Boosting Your SEO Strategy in 2025

Backlink Strategy in 2025: What Actually Works (And What Doesn’t)

Backlinks are still a major player in SEO—but the game has changed. If you’re running a service business and wondering if those old-school link exchange tactics still hold up, or whether you should be paying for backlinks, this deep dive is for you. Joe Burnett from Big West Marketing recently shared his insights on a podcast interview, covering what’s outdated, what works now, and how to build real, long-term SEO power for your local business.

Let’s break it down and get into the nuts and bolts of a modern backlink strategy that actually moves the needle.

What Is a Backlink and Why Does It Matter?

At its core, a backlink is simple: it’s a link on one website that points to another. But in Google’s eyes, it’s a trust signal. When one website links to another, it’s essentially saying, “Hey, this content is worth checking out.” That’s why backlinks continue to influence your rankings on search engine results pages (SERPs).

But here’s the catch—it’s not about quantity anymore. It’s all about quality.

Years ago, you could buy a thousand backlinks and shoot up the rankings. That’s no longer the case. Google now evaluates the authority and relevance of the site linking to you, not just the volume of links.

Why Buying Backlinks Doesn’t Work Anymore

There are companies out there still selling backlink packages, often labeled as “guest blog posts” or “press release syndication.” Joe shared findings from a recent three-year study presented by SEO expert Joy Hawkins. The study tested backlinks purchased from popular vendors used by many SEO agencies.

Here’s what they found:

Paid backlinks often give you a temporary 30-day boost, but the rankings typically return to their original position shortly after.
These backlinks can be expensive and provide no lasting value.
In some cases, they may even hurt your rankings if Google deems them spammy or manipulative.

Bottom line: Skip the backlink packages. Focus on building quality links through legitimate partnerships and local relevance.

What Google Does Value in 2025

According to Joe, there are two primary categories of backlinks that still deliver strong SEO results:

Local Backlinks – Links from businesses, organizations, or websites within your geographical area (city, county, state).
Industry Backlinks – Links from companies, associations, or directories related to your specific trade or profession.

These are the types of backlinks that Google sees as natural, relevant, and trustworthy.

Easy Wins: Low-Hanging Fruit for Local Backlinks

If you’re running a service business and want to start building backlinks the right way, start here:

1. Join Your Local Chamber of Commerce

Most cities have a Chamber of Commerce, and membership typically includes a listing with a link back to your website. This is a high-authority, local backlink that can move your rankings up by 3–4 spots within a few weeks.

Yes, you have to pay for membership (often around $500/year), but many businesses recoup that investment through networking and referrals. Think of it as a marketing investment that also boosts your SEO.

2. Sponsor Local Nonprofits

Search Google for something like:
[Your City] nonprofit sponsorship
Example: Columbus Ohio nonprofit sponsorship

This will show you nonprofits with sponsorship opportunities. Many of these organizations offer a backlink on their website when you become a sponsor.

Some sponsorships cost as little as $50
Google loves .org websites
You can also barter your services—for example, offer a free annual office cleaning in exchange for a sponsorship backlink

3. Partner With Related Local Businesses

Not competitors—complementary businesses. Think:

A carpet cleaning company getting linked from a local carpet store’s website
An electrician being listed on a contractor’s resource page
A plumber featured on a realtor’s recommended vendor list

These are highly relevant and local—exactly what Google likes.

4. Give Testimonials for Tools or Suppliers

Joe shared how he once gave a testimonial to RotoVac, which resulted in a link on their website back to his carpet cleaning site. That single link helped his site jump five spots in the rankings.

Find vendors or suppliers you trust and offer them a testimonial. Ask them to feature it on their site with a link back to yours.

What Kind of Backlink Anchor Text Matters?

There are several ways backlinks can appear:

As text (e.g., “Missoula carpet cleaner”)
As your company name (e.g., “Joe’s Carpet Care”)
As a logo or image that links to your site

Most valuable: A keyword-rich anchor like “Missoula carpet cleaner”
Second best: Your business name linked
Still helpful: A logo/image linked from a reputable site

Homepage links carry more weight than links from subpages, but take what you can get—any relevant, quality link is better than no link.

How to Know If Your Backlinks Are Working

You don’t have to guess. Here’s how to track performance:

1. Use Google Search Console (Free Tool)

Google’s own tool shows which backlinks it’s acknowledging. It won’t assign a score to each link, but it gives you a clear idea of what’s being seen and how your site is performing.

2. Watch Your Rankings

Track your rankings weekly or monthly. Are you moving up for your target keywords? That’s the real indicator of backlink value.

3. Look at Your Traffic

Monitor organic traffic trends. Are more people finding you through Google? If you’re seeing steady growth, your efforts are paying off.

Final Takeaway: Smart SEO Beats Shortcuts

Backlinks are still one of the most powerful ranking signals Google uses—but only when they come from the right sources.

Here’s a recap of what works today:

Prioritize local and industry-relevant links
Avoid buying bulk backlink packages
Focus on real-world relationships and partnerships
Use tools like Google Search Console to track impact
Think quality over quantity—always

Most business owners and even many SEO companies don’t put in the time or creativity to earn real backlinks. That’s your advantage. If you’re willing to do the work—or hire someone who will—you’ll be miles ahead of your competitors.

Need help building a backlink strategy that works for your service business? That’s what we do at Big West Marketing. Let’s talk.

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