In national and international SEO, link building is driven by domain authority and anchor text optimization. Local SEO works differently: a backlink from a regional news site with a DA of 35 can be more valuable for a local business than a generic link from a national directory with a DA of 70. Locality, relevance, and authenticity are the three criteria that determine whether a local link contributes to your Local Pack position.
Why local backlinks work differently
Google uses backlinks as a trust signal: who refers to you? For local businesses, the geographical and sectoral relevance of referring domains is the key factor. A link from the Chamber of Commerce website, a regional business network, or a local sports association you sponsor tells Google something specific about your local presence that a generic “best businesses” list link cannot.
In our experiments, five to ten quality local backlinks from authentic, non-commercial sources had a greater positive effect on Local Pack position than twenty to thirty generic directory links.
The five best sources for local backlinks in the Netherlands
Source 1: Regional media and local news sites. Dutch local media publishes content about local entrepreneurs regularly. A press article about an innovative service, a human interest story, or an expert comment on a locally relevant topic can result in a backlink of high local authority. Target regional editors via LinkedIn with a genuine, non-commercial story angle.
Source 2: Suppliers and business partners. Your suppliers, business partners, and certified dealers can likely mention you on their “partners” or “certified dealers” page. Contact the marketing department of your three to five most important suppliers and ask if they can list you with a link.
Source 3: Local sports clubs and events. Sponsoring a local football club, tennis association, or annual event often results in a mention on the sponsored organization’s website. These are valuable local backlinks that are organic and authentic — genuine thank-you acknowledgments for your contribution to the local community.
Source 4: Trade associations and certification bodies. If you are a member of a trade association, check whether the organization publishes a member directory with links to member websites. Many businesses are members but not listed — or listed without a link.
Source 5: Educational partnerships. Local vocational schools and universities looking for guest lecturers, internship supervisors, or industry partners often result in a mention on the institution’s website — a backlink from a .nl educational domain, traditionally one of the most valued link types in Google’s algorithm.
The complete local backlink acquisition program, including email templates and the list of most impactful local link sources per sector and region, is available for LocalSEOLab.nl members.