Link building has long been a cornerstone of SEO, but its impact on local SEO, especially in local pack rankings, requires a more nuanced understanding. This deeper dive explores how link building affects both organic results and local pack rankings, referencing insights from Joy Hawkins’ Whiteboard Friday session and other SEO experts. By understanding the unique relationship between link building and local SEO, small businesses can optimize their efforts for better online visibility.
Understanding Local Pack Rankings
Local pack rankings refer to the section of search engine results that display Google Business Profiles for businesses relevant to a local search query (e.g., “plumber near me”). This typically includes three business listings, allowing users to call the business, read reviews, or visit the website. Importantly, these listings operate on a separate ranking algorithm than the organic results.
While local pack and organic results share some ranking factors, the weight and importance of these factors differ between the two sections.
The Importance of Link Building for Local SEO
Link building is critical for organic SEO as it signals authority and relevance to search engines. However, its influence on local SEO—especially in local pack rankings—is less pronounced. Joy Hawkins’ experiments demonstrate that link building primarily affects organic search rankings, with a smaller impact on local pack rankings.
In one test, Hawkins added a single backlink from her SEO agency’s website, Sterling Sky, to a client’s site with keyword-rich anchor text. This significantly boosted the site’s organic rankings but resulted in only a slight improvement in the local pack rankings. This suggests that while link building remains vital for organic SEO, it plays a more limited role in local pack visibility.
What Drives Local Pack Rankings?
Local pack rankings are influenced by factors that differ from organic results. While backlinks contribute to overall authority, other factors hold more weight in local SEO:
- Google Business Profile optimization: Ensuring the business listing is complete with accurate categories, services, photos, and reviews.
- Proximity: The physical distance between the searcher and the business is a key factor.
- Reviews and reputation: Positive reviews, particularly those with keyword-rich descriptions, help signal relevance to Google.
- Local citations: Consistency in mentions across online directories reinforces the business’s local relevance.
While backlinks contribute to SEO, their impact on local packs is secondary to these local factors.
Link Building’s Role in Organic Rankings
For organic rankings, link building is essential. Google uses backlinks to measure a website’s authority and relevance. For local businesses, acquiring high-quality, locally relevant backlinks can boost local authority and help in both organic and local rankings.
Key types of backlinks that impact SEO include:
- Local backlinks: Links from authoritative local businesses, news outlets, and blogs.
- Industry-relevant backlinks: Links from industry-related websites that demonstrate niche expertise.
- High-authority backlinks: Links from high-authority sites like educational or government pages provide substantial SEO value.
Best Practices for Local Link Building
While link building primarily impacts organic rankings, it’s still essential for building local authority. Best practices for local link building include:
- Building local partnerships: Collaborating with local businesses or organizations to gain relevant backlinks.
- Sponsoring local events or charities: Many organizations list their sponsors online, providing valuable backlinks.
- Creating valuable local content: Writing content about local events or topics can attract backlinks from local businesses.
- Getting listed in local directories: Ensuring listings in reputable directories is crucial for local SEO.
What This Means for Local Businesses
Joy Hawkins’ tests highlight that while link building boosts organic rankings, it’s not the primary driver of local pack visibility. For businesses focused on local SEO, optimizing their Google Business Profile, accumulating positive reviews, and ensuring citation consistency are critical strategies. However, businesses generating leads through organic search must invest in a robust link-building strategy to improve rankings and visibility.
Conclusion
Links play a crucial role in SEO, but their impact varies between organic and local pack rankings. While they remain vital for organic rankings, local pack results are influenced more by proximity, reviews, and citations. Understanding this distinction allows businesses to focus their SEO efforts strategically, using link building for organic traffic and local-specific tactics for improving local pack visibility.
To enhance your local SEO and organic rankings, consider partnering with a Professional SEO Agency that understands the intricacies of both.
