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What Is A Local Link & How To Find More Local Link Opportunities

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What Is A Local Link & How To Find More Local Link Opportunities

Link building is a critical piece of any local SEO strategy and whether you’re a brick-and-mortar business or service area business, link building can help improve your rankings.

Finding high-quality and relevant links for local SEO is also going to be one of your greatest challenges.

So here, you’ll find all kinds of useful tips to help you identify prospects, put tools to work for you, and find greater success in your link building outreach tactics.

What Is A Local Link?

The traditional thought process when we think about link building is that we want highly authoritative domains to link back to our websites – and we want as many of them as possible.

However, earning backlinks for smaller organizations can be incredibly challenging, especially if nobody has heard of you.

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If you’re tasked to build links for a local brick-and-mortar store or service area business, it’s important to understand the relevancy of the links.

Local links are done with the intention to show that others with relevance to the local area trust or endorse your business.

Local SEO professionals usually fixate on:

  • Correcting NAP (Name, Address, Phone number) information.
  • Building up a list of citations.
  • Creating hyperlocal content.
  • Building links from websites in the local area.

These tasks are all done to serve the purpose of establishing a presence within the SERPs for local terms in the local map pack with Google Business Profiles, and the organic search results for localized keywords.

When earning local links, try to focus on:

  • Linking back to your location page or the most relevant page corresponding to the backlink.
  • Ensuring that there’s some sort of CTA on the linked page.

Websites in your specific local area might not command a highly authoritative site. They might be small themselves.

Don’t focus on link metrics like DA for localized sites.

Even if a website has a low DA, getting a link from them might be more valuable than from Forbes, Huffington Post, or The New York Times simply because they have influence in and are relevant to your small market, .

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While it is always great to get big links from highly authoritative sites, it’s important to understand the limitations that local businesses are dealing with – and, more often than not, the lack of budget to produce the type of content that these big publishers are looking for.

It’s great to set big goals, but we need to understand the parameters we’re working with.

A local business will only do business in the confines of the local space it’s in, so doing business in San Francisco and getting traffic from New York might prove to be worthless in the end.

Start With Building Citations

Citation building, finding general directories, niche directories, and correcting the information you are currently in will help you get started.

Citations are great because they enable you to put a link down on some fairly decent websites where your key business information might even be seen by some searchers, if the query is low enough in competition.

Services to help you to tackle citation building include:

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These are all great platforms I’ve used for citation building and auditing.

When getting started with one of these tools, pay attention to the niche directories in their database. Niche directories will carry more weight than general directories.

Where Do The Opportunities Lie? Anywhere You Can Find Them!

“Who would link back to a sandwich shop?” – Anonymous SEO Specialist

There is a common idea floating around that local link building might not be beneficial, might not be natural, or (in some cases) might seem impossible.

But that is why those who do local SEO may need to be more creative than those doing SEO for a giant brand.

Local link opportunities may not have the same variety as national or global link options. You’re fighting to rank for hyperlocal keywords which tend to not have a lot of search volume, and you will be working with websites with low authority to start.

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To answer the anonymous quote above, here are some types of local links you can build for a sandwich shop:

  • Local newspapers or media outlets that do features on local eats.
  • Local bloggers who have a small following but that entire following is within your target area.
  • Local event pages that write content about what to do in an area – tourism sites, downtown directories, Chambers of Commerce, etc.
  • Other local businesses that also have websites and are open to having a “Local Partners” page or a “Businesses We Love” page.
  • Local charities that the business owner could sponsor or volunteer for that offer a featured volunteers page.
  • Tourism websites.
  • Local organizations and group sites.

If you’re doing SEO for a local space, it’s important to understand where the limits of that local space are and make that space your new earth.

Everything you do to promote this business exists in the confines of the radius you set forth.

Understanding your limitations will allow you to think more creatively and effectively find opportunities in that space, which will ultimately lead to the most value for the business website you’re working on.

Open Up A Link Tool & Start Finding Prospects

For as long as I can remember, Ahrefs and Majestic have been the standard for link research.

However, it’s worth noting that Semrush has come a long way with upgrading their database and now claims to have the largest backlink database. Sometimes it’s a good idea to use multiple tools!

To start building your list of prospects, you first need to understand where the business stands within its space and how competitive it will be to rank moving forward.

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Start with the terms that you believe will offer the most value to your business. Then see which businesses currently rank on the first page of the SERPs.

Collect the list of websites and see what links they have acquired in the past.

Compare the mutual links among them, and the different links they have acquired.

These are direct competitors, so most of the links will be related to the specific business you’re working on.

Compare the lists you collected with the link profile of the site you are currently working on and see where you are lacking.

If you’re able to acquire all the links that the competition has acquired, then you’re able to stand on a more level playing field as far as links are concerned.

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How To Find More Link Opportunities

If you’re caught up with your assumed competition for your space in search with respect to links, then the natural next step for you is to get more links than your competition.

Explore other local businesses and where they have acquired press coverage.

Doing this will help you understand how other companies not in our industry have built links in the same local space.

By looking at popular businesses in general within our local space, we can start to find some low-hanging fruits of opportunity to build links and find local writers, local blogs, and sites in general that want to (or have supported) local businesses in the past.

Another method I have used is finding businesses with a lot of traction and putting their website through a link analysis tool.

One way you can find a high traction business is through review sites like Yelp.

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Go to Yelp and search within your city and filter by the most reviewed business.

These businesses might not be related to your value proposition at all, but they offer a wealth of information on promotional opportunities for your site in the local space.

Screenshot by author, December 2018

The top reviewed business for San Francisco, for example, was for the Tartine Bakery.

If you throw this site into a backlink analysis tool, you might be surprised by the results you find.

According to Ahrefs, this website has more than 3,000 links. I’m more than willing to bet you that not all of these are related to food.

If you’re working with a small restaurant, you now have a goldmine of potential links that are local to your space, even if you aren’t providing the same type of food.

An example from a backlink analysis tool.Screenshot from Ahrefs, December 2018

Use this method with the businesses that have gotten the most reviews and businesses within a handful of different verticals to get a variety of potential links.

When you’re going through these lists, you will find links that are completely unrelated or unobtainable. But that’s okay.

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The whole point of this exercise is to find the few diamonds in the rough and build connections with those in the local area who have some influence when possible.

For more advice and tips on link building, be sure to check out these expert resources:


Featured Image: Paulo Bobita/Search Engine Journal




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WordPress Releases A Performance Plugin For “Near-Instant Load Times”

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WordPress speculative loading plugin

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).

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The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.

This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).

The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”

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See also: Are Websites Getting Faster? New Data Reveals Mixed Results

Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.

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How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress

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See also: WordPress, Wix & Squarespace Show Best CWV Rate Of Improvement

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10 Paid Search & PPC Planning Best Practices

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10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.

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1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.

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Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.

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Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

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  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:

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Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.

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Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 

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Featured Image: Vanatchanan/Shutterstock

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Google Limits News Links In California Over Proposed ‘Link Tax’ Law

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A brown cardboard price tag with a twine string and a black dollar sign symbol, influenced by the Link Tax Law, set against a dark gray background.

Google announced that it plans to reduce access to California news websites for a portion of users in the state.

The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.

What Is The California Journalism Preservation Act?

The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”

If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.

However, Google believes this approach needs to be revised and could harm rather than help the news industry.

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Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:

“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”

Google’s Response

To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.

During this test, Google will remove links to California news websites that the proposed legislation could cover.

Zaidi states:

“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”

Google Claims Only 2% of Search Queries Are News-Related

Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):

“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”

Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.

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However, the “CJPA as currently constructed would end these investments,” Zaidi says.

A Call For A Different Approach

In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.

The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.

Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:

“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”

Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.

As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.

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Featured Image:Ismael Juan/Shutterstock

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