Link building
Link building that a real person would understand: a supplier listing you as an installer, a chamber of commerce member page, a local news story about a project you did. Links from sites relevant to your business and area still tell Google you're trustworthy. Bought links from strangers tell it the opposite.
Free: a 30-minute call, an action plan and a price range in writing.
Six sources
that actually work
For a small business, the best links come from relationships you already have. My job is to find them and turn them into mentions.
Suppliers and manufacturers
Many brands list approved installers or stockists. If you use their products, you may qualify.
Associations and chambers
Member directories of your chamber of commerce, trade association or professional body.
Local partners
The kitchen designer who recommends your countertop shop, the realtor who sends clients to your stager.
Community and sponsorships
A minor hockey team, a charity run, a school fundraiser: real involvement often comes with a link.
Local media
A project, an opening or useful expert comment can earn a mention in community news.
Linkable resources
A calculator, a cost guide or a checklist that other sites want to reference.
Your website
climbs the rankings
SEO is step-by-step work: content, technical fixes and links. Your website brings in traffic without paying for clicks.
- The phrases customers actually type
- Content for specific services
- Rankings checked every month
How I build
links with you
Link building
cost
In Canadian dollars. Link building is part of ongoing SEO; I don't sell links per piece.
Monthly SEO with outreach and partner links included.
- Link and competitor audit
- Opportunity list
- Outreach done by me
- Monthly report
- No minimum term
Why links still matter
Google has many ranking signals, but links from other websites remain one of the clearest signs that a business is real and respected. A link works like a recommendation: when a relevant site points to yours, it vouches for you. The key word is relevant. A link from your city's home builders' association says something meaningful about a renovation company. A link from a random blog about cryptocurrency says nothing, or worse.
For local businesses, links also connect you to a place. Mentions from local organizations, community sites and news outlets help Google understand where you operate, which supports your rankings in Maps as well as regular results.
What I don't do
Link building has a bad reputation, and it earned it. Private blog networks, paid guest posts on sites that exist only to sell links, comment spam, automated directory submissions: all of these are still sold to small businesses every day. Google's spam policies name them directly, and its systems are built to ignore them. I don't use any of it. When you see an offer of "50 high-authority backlinks for $99", you're looking at exactly what gets sites demoted.
Where good links come from
The most reliable links for a small business already exist as relationships; they just haven't been turned into links yet. A few examples of what I look for:
- Manufacturer and supplier pages. If you install a brand of windows, flooring or heat pumps, the manufacturer may list authorized dealers or installers.
- Membership directories. Chambers of commerce, BIAs (business improvement areas), trade associations, professional bodies and franchise networks.
- Partners and referrals. Businesses that serve the same customers at a different moment: a wedding photographer and a venue, a mortgage broker and a realtor.
- Community involvement. Sponsoring a local team or event, hosting a workshop, supporting a charity. If you already do it, it should be visible online.
- Local news. Community papers and local news sites cover openings, unusual projects, milestones and expert comment on local issues.
The article on local link building ideas for Canadian businesses lists more sources by industry.
Content worth linking to
Sometimes there's nothing to ask for yet, and the site needs a reason to be linked. Useful resources attract links naturally: a renovation cost guide for your province, a mortgage or moving calculator, a seasonal maintenance checklist, honest data from your own work. A Winnipeg realtor's website with seven calculators, from my case studies, is a good example of pages that people bookmark and share. I plan these assets as part of SEO content writing.
Links versus citations
Owners often confuse links with citations. A citation is a mention of your business name, address and phone number, for example on Yelp, YellowPages.ca or 411.ca. Citations mainly help local search by confirming your details are consistent; they're covered under local SEO. Links are about trust and authority. Both matter, and I work on both, but they're different jobs with different priorities.
A realistic pace
Good links come slowly: a few per month is normal for a small business, and some months bring none. That's fine. Ten relevant links earned over a year will do more and last longer than a hundred bought in a week. Each monthly report lists new links and mentions, so you can see the progress and the relationships behind it.
Your part
Link building works best when the owner is involved. You know your suppliers, partners and community better than any outsider. I'll do the research, write the emails and profile texts, and follow up; sometimes the most effective message is a short note from you to a partner you already know, which I draft for you to send.
Read next
Link building
questions
How many links do I need?
There's no magic number. A local service business often needs a few dozen relevant links, not thousands. One link from your industry association or a well-known local site can do more than a hundred from unrelated blogs. I compare you with the businesses ranking above you to set a realistic target.
Can't I just buy links?
You can, and many sellers will happily take your money. Google's spam policies explicitly target paid links meant to manipulate rankings, and its systems are good at ignoring or penalizing them. At best the money is wasted; at worst rankings drop. I don't buy links for clients.
Are directory listings the same as links?
Not quite. Listings like Yelp or YellowPages.ca matter mainly for consistent business details in local search; the links themselves carry modest weight. They're still worth having, but they're a different job from earning links from relevant partners and media.
What do you need from me?
A list of your suppliers, partners, associations and community involvement, plus permission to contact them on your behalf or a few minutes to send an email I draft. Many of the best links come from relationships you already have but never asked about.
What if I already have spammy links?
Google usually ignores low-quality links on its own. If you have a large number of paid or manipulative links, I review them and decide with you whether further action is needed. In most small business cases, building good links matters more than chasing bad ones.
Find the links
you're already owed
Tell me who you work with: suppliers, partners, associations. I'll show you which of them could link to you, on a free 30-minute call.