What Are Backlinks? A Small Business Marketing Strategy
If you’ve ever found yourself wondering what are backlinks, you’re not alone.
It’s one of those phrases that gets thrown around a lot in SEO, but sometimes it’s not explained in a way that feels relevant to your small business.
In simple terms, backlinks are links from other websites to yours. That’s it. But those links carry weight. They help Google understand that your business is being mentioned, recommended, and trusted elsewhere. Think of it as a vote of confidence and one that sends a clear message to Google and your customers that you are a trusted business that offers something of value to the customer.
For example, if a local blog rounds up “independent opticians in Stockport” and includes your business, that’s a backlink. If a supplier or collaborator links to you from their website, that counts too.
Why backlinks matter for local SEO
Backlinks help your website in two ways:
they help you get found
they help build trust over time
For local businesses, this often comes down to being part of your local area online, not just offline.
That might look like:
being listed in local directories
being mentioned in local blogs or press
collaborating with nearby businesses
showing up in “best of” or “things to do” guides
You don’t need loads. You just need the right ones.
A simple backlinks example
Say you have a wedding venue in Derbyshire:
A good backlinks example might look like:
A wedding blog writes about what makes your wedding venue a good fit for a large wedding
A wedding planner you partner with links to your gallery page on your website
You’re listed in a local “places to get married in the Peak District” guide
You can see that together, they begin to build a picture for your business. Search engines are looking for, signals that your business exists beyond your own website. They are looking at the bigger picture.
Why backlinks only work if your website is doing its job
Backlinks can help people find your website. But they can’t make someone enquire, it’s important to have a solid website foundation, who are you? where are you? what do you do? Your website should be easy to navigate.
If someone lands on your site and:
isn’t sure what you offer
can’t work out how to book
doesn’t feel confident choosing you
they’ll leave.
So before putting all your energy into backlinks, it’s worth checking the basics.
Your website audit checklist (a good place to start)
A few simple things to look at:
are your services clearly explained?
is it obvious how someone gets in touch?
are you using the kind of language your customers would search for?
does each page have a clear purpose?
If you’re not sure where your website stands, this is exactly what I look at with clients as part of my monthly SEO support, working through what’s there already and making improvements that actually move things forward - a website audit checklist.
FAQs
What are backlinks in SEO?
Backlinks are links from other websites to your website. They help search engines understand your site’s credibility.
What are the most important types of backlinks?
Local directories, editorial features, and collaborations tend to be the most useful for small businesses.
What is a good backlinks example?
A local blog, directory, or partner business linking to your website in a relevant way is a strong backlinks example.
What should I do before building backlinks?
Start with a website audit checklist to make sure your site is clear, structured, and ready to convert visitors.
Hi I’m Clare Ashbrook
I’m Clare Ashbrook, an SEO strategist and content marketer, and I help small businesses get found online in a way that feels clear and manageable.
I specialise in local SEO, working with businesses that have a physical location or serve a specific area. My focus is on building long-term visibility that brings in the right enquiries—without making things feel overwhelming.
Before this, I ran my own floral design business, so I understand the reality of running a small business. The long hours, wearing multiple hats, and trying to keep on top of marketing alongside everything else—it’s a lot.
That experience shapes how I work. I don’t believe in overcomplicating SEO or hiding behind jargon. I explain things in a straightforward, human way so you understand what’s happening, why it matters, and how it supports your business.
I’m based in Stockport, Greater Manchester, and work with clients across the UK, the USA, and beyond.
