Let’s start with the obvious: SEOs have shoved link building down the throats of local businesses for years. Article after article tells you to “build quality links,” but what does that even mean to a small business owner? Most don’t have the faintest idea and eventually give in to buying links from spammy services or those persistent emails clogging their inbox.
And here’s the rub: those links? They’re a ticking time bomb for your rankings. As SEOs, we have a responsibility when talking about links to ensure local businesses don’t shoot themselves in the foot. So, let’s unpack this mess.
Google’s View on Link Spam: Spoiler—They Hate It
Google has made its stance on link spam painfully clear. You’re breaking the rules if you’re buying links, participating in link schemes, or engaging in anything remotely manipulative to boost your rankings. Full stop.
Buying “high-quality, high-DA links” isn’t the get-out-of-jail-free card it’s made out to be. Google’s algorithms are smart, and their disavow tool has collected intel for over a decade. If you think Google doesn’t know which sites sell links, think again. You’re not outsmarting them; you’re painting a big target on your back.
The Realities of Link Buying
Here’s a scenario: an accountant buys a backlink from a “high-quality” blog. That blog’s content is about cars, pets, and tropical fruit. What are the odds Google believes that’s a natural link? Zero. It’s nonsense, and Google knows it.
Google is watching even when you think you’re safe, like submitting to “industry-relevant” sites. That handy “submit your article” page? They know what’s up. And let’s not forget that Google no longer penalises manual offenders. Algorithmic penalties can stealthily sink your rankings without a single email from Google.
Do Local Businesses Actually Need Links?
Brace yourself: local businesses don’t need links. Yes, you read that right.
I haven’t chased a single link for my clients for over a decade. No link proposals, no begging for backlinks. Yet my clients dominate local search by focusing on the essentials: building their brand and being there for their customers at every possible search touchpoint.
I’ve seen clients in cutthroat markets, where competitors spam links like there’s no tomorrow, still succeed without a single backlink. How? By optimising their Google Business Profile, creating valuable content, and finding creative ways to engage their local audience.
Practical Alternatives to Link Building
Forget wasting time chasing backlinks. Here’s what local businesses should focus on:
- Local Directories
Start with the basics: business directories. In the UK, we’ve got a handful worth bothering with (Yell, Checkatrade, etc.). Claim your listing, keep it updated, and move on. Oh, and don’t forget Bing; it’s not dead yet and syncs nicely with your Google Business Profile.
- Get Featured in Local Media
Local newspapers love a good story. Launching a new product? Celebrating an anniversary? Get some balloons, pop some prosecco, invite the mayor, and voilà—you’ve got yourself a press link.
- Collaborate Locally
Think creatively: chiropractors could collaborate with local gyms to host injury-prevention talks. Coffee shops might plaster QR codes around their area leading straight to their Google Business Profile. Taxi companies? Create a map of all the taxi ranks in your city and watch the views roll in; we did it in Chester, and 50,000 maps with QR code links are produced yearly.
Content is Your Link-Building Secret Weapon
Let’s be honest: great content trumps link building every time. Content that speaks to your local audience’s needs and interests naturally earns links. A commercial furniture company I worked with smashed it by creating detailed guides and unique product bundles that competitors couldn’t touch.
It’s not about chasing backlinks; it’s about being the business customers trust and turning to time and again.
Building Ethical, Sustainable SEO Strategies
SEO doesn’t have to be dodgy. By focusing on your local presence, creating content that genuinely helps your audience, and collaborating with the community, you’ll build a strong foundation that doesn’t crumble under algorithm updates.
And for the SEOs reading this: let’s be better. We are responsible for educating businesses, steering them away from risky practices, and showing them a better way.
No Links? No Problem
Buying links isn’t just against Google’s rules; it wastes time and money. Local businesses can achieve amazing results by focusing on what matters: their brand, their customers, and their community.
The link buying dilemma doesn’t have to be a dilemma at all. Let’s leave those spammy tactics in the past and embrace SEO strategies that work.
Online Ownership provides Local SEO Consulting and if you are stuck with ideas for content around your business, drop us a line, I am confident I can give you some ideas to work on for 2025.
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