If your clinic is doing everything right on your website and Google Business Profile, but you are still not ranking as well as you want in Google Search or Google Maps, there is a good chance you do not have enough high quality local links pointing to your site. That is what we are going to fix today.

Local link building can sound technical, but at its core it is about relationships. It is about showing Google that your clinic is a trusted part of your community, not just another name in a directory.

In this guide, you will learn what link building really is, why local links matter so much for clinics, and specific strategies you can start using right away. By the end, you will know exactly where to look for link opportunities, what to ask for, and what to avoid so you do not get yourself into trouble with spammy tactics.


What Is Link Building and Why It Matters for Clinics

Link building is the process of earning links from other websites back to your own.

When another website links to your clinic, Google sees that link as a vote of confidence. It is like other sites are saying, “This clinic is a trusted resource. You should pay attention to them.”

Not every vote is equal, though. A link from a local hospital, a respected community organization, or a popular neighborhood blog will usually carry more weight for a clinic than a random link from a generic directory on the other side of the country.

That is where local link building comes in.


Local link building focuses on earning links from websites that are:

  • In your geographic area
  • Relevant to your patients or your services
  • Or both


These local links can help:

  • Improve your organic search rankings
  • Strengthen your visibility in the Google Maps 3 pack
  • Support “near me” and “[service] + [city]” rankings
  • Build more trust with search engines and with human visitors


Think of local links as your clinic’s online reputation network. The more relevant and reputable local sites that point to you, the easier it is for Google to believe that you are an important player in your community.

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Common Myths and Mistakes Clinics Make With Link Building

Before we dive into specific strategies, it helps to clear up a few myths and mistakes that can lead clinics in the wrong direction.


Myth 1: “Link building is just directory submissions”

Directories are one piece of the puzzle, but they are not the entire strategy.

If you only submit your clinic to a bunch of random directories, you will end up with a lot of low value links and not much impact. You want quality, relevance, and a healthy mix of different types of sites, not just directory profiles.


Myth 2: “More links are always better”

Quantity without quality can actually hurt you.

A handful of strong local links from trustworthy sites will usually beat a hundred low quality links from spammy or irrelevant websites. Google cares about where those votes of confidence come from, not just how many there are.


Myth 3: “I need to hire someone to build links for me”

You can get a lot of traction simply by organizing the relationships you already have.


Think about:

  • Referral partners
  • Local businesses you already collaborate with
  • Charities and events you support
  • Professional associations
  • Local media or blogs that have featured you


Many clinics are sitting on a goldmine of link opportunities and just have not asked for them yet.


Mistake 1: Paying for spammy links

If someone emails you promising “hundreds of backlinks” quickly and cheaply, that is almost always a red flag.

These offers often rely on low quality automated links or link networks. You do not want your clinic associated with that. It can damage your reputation and your rankings.


Mistake 2: Ignoring your local ecosystem

Many clinics are extremely active in the community but never ask for a mention or link.

They sponsor teams, donate to raffles, host events, and speak at local organizations. If there is no mention or link on the other organization’s website, that is a missed opportunity.


Start With the Relationships You Already Have

The fastest wins usually come from relationships that are already in place.


Grab a piece of paper or your notes app and create four mini lists:

  1. Professional partners
  2. Local businesses
  3. Organizations and groups
  4. Vendors and tools


Then work through each category.


1. Professional partners

These are providers you already share patients with or who regularly refer to you, such as:

  • Other chiropractors or specialists
  • Physical therapists
  • Massage therapists
  • Acupuncturists
  • Personal trainers
  • Midwives or doulas
  • Nutritionists


Ask yourself:

  • Do they have a website?
  • Do they have a resources page, partners page, or blog?


If yes, consider suggesting something like:

  • A “trusted partners” or “referral network” page where you both list each other
  • A co created blog post, for example, “Chiropractor and PT share 5 ways to recover faster from sports injuries”
  • A simple line on their site such as, “We refer to [Clinic Name] for chiropractic care in [City],” linked to your site


Keep the outreach simple and friendly. For example:

“We love sending patients your way for [service], and we always receive great feedback. If you ever have a place on your website to list trusted partners, we would be honored to be included. If it helps, here is a short description you can copy and paste, along with the link to use.”

You can also offer to list them on your own website in a similar way. That makes it a win for both sides.


2. Local businesses

Next, think about businesses that share your ideal patient audience, even if they are not medical providers. For example:

  • Gyms and fitness studios
  • Yoga and Pilates studios
  • Local running or cycling shops
  • CrossFit gyms
  • Corporate wellness partners
  • Sports clubs, youth leagues, dance studios


These businesses may have:

  • “Partners” or “friends of the gym” pages
  • Blog posts featuring local experts
  • Event recap posts that list sponsors and presenters


If you already collaborate, teach workshops, or offer their members a discount, ask to be listed on their site with a link back to your clinic.

If you are not collaborating yet, you can pitch:

  • A joint workshop
  • An injury prevention talk tailored to their audience
  • A guest blog post that answers a common question their members have


Part of that pitch can include a request to be featured on their website with a link, so their audience can easily find you.


3. Organizations and groups

Consider:

  • Chamber of Commerce
  • Business networking groups
  • Local Rotary, Kiwanis, or similar clubs
  • Neighborhood associations
  • Local schools or universities


Most of these have websites that list:

  • Members
  • Sponsors
  • Community partners
  • Event speakers


Make sure your clinic profile is filled out completely and includes a link to your homepage or a key services page.


4. Vendors and tools (the overlooked category)

If you use software, tools, or equipment that you truly love, you may be able to get featured as a case study or customer spotlight.

Think of:

  • Practice management software
  • Online booking tools
  • Specialized equipment or technology


You could reach out and say:

“We use your software in our clinic and have seen [specific improvement]. If you ever create case studies or customer spotlights, we would be happy to share what is working for us.”

If they decide to feature you, that often comes with a valuable link from their website to yours.


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Build Out High Quality Directory and Association Links

Directories and professional associations are a more structured part of your link strategy. They are not exciting, but they are important.

You want listings that are:

  • Reputable
  • Relevant
  • Often niche or location-based


Examples include:

  • State or national professional associations
  • Specialty associations for sports, pediatrics, prenatal, etc
  • Local business directories from your city or county
  • Chamber of Commerce directory
  • Quality healthcare-specific directories


A few quick tips:

  • Make sure your clinic name, address, phone number, and website are consistent with your Google Business Profile
  • Complete your profiles wherever it really matters
  • Use your main website URL, or a key service page if the directory allows that


These foundational links help validate your business information and support your local SEO, especially for Maps and “near me” searches.


Create Content That Attracts Local Links

So far, the focus has been on asking for links based on existing relationships.

Now let’s talk about earning links by publishing content that is genuinely useful to your community. The goal here is to create resources that others will want to reference or share.


Idea 1: Local resource guides

Examples:

  • “The ultimate guide to back friendly workspaces in [City]”
  • “New to [City]? 10 places to move your body and reduce stress”
  • “Parents’ guide to youth sports injury prevention in [City]”


In these guides, you can highlight and link to:

  • Local businesses
  • Parks and trails
  • Fitness studios
  • Community organizations


Once your guide is live, email the businesses or groups you mentioned:

“We included [Business Name] in our new guide to [topic] in [City]. Thank you for being such a great resource for the community. If you would like to share it with your audience, here is the link.”

Some will share it on social media. Others may add it to their website, which can give you a link.


Idea 2: Event recaps and community spotlights

If you sponsor a race, host a wellness fair, or speak at a local organization, write a short recap post on your website.

Include:

  • Photos (if allowed)
  • A summary of what you did
  • Links to the event organizers or partner businesses


Then send the link to your partners and say:

“Here is a recap of the event we did together in case you want to share or link to it.”

You are making it easy for them to reference you and your clinic.


Idea 3: Local “how to” and seasonal content

Examples:

  • “How to stay injury free during [local signature event]”
  • “How to prepare your body for the [City] marathon or 5K”
  • “How to protect your back during [local seasonal activity]”


When these become go to resources for local events and seasonal activities, organizers and local blogs are more likely to link to them.


Work With Local Media and Blogs

Local media and content creators are often looking for practical, expert advice, especially in health and wellness.

Consider:

  • Local newspapers and magazines
  • Community lifestyle blogs
  • Neighborhood news websites
  • Local mom or family-focused blogs
  • University or community college blogs and newsletters


You can pitch:

  • A recurring health column
  • A one-time article on a timely topic
  • Short expert quotes for stories they already plan to run
  • A “Q and A with a local expert” feature


Frame your pitch around what their readers will gain. For example:

“With back to school coming up, I would love to share an article with five simple posture and backpack tips for kids in [City]. We see many preventable issues from poor backpack habits and I can provide a short, practical article that your readers can put into action right away.”

If they feature you, that usually includes a short bio and a link back to your clinic website.


Turn Community Involvement Into Online Visibility

Many clinics are already very involved offline. The missing piece is translating that activity into online signals.

Here is a quick checklist of community involvement that can often become links:

  • Sponsoring sports teams
  • Donating to school auctions
  • Supporting charity events
  • Hosting blood drives, health fairs, or wellness days
  • Providing gift certificates for raffles
  • Offering free talks or workshops


For each activity, ask:

  • Does the organization have a website?
  • Do they have a sponsors page, donors page, or event page?
  • Will they list the clinic as a sponsor with a link back to the website?


If the answer is yes, be ready to send:

  • Your logo
  • A short description of your clinic
  • The correct website URL


You can also showcase your involvement on a “Community” page on your own site. That page can then be referenced and linked to when local organizations talk about their partners.


How to Evaluate a Good Local Link Opportunity

Not every possible link is worth chasing. Use a simple filter to decide what is worth your time.


Ask yourself:

  • Is it relevant?
    Does this website have a logical connection to your clinic, your patients, or your local community?
  • Is it reputable?
    Does it look like a real organization with real contact info and helpful content or does it look spammy?
  • Is it local or niche relevant?
    Local organizations, professional associations, and niche health and wellness sites are usually strong targets.
  • Would I want my patients to see us featured here?
    If the answer is no, skip it.


If something feels shady, such as “we will link to you from hundreds of websites if you pay us,” trust your instincts and stay away.


Make Link Building Manageable With a Simple System

You do not need to turn link building into a full time job. A simple 90 day plan can help you build momentum without burning out.

Month 1: Quick wins

  • Make your four lists: partners, local businesses, organizations, vendors
  • Identify 10 to 20 high-priority contacts where a link would be logical
  • Draft a basic email template for each type of contact
  • Reach out to 3 contacts per week


Month 2: Directories and content

  • Audit your existing directory and association listings
  • Fill in missing profiles for key associations and local business directories
  • Create one local resource guide or one strong city-specific blog post
  • Share that post with relevant local partners


Month 3: Community and media

  • Identify 2 or 3 community events to support or get involved with
  • Publish at least one event recap or community spotlight post on your site
  • Pitch one article or expert quote to a local media outlet or local blog

If you stay consistent with this framework, your local link profile will become stronger over time.


Tracking Your Progress

You do not have to track every link in detail, but a simple system will help you see what is working.

Use a basic spreadsheet with columns for:

  • Website or organization name
  • URL where the link is or will be
  • Type (partner, directory, event, media, etc)
  • Date requested
  • Date link went live
  • Notes


On the analytics side, keep an eye on:

  • Organic traffic from your city and nearby cities
  • Changes in rankings for “[service] + [city]” and “near me” searches
  • Referral traffic from specific local sites that link to you


You can use tools like Google Analytics and Google Search Console, along with any easier dashboards you already rely on. Even if each site sends a small amount of traffic, the overall authority from those links can lift your entire local visibility.


Final Thoughts: Turn Relationships Into Rankings

Local link building is not about gaming the system. It is about:

  • Showing Google that your clinic is a trusted part of the local community
  • Turning real-world relationships and activity into online authority
  • Creating content and partnerships that genuinely serve your patients and neighbors


You can start small by:

  • Tapping into your existing referral network and partners
  • Making sure your directory and association listings are complete
  • Creating useful local content that others want to reference
  • Leveraging community involvement and working with local media


You do not need to implement every idea at once. Pick one or two strategies that feel easiest, get those in motion, then layer in more over time.

With the right local link-building plan, your clinic can show up more often in search, earn more trust, and turn more online searches into booked appointments.

Related Resources: 

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