Buying Backlinks is Dead– This is What You Need to Know About the Current State of Local Search Marketing

Link building has long been a pillar of effective SEO. Backlinks, or links from other websites pointing to your own, are vital for building credibility with both users and search engines. But how you acquire those backlinks has evolved dramatically. The days of buying low-quality backlinks or using spammy tactics are over. Rank, bank, and tank is not an effective marketing strategy.

Google’s algorithm is smarter than ever, and engaging in shady link-building practices can do more harm than good. Instead, focusing on earning backlinks organically and optimizing your local listings will not only keep you in Google’s good graces but also improve your local search rankings.

Let’s explore the new rules of link building and how you can thrive in today’s local search landscape.

Why Buying Backlinks is a “Bad Idea“

Google’s primary goal is to deliver the most relevant and trustworthy content to its users. To achieve this, it evaluates the quality and credibility of your website—and backlinks play a crucial role in this assessment.

Buying backlinks might seem like a shortcut, but it’s a risky move for several reasons:

• Penalties: Google penalizes websites with spammy or paid backlink profiles, which can tank your rankings.
• Low-Quality Links: Purchased backlinks often come from irrelevant or low-authority sites, harming your SEO rather than helping it.
• Loss of Trust: Both Google and users value authenticity. If your site is caught using black-hat tactics, your reputation could take a significant hit.

In short, buying backlinks is no longer a viable strategy. Instead, focus on earning backlinks through quality content and authentic connections.

How to Build Credibility with Local SEO

Building credibility is about much more than just backlinks. It requires a comprehensive approach to local SEO that positions your business as a trusted authority in your community.

1. Optimize Your Local Listings

Claiming and optimizing your business listings is the easiest way to get started with local SEO. Citations are mentions of your name, address, and phone number and oftentimes they include a link to your website. Many times you are listed under a category, that will help too. NAP coverage, consistency, and completeness is key. Here’s how:

• Google Business Profile: Ensure your business name, address, phone number (NAP), and hours of operation are accurate and consistent. Add photos and respond to reviews regularly.
• Other Directories: List your website on platforms like Yelp, Apple Maps, and industry-specific directories.
• Social Media Profiles: Include your website link on platforms like Facebook, Instagram, and YouTube to create additional backlinks.

These steps improve your visibility and provide opportunities for positive reviews, which build trust with both users and search engines.

2. Publish High-Quality Content

The foundation of any successful backlink strategy is creating content that others want to link to. Here’s how to do it effectively:

• Long-Form Guides: Write comprehensive guides that cover every angle of a topic, answering questions and solving problems for your audience.
• Industry Insights: Establish yourself as a thought leader by sharing unique data, case studies, or expert opinions.
• Newsworthy Content: Reach out to journalists with valuable insights or statistics they can use in their stories. Links from reputable news outlets carry significant weight.

3. Leverage Skyscraper Content

The skyscraper technique involves identifying high-performing content in your industry and creating something even better. For example:

• Research Competitor Content: Find the most-shared or linked-to articles in your niche.
• Improve on Them: Add more depth, include updated information, and incorporate engaging visuals like infographics or videos.
• Promote Your Content: Share it widely on social media and reach out to websites that linked to the original content, encouraging them to link to your improved version.

4. Focus on Diversified Marketing Assets

Diversifying your content keeps your audience engaged and increases your chances of earning backlinks. Consider:

• Videos: Create tutorials, project highlights, or behind-the-scenes videos that provide value.
• Infographics: Simplify complex topics into visually appealing graphics that others will want to share.
• Interactive Content: Quizzes, calculators, or tools tailored to your audience can generate buzz and backlinks.

Avoid Common Link-Building Mistakes

Not all links are created equal, and avoiding these pitfalls is crucial:

• “No Follow” Links Misuse: While “No Follow” links don’t pass SEO value, they can still drive traffic and build brand awareness. Avoid using this tag on high-quality outbound links unless required.
• Paid Links: If you’re paid to include a link, you must tag it as “Sponsored” or “No Follow” per Google’s guidelines.

These steps ensure your link-building strategy stays compliant with Google’s rules.

The Power of Earned Backlinks

Earning backlinks is about creating content that naturally attracts links from reputable sources. Here’s why earned backlinks matter:

• Authority: Links from trusted websites signal to Google that your site is credible.
• Relevance: High-quality backlinks improve your rankings for relevant local searches.
• Traffic: Earned backlinks often come from websites with an audience interested in your offerings, driving qualified leads to your site.

Take Over the Local Market with Rise Local

At Rise Local, we specialize in helping small businesses dominate their local markets with proven SEO strategies. Our focus is on:

• Building authentic backlinks through quality content and strategic outreach.
• Optimizing local listings to improve visibility and attract customers.
• Creating engaging content that positions your business as an industry leader.

Call Rise Local Today

The days of buying backlinks are over, but the opportunities for earning them are limitless. Let Rise Local guide your local SEO strategy and help you build a credible, high-ranking online presence.

Contact us today for a free consultation and learn how we can take your business to the top of the local search results.