Why links still matter
A link from another website is a vote of confidence, and Google still counts them. But quality beats quantity decisively: one link from your local paper or trade association outweighs a hundred from directories nobody visits. You need fewer than you think — from places that are real.
The links every local business can earn
Legitimate directories (Yell, FreeIndex, Bing Places, Apple Business Connect) with identical name, address and phone details. Your suppliers and trade bodies — most list members. Local sponsorships, from football clubs to school fairs. Your chamber of commerce. These are boring, real, and they work.
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The links that take a little more
Local press loves a genuine story — a milestone, an unusual job, a community project. Partnerships with complementary businesses (the electrician links the plumber, the plumber links back). A genuinely useful guide that local sites reference. One good link a quarter is a strong pace for a small business.
Walk away from these
'500 backlinks for £50' emails, link farms, and any scheme selling links in bulk. Google's spam policies target exactly this, and a penalty costs far more than the links were ever worth. If a link exists only to manipulate rankings, it's a liability with an invoice attached.
Consistency beats campaigns
Link building isn't a launch-week project; it's a by-product of being a real, visible business. Do good work, be findable, ask for the mentions you've earned. Our local SEO work builds this in as routine, not as a risky one-off.
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