Backlinks are links from other websites to yours. Google still treats them as a sign that people trust you. What’s changed over the years is which links count. These days one good link can do more than a thousand bad ones, and the bad ones can actually hurt.
Most local businesses I speak to have either never thought about links at all, or have been sold a cheap link package that did more harm than good. Neither is a disaster. Here’s how I think about them for clients, and where the genuinely useful ones come from.
Do backlinks still matter for SEO?
Yes. They’re still one of the ways Google judges whether a site is trusted. For local businesses they matter a bit less than your Google listing and reviews, but they still help, especially for busier searches.
What makes a good backlink?
A good link comes from a real site that real people visit. It’s relevant to your trade or your area, so a link from a Liverpool business directory or a heating manufacturer means more to a Liverpool plumber than one from a recipe blog. It makes sense for someone reading that page to click it. And it was earned through something you did, not bought in a bundle of 500.
A simple test I use. If Google didn’t exist, would you still want that link? A mention on your supplier’s “find an installer” page would bring you customers on its own. A link on a random overseas blog wouldn’t.
Why are cheap links risky?
“500 backlinks for £30” usually means links from spammy sites built to sell links. Google is good at spotting them. At best they do nothing. At worst they drag you down, and cleaning them up takes time and money. I’ve spent plenty of hours untangling that kind of mess for people.
Where can a local business get good links?
Start with the people you already work with. Suppliers and manufacturers often have a “find an installer” or stockist page, and getting listed is usually just a matter of asking. Trade bodies and accreditation schemes you belong to normally list members with a link. Business partners who refer work to you, and whom you refer work to, will often happily link to each other.
Then look around your area. Local clubs, teams and charities you sponsor or support usually credit sponsors on their sites. Local news sites will link to you if you’ve done something worth a story, like a big community project or a milestone anniversary. Chambers of commerce and business networks list members, and so do the handful of directories real people actually use for your trade.
None of these are quick tricks. They’re the kind of links that build up naturally when a business is active in its area. My job is often just spotting the ones you’re already entitled to and haven’t claimed.
How many backlinks does a local business need?
Fewer than you’d think. A handful of strong local links, a solid Google listing and good service pages will often beat a competitor with hundreds of junk links. Look at who ranks in your area for your main search. You’ll often find their link profile is pretty modest.
Do the words in the link matter?
A bit. The clickable words, called anchor text, help Google understand what your page is about. But if every link says exactly “best plumber Liverpool”, that looks unnatural. Most good links just use your business name, and that’s fine.
What if you’ve bought links before?
Get them looked at. Not every bought link is a disaster, and Google ignores a lot of junk. If rankings dropped around the time the links were built, it’s worth digging into. I check links as part of an SEO audit.
Do links within your own site matter?
Yes, and they’re completely in your control. Internal links are the ones from one page of your site to another, like this one pointing you to my guide on off-page SEO techniques that still work. They help Google find your pages, understand how they relate and work out which ones matter most. They also keep visitors moving towards the page where they’ll get in touch.
Every service page should link to related services, and every guide should link to the service it relates to. It’s a quick win I fix on most new client sites as part of my SEO fixes. You can see the approach right across this site. On-page SEO basics covers it in more detail.
Worried about your links?
Fill in the form and I’ll check what’s pointing at your site, whether any of it is harmful and which good local links you’re missing out on.
If you want me to crack on, it’s £125 a week, about £18 a day, on a 30 day rolling basis.
Free website check
Checked by me, not a tool.
Rather message? WhatsApp 07463 631121 or call 0151 402 0925.
Questions people ask me
What is a backlink?
A link from another website to yours.
Should I buy backlinks?
No. It breaks Google’s rules and cheap ones can hurt your rankings.
Are directory links worth having?
The main ones and trade-specific ones, yes. Hundreds of junk directories, no.
Do social media links count?
Not much for rankings, but they help confirm who you are.
How long do links take to help?
Usually weeks to months. Google needs to find and trust them.
Can a competitor hurt me with bad links?
It’s rare, and Google usually ignores that kind of thing.
What’s a disavow file?
A way of telling Google to ignore certain links. It’s only needed in bad cases.
Do you build links?
I help you earn real local links as part of my plan. I don’t buy them.
Keep reading
Links are one part of off-page SEO, which covers the rest. For local businesses, how to get into the Google Maps top 3 usually matters even more. And if someone’s trying to sell you a link package, read how to choose the right SEO company first.
Hi, I’m PeteWorried about your links?
Send me your website. I’ll check what’s pointing at it and tell you whether there’s anything to worry about.
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