Link building for small businesses is about one thing: getting other websites to link to your website. Such a link is called a backlink. Google sees backlinks as a kind of recommendation. The more good, relevant sites link to you, the more Google trusts your site.
For a small or medium-sized business, link building doesn't have to be complicated. You don't need to collect hundreds of links. A handful of genuine links from local and relevant sites often does more than a pile of links from unknown pages. In this article you will learn how to approach it, and what you are better off not doing.
What are backlinks and why do they count?
A backlink is a clickable link on another website that leads to your site. For example a listing on your trade association's site, or a local news article about your business with a link to your homepage.
Google uses links to determine how important and trustworthy a page is. If you want the bigger picture, read what SEO is first. Not every link carries the same weight. Roughly:
- A link from a relevant site, in your industry or your region, counts more than a link from a random site.
- A link from a well-known, trustworthy site counts more than a link from a new or messy site.
- A link in the middle of a text, with a clear reason, counts more than a link in a long list at the bottom of a page.
- Lots of links from one site count less than links from different sites.
You will also come across the term nofollow. That is a label a site uses to indicate that a link doesn't have to be a recommendation, for example with paid listings or comments. Such links give little or no SEO value, but they can still bring in visitors. So a listing on a busy local site is often useful even without SEO value.
How important is link building for a small business?
Honest answer: important, but not the first thing to start with. A website that is technically shaky or lacks clear service pages gains little from links. First make sure your site is fast, well structured and answers your customers' questions. After that, links make the difference between position five and position two.
Do you mainly work locally? Then local links and listings count extra. They show Google that your business really exists and is known in the area. You can read more in our article on local SEO.
Link building ideas that suit small businesses
The best links are earned. They happen because someone has a reason to point to you. Here are approaches that are achievable for most small businesses:
- Suppliers and partners: do you sell or install certain brands? Ask whether you can be listed on their dealer or installer page.
- Trade associations and quality marks: many associations have a member list with links.
- Business associations and local networks: think of your local retailers' association or business club.
- Sponsorship: a local sports club, street party or charity often mentions sponsors with a link.
- Local media: do you have news, such as an opening, a special project or an anniversary? Send a short message to the local paper or news site.
- Customers: business customers sometimes want to put a reference or collaboration on their site.
- Guest articles: write a useful article for a trade magazine or a partner's site, with a link to your site where it makes sense.
Content people like to link to
People link to things that are useful. An honest price explanation, a handy checklist or a clear answer to a common question gets shared sooner than a general text about your business. So a blog with articles like that also helps with link building. How to set that up is covered in our article on content marketing and blogging.
An example: a roofer who explains per roof type roughly what maintenance costs and what to look out for. Such a page is more easily mentioned by a home and living site, a homeowners' association blog or a local estate agent than a page that only says 'we are your roofing specialist'.
Buying backlinks: why you'd better not
You will certainly come across them: offers of hundreds of backlinks for a small amount, or link packages on directory-style 'start pages'. Google is clear about this. Buying or exchanging links to influence your ranking goes against Google's guidelines. Google may ignore such links or rank your site lower.
Less obvious tricks often backfire too:
- Large numbers of links from sites that only exist to sell links.
- Links in comments under blog posts or on forums, purely to place a link.
- Having exactly the same keyword used as link text everywhere.
- Link exchanges on a large scale: 'you link to me, I link to you'.
- Networks of your own sites that all link to your main site.
Unsure about an offer? Ask yourself: would this link exist if Google didn't? If so, you are usually fine.
How to make a simple link building plan
- Make a list of everyone you already work with: suppliers, customers, associations, sponsors.
- Check which of them already link to your site, for example via the links report in Google Search Console.
- Send the rest a short, personal message with a specific request and the right link.
- Choose one or two useful articles per quarter that others will want to mention.
- Keep track of which links you get and which pages benefit from them.
Don't expect miracles within a month. Link building for small businesses is a calm, ongoing process. A few good links per quarter is a fine pace.
Help with link building and SEO
At Violexa we see link building as part of the whole. First we make sure your website is right technically and in content, then we look at where genuine links can be earned. We don't buy links. We do this within our online marketing, from €599 excl. VAT (€725 incl. VAT) per month, with no minimum term and cancellable monthly with one month's notice.
Want to know where your opportunities lie? Book a free quickscan. In 30 minutes we discuss your website and your market, online or in person. You get short written advice with a price indication, with no obligation.
Frequently asked questions
How do I get backlinks to my website?
Start with people you already know: suppliers, customers, trade associations and local organisations. Ask whether they would mention you with a link. Useful content, such as price explanations or checklists that others like to point to, helps too.
Is buying backlinks against the rules?
It isn't illegal, but it does go against Google's guidelines. Google may ignore bought links or rank your site lower in the results. For a small business, the risk is usually not worth it.
How many backlinks do I need?
There is no fixed number. It depends on your competition. Locally you can achieve a lot with a handful of good, relevant links. Quality and relevance count more than quantity.
What does link building for small businesses cost?
Doing it yourself mainly costs time. If you outsource it, it is usually part of a monthly SEO package. At Violexa, online marketing starts from €599 excl. VAT (€725 incl. VAT) per month.
