Local links: how to earn them to improve your local SEO

A local link is a link to your website from another site in your area or community: your canton's chamber of commerce, an industry association, a regional news site, a supplier, an event you sponsored. A local mention (or citation) is the same thing without a link: your business named, with its address or phone number, in a directory or an article.

To Google, these signals confirm that your business exists, that it's part of the community and that others recognize it. That's why they feed into prominence, one of the three factors Google uses to decide which businesses to show on the map.

Why local links beat lots of generic ones

A link from a site related to your area and your industry tells Google something specific: this business is relevant here. A hundred links from sites in other countries with no connection to what you do tell it nothing useful, and can look like manipulation.

A good local link also tends to send real visitors: people from your area who read that site and might become customers.

Where to get local links and mentions

Reputable directories

• Your Google Business Profile, Apple Maps, Bing Places and Waze.
• Industry directories (professional associations, trade groups, booking platforms in tourism).
• Established local directories.

Avoid directories that exist only to sell links or are full of spam. And always use the same name, address and phone number: we explain why in local SEO in Costa Rica.

Organizations you already belong to

Business chambers, professional associations, trade groups or entrepreneur networks often publish a member list on their website. Ask to be included with a link.

Suppliers, partners and clients

• Brands you distribute often have a "where to buy" page.
• Partners who share customers with you (a hotel and a tour operator, an architect and a builder) can recommend each other when it genuinely helps the customer.
• Satisfied business clients may mention you on a suppliers page or a shared case study.

Community and sponsorships

Sponsoring a sports team, a fair, a school activity or a cultural event usually includes a mention on the organizer's website or social media. Choose causes related to your business or your area.

Local media

Regional and industry media look for stories: an opening, an anniversary, a project with community impact, useful information only you have. Offer something of value, not advertising in disguise.

Content others want to cite

A useful guide to your area ("what to do on a rainy day in Monteverde"), a practical resource from your trade, good original photos others can use with credit. Good content attracts links on its own over time. See niche content.

What to avoid

• Buying links or packages of "hundreds of backlinks". It breaks Google's policies and can make your site lose visibility. More in link building in Costa Rica.
• Mass link swaps unrelated to your customers.
• Blog networks built only to link.
• Forced anchor text with the same keyword everywhere. Naturally, people link with your name or a normal description.

How to see your links

• Google Search Console, in the "Links" report, shows the sites that link to you.
• Tools such as Ahrefs, Semrush or Moz give more detail and let you see competitors' links to spot opportunities.

Check now and then that important links are still live and point to pages that exist.

A simple plan to get started

1. List the organizations, suppliers and partners you already have a relationship with.
2. Check which of them have a site with a member, partner or stockist list.
3. Ask to be included, with your exact business details.
4. Complete the reputable directories in your industry.
5. Plan one or two community or local media activities a year.

Frequently asked questions

How many links do I need?

There's no number. Quality and relevance to your area and industry matter more than quantity. Compare yourself with the businesses ranking above you for your searches.

Do social media links count?

Social media links usually don't pass ranking authority, but they help your content get seen and linked by others.

Do mentions without a link help?

Yes. Consistent mentions of your name, address and phone number reinforce your business information for Google, even without a link.

Want help?

Our Local SEO plan includes reviewing your directory listings and a mentions plan your team can keep up. See our prices or get in touch.