Link building has been part of search engine optimization (SEO) for as long as I have been in this business. Likewise, the debate over how important strong backlinks actually are has continued for nearly his long. To me, the more important question about link building is whether it really matters to local SEO. I believe it does.
Local SEO is similar to its more traditional counterpart in the sense that its objectives are the same. What makes it different is its heavy emphasis on a local audience. That emphasis dictates doing things a little bit differently. Where an organization might utilize more general tactics to reach a national audience, the tactics targeting local audiences tend to be more specific and detailed.
Links Impact Organic Search Rankings
Google has confirmed on multiple occasions that links are one of their ranking factors. In fact, that’s why they went to such great lengths years ago to clean up paid link exchanges and other similar sites. So we know that backlinks matter. How much do they matter to local SEO? I asked my friends at Webtek Digital Marketing in Salt Lake City. Here is what they told me:
All types of backlinks add to a website’s authority. Local backlinks take things to another level. They help improve an organization’s visibility in local organic searches. They can help improve an organization’s performance on Google Maps listings. In fact, one could make the argument that solid backlinks are one of the most important ranking factors in Google’s local SEO map pack.
Direct and Indirect Benefits
An example of an important backlink in local SEO is a link found on an online directory of local businesses. Maybe it’s a link on a Yelp page listing local businesses that sell mobile phone accessories. Or perhaps it’s a link on a site utilized by home services contractors to drum up business. Either way, there are both direct and indirect benefits that come with such links:
- Increased visibility and local traffic
- Improved domain authority
- Improvements in consumer trust
- Built-in potential for higher conversion rates
These benefits all boil down to the reality of local SEO: people running local searches are looking for businesses and opportunities within close proximity. In nearly all cases, the consumer is ready to buy. A purchase decision has already been made. It is just a matter of finding the best provider. Backlinks can make the difference between being that provider and losing out to the competition.
Quality Does Matter
Maximizing the benefits of local backlinks requires paying attention to who is linking to your site. Just as with traditional SEO, link quality matters to local SEO. To better grasp this principle, think about the word-of-mouth concept.
Let’s say a failed business owner who has just declared bankruptcy recommends that you use his financial planner or accountant. How likely are you to heed that person’s advice? Not very. You are more likely to listen to a successful business owner whose company is thriving, growing, and constantly increasing revenue. The same applies to backlinks.
In local SEO, it is more important to work on securing quality backlinks. You don’t necessarily need volume, either. An organization can do quite well with just 2-3 quality backlinks as opposed to 12 garbage links.
Never Underestimate Link Building
Link building can seem like a tedious task that isn’t worth the time invested in it. In reality, link building is incredibly helpful in local SEO. Never underestimate the power of a good link. Never underestimate what link building can do in the drive to gain an edge over the competition.
