Why Links Still Rule the Internet
Links are still a core driver of online visibility in 2025. Search engines view backlinks as endorsements of trust. But the kind of link that moves the needle depends on your business model.
For a neighborhood bakery, a local food blogger may drive more qualified traffic than a national magazine feature, but for (Software as a Service), a respected industry site can mean far more than a local mention. That’s the difference between local link building and general link building, and knowing which to prioritize is key to growth.
At Digital Visibility Concepts, we’ve watched companies waste budget chasing the wrong type of authority. The best strategy balances both, based on goals.
Key Takeaways
- Local link building directly boosts visibility in geographic searches and is vital for service-based and community-driven businesses.
- General link building builds broader domain authority and credibility, often better suited for SaaS, e-commerce, and national brands.
- The best strategy is usually a blend tailored to your goals, geography, and industry.
- Digital Visibility Concepts helps businesses craft balanced link strategies that deliver both local trust and national authority.
- Beyond SEO metrics, link building strengthens community ties and brand reputation.
What Is General Link Building?
General link building is the practice most marketers are familiar with: acquiring backlinks from any relevant, high-authority website, regardless of geography.
Examples include:
- Guest posts on industry publications
- Mentions from national news sites
- Directory listings in niche-specific directories
- High-authority blog backlinks
The aim of general link building is domain authority. For instance, a construction software firm in Denver benefits more from backlinks on TechCrunch or Forbes than from local sites, because those links elevate brand authority across the entire industry.
Strengths of general link building:
- Boosts overall domain authority
- Expands brand recognition beyond geography
- Works well for e-commerce, SaaS, and B2B industries
- Creates credibility signals that impress investors and partners
Weaknesses:
- Doesn’t always move the needle for local search rankings
- Resource-heavy; securing national links often requires PR connections
- May generate irrelevant traffic if your business is service-area-based
What Is Local Link Building?
Local link building, on the other hand, focuses on securing backlinks from websites that matter to your specific geographic area. These could be local directories, community blogs, news sites, chambers of commerce, schools, or nonprofits in your region.
Examples include:
- A backlink from the local chamber of commerce website
- Sponsoring a neighborhood event and getting listed on their site
- Collaborations with city-specific bloggers or influencers
- Mentions in regional news outlets
Here, the goal is also its geographic relevance. When Google sees multiple signals that your business is connected to a certain city or region, you’re more likely to dominate local pack results and “near me” searches.
Strengths of local link building:
- Directly impacts local SEO rankings
- Improves visibility in “map pack” results
- Builds community trust and referral traffic
- Easier entry points compared to national publications
Weaknesses:
- Links are often lower in domain authority compared to big media
- Doesn’t scale as efficiently for nationwide or global businesses
- Requires consistent outreach and relationship building in your local community
The Key Differences at a Glance
| Factor | General Link Building | Local Link Building |
| Primary Goal | Domain authority, industry credibility | Local visibility, community trust |
| Best For | SaaS, e-commerce, national brands | Service businesses, franchises, local retailers |
| Traffic Type | Broad, often global | Geo-specific, highly targeted |
| Difficulty Level | High—PR-heavy, competitive | Moderate—community-driven, more personal |
| SEO Impact | Stronger for broad rankings | Stronger for local pack and “near me” searches |
Why Local Link Building Matters More Than Ever
Google’s algorithm has moved toward stronger localization. Searches with “near me” have surged by more than 500% in recent years, and mobile-first indexing ensures users see results tailored to their exact area. A dentist in Portland gains little advantage from a backlink on a Canadian tech blog; what matters is being tied to Portland itself.
This is where local link building makes an impact. It establishes both relevance and geographic precision. For industries dependent on location such as contractors, restaurants, real estate, and healthcare it continues to be one of the most measurable drivers of SEO success.
How Digital Visibility Concepts Approaches Link Building
Digital Visibility Concepts tailors link-building strategies to match your business goals, market reach, and geography. National franchises often benefit from a dual approach: broad link campaigns that establish authority alongside localized efforts in each service area. For single-location businesses, like a law firm, the emphasis is on building credibility through local partnerships, event sponsorships, and regional press.
Our process typically includes:
- Audit: Where do your existing backlinks come from, and how are they performing?
- Gap Analysis: Which competitors outrank you locally or nationally, and why?
- Customized Outreach: Building relationships with journalists, bloggers, and community organizations.
- Content Strategy: Creating assets that are naturally linkable, from resource guides to interactive tools.
- Monitoring: Tracking link health, authority metrics, and traffic outcomes.
The Emotional Side of Link Building That People Forget
Link building is ultimately about building relationships. A mass pitch to a major outlet rarely produces results, and community sponsorships can create lasting goodwill. Local link building pushes businesses to engage authentically with their audience, strengthening credibility both online and offline.
At Digital Visibility Concepts, we emphasize that each link represents trust gained. For this reason, local link building should be viewed as an SEO strategy and as a long-term investment in brand reputation.
In today’s search landscape, knowing the difference between local link building and general link building is technical and strategic. It’s the difference between being visible where it matters and shouting into the void. With a partner like Digital Visibility Concepts, you can balance both worlds, ensuring your brand dominates the search engines, the hearts and minds of the audiences who matter most.
FAQs
1. What is the difference between local link building and general link building?
Local link building focuses on earning links from geographically relevant websites, while general link building targets any authoritative website regardless of location.
2. Why is local link building important for businesses?
It helps businesses show up in local search results, Google Maps, and “near me” searches by signaling to search engines that they are trusted in a specific region.
3. When should a business prioritize general link building?
Businesses serving a national or global audience such as eCommerce stores, SaaS companies, or online publications that benefit more from general link building to boost broad visibility.
4. Can local link building improve my general SEO rankings?
Yes, but its primary impact is on local rankings. While it does contribute to domain authority, the strongest effect is felt in location-based searches.
5. What types of websites provide local links?
Examples include local chambers of commerce, community blogs, regional news outlets, local event listings, sponsorship pages, and partnerships with nearby businesses.
6. What types of websites provide general links?
These usually come from high-authority domains like industry publications, national blogs, media outlets, resource pages, or educational websites.
7. Which strategy is faster: local or general link building?
Local link building is often quicker because opportunities are more accessible through networking and community ties. General link building takes longer due to broader competition and outreach.
8. Is it better to use only one type of link building?
No. The best strategy is often a mix; local link building for location-based visibility and general link building for overall domain authority.
9. How do local and general link building affect Google’s algorithm differently?
Local links strengthen your business’s relevance to a geographic location, while general links strengthen topical authority and credibility across the web.
10. Which businesses benefit most from local link building vs. general link building?
Local link building: restaurants, contractors, law firms, healthcare practices, gyms, salons. While General link building: SaaS providers, eCommerce brands, online media, national or global companies.