Link building: What it is and how to do it


Links on your website – both internal and external – are just another element that feeds into your site search engine optimisation.

But arguably the most important links your website you can possibly have are those that link to your website from elsewhere.

This is a massive green flag for Google as it tells the search engine that your website and content is so relevant and useful that other companies think it is important enough to link to. As a result, it may well move you up the search results.

When it comes to local SEO tips link building is one of the toughest to actually implement but also one of the most worthwhile.

Here is an introduction to link building for your website and how to increase your backlinks.

Begin by discovering your backlinks

The first step for any link building strategy is to check if you already have backlinks – links coming to your website from elsewhere.

The best tool for the job is your own Google Search Console where you will find your backlinks under the ‘Search traffic’ then ‘Links to your site’ area. If you do not have a Google business account, you can use a backlink checker such as that provided by Ahrefs.

This information will give you a good starting point (even if there is zero backlinks) so you can track your progress and find inspiration about what kind of sites are already linking to you so that you might be able to expand that reach.

Do not be tempted by paid backlinks

One of the biggest mistakes in link building is to simply pay for backlinks. This is a case of a service being too good to be true.

While paid backlinks might improve your local ranking in the short term, it is only a matter of time before Google discovers the backlink seller and penalises every business it links to. This can mean sending you back pages and pages in the search results which can be extremely difficult to recover from.

Search for the most relevant – and worthy – potential linkers

To start building up your backlinks begin by seeking out other websites, experts and influencers that are not only relevant to your work but also have established quality websites of their own.

A brand-new blog with little content and few site visitors does not offer the same ‘value’ with a link as an established blog does so take care to find websites that have already built a respected reputation of their own.

Then, start getting in touch.

Comment on their blogs and social media posts to begin establishing a relationship and even consider linking to their content from your own website if it is relevant to your audience.

As your relationship builds they may naturally link to your website or you might reach a point where you would be comfortable suggesting or asking for a link.

You can also consider asking bloggers or influencers to review your products and services as they will include a link in their discussion.

Make the most of ‘free’ links

Also, do not forget about ‘free’ backlinks available.

These include linking to your website from your own social media channels and including links on free online directories such as Yellow Pages. While these backlinks are not usually quite as valuable as a related website linking to your content, they are still worthwhile – and very easy to do.

Get professional help with your local SEO strategies

Great local SEO takes a variety of knowledge and skills to execute and it is undoubtedly challenging for small business owners to tackle this task on their own.

If you would like a hand with your local SEO, Local Web has the skills, expertise and time to help your website move up the rankings.

Get in touch for help with all things local SEO.

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