: Set up a Google Alert for “Vancouver Washington” and your industry to spot opportunities to comment on local news stories.
6. Collaborate with Other Local Businesses
Create partnerships with complementary businesses. It isn’t just good for backlinks—it’s good for business. For example:
- A real estate agent could partner with local home inspectors, mortgage brokers, and moving companies
- A restaurant could work with local farms, breweries, and food tour companies
- A gym could partner with nutritionists, physical therapists, and health food stores
Each partnership creates opportunities for natural backlinks through “Our Partners” pages or collaborative content.
The simplest way to do this is to look for local complementary businesses that have blogs and ask if you can write a blog article for their site. Next, write a great piece of content that is relevant to their customers and incorporate a backlink back to your site. Most businesses will love to post content they don’t have to write or pay for.
7. Leverage Your Network
Think through your local network and consider how you could partner with each person you might know. Everyone knows multiple business owners, employees, friends, etc. that might help you build some easy links.
Write blog posts, ask for link insertions on their blog posts, get added to their company’s resource pages, create a piece of content that would be valuable for them to link to, etc. Use your imagination and you should be able to come up with at least a few ideas.
Best Practices for Local Link Building
When building links to your websites, there are a few best practices you should follow:
Always Prioritize Relevance
Don’t just chase any local link – ensure it makes sense for your business. A link from a local daycare might be great for a family photographer but less valuable for an industrial supplier.
Build Relationships First
Focus on building genuine relationships with local business owners. Attend Vancouver Chamber events, join local business groups on Facebook, and participate in community events.
Track Your Progress
By keeping track of your link building progress, you’re able to follow up faster and ensure you’re making progress. I suggest keeping a spreadsheet of the following:
- Links you’ve acquired
- Relationships you’re building
- Outreach emails sent
- Follow-up schedule
Focus on Quality
A link from The Columbian or Vancouver Business Journal is worth more than dozens of links from small local directories. Prioritize quality over quantity.
Common Mistakes to Avoid
While building links, you also need to avoid a few costly mistakes that many people make.
Don’t Buy Links
Paying for links violates Google’s guidelines and can harm your rankings. Focus on earning links naturally.
Avoid Link Exchanges
While it’s tempting to trade links with other local businesses, Google may view excessive link exchanges as manipulation. A few link trades can be beneficial, but don’t overdo it.
Don’t Ignore Link Relevance
A link from a local business in an unrelated industry provides less value than one from a related business. That doesn’t mean you shouldn’t get it if it makes sense, but don’t try to force something that feels unnatural.
Wrapping Up
Building local backlinks takes time and effort, but it’s one of the most effective ways to improve your website’s authority locally. Start with the organizations and events you’re already involved with, then gradually expand your efforts.
Remember, the goal isn’t just to get links – it’s to build genuine relationships within our local business community. Those relationships will naturally lead to more linking opportunities over time.
