Link Building for Local Search
"Think Global, Act Local" sums up my link-building philosophy for clients using local search terms to drive nationwide and international site traffic. Almost every online company benefits by building links to local information, locally available goods, and conveniently located services.
Small businesses worry they'll become no more than pins in an Internet haystack. That doesn't have to be the case. Even solo or SOHO (small office home office) businesses can reap rewards by building links for local search terms such as "Atlanta Used Cars," "Boston Plumber," or "Miami Real Estate."
Allow me to propose a radical way to view link building.
Imagine search engines don't exist.
Search Engine-Free Strategy
The easiest way to build links to a local site: "think local." Ask yourself, "If search engines didn't exist, how would I find new customers?" Better yet, if you've been in business a while, ask yourself: "Before search engines existed, how did I find new customers or clients?" Chances are you marketed your business to the local community.
I know this goes against some common SEO practices, especially those used in the real estate vertical. Think about it for a minute. How many people on a Portland, WA, real estate site are really going to be looking for Miami real estate? Yes, the technique may work now. Yet, how long will it be before Google devalues such links? The answer: If you haven't asked the question, don't bother. Google has already started devaluing some reciprocal links.
There Is No Free Link
For those interested in long-term ranking success, consider the countless number of people on a local Miami site who will be interested in Miami real estate. A link off a Miami site could easily pay for itself just in traffic. Yes, I said, "pay for itself." No link is free, no matter what the pundits say.
Even if you didn’t pay for it directly, it was paid for with time and resources. If your time is worth $25 per hour, then the 3 hours you spent to get the link cost you $75. Oh, don't worry, I promise never to tell Google you are buying links.
Now down to business, where can you find places to get links from in your local area?
Google Directory and DMOZ
Our good friends at Google have conveniently provided a human-reviewed and edited directory. It is imported DMOZ data sorted by PageRank. This is always a great place to start the search for local links since it is human-reviewed and sorted by category. It will speed up the discovery process.
Business Organizations
As I have mentioned in previous columns, these are an excellent source of links. Some of these sites may have member directories, others will offer advertising space, and some will allow you to publish articles. They are always looking for local businesses to highlight. Add them to your list of places to send press releases. To continue with our Miami example, start with the Google Directory for Miami Business Organizations. For the most up-to-date listing, use DMOZ.
Newspapers, Journals, Independent News, Blogs
The opportunity to get links from these types of sites ranges the entire gamut. It could be anything from getting mentioned in an article to being on their blog roll to buying advertising space. Some newspapers are even actively seeking bloggers from their community. Check out the community bloggers from my local newspaper, the Times-Union. It has bloggers ranging from home restoration to eating out. This would be an excellent opportunity for a local business to gain exposure and links. Explore what local media organizations are doing in your city.
Popular Local Sites
Do some research to discover the most popular sites for your city. This could range from message boards to event sites to chats to classifieds to blogs. Keep your options open.
Current Customers
Engage your customers to help promote your business. People want to help their hometown businesses grow and prosper. Read the column I wrote in April on getting links from customers.
Link Building Pays For Itself
Approach link-building campaigns for local search terms as if search engines didn't exist. Don't let SEO terms like link building or reciprocal links cloud your business judgment. Market your local business the way you always have -- and think of online links as business relationships. That way, you'll gain traffic, exposure, and links, all at the same time. Link development will pay for itself.
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Article Archives by Justilien Gaspard
Link Building With a Small Budget - Nov 12, 2009
Developing Successful Viral Marketing Ideas - Oct 29, 2009
Targeting People Who Control the Links - Oct 15, 2009
Getting People to Talk About Your Company - Oct 1, 2009
More article archives
