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Summer is a bustling time for conferences, and this month I’m taking a break from Greg’s Soapbox to delve into some detailed insights. The release of the 2017 Local Search Ranking Factors, along with several studies, highlights the growing importance of local link building in SEO sessions. Despite sharing tips on acquiring quality links, a common question often re-emerges:
How do you actually build local links?
I previously discussed local link building on Search Engine Land, and while this post offers good ideas, it tends to focus more on overarching concepts rather than specific tactics.
To address this, I’ve decided to share our team’s link-building process, concentrating on concrete steps and tactics. Bear in mind that we’re working with small to medium-sized businesses (SMBs) in mind, meaning big budgets for creating exceptional content or extensive teams for outreach aren’t feasible.
Start with the basics
Before diving in, it’s essential to conduct some research. Use your preferred SEO tool to gather your link profile. We rely on Moz, Majestic, and Ahrefs, as they each compile different link data, which we then consolidate in Excel to eliminate duplicates. This will provide a clearer view of your site’s link graph.
Next, obtain link data for your nearest competitors. Identify easy opportunities: local sites linking to your competitors but not to you. While unique links are crucial for standing out, these "easy wins" are worth pursuing, especially as securing one means it’s no longer unique for your competitor.
Don’t overlook links from similar businesses in other cities. Many local SEOs focus solely on local competition, but expanding your search to other cities can reveal innovative ideas you might not have considered.
Also, check out local directories. They’re straightforward to access, and many can drive significant traffic to your site.
Once you’ve covered these basics, it’s time to tackle more complex strategies.
Step 1: Set your schedule
Our team operates on a cycle of two to three months, influenced by the time available for link building. A dedicated link-building team or a client with a larger budget could enable more frequent cycles.
We’ve found that having a schedule boosts our productivity. Without a deadline for link acquisition, it’s easy to get stuck in the research phase. Let’s face it — link building is the toughest part of local SEO. Without a timeline, it’s tempting to delay with excuses for more research or outreach.
Defining a schedule keeps teams focused, improving results for clients. Once a cycle is finished, start anew and repeat the process.
Step 2: Research
This phase is crucial. With the low-hanging fruit addressed, it’s time to be creative and find valuable opportunities. Communicate with your client to leverage existing relationships that may lead to links. Determine if your client’s current activities (e.g., charity events, volunteering, local meetings) could offer link chances.
A deep dive into this stage often demands experience. Being familiar with past successes or specialized in a niche makes strategizing easier.
Google is essential here. If you identify an idea or observe a pattern elsewhere, conduct searches to explore potential links. Consider these queries to stimulate your thought process:
For sponsorship opportunities:
- [city] inurl:sponsorships
- [city] inurl:sponsors
- [city] inurl:sponsor-us
For links related to local schools:
- [city] Day care centers
- [city] Private schools
- [city] School
- [city] High School
- [city] School events
- [city] School awards
For links related to local churches:
- [city] Churches
- [city] Church events
- [city] Church awards
For links related to local sports:
- [city] Sports associations
- [city] Golf tournaments
- [city] Bowling leagues
- [city] Basketball tournaments
- [city] Hockey tournaments
- [city] Soccer teams
- [city] Soccer tournaments
Document your findings in a spreadsheet, evaluating each for potential value and outreach required. Include the name, URL, cost (e.g., sponsorship fees, time for community service), contact person, and details.
Step 3: Choose your targets
With a comprehensive list of link opportunities, identify your targets for the current cycle. For clients, present the options and assist in selecting based on budget. For in-house efforts, determine targets based on budget and link value potential.
Step 4: Knock out the outreach
Using your organized list, proceed with outreach. Whether calling, emailing, or visiting in person, pursue the links you’re targeting. If you’re local, a face-to-face meeting can often secure a link more effectively. Even if not local, a well-established client presence or relationship can facilitate link acquisition.
Remember, a 100% success rate isn’t realistic; some won’t respond, others may ignore you, and some may decline. Persistence is key to securing valuable links.
Observe successful strategies to apply to other clients in different areas. If a promising link requires client engagement, convey why it’s critical to nurture relevant relationships.
Rinse and repeat
After completing a cycle, restart the process. Retain untargeted links from the previous round; a previously overlooked opportunity might be worthwhile in the future. Additionally, some opportunities may take longer to respond, so carrying forward a few targets makes sense.
In conclusion, building local links is more about dedication and effort than complexity. By following these tactical steps, you can enhance your efficiency in securing links and ultimately achieve greater success for clients.
