There are many moving parts to a successful SEO strategy. However, earning backlinks is one of the most powerful ways to improve your search engine rankings. 

Backlinks not only drive traffic to your website but also boost your site’s authority. This helps Google and other search engines see your website as a trustworthy, credible source, which makes your site and content more likely to rank well in search results. 

With this in mind, let’s break down what backlinks are, why they matter, and eight ways to earn backlinks as a small business.

What are backlinks?

A backlink—also referred to as an “inbound link”—is simply a link from another website to your website. Backlinks can point to any page of your site, including your main pages, blog posts, or anything else with a URL (e.g. photo, PDF, etc.).

How do backlinks improve your SEO?

Search engines strive to provide users with the most accurate and helpful information possible. To do this, Google and other search engines rank websites based on E-E-A-T, which stands for “expertise,” “experience,” “authority,” and “trustworthiness.” 

Backlinks play a critical role in proving your site’s authority. When search engines see that other sites are linking to yours, this more or less makes search engines think, “This site and business must be great because websites are linking to it. We should rank this site higher in search results so more people can find it.” 

Basically, think of each backlink as a “vote” for your website. When another site links to yours, it signals to Google (and other search engines) that your products, services, website, and content are credible. And, the more quality backlinks you earn, the more search engines will trust your site—and the better your site will rank in search results. 

Not all backlinks are created equal. 

While earning backlinks is critical for SEO success, the quality of your backlinks matters just as much as—if not more than—the quantity. The more authoritative the website linking to yours, the more valuable a backlink from that site is.

Think of it this way: a backlink from a well-known, credible website is like receiving a glowing recommendation from an industry expert. Search engines view these backlinks as a strong endorsement of your site’s credibility, which can significantly boost your rankings. 

On the other hand, a backlink from a low-quality, spammy site won’t carry the same weight and can even harm your site’s reputation and rankings.

Now, this is not to say that you need backlinks from sites like Forbes or The New York Times to succeed. While links from major publications can be powerful, relevant and credible backlinks from industry-specific or local websites are also very impactful. For example, if you’re a wedding photographer, a link from a reputable wedding planner’s site would be very valuable for your SEO.  

Ultimately, the power of backlinks varies depending on the authority of the linking site. That said, this isn’t something to stress about. As a small business wanting to improve your SEO, your goal should simply be to earn backlinks from reputable, high-quality websites that align with your industry, niche, and business goals.

How many backlinks does a small business need?

The exact number of backlinks you need to earn to increase your search engine rankings depends on your competition. Basically, the more quality backlinks your site has, the better. However, in simple terms, your goal is to match—or exceed—the number of backlinks your competitors have. 

To find out how many backlinks your website and your competitors’ websites have, you can use tools like Ubbersuggest. The free version of this software provides backlink data, including the number of backlinks and referring domains a site has. 

While Ubersuggest is my favorite SEO software for small businesses, Ahrefs’ Backlink Checker, Moz’s Backlink Checker, and Semrush are other free tools (or at least have free versions) you can use to do backlink research. 

8 Ways to Earn Backlinks as a Small Business

Yes, earning backlinks is one of the most effective ways to improve your SEO. But, as a small business, how can you earn them? What can you do to get other websites to want to link to yours? 

1. Create online directory listings.
2. Link to your website from social media.
3. Get featured or published.
4. Serve as a guest blogger. 
5. Be a podcast guest.
6. Get featured on curated lists.
7. Swap backlinks with others in your industry.
8. Create great content so that other websites will want to link to yours! 

Chances are, earning backlinks isn’t nearly as complicated as you think.

1. Create online directory listings.

One of the simplest ways to earn backlinks is to create online directory listings for your business. Online directories are simply websites that list information about businesses, such as company names, websites, phone numbers, hours of operation, etc.

There are common directories all small businesses should make sure their information is included on, such as Google Business Profile, Yelp, and Bing Places. These platforms give your business online visibility while also providing valuable backlinks to your website.

In addition to these common, general directories, it’s also important to focus on local and industry-specific directories. For example, if you’re a wedding photographer, being listed on wedding-focused directories like The Knot or WeddingWire can help your site rank better. These types of directories typically have high authority, which means the backlinks you earn from them carry more weight. (NOTE: I am NOT saying all wedding photographers should invest in these directories. See more below.)

When you create an online directory listing and include your website, you create a backlink to your website, essentially signaling to search engines that your business is credible and trustworthy. The more directories you appear in, the more authoritative your site looks to search engines, which helps improve your rankings. 

NOTE: I ONLY recommend paying for online directory listings if your ideal client uses that directory specifically. For example, if you own a restaurant and your target market is active on Yelp, paying for a premium Yelp listing could make sense. Or, if you’re a wedding vendor and your ideal client books their vendors through The Knot, paying for a listing might be a great move for you. 

However, if you don’t see significant value in a paid listing from a directory, stick with the free version (if available) or don’t create a listing on that platform to avoid unnecessary expenses.

2. Link to your website from social media.

While social media platforms can help you engage with your audience and build brand awareness, they can also help you earn backlinks since you can link to your website from social media. 

Social media links don’t carry as much weight as traditional backlinks (a credible website linking to yours); however, they can still boost your online authority and drive traffic to your site, which helps improve your SEO. 

To use social media to create backlinks, be sure to:

• Add your website to your social media bio. Almost every platform allows you to include a website link or even a few links in your profile or bio. Make sure your links are visible and up to date.
• Share website content on social media. Create social posts that link to blog posts, service pages, event pages, or anything else on your site that serves and is of interest to your audience. 
• Engage in relevant groups and communities. If your industry has active Facebook groups, Reddit threads, or other online communities, participate by sharing helpful insights and linking to your website when appropriate. Just be sure to focus on providing value, follow community guidelines, and avoid spamming. 

Again, social media backlinks don’t carry the same weight as links from high-authority websites. However, they can still improve your online visibility, drive traffic, and increase the chances of your content, website, and business being discovered and shared.

3. Get featured or published.

Getting your work or business featured or published online is a great way to earn high-quality backlinks as a small business. Regardless of your industry, there are opportunities to showcase your expertise, projects, or insights through blogs and online publications. 

You can earn backlinks from a variety of sources including:

• Local Publications: Many local newspapers, magazines, and community websites feature businesses and professionals in their area. 
• National Media Outlets: Larger media platforms often look for expert insights, case studies, or unique stories. 
• Industry-specific Publications: Niche blogs, trade publications, and industry websites often accept submissions or seek contributors. 

While the process varies from industry to industry, here are a few examples of how small businesses can get featured or published:

• Interior Designers: Submit your latest projects to home decor magazines, design blogs, or architectural websites. 
• Hairstylists: Share trending hairstyle examples with style bloggers or contribute to beauty publications. 
• Wedding Vendors: Submit your work to wedding blogs, magazines, and online platforms that regularly feature wedding content. 
• Virtual Assistants: Write guest blog posts or provide productivity and time-management tips with entrepreneur-focused websites and offer insights on how businesses can streamline operations. 
• Local Businesses: Explore community or small business groups and see if they offer any opportunities to be featured online. For example, Indy Maven is a networking community for women in Indianapolis, and every month, they publish a “Maven to Know” article highlighting a woman who is part of their community. Your local newspaper may also highlight local businesses. 
• Retailers & E-commerce Businesses: Pitch your products to gift guides, industry roundups, or niche-specific blogs. 
• Service-based Businesses: Offer expert insights to industry publications or write guest blog posts for websites that serve your target audience. 

When pursuing publications, remember that the more authority a publication has, the more credibility a backlink from them will have. For example, being featured on a well-known site like Forbes, a local news site, or an industry-specific site like Martha Stewart Weddings as a wedding pro will carry more weight than a smaller, less-established site or blog. However, smaller publications can still add value, especially if they align closely with your niche or target market. 

Want to learn more about getting published or featured? Tune in to “Episode 022: How to Get Published as a Wedding Photographer with Jasmine Norris” of The Priority Pursuit Podcast. While this episode is wedding-specific, many of the strategies Jasmine shares can be applied to any industry!

4. Serve as a guest blogger.

Another great way to earn backlinks as a small business is by serving as a guest blogger. By contributing valuable content to other blogs, you not only earn high-quality backlinks but also position yourself as an expert in your industry.

NOTE: As you write guest posts, be sure to include links to your website. This might include links to your home page, product or service pages, or relevant blog posts. 

Here are a few ways you can serve as a guest blogger:

• Create blog posts for others in your industry. Reach out to businesses in your industry with a specific blog topic idea that aligns with their audience. For example, if you’re a wedding photographer, you could pitch blog topics to a wedding planner like “Everything You Need to Know About Wedding Photos as a Bride” or “A Family Photo List for Your Wedding Day.”
• Offer value to local sites. Many cities have community blogs or websites that feature local businesses. Research sites in your area and see if they’d be interested in a guest post. For example, if you own a bookstore, you could write a post like “The Best Rom-Com Book Clubs to Check Out in [City Name]” and include links to your website. This highlights your business while supporting and engaging with your local community.
• Collaborate with industry partners. Look for opportunities to contribute to blogs run by businesses or professionals that complement your own. For example, if you’re a virtual assistant, pitch blog topic ideas to your preferred CRM (e.g. Honeybook). If you’re a hairstylist, offer hair care advice on a beauty blog. In these posts, link to your website where appropriate—such as linking to your services or relevant blog posts. These collaborations create valuable content for both parties and earn you backlinks—often on highly authoritative websites—in the process.

I think it’s important to note that guest blogging comes with more benefits than just backlinks. Guest blogging also allows you to reach and share your expertise with a new audience and build relationships within your industry and community. 

By contributing helpful and engaging content to other websites and linking to your website, you increase your chances of being recognized as an authority in your field. Plus, the backlinks you earn through guest blogging will help boost your SEO. 

5. Be a podcast guest.

Serving as a podcast guest is a particularly powerful way to earn high-quality backlinks. You see, podcasts are featured on platforms like Apple, Spotify, YouTube, and more, and many podcasts also include coinciding blog posts on their websites. So, when a podcast links to your website in your episode’s show notes and blog post, you can earn backlinks from multiple sources—including the podcast’s website and various streaming platforms. 

To make the most of any podcast guest opportunity, be sure to mention or include relevant pages or blog posts from your website that align with the episode’s topic. For example, when I serve as a podcast guest, I’m sure to mention one of my freebies. This ensures that listeners can easily access your content, and when podcast hosts include these links in show notes and blog posts, it gives you valuable backlinks that help improve your SEO.

Additionally, being featured on a podcast is a great way to reach a new audience. Yes, podcasts are an excellent way to earn several backlinks at once, but podcast appearances also provide opportunities to share your expertise, grow your audience, and build your email list. 

6. Get featured on curated lists.

Another effective way to earn backlinks is to get featured on curated lists—such as “Best Of” lists, local business roundups, and industry-specific directories. These lists often link to featured businesses’ websites, providing valuable backlinks.

Many small business owners assume that someone will reach out if their business is deemed worthy of being featured on such a list. However, the truth is, you typically have to apply.

To get featured on lists:

• Apply for “Best Of” lists and awards. Many cities, industries, and publications create “Best Of” or “Readers’ Choice Awards” annually. Research opportunities and apply for relevant lists (e.g., “Top Coffee Shops in [City]” or “The 10 Best Wedding Photographers in [City]”). Winning or being nominated can earn you not only a backlink but also credibility and brand exposure. For the record, you can absolutely nominate yourself!
• Pitch yourself for local and industry roundups. If you notice that a blog or publication regularly publishes roundups like “10 Things to Do in [City] This [Season]” or “5 Experts Share Their Best Tips for [Topic],” reach out to the editor or author. Offer to contribute a tip or insight and include a link to your site if they feature you.
• Get listed in directories. As we discussed in point one, many industries have reputable directories (e.g., local chamber of commerce websites, professional associations, or niche-specific sites). Make sure your business is listed in these directories with a link to your website.

Not only do these list placements help you earn backlinks, but they also give your business authority and add to your credibility—making prospective customers more likely to trust you and Google more likely to rank your website well.

7. Swap backlinks with others in your industry.

Collaborating with others in your industry is a fantastic way to earn high-quality backlinks while building valuable relationships and supporting other small businesses you value and respect. While the specifics will vary from industry to industry, teaming up with complementary businesses or professionals can create natural opportunities to link to each other’s websites. 

For example, you might:

• Feature each other on your websites. Consider creating a “spotlight” or “featured partner” section or blog category on your website. Highlight a business you love, share why you recommend them, and include a link to their website. They can do the same for you.
• Include one another on preferred vendor lists. Many industries can benefit from preferred vendor lists. For example, if you’re a realtor, you could create a list of trusted home inspectors, mortgage brokers, and movers. These pros could do the same and include you as a recommended realtor. By agreeing to list and link to each other’s sites, you can all benefit from backlinks. Plus, your preferred vendor list will be a great resource you can easily share with your clients.  
• Swap testimonials. If you have a positive experience working with another business, offer to exchange testimonials. You’ll write a testimonial for their site—which they’ll link to yours—and they’ll write a testimonial for you—which you’ll link to their site. This not only strengthens your backlink profile but also boosts credibility through social proof. 
• Guest blog for one another. As we discussed earlier, guest blogging is a great way to earn backlinks. Collaborate with industry partners by writing guest posts for one another’s blogs. This gives you both a chance to earn valuable backlinks, reach new audiences, and fill your content calendars. 
• Serve as podcast guests for one another. We also already discussed how serving as a podcast guest is an especially powerful way to earn backlinks since you’ll earn several backlinks at once. If you and a colleague both have podcasts, arrange a swap where they serve as a guest on your show and you serve as a guest on theirs. 
• Collaborate on a resource or guide. Create a resource—such as a downloadable freebie or webinar—with another business in your industry. For example, if you’re a personal trainer, you could co-create a guide with a nutritionist. By sharing this guide on both of your sites and linking to one another’s sites, both of your businesses can benefit from backlinks. 
• Organize a styled shoot. If you’re in the wedding or event industry, gather a team of vendors (e.g. planners, photographers, florists, etc.) to create a styled shoot. Once the shoot is complete, everyone involved can blog about the project and link to each other’s websites—generating several high-quality backlinks. 

By collaborating with others in your industry, you not only earn backlinks but also strengthen professional relationships, increase brand exposure, and build credibility within your niche.

8. Create great content so that other websites will want to link to yours!

Last but not least—and arguably most importantly—create great content that others will want to link to. High-quality, valuable content is one of the most effective ways to naturally earn backlinks and improve your SEO over time.

Now, while it’s possible that someone will stumble upon your content through search engine results and be so impressed that they decide to link to it or cite it as a resource, a more proactive approach is to identify websites you’d like to earn backlinks from. Then, search for content on those sites that’s related to your own, and reach out to the appropriate person or team to suggest linking to your content as a valuable resource.

For example, if you’re a brand photographer and you’ve created a blog post like “5 Reasons to Use Custom Photos on Your Small Business’s Website,” you might reach out to a web designer or agency that specifically works with small businesses. Since strong branding is essential for effective websites, this might be a blog that the designer is excited to link to because it makes their lives easier and serves their audience well. 

When reaching out to businesses and asking them to link to your content, keep in mind that relationships matter. Only reach out to people or businesses you have a genuine connection with. Nobody likes receiving spammy, impersonal emails. When you have a relationship with a business or publication and your content will serve their audience well, you’ll be much more likely to get a “yes” and a backlink. 

Discover 3 types of content you can create to boost your SEO as a small business!

Building backlinks takes time & intentionality, but it’s one of the most effective things you can do to improve your SEO.

To wrap things up, building a strong backlink profile is one of the most powerful ways to better your SEO and enhance your E-E-A-T. Earning high-quality backlinks signals to Google that your content is valuable and trustworthy, which can significantly boost your site’s authority.

While the methods for earning backlinks may differ by industry, the principles remain the same:

1. Focus on creating valuable, shareable content.
2. Collaborate with other businesses.
3. Consistently seek out opportunities to earn backlinks from reputable sites.

Strategies like creating online directory listings, linking to your website from social media, getting featured or published, serving as a guest blogger or podcast guest, getting featured on curated lists, creating collaboration opportunities, or creating content that others naturally want to link to will all help you establish backlinks and build credibility.

Remember, building backlinks takes time and intentionality, so don’t be discouraged if you don’t see fast results. But, by taking a proactive, thoughtful approach and by focusing on quality over quality, you can steadily build a strong backlink profile that improves your SEO and strengthens your online authority.