Why backlinks matter
Google's ranking systems guide says Google studies how pages link to each other. Links help it learn what pages are about and which may be most helpful. PageRank, the original link system, remains part of its core ranking systems. A link from a respected site works like a referral.
Links also bring visitors directly. A link from a supplier's dealer page or a local news story can send people who are ready to buy.
Links that help a local business
- Local news coverage of your work or your team
- Chambers of commerce and trade associations
- Manufacturer or supplier dealer locators
- Sponsorships of local teams, events and charities
- Partners who refer work to you and list you
Good example. An HVAC company sponsors a youth league, and the league's site lists it. It also appears on its equipment brand's dealer locator and in a local news story about a heat wave.
Bad example. The same company buys 300 links from unrelated blogs in other countries. Google's spam policies forbid that.
Links Google tells sites to label
Paid links and ads should carry rel="sponsored", and links in user comments should carry rel="ugc". Google says it generally does not follow links marked this way. That is why a paid directory listing or a forum signature rarely moves rankings.
How to check your backlinks
The Links report in Search Console shows which sites link to you and which pages they link to. Ahrefs and Semrush show more detail and your competitors' links. Look for the sites that link to several competitors but not to you. Those are your best outreach targets.
Learn what makes a backlink strong and what counts as link spam. Our link building service earns links from real local and industry sources.