How to Build Google My Business Backlinks for Local SEO (2022)

Google My Business (now called Google Business Profile or GBP) has several features that make it possible to add links to your website. Building links to a website is often referred to as link building or building backlinks. For Local SEO, this is an extremely impactful ranking factor for both organic and 3-Pack results.

Follow these steps to build Google My Business backlinks:

  1. Website backlinks
  2. Appointment page backlinks
  3. Product / service page backlinks
  4. Google My Business post backlinks
  5. Google Site backlinks

Business that have added a website link will have their link shown as a button in Google Search.

The website button on a Google Business Profile

Pro Tip: Based on personal experience and local ranking factor case studies by Moz and Whitespark, the webite link has as noticeable impact on rankings and should be an optimized local landing page (see guide).

How to create a website backlink:

  1. Sign in to Google My Business on desktop
  2. Select the location to manage (if multiple locations)
  3. Select Edit profile in Google Search
  4. Click the Contact tab
  5. Select the Website option
  6. Add your link
Adding a website backlink to a Google My Business profile

This is commonly the business’s homepage or local landing page for a specific location.

Pro Tip: You can add UTM parameters to enhance tracking for link clicks with Google’s Campaign URL Builder.

Similar to the website link, an appointment link can also be added to your Google My Business profile that links directly to a booking or contact page.

The appointment link on a Google Business Profile

The appointment link will appear in Google Maps and in other locations of Google Search.

How to add an appointment page backlink:

  1. Sign in to Google My Business on desktop
  2. Select the location to manage (if multiple locations)
  3. Select the Booking button in Google Search
  4. Add or edit your appointment link
Adding an appointment page backlink

Pro Tip: Use this guide to create engaging GMB posts for your business and see examples of optimized posts.

Businesses that have added products will be able to add a backlink to their product / service page, which will be featured on the Google Business Profile (just below the appointment link) in search and other locations across the web.

The "Products" feature on a Google Business Profile

Upon adding a product, you’ll have the option to add a link (or backlink) to your product page, which will display as a Learn more button if a user clicks through to the product.

Example of a product backlink

How to add product / service page backlinks:

  1. Sign in to Google My Business on desktop
  2. Select the location to manage (if multiple locations)
  3. Click the Edits products button in Google Search
  4. Choose Add product option
  5. Complete your product details
  6. Add a button to link to the product page on your website
The add product profile button to add or edit a product

4. Google My Business post backlinks

Business owners and managers can share updates with Google My Business posts, which also make it possible to add a backlink to your website.

The "Posts" feature on a Google Business Profile

How to create a backlink from a GMB post:

  1. Sign in to Google My Business on desktop
  2. Select the location to manage (if multiple locations)
  3. Click the Add update button in Google Search
  4. Select the post type you wish to create
  5. Complete the post fields with relevant information
  6. Add a button to add a link to your website
The create update profile button to add or edit a post

Once you’ve selected the Add update button, you’ll be able to add details about your post, including a button to link back to your website.

Adding a post backlink to a Google My Business profile

Within the Google My Business Listing Dashboard, it’s possible to create a free website that can be used to create additional relevance and an easy dofollow backlink.

The site has a built-in editor that makes adding content super easy and semi-automated.

The GMB Site editor dashboard

Content such as services, reviews, and posts will be automatically added to the site if they already exist on your listing. However, there are some additional fields that require content to be added in order to get the most out of the site.

How to create a backlink from a GMB site:

  1. Sign in to Google My Business
  2. Select the location to manage (if multiple locations)
  3. Select Edit profile in Google Search
  4. Click the Contact tab
  5. Select the Get started button in the New website card
  6. Add or update your Primary Button link
Creating a free GMB site

Once you’ve clicked get started you can create a new site or update your existing site (if already created).

To add your backlink, add a Make appointment button and add a link to your website. Additionally, you may choose to add links to your products / services in the main content or body.

Add website backlink on GMB site

Additional considerations

Once you’ve completed each of these steps, you’ll have an optimized profile that’s capable of generating some additional engagement and clicks to your website. These are some of the basic steps when optimizing or performing the set up of a Google My Business page.

Follow this Google My Business optimization checklist to make additional edits and generate more visibility for your local business.

Happy SEO-ing πŸ™‚