The Ultimate Guide to Link Building for Small Businesses in 2025
- Emily Bingham
- Jun 5
- 17 min read
As much as SEO has evolved, one thing remains the same: your website's visibility is everything. For small business owners competing against big brands with even bigger budgets, link building is still one of the most powerful ways to boost your online presence, build credibility, and drive consistent traffic to your website.
Whether you're a boutique in a bustling city, a service provider in a rural area, or anywhere in between, this comprehensive guide will show you how to harness the full potential of link building for small businesses, so you can grow your visibility, domain authority, and qualified leads — the effective and sustainable way.
What Is Link Building (And Why It Still Matters in 2025)
Link building is the process of getting other websites to link back to your own. These links — known as backlinks — signal to search engines like Google that your content is trustworthy, valuable, and relevant.
Think of backlinks like recommendations. When high-authority websites point to your content, Google sees your site as credible and rewards you with higher search rankings. This is particularly critical for small businesses aiming to compete in increasingly crowded digital marketplaces.
Benefits Of Link Building For Small Businesses
If you’re not building links in 2025, you’re losing those opportunities. And I can bet you’re also losing traffic, leads, and sales because of it. Also, you definitely won’t be ranking as high as you could be. Let’s talk about some of the reasons why link building is one of the strongest small business marketing tactics right now.
Backlinks Increase Organic Traffic:
Backlinks increase your organic traffic by borrowing another website’s audience with their “seal of approval.” This can be an effective way to promote your blog posts or market your business, bringing pure, organic traffic, which the search engines love to see.
Higher Regular & Local SEO Rankings:
One of the biggest benefits of link building is that it helps your website rank higher. This is especially important for keywords with higher difficulty scores or location-based searches like “best facial spa in Houston, TX.”
Boosted Authority & Trust:
What makes backlinks such a strong SEO technique is that high-quality backlinks from high-authority sources increase your domain authority in the eyes of the search engines and elevate your brand’s credibility in the eyes of your visitors.
More Leads & Conversions:
Backlinks are a great way to generate leads and build conversions. Not only do they bring in more relevant traffic, but they bring it with a stamp of approval from a trusted source, which is key to a visitor’s decision to interact with your business.
Long-Term ROI:
Unlike paid ads, a strong backlink profile can bring recurring benefits for years without continuous spending. The only thing you really need to do is keep the content and URL updated.
Types of Backlinks That Actually Work for Small Businesses
Not all backlinks are created equal. Focus your link-building efforts on high-quality, relevant links that provide long-term value. Here are some places I find the best backlink opportunities for my clients:
1. Local Directory Listings
Start with foundational links from trusted directories where your customers are likely to search for businesses like yours:
Pro Tip: Consistency is key. Ensure your business name, address, and phone number (NAP) are the same across all platforms.
2. Editorial Mentions
Editorial mentions are among the most valuable links for authority and trust. This can include podcasts, magazine articles, or a feature in an Op ED piece or news story. You can get an editorial mention by:
Reaching out to local reporters and journalists
Pitching to trade magazines
Offering expert commentary on trending topics on a podcast or video.
Pro Tip: Use tools like HARO (as it’s now known… again) and Terkel to find opportunities to get featured in media.
3. Guest Blogging
Guest blogging is a time-tested tactic that still delivers strong results in 2025 — if it’s done right. This is where you post a blog post on a related website, linking back to your own pages wherever applicable.
Here’s how it works:
Identify blogs in your niche that accept contributions
Pitch unique, relevant article ideas
Include a contextual backlink to your website or link in the author bio
Use this template to get started:
Hi [Recipient’s Name],
I hope you’re doing well! I’m [Your Name], [Your Role] at [Your Business/Website], where we’re passionate about helping [your target audience, e.g., local businesses] thrive with smart, results-driven content marketing.
I’ve been following [Recipient’s Website] and absolutely love the insightful content you share, especially your recent post on [mention a relevant article]. It got me thinking about how a guest post from me could add even more value to your readers by diving into [your proposed topic], sharing fresh strategies and practical tips they can start using right away.
Here’s what I’d bring to the table:
A well-researched, original article crafted specifically for your audience
Actionable insights that align with your content style and tone
A brief author bio linking back to [your website], so your readers can connect with more of my work
I’d be thrilled to collaborate and tailor the post to fit your editorial needs. If you’re open to it, I can send over some topic ideas or a draft to get started.
Thanks so much for considering this—I’m excited about the possibility of working together and adding value to your fantastic platform!
Best wishes, [Your Name] [Your Website] [Your Contact Info]
4. Resource Page Inclusions
Get Featured Where People Are Already Looking
Resource pages are an underused goldmine in local link-building strategies. These pages are curated lists of recommended businesses, services, or tools—typically created by bloggers, local news outlets, community organizations, or niche industry websites. The beauty of resource pages is that they're intentionally designed to link out, making it easier to earn a legitimate, context-rich backlink.
Instead of chasing random mentions, go straight to the source. Find resource pages that highlight trusted providers in your city or niche. For example: “Top 10 Dentists in Austin” or “Best Local Dog Groomers in Vancouver.”
To uncover these valuable opportunities, use Google search operators like:
intitle:"resources" + "your city" + "your niche"
inurl:links + "your city" + "business"
site:.edu OR site:.org "recommended" + "your niche"
Example: If you're a pet groomer in Vancouver, you might search: intitle: "resources" + "Vancouver" + "pet groomers"
Pro Tip: Don't limit yourself to "resource" pages alone—also try searching for:
“Helpful links”
“Useful websites”
“Support local” lists.
“Recommended vendors.” These variations often lead to similar link-building opportunities.
How to Pitch for Inclusion:
Keep your outreach short, polite, and personalized.
Offer a brief description of your business and explain why you're a good fit.
Mention any awards, community involvement, or differentiators that make you stand out.
And remember: local organizations want to support other locals. Lean into that community connection and emphasize mutual benefit.
5. Supplier & Partner Testimonials
Leverage Your Business Relationships for Powerful Backlinks
If you’ve ever said “thank you” to a supplier or vendor, you already have the foundation for one of the easiest small business link-building tactics out there: sharing testimonials.
Most B2B vendors and service providers showcase client testimonials on their websites, and they love glowing praise from happy customers. These testimonials serve as powerful social proof, and your words can become part of their online marketing story. The win-win? When they publish your testimonial, you can request that it include a backlink to your website.
Why it works:
Testimonials feel natural and authentic—no one suspects link manipulation.
You're helping your vendors look good, so they're incentivized to feature you.
These links often come from authoritative business websites with strong domain authority.
Here’s how to do it effectively:
Make a list of the companies you work with regularly—think software providers, wholesalers, packaging suppliers, payment processors, even freelancers.
Write a short but enthusiastic testimonial about your experience. Be specific about the results or benefits you gained from working with them.
Include your full business name, and kindly ask if they'd be open to including a link to your site.
Pro Tip: Ask them to use your target keywords when referencing you. For example, instead of: “Jane Doe, Owner at Zen Aesthetics” Use: “Jane Doe, owner of Zen Aesthetics, a leading aesthetic clinic in Portland”
Example Testimonial Email:
Hi [Vendor Name],
I just wanted to say how much I appreciate your [product/service]! Since we started using [Vendor Product], we’ve seen a noticeable improvement in [result]. I’d love to write a quick testimonial for your site if you’re open to it.
If possible, it would be great if you could include my business name and a link to our site when you post it. Feel free to credit me as “[Your Name], [Your Title] at [Business Name], a [Your Service Type] in [Your City].”
Thanks again—I’m happy to support your amazing work!
Don’t forget: This strategy works even better if you combine it with other relationship-based tactics like co-marketing, joint blog posts, or podcast guest spots. Every touchpoint is a chance to turn goodwill into SEO equity.
Proven Link Building Strategies for Small Businesses
Forget outdated link exchanges and low-quality directories that won't actually get you traffic. Let’s get into real link-building strategies that actually generate backlinks and drive organic growth.
1. Claim & Optimize Online Listings
Set a Solid Foundation for Local SEO
Before chasing backlinks, make sure your online presence is verified, accurate, and trustworthy. Google and other search engines pull data from structured directories, so accuracy and consistency are key.
Start with your Google Business Profile (GBP):
Choose the correct business category
Fill out all fields, including hours, services, and a keyword-optimized description.
Upload high-quality images
Ensure NAP Consistency:
Your Name, Address, and Phone Number (NAP) must be identical across all platforms — including Yelp, Facebook, Bing Places, and industry-specific directories. Even small variations (e.g., “St.” vs. “Street” or "123 456 7890" vs.123-456-7890) can weaken local SEO signals.
Encourage and Respond to Reviews
Reviews help establish trust and increase visibility. Consistently reply to Google and Yelp reviews to show engagement.
2. Create Link-Worthy Content
Content may still be king, but linkable content is the emperor.
Publishing content is essential, but to earn backlinks, you must publish the right kind of content — content that provides unique value or solves a specific problem.
Examples of high-performing content formats in 2025:
Data-Driven Blog Posts: Share original statistics, customer survey data, or curated industry insights.
Local Guides: Example: “Top 10 Vegan Restaurants in Toronto” or “Weekend Activities in Victoria for Families.”
Evergreen How-To Articles: Like How to Start a Pet Grooming Business — these types of posts rank and earn links long after publication.
Case Studies & Success Stories: Show your stuff by posting about your projects and client results with specific metrics, like on my Case Studies page.
Expert Interviews & Roundups: Mention other experts who will link back or share.
Other content formats that earn links:
Tool comparisons (e.g., Calendly vs Acuity: Which is Best?)
Pricing guides for services
“Best of” lists
In-depth tutorials
3. Leverage Existing Relationships
Activate Your Current Network for Organic Links
Instead of jumping into cold emailing your sources, try tapping into existing clients, partners, and community contacts. These organic relationships offer natural, relevant, and high-authority backlinks.
Here's how you can do it:
Ask loyal customers to share your blog posts on their websites or social media
Offer local partners co-branded content or cross-promotional webinars
Reach out to local community groups and nonprofits to share your expertise in exchange for a backlink
Don’t overlook newsletters — even one local newsletter mention with a link can drive long-term traffic
4. Offer Testimonials for Backlinks
Your software providers, suppliers, agencies, and freelancers (like me) all love good testimonials. Most will publish them on their website, and often with a backlink.
Steps to take:
List out companies you’ve worked with, including platforms like Canva, QuickBooks, Trello, agencies, or service providers
Write a short, enthusiastic testimonial: “We’ve loved working with [Company Name]! Their [product/service] helped us [specific result]. Highly recommend them for other small businesses.”
Ask them to include a link to your site and your keyword-rich title. Example: “Jane Doe, Owner of Zen Aesthetics, a leading skin clinic in Portland.”
These links are natural, valuable, and easy to earn with a little outreach.
5. Pitch to Local Media
Earn Authority Links and Brand Recognition
Local news outlets, magazines, radio stations, and community blogs are always in need of relevant stories. They’re especially receptive to business content when it’s newsworthy or community-driven.
Opportunities to pitch:
Grand openings
Job creation or local hiring
Community charity partnerships
Behind-the-scenes looks at your business operations
Create a Press Kit
Include your business bio, high-quality images, headshots, press-ready quotes, and key talking points. Grab HubSpot’s Guide on How to Create a Press Kit.
Submit Op-Eds or Guest Articles
Submit articles on topics like “How Local Businesses Can Prepare for Seasonal Slowdowns” or “Why We Chose to Launch in [Your City]” to position yourself as a local thought leader and earn valuable links from media domains.
6. Sponsor Events or Organizations
Use Sponsorships to Earn Links, Not Just Brand Visibility
Supporting local organizations earns trust, community goodwill, and backlinks from high-authority or event pages.
Examples:
Youth sports leagues
Charity galas or 5K runs
School fundraisers and community events
Local business awards or expos
Before Committing:
Ask if sponsorship includes a link on their website (usually under "Sponsors" or "Supporters" sections) and whether you can include optimized anchor text.
Example Anchor Text:
“Portland’s leading skincare clinic” links back to your homepage.
Bonus: Sponsorships often include logo placements and social media mentions — more exposure, more backlinks.
7. Build Internal Links
Control Your SEO from the Inside Out
Internal links help users and search engines navigate your website effectively, while also enticing visitors to stay a little longer on your website. They also distribute page authority, making them critical for SEO, and entirely within your control.
How To Use Them:
Link from blog posts to services and landing pages
Use descriptive, keyword-relevant anchor text
Avoid over-linking or using generic text like “click here.”
Pro Tip: Use a consistent internal linking strategy as part of your on-page SEO plan
8. Secure Mentions on High-Traffic Roundup Blog Posts
Get Featured Where Your Audience Is Already Browsing
Roundup blog posts often list “the best” local businesses, tools, or creators. Being featured gets you traffic, trust, and strong backlinks — especially if the blog has high domain authority.
Search for:
“Top 10 Web Designers in Calgary”
“25 Women-Owned Businesses to Watch in 2025”
“15 Sustainable Brands Based in Vancouver”
Search operators to find these opportunities:
“best [keyword] in [city]” + “blog”
“top [service]” + “2025”
“inurl:roundup” + “[your niche or location]”
How To Get Included:
Reach out with a compliment about the post
Pitch your business as a great fit for future editions
Provide a strong reason (customer review, unique story, special offer)
Send media-ready images to make it easier for them to include you.
Create Your Roundup Post:
Write your own local “best of” list and invite fellow business owners to share it. Not only will they likely link back — they may feature you in return.
Link Building Outreach Tips That Work
Outreach often gets a bad rap — and honestly, we get it. Too many emails sound robotic, self-serving, or just plain irrelevant. But effective outreach isn’t about blasting inboxes. It’s about building relationships and offering real value in a way that’s brief, respectful, and strategic.
Proven Tips to Elevate Your Outreach Game
These outreach tips are the difference between getting ignored and getting featured.
1. Personalize Every Email (No Exceptions)
Don’t just swap in a first name and hit send. Real personalization comes from showing that you’ve engaged with their content. Reference a specific article, insight, or even quote that resonated with you.
Why it works: Editors and bloggers get dozens of cold emails a week. If your message feels personal and relevant, it cuts through the noise.
Pro Tip: Use tools like Hunter.io or Respona to find contacts and automate personalization at scale, without sounding robotic.
2. Mention Something Specific You Liked About Their Content
Go beyond “Great post!” Mention a statistic, visual, or argument they made and why it stood out to you.
Why it works: You're proving you’re not a spammer. This creates a natural opening to pitch your content as an add-on to something they already value.
3. Offer Something of Value (Not Just a Link)
The best outreach isn't about asking — it's about trading value. That could be:
A high-quality guest post tailored to their audience
A custom infographic or original graphic
A mention in your upcoming post or newsletter
Exclusive data or research from your content
Why it works: Reciprocity is a powerful motivator. Give them a reason to care.
4. Keep It Short (Under 150 Words)
Your email isn’t a pitch deck — it’s a foot in the door. Keep it clear, concise, and skimmable.
Why it works: Busy editors don’t read long emails. If you can’t make your case in under 30 seconds, they won’t bother.
5. Include a Clear CTA
Always end with a simple, friendly question or action request:
“Would you be open to including this in your article?”
“Can I send over a draft guest post?”
“Would this be a fit for your resources page?”
Why it works: It reduces friction. You’re not forcing a decision — you’re inviting a conversation.
Outreach Email Template That Actually Works
Here’s a tested, non-spammy outreach email that gets responses:
Subject: Loved your post on [Topic] — quick idea!
Hi [Name], I just finished reading your article on [specific post or topic] — the section on [insert detail] hit home.
We recently published a resource that aligns well with your audience: [Your Link]. It covers [brief topic summary] and could complement your post nicely.
Would you be open to referencing it or including it in a future roundup?
I’d be happy to share it across our channels or offer a custom graphic in return. Let me know what you think!
Thanks, [Your Name] [Your Website or Brand Name]
Common Backlink Outreach Mistakes to Avoid
Knowing what not to do is just as important as knowing what works.
When done right, outreach can earn high-quality backlinks, brand recognition, and strong partnerships. Done wrong, it can damage your reputation or simply be ignored.
Here are the most common outreach mistakes marketers and content creators make — and exactly how to avoid them:
1. Sending Generic, Mass Emails
The mistake: Sending the same templated message to dozens of contacts without any customization.
Why it fails: Inbox fatigue is real. Editors, bloggers, and content managers receive countless outreach emails. If yours looks like a generic copy-paste job, it will likely be deleted without a second thought.
What to do instead:
Address the recipient by name.
Reference something specific they’ve written or shared.
Show that you’ve actually read their content.
Tip: Customize the first sentence or two of every email to instantly stand out.
2. Asking for a Link Without Offering Value
The mistake: Asking someone to add your link to their content without giving them a compelling reason.
Why it fails: There’s no clear benefit for the person you’re emailing. One-sided asks like this come across as lazy or opportunistic.
What to do instead:
Offer something in return — a graphic, a quote, or a promotion through your channels.
Suggest a collaboration, like a guest post or expert roundup.
Think about how your content complements theirs.
Tip: Successful outreach is about mutual benefit, not favors.
3. Over-Explaining and Including Too Many Links
The mistake: Writing a long, complex email with multiple links and too much background information.
Why it fails: People scan emails quickly. Lengthy messages with several links are hard to digest and can feel overwhelming.
What to do instead:
Keep your message concise — aim for 4 to 6 sentences.
Include one high-value link.
Invite further conversation if they’re interested in more.
Tip: A short, focused email has a much better chance of getting a response.
4. Not Following Up
The mistake: Sending one email and assuming silence means “no.”
Why it fails: People are busy. Your message might have been overlooked or saved for later and then forgotten.
What to do instead:
Send a polite follow-up 3–5 days later.
Keep it brief — a sentence or two is enough.
If you don’t hear back after two follow-ups, move on.
Tip: Many responses come from the second or even third email — don’t miss that opportunity.
Tools to Supercharge Your Link Building
Tool | Purpose |
Find specific backlink opportunities manually | |
Analyze competitors’ backlink profiles | |
Find email addresses for outreach | |
Design engaging visuals for content | |
Monitor your brand mentions for link opportunities | |
Manage link outreach and relationships |
Major Link Building Mistakes to Avoid
Steer clear of these common pitfalls that can damage your SEO efforts and even lead to penalties from search engines:
1. Buying Backlinks from Shady Sites or Marketplaces
It might seem like a quick win, but buying backlinks from low-quality sources is a high-risk move with bad consequences. Google’s algorithms are increasingly sophisticated and can detect unnatural link patterns. These paid links often come from irrelevant or spam-heavy domains, which can result in penalties or a drop in rankings. Make sure to get backlinks from authentic, ORGANIC connections.
2. Using the Same Anchor Text Repeatedly (Over-Optimization)
While anchor text helps search engines understand the context of a link, repeating the same keyword-rich anchor across multiple backlinks can raise red flags. A natural backlink profile includes a mix of branded, generic, and long-tail anchors. Keep it diverse and aligned with user intent.
3. Ignoring Your Niche or Geography
Getting backlinks from unrelated industries or foreign markets may dilute your authority. Focus instead on building links from websites within your niche or geographic region. Local citations and partnerships with regional blogs or directories are particularly valuable for local SEO.
4. Neglecting to Track and Refine Your Backlink Strategy
Link building is not a one-time task. Failing to monitor your backlink profile can lead to outdated, broken, or even toxic links going unnoticed. Use regular audits to refine your strategy, remove harmful links, and double down on what’s working.
5. Getting Links from Irrelevant or Spammy Websites
Quality matters more than quantity. Links from unrelated or spam-laden websites can signal manipulative behavior to search engines. Always prioritize relevance, credibility, and editorial context when pursuing backlinks.
Note: Google’s Search Essentials (formerly Webmaster Guidelines) emphasize the importance of earning high-quality, natural backlinks. Violations can impact your visibility and credibility.
Key Metrics to Track Your Progress
A successful link-building strategy depends on data. Use SEO tools like Ahrefs, Google Search Console, or SEMrush to monitor your progress and make informed decisions.
Here are the key metrics to track:
Total Backlinks
This shows the total number of links pointing to your site. While quantity alone isn't everything, tracking growth can indicate your outreach efforts are paying off.
Referring Domains
The number of unique domains linking to your site is a stronger authority signal than the total number of backlinks. A high number of referring domains usually correlates with higher trust and better rankings.
Domain Authority (DA) or Domain Rating (DR)
These third-party metrics (from Moz and Ahrefs, respectively) estimate the overall strength of a domain. Monitoring your site's DA or DR over time helps you benchmark progress against competitors.
Top Linking Pages
Identify which of your pages are attracting the most backlinks. This insight can guide your content strategy and reveal what topics or formats earn the most links. In my experience, blog posts typically get the most backlinks, so this can be a great starting point. You can learn more about blog-specific backlinking in my guide.
Organic Traffic from Referrals
Not all backlinks bring SEO value—some can also drive real, qualified traffic. Use Google Analytics or your SEO tool’s referral traffic report to see which links are delivering visitors.
Local Keyword Rankings
If you're targeting a specific geographic area, monitor your rankings for local search terms. Backlinks from local sources can boost your visibility in these results.
Pro Tip: Set monthly or quarterly benchmarks for each metric and compare performance over time. Use this data to identify what’s working, what’s not, and where to focus your future link-building efforts.
Real Case Study: Hair Repair Bar’s Local SEO Transformation
Client: Hair Repair Bar
Industry: Hair Restoration
Location: Manhattan, NY
In 90 days, they saw:
84% increase in organic traffic
55+ new keyword rankings in 30 days
Page 1 placement for
What We Did:
Secured guest posts on NYC-based health and wellness sites
Submitted testimonials to partner suppliers
Secured mentions on high-traffic roundup blog posts
Pitched to aesthetic-focused online magazines
Optimized over 30 local and niche directories
Link Building For Small Businesses: FAQs
How Long Does Link Building Take To Show Results?
Link building typically takes 2–6 months to start showing results, depending on your competition and current site authority.
Can I Do Link Building Myself As A Small Business Owner?
Yes! Many businesses start with DIY outreach and local partnerships. Partnering with a pro can fast-track results.
What's A "Bad" Backlink?"
Links from spammy, irrelevant, or untrusted sites can harm your SEO rather than help it.
Is Link Building Still Worth It With AI-Powered Search Updates?
Absolutely. Content quality is more important than ever, but links still serve as key ranking signals in Google’s algorithm.
What's The Difference Between Link Earning And Link Building For Small Businesses?
Link earning happens when people link to your content naturally without being asked. It’s often a byproduct of publishing exceptional, useful content.
Final Thoughts: Link Building Is a Long-Term Asset
Don't mistake link-building as a quick fix for your online business. It's a long-term investment in your online visibility and authority. When executed with strategy, authenticity, and consistency, backlinks can help your small business compete with even the largest brands in your space.
Need help building a smart, scalable link-building strategy tailored to your business? Book a free consultation with EB Content Creation.
Download: Link Building Checklist for Small Businesses (2025 Edition)
Everything you need to start building powerful backlinks today — in one easy-to-follow checklist.
Get it right here!
Let’s build backlinks the right way — with value, relationships, and results.
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