How to get backlinks for a new website
By Ash, Founder, HosteazePublished 2 min read
The short answer
Start with links you've already earned in real life, from suppliers, partners, trade bodies, local groups and clients who'd happily mention you. Then create one genuinely useful resource others want to reference, and pitch it personally. Avoid buying links, link swaps and low-quality directories, which Google's spam policies treat as manipulation.
A backlink is a link from someone else's website to yours. Links help Google find your pages, and links from respected sites suggest your site deserves attention too. A new website has none, which is normal. The good news is that most small businesses already have relationships that are worth a link. They just haven't asked yet.
Where do I get my first links?
Start with people who already know you. These links are easy to get and entirely legitimate.
- Suppliers and manufacturers: many have a "where to buy" or "approved installer" page.
- Trade bodies and accreditations: membership directories often link to members.
- Local organisations: your chamber of commerce, business improvement district or a networking group.
- Clients and partners: a web designer's client might add "website by" in their footer, and a wedding venue might list its recommended suppliers.
- Sponsorships: a local football club or school fair usually thanks sponsors online. Google treats paid links differently, so expect these to carry a sponsored tag, and value them for the local visibility rather than SEO.
Write a short, personal email to each. "We've supplied your kitchen worktops for three years. Would you add us to your stockists page?" works better than any template.
How do I earn links from people I don't know?
You give them something worth linking to. For a small business, that usually means one really useful page.
| Type of resource | Example | Who might link to it |
|---|---|---|
| A local guide | A florist's guide to wedding venues in York | Venues, wedding bloggers, local press |
| A checklist or template | An accountant's self-assessment deadline checklist | Freelancer communities, local business groups |
| Original data | A builder's survey of local planning approval times | Local news, trade press |
| A clear explanation | A plumber's guide to what to do when a pipe bursts | Housing associations, community sites |
Make it better than anything else on page one for that topic. Then find sites that already link to weaker versions and tell them about yours, politely and individually.
Can press coverage help?
Yes, and it doesn't need a PR agency. Local papers and trade magazines want stories: a new opening, an award, a milestone, or a useful seasonal tip with a real person's name on it. Journalists often credit sources with a link, though not always. Read how to market a new business online with no budget for more ideas like this.
What should I avoid?
Google's spam policies list the tactics that can hurt rather than help:
- Buying links, or swapping goods and services for links, unless they're marked as sponsored.
- Excessive "link to me and I'll link to you" swaps.
- Automated link-building programs.
- Low-quality directory and bookmark sites.
- Keyword-stuffed links in forum signatures, widgets or footers across many sites.
If an offer arrives promising "500 high-authority backlinks for £49", delete it. A clean link profile built slowly is worth far more than a fast one that needs undoing.
Backlinks are one part of ranking. The others are covered in how to get on the first page of Google. For a local business, mentions in directories also count as citations, with or without a link.
Related guides: Why is my Google Business Profile not showing up?.
Frequently asked questions
How many backlinks does a new site need?
There's no magic number. A few relevant links from respected local or industry sites usually do more than hundreds from random directories. Focus on whether a real person would follow the link.
Are directory links worth it?
A handful of genuine directories your customers use, such as trade bodies or map platforms, are worthwhile. Google's spam policies specifically list low-quality directory and bookmark links as link spam, so skip the bulk submission services.
Is it OK to pay for a sponsored post?
Paying for exposure is fine, but Google says paid links must be marked with rel="sponsored" or rel="nofollow". A paid link that passes ranking credit breaks its policies.
