Ten questions
Getting your town paper to link to you
Editors do not owe a business a link. They do print stories about real people, openings and events, and those stories often carry one.
The questions owners ask us about papers
Why would a local paper link to my business at all?
Because you gave them something readers want. A grand opening, a hiring spree, a charity drive or a useful tip is news. A plain request for a link is not news, and editors can smell it.
Which stories tend to earn a link?
A new location, an anniversary such as fifty years on the same corner, a sponsored youth team, a food drive, or an expert quote on a seasonal problem. Each gives the editor a reason to name you and point to your page.
Do I pay for it?
Real news coverage is free. Paid placements exist, usually marked sponsored, and they can still be read by locals. Some papers add rel=sponsored or nofollow to paid links, so ask what you are getting.
How do I find the right person?
Check the masthead or the contact page for the editor and any business reporter. Send a short note with one clear story. Two paragraphs is enough, and a photo helps.
What if the paper has no website worth linking from?
Check its Domain Rating in a tool such as Ahrefs and see if its pages are indexed in Google. A tiny paper can still give you a useful citation, though its link weighs less.
Can the marketplace give me a newspaper link?
It lists real, traffic-vetted sites by niche, and some are news and local-interest publishers. Look at the row, then read the site. We cannot promise any particular outlet is for sale.
Is a nofollow link worthless?
No. It sends readers and it can build your name, but Google treats it as a hint rather than a vote. Do not turn it down because of the attribute alone.
How long should I wait for a reply?
A week is fair. Follow up once, politely, and then move on. Most small papers have two or three people in the newsroom.
Should I send the same pitch to every paper in the state?
No. Tailor it to the town and name a local person. Mass pitches are deleted, and they teach editors to ignore you.
What should the link point to?
The page that matches the story, such as the new location page or the event page. Avoid pointing to your homepage out of habit.
A pitch that fits in a text message
Write for a busy person. Say who you are, what is happening, when, and why a neighbour would care, because the link building techniques local searches reward most all begin with a story.
Here is a made-up example. It is not a real shop. Rivera Hardware has served Elmwood since 1974 and is marking fifty years with a free tool-library weekend on 14 June. Short, dated, specific. That is two lines with a number and a reason, which is all an editor needs to decide.
Attach one clear photo, name a person who can be quoted, and give a phone number that gets answered. If a link appears, check where it points and thank the editor.
Paper link versus bought link
| Local paper story | Marketplace placement | |
|---|---|---|
| Cost | Free, or a sponsored fee | From $1 up to about $500 |
| Time | Days to weeks, uncertain | About 24 hours after payment |
| Control of wording | Low | High: your URL and keyword |
| Reader trust | High, if news | Depends on the donor site |
Never claim awards or numbers you do not have. A paper that catches one error stops answering.
Try one paper a month. Keep a simple sheet with the editor, the date sent and the result.
When a story fails, ask what would have made it better. Editors answer more often than you think.
For links you cannot earn, look at the state guide and the budget page. The chamber page is the next free route to try.