What are backlinks, and do I need them?

What a backlink actually does

When another site links to you, it’s a little like a referral. Google has used links as a signal of trust and relevance since its earliest days, and they still matter, though alongside many other signals.

Not all backlinks are equal. A link from your provincial industry association, a local news story or a respected supplier says much more than a link from a random directory that lists everyone. Relevance and real editorial choice are what give a link its weight.

How much a local business needs them

For a local service business, the competition is usually other local firms, not national brands. Many of them have very few quality links. That means a modest number of good ones can set you apart.

For local and map results, your Google Business Profile, reviews and consistent business details often carry as much weight as links. If you’re a Red Deer accountant, a clean profile and a dozen honest local mentions will usually do more than a link campaign.

Where good links come from

• Industry bodies and associations you belong to.
• Suppliers, manufacturers or partners who list where to find their products or certified installers.
• Local chambers of commerce, business improvement areas and community groups.
• Sponsorships, charity events and local news coverage.
• Useful content others want to reference, like a clear guide or a local cost breakdown.

Consistent local citations in reputable directories help too, mostly for local trust rather than as strong links.

Links to stay away from

Buying links, swapping links in bulk, and paying for packages of hundreds of directory listings all go against Google’s spam policies. At best they do nothing. At worst they invite a manual action or simply get ignored while you pay for them.

Be wary of anyone promising a set number of links per month. Real links are earned through relationships and useful work, and they arrive unevenly.

I start with the links a business is already entitled to and hasn’t claimed. Many businesses belong to an association, work with a supplier or sponsor something local, and none of those sites link back. Asking takes an email.

Then I make sure the site has at least one page worth linking to, like an honest guide to costs or a local resource. I don’t sell link building, and I’d be sceptical of anyone who sells it by the hundred.