Link building is one of the most powerful ways to boost your search engine visibility, attract high-quality traffic, and build credibility online. But for many small business owners, it feels intimidating—like something only big brands or SEO agencies can pull off. The good news? You can start link building on your own, using simple, proven strategies that don’t require technical skills or massive budgets. In this article, we’ll walk you through the steps to build strong, local, and relevant backlinks—all without hiring an agency.
What is link building and why does it matter for small businesses?
Link building is the process of getting other websites to link back to your site. These backlinks act like votes of confidence in the eyes of search engines like Google. The more high-quality and relevant links you earn, the more trustworthy and authoritative your site appears. This can significantly improve your ranking in search results. At Picpostmedia, we’ve helped clients increase their visibility by building backlinks through local directories, collaborations, and even press features—many of which were done without spending a cent.
Where can small businesses start link building today?
The easiest way to start link building is by looking at what’s already within reach. Here are some beginner-friendly opportunities:
- Local business directories (e.g., Google Business Profile, Yelp, Hotfrog)
- Chambers of Commerce or trade associations
- Suppliers, partners, or vendors who list their clients
- Customer testimonials on partner sites
- Social media profiles with bio links
We helped a local entrepreneur (featured on our entrepreneurs page) earn her first 10 backlinks simply by reaching out to past collaborators and requesting a mention with a link.
How do I get listed in local directories for link building?
Local directories are a goldmine for small business SEO and link building. Start by setting up or claiming your Google Business Profile. Then, look for directories specific to your region, city, or industry. Some examples include:
- Yellow Pages
- Bizcommunity
- Local business blogs
- Community bulletins
Ensure your name, address, and phone number (NAP) are consistent across all listings. This also improves your local SEO. One of our restaurant clients (from our restaurant projects) doubled their local map rankings after cleaning up and expanding their local citations.
How can partnerships help with link building?
Your existing business relationships are powerful sources of backlinks. If you collaborate with other businesses, co-host events, or support charities, you can often ask them to link to your site. For example:
- Feature swaps (“We’ll list you if you list us.”)
- Sponsored events or co-branded content
- Guest blog posts on their site
At Picpostmedia, we once co-created a local guide featuring five Miami service providers and asked each to publish it on their blog. Everyone got backlinks—and traffic.
Can creating content help with link building?
Absolutely. Content is the fuel that drives natural link building. When you create helpful, interesting, or unique content, other websites are more likely to link to it. Focus on:
- “How-to” guides and tutorials
- Local resource lists
- Product comparisons
- Case studies and testimonials
We often use our blog to publish content like this. Over time, other websites link to these articles as references—especially when the content is tailored to local business needs.
What is guest posting and is it worth it?
Guest posting is when you write an article for another blog or publication in your industry, typically in exchange for a backlink. It’s one of the most trusted link building methods because it provides value to both parties. To get started:
- Search for “write for us” + your niche or city
- Pitch a helpful topic that their readers will enjoy
- Include a link back to your site in your author bio or article body
We’ve used guest posts to promote campaigns for our services clients, gaining both backlinks and referral traffic.
How do social media and link building connect?
While most social media links are “no-follow” (they don’t pass SEO value), they still support your link building efforts by increasing visibility, brand awareness, and the likelihood that others will link to you. Plus, links in your bios, posts, and about sections drive real traffic and can encourage other websites to reference you. Be active, share your content, and engage with others—especially local creators and businesses.
Can you build links through customer engagement?
Yes, and it’s one of the most overlooked strategies. Here are a few creative ways:
- Ask happy clients to mention you in blog posts or on LinkedIn
- Offer to write a testimonial for a vendor or supplier (with your website listed)
- Create a “featured customer” section on your site and encourage them to link to it
We did this for one of our product campaigns (see the products we’ve promoted) and created a “client spotlight” blog series. The featured businesses proudly shared it—creating backlinks naturally.
How can you track link building progress without an agency?
You don’t need expensive tools to get started. Here are a few free or low-cost options:
- Google Search Console – shows your top backlinks
- Ahrefs Free Backlink Checker – view top 100 backlinks
- Ubersuggest – basic backlink tracking and suggestions
- Google Sheets – log where you’ve submitted or requested links
At Picpostmedia, we use simple tracking sheets for our small business clients, and review progress monthly. You can also track improvements in rankings, traffic, and engagement to see if your link building is making an impact.
How do you stay consistent with link building over time?
Link building works best when it’s part of your ongoing marketing routine. Set a goal, like earning 5 new links each month, and incorporate it into your weekly tasks. You can rotate strategies—one month focusing on directories, the next on partnerships, the next on guest posts. Our pricing page includes ongoing support options for clients who want to stay consistent without overwhelming their schedule.