How to Get Local Backlinks for a Small Business (Free and Cheap Ways)

Local backlinks are links to a business website from sites tied to its area: the chamber, a supplier, a youth team it sponsors, the local paper.

Before you build links: check the basics

Links won't save a weak profile. Make sure the Google Business Profile has the right categories, services, and photos, reviews keep coming in, and each main service has its own page with the city in the title. If those aren't done, start with our Google Business Profile guide.

How to get local backlinks for a small business, step by step

1. Claim the links you already qualify for

Start with organizations the business already belongs to or works with. Chamber of commerce and trade association member pages, the convention and visitors bureau, BBB, Apple Maps, and a few real industry and city directories. Fill out each profile with the same name, address, and phone, and the website URL. Our guide to local directory listings covers which ones are worth it.

2. Ask suppliers and partners for a link

Suppliers, distributors, and complementary businesses often have a "where to buy," "trusted installers," or "partners" page. Send a short email asking to be added, and offer a testimonial in return. A roofer can ask the gutter company; a bakery can ask the coffee shop that stocks its pastries.

3. Sponsor something real

Youth sports teams, charity runs, school events, and neighborhood festivals usually list sponsors on their website. Pick ones the business would support anyway. Because money changed hands, Google asks that these links carry rel="sponsored", so treat them as visibility and local trust, not guaranteed ranking power.

4. Pitch one local story

Local news sites and community blogs want specifics: "what a furnace repair costs in [city] this year," a charity event, a milestone.

5. Run a local roundup

Write a post on the business's own site featuring other local businesses or experts ("best brunch spots in [city]," "tips from local trades on home comfort"). Then email each one featured with the link. Some will link back or share it.

If you do local SEO for clients, Locasly's map and Business Type filter make it quick to see which complementary businesses sit in the same area, then export the list as a CSV for outreach.

6. Keep it slow and steady

Aim for a few real local links a month, use the brand name and city as anchor text, and track Google Business Profile calls and Search Console queries rather than waiting for one big jump.

What Reddit users reported

• One r/localseo user ran an expert roundup for an HVAC client, got 10 contextual backlinks at no cost, and said the profile moved from position 5 to 2 in the map pack while the service page went from 9 to 2 organically (thread).
• Another said links from local news, sports teams, and a chamber membership that cost nearly $500 didn't produce a large map jump within a few weeks; gains were slow and steady instead (thread).
• A plumbing company owner said his SEO provider quoted $100 to $200 per guest post link, at 5 to 10 links a month (thread). Replies mostly pushed him toward free community links instead.
• One SEO said 6 to 8 months of website work and link building didn't get a client into the map pack, but two weeks of fixing the Google Business Profile got them from nowhere to the top 3 within about 8 weeks (thread).

FAQ

Do backlinks help Google Map Pack rankings?

Yes, but indirectly. Links count toward prominence, alongside reviews. Proximity, categories, and relevance usually matter more, so fix those first.

Are chamber of commerce backlinks worth it?

Often, if the chamber is active and has its own traffic. The networking and the follow-on links from members are usually worth more than the single directory link.

Should a local business buy backlinks?

No. Paid guest posts and link packages are against Google's guidelines, expensive, and risky. Sponsorships are fine when the link is marked sponsored.

How many local backlinks does a small business need?

There's no set number. A handful of real local links, added steadily, is enough in most towns. Compare against the businesses already ranking for your main search.