Looking to build links for your local business? Here is a process for finding and acquiring great local links.
With the release of Local Factors Search Ranking 2017 and other studies, all SEOs emphasize the importance of local link building. Even when tips are shared explaining how to get great links, people always seem to come back with variations on the same question:
How to build local links?
Start with the basics
Before you can do anything, you have to do research. Get your link profile from your SEO tool of choice. The most common are Moz, Majestic and Ahrefs, since they show different link data, and export in Excel format. That will give you a better picture of the links on your site.
Next, you will obtain link data from your closest competitors. Look for small leads: local sites that link to your competitors but don't link to you. Yes, I know we all need unique links to earn, but these are typically easy links to get. The bonus is that once you have a link from the same site, it is no longer unique to your competitor.
Don't forget to get links from similar businesses in other cities. Most local SEOs will only look at local competitors, but when you broaden your scope and look in other cities, you'll usually find amazing ideas that you would never have considered otherwise.
Also, don't forget to check local directories. They are easy to get to, and many local directories can bring significant traffic to you as well.
Step 1: Set your schedule
Our team works on a two to three month cycle, based on the time we have available to dedicate to link building. If you have a dedicated link building team or a client who is spending more money, you could spend more time and shorten the cycle.
Over the years, we've found that setting the schedule keeps our teams more productive. If there is no set deadline for link delivery, it is easy to get lost in the research phase. Also, let's face it: building links is the hardest part of local SEO. Without a set timeline, it's too easy to make excuses that more research is needed, or more outreach is needed, and so on.
Figure out what your schedule will be so you can keep your teams on task to produce better results for your clients. After completing the cycle, simply start over and repeat the process.
Step 2: Research
This is the most important piece of the puzzle. You've already taken care of the small prospects, so now you have to flex your brain muscles and find some juicy opportunities. Many times, you can get some great links based on things your client has already done. Talk to your client and determine if there are any relationships you might be able to work on to get links. Find out what your client is doing (charity events, volunteering, local meetups) that could lead to networking opportunities.
This is where most people want in-depth details on what to do. Honestly, experience really helps here. Knowing what has worked in the past or specializing in a specific vertical makes it much easier to know what to do.
Google will be your best friend. Once you have an idea, or see an opportunity or pattern elsewhere, just sit down and run some searches. Here are some queries to help:
Are you looking for sponsorship opportunities?
[City] inurl: sponsorships
[City] inurl: sponsors
[City] inurl: sponsor-us
Find links related to local schools:
[City] Private schools
[City] School
[City] Secondary School
[City] School events
[City] School awards
Find links related to local churches:
[City] Churches
[City] Church Events
Find links related to local sports:
[City] Sports associations
[City] Golf tournaments
[City] Bowling Leagues
[City] Basketball Tournaments
[City] Soccer teams
[City] Soccer tournaments
You already have the idea. Compile all your research into a spreadsheet. You'll want to research each opportunity to know the approximate value and amount of reach. For each opportunity, you will need to list the name, URL, cost (could be cash for sponsorship, community service time donation, content creation time, etc.), contact person, and contact details.
Step 3: Choose your goals
Once you have your complete list of link opportunities, you'll need to decide what your goals are for the current cycle. If you are working for a client, present the opportunities to the client and help them choose, based on their budget. If the project is internal, figure out which goals make the most sense based on your budget and the potential value of the links.
Step 4: Take advantage of the reach
Take your list of results and get to work. Once your team has researched contact information for each link opportunity, you won't have to waste time researching someone's email or phone number. You'll have a nice, organized list with everything you need to get started.
Call, email or visit in person. Do whatever you need to do to get the links. If you're in the local area, many times a face-to-face visit makes it easier to get the link. Even if you're not local, if your client has a relationship with the potential target, or is at least fairly well known in the area, it's usually easier to get the link.
Keep in mind that you will never get a 100 percent return. Some people won't respond, some will ignore you, and others might simply reject you. Stick with it and don't give up as you will end up getting some great links.
Pay attention to what works. When you stumble upon a gem, use it for other clients in other cities. If you find something that is amazing but requires personal involvement from your client, explain why it is important to foster a relationship with the other entity.
Run and repeat
Once you've completed your cycle, it's time to start the process again. Instead of starting from scratch, you should keep the links that you couldn't get in the last round. Just because you didn't get them in the previous cycle, doesn't mean you won't want to in the future. Additionally, sometimes it takes longer to get a response, so you may carry some goals from one cycle to the next.
That's all. Building local links isn't really that difficult; It just takes a lot of time and effort. Hopefully, the tactical outline will help you understand how to be more efficient in your efforts so you can be more successful for your clients.
