Local link building is one of the most underrated tactics in local SEO. Most local businesses focus exclusively on GBP and citations — and that's exactly why earning a handful of quality local links can push you into the local pack ahead of competitors who've been there for years.
Here's how to build links that actually move the needle for local rankings.
Why Local Links Matter for Local Pack Rankings
Google's local ranking algorithm uses three core signals: proximity, relevance, and prominence. Links — especially local ones — are the primary driver of prominence.
A link from a local newspaper, a chamber of commerce, a local business directory, or a well-known community site sends Google a clear signal: this business is recognised and trusted in this geographic area.
Gary Illyes from Google has stated that E-E-A-T is "largely based on links and mentions on authoritative sites." For local businesses, the authoritative sites that matter most are the ones with geographic relevance to your market.
Local Directories (Beyond the Basics)
Most businesses already have the obvious ones — Google Business Profile, Yellow Pages, True Local. But there are higher-value local directories that drive both links and referral traffic.
Look for:
- Industry-specific Australian directories — e.g., HiPages and ServiceSeeking for tradies, Oneflare for service businesses, Houzz for home improvement
- Local business association directories — Your local council often has a business directory. So do industry bodies (Law Institute of Victoria, HIA, Master Builders)
- Local suburb/precinct directories — Many Melbourne suburbs have community websites or business precinct directories that link to local businesses
- State government supplier registers — If you do B2B work, government supplier directories are authoritative and often do-follow
Focus on directories where a real person would actually search for your type of business. The era of submitting to 500 low-quality directories is over — 10 relevant, authoritative citations beat 100 spammy ones.
Local Media and News Coverage
A single link from a local newspaper or community news site is worth more than dozens of directory listings. Local media links are:
- Geographically relevant
- Typically on high-DA domains
- Editorial (not paid or self-created)
- Often permanent
How to earn local media coverage:
Be the Local Expert
Journalists need expert commentary. Position yourself as the go-to source for your industry in your area. Email local journalists directly with a brief intro and offer to comment on stories in your field. Keep it short — "I'm [name], [title] based in [suburb]. Happy to comment on [topic area] stories. Here's my number."
Publish Original Local Data
Journalists love data. If you can produce original research with a local angle — "Melbourne homeowners spend X% more on renovations than Sydney" — local media will cover it and link back.
Community Events and Initiatives
Hosting or sponsoring a local event almost always generates coverage. Even a small business workshop, a charity fundraiser, or a community clean-up can earn you a mention (and link) in local news.
Chamber of Commerce and Business Associations
Chamber of Commerce memberships are underused for SEO. Most chambers maintain a member directory on their website — this is typically a do-follow link on a high-authority local domain.
Beyond the directory listing:
- Volunteer for chamber committees — committee pages often list members with links
- Present at chamber events — event recap posts frequently link to speakers
- Write a guest piece for the chamber newsletter or blog
- Apply for local business awards run by the chamber
Sponsorships and Community Partnerships
Local sports clubs, community organisations, schools, and charities often list sponsors on their websites. A $200 sponsorship of a local footy club might net you a permanent link from a community site that Google has indexed for years.
When pursuing sponsorships for SEO:
- Check that the site is indexed and has a sponsors/partners page
- Confirm the links will be do-follow (most are, unless they've specifically added nofollow)
- Prioritise organisations with genuine community presence over ad-hoc groups
Unlinked Brand Mention Reclamation
If your business has been mentioned in local media, blogs, or review sites without a link back to your website, you can reclaim those as links.
Process:
- Search Google for your business name in quotes:
"[Business Name]" -site:yourdomain.com - Find mentions that don't link to your site
- Email the author or webmaster with a friendly request to add a link
Conversion rates on unlinked mention outreach are typically 20-40% — far higher than cold outreach, because the person already knows who you are.
Local Supplier and Partner Links
Your suppliers, wholesalers, and business partners often have "Where to Buy" or "Our Partners" pages. If you're a stockist or reseller of a brand, ask them to add you to their dealer locator. If you partner with complementary businesses, set up mutual links on your respective websites.
These links are relevant, geographically accurate (if the supplier is also local), and easy to earn because there's a pre-existing business relationship.
Frequently Asked Questions
How many local links do I need to rank in the local pack?
There's no magic number — it depends entirely on your competition. In low-competition local markets, 10-20 quality local links might be sufficient. In competitive Melbourne CBD categories, you may need 50+. The key metric isn't volume — it's whether your link profile is stronger than the competitors currently in the top 3.
Are local links more valuable than national links for local SEO?
For local pack rankings, yes — geographic relevance matters. A link from a local newspaper or community site signals to Google that your business is established in that area. National links (Moz, Search Engine Journal, major publications) still add domain authority, but don't contribute the geographic signal that local links do. Ideally, build both.
Should I use a link building agency for local link building?
Most link building agencies focus on national/global campaigns. For local link building, community relationships and local knowledge are the real moat — things an agency can't easily replicate. The tactics above (media outreach, chamber membership, sponsorships) are best handled in-house or by someone who genuinely knows the local market.