Local link-building is one of the most underutilized but highly effective strategies for improving your local search visibility. When done right, backlinks from high-authority local websites can dramatically improve your rankings in the map pack and organic results.
This in-depth guide walks you through a step-by-step process to identify, evaluate, and acquire backlinks from local websites using SEO tools and proven outreach strategies.
Why Local Link Building Matters
Before diving into the process, let’s clarify why this matters.
While backlinks from any high-authority site can help with general SEO, local backlinks carry geo-relevance, which sends strong location-based signals to Google. These help you rank better for “near me” and city-based queries.
Example: A backlink from torontostar.com to your Toronto-based HVAC website is far more powerful for local SEO than a general tech blog.
Results From Local Links
We have built local backlinks for a franchise-based local business and you can see the results here –
Step 1: Find a major publication in your area.
Start by identifying key news sources and blogs in your city. These are your potential link sources.
How to do it:
Do a Google Search for “your city + news”
Example searches:
- “Mississauga news”
- “Hamilton small business blog”
Look for actual news publications, local lifestyle blogs, and community business platforms.
Once you have a few top publications, move to the next step.
Step 2: Put the home page in Semrush
Make sure you select one that is local, has a good authority score, and has good organic traffic.
Use Semrush Domain Overview to analyze the publication.
Check for:
- Authority Score (at least 30+ preferred)
- Organic Traffic (steady or growing is ideal)
- Top Organic Keywords (to ensure content relevancy)
- Referring Domains (to understand their link ecosystem)
Bonus tip: If they rank for your local service keywords, that’s a strong indicator of topical relevance.
Step 3: Explore Their Main Organic Competitors
In Semrush, go to the “Main Organic Competitors” section for that site.
This shows other local websites competing for similar search visibility. Many of them will also be local blogs, publications, or niche media sites you wouldn’t have discovered manually.
What to look for:
- Are they publishing fresh content?
- Do they cover local stories, events, or businesses?
- Can you realistically earn or buy a link from them?
Add good ones to your outreach prospect list.
Step 4: Create a Prospect List
Build a spreadsheet to track all your prospects.
Include:
- Website URL
- Contact Name & Email
- Domain Authority / Authority Score
- Organic Traffic
Use tools like Hunter.io or Snov.io to find email addresses quickly.
Step 5: Reach Out to them
Craft custom emails to each publication or editor.
Example email:
Hi [Name],
I came across your article on [topic] and noticed you often feature local businesses.
I run a [type of business] here in [City], and we’re doing some exciting work in the [industry] space. I’d love to collaborate or contribute a local article that your audience would enjoy.
Would you be open to discussing?
Thanks,
[Your Name]
Pro tip: Personalize every message. Editors can smell templates a mile away.
Step 6: Negotiate & Follow Up
If they respond, it’s time to discuss terms.
Be prepared to:
- Pay for a sponsored post (usually $100–$500 depending on site)
- Provide content (or pay them to write it)
- Accept editorial guidelines
Don’t ghost if they don’t reply. Send one or two polite follow-ups spaced 3–5 days apart.
Negotiate
Step 7: Ask the Right Questions
To evaluate the true value of the backlink, ask:
- How many backlinks can we include?
- Will the post be marked as sponsored?
- Are the links do follow or nofollow?
- Who will create the content — us or your team?
- Do you ensure the post gets indexed by Google?
These answers affect the SEO juice and long-term ROI of the link.
Step 8: Provide High-Quality Content
If you’re responsible for writing the article:
- Match the tone and formatting of the publication
- Use internal links to their content where relevant
- Avoid sounding like a press release — write for their audience
Include natural anchor text with your backlinks and focus on adding real value, not just keyword stuffing.
Step 9:Pay & Track the Backlink
Once everything is ready, finalize payment (if needed) and ensure the post goes live.
After publication, check that your backlink is live and dofollow
Also, keep an eye on:
- Referral traffic
- Keyword movement
- Domain Authority changes
Final Thoughts
Local link-building isn’t just about getting a link — it’s about building real relationships with people in your community, gaining visibility, and enhancing your brand authority. By using tools like Semrush, manual research, and thoughtful outreach, you can create a scalable strategy that gets results.
If you’re an SEO specialist or agency working with local businesses, this process can become part of your monthly SOP for consistent link growth.