Google Is Crushing Anchor Links: The New Local SEO Link Strategy (2026)

Local SEO Link Building Strategies

The Importance of Links in 2026

• Local businesses still need links for SEO success in 2026, although strategies have evolved over the years.

• Joy Hawkins emphasizes that the methods for acquiring links today differ significantly from those used three years ago.

Changes in Link Building Practices

• Three years ago, Hawkins conducted an extensive study on link types that drive rankings, identifying four key criteria. One significant factor was anchor text.

• Guest posting with anchored links was a prevalent strategy; however, recent core updates have penalized sites heavily relying on such links. This has led to a decrease in acceptable quantities of anchored links from potentially hundreds to as few as five or ten.

Risks Associated with Anchor Text Links

• Hawkins expresses concern about the current risks of using exact match anchor text links due to aggressive core updates that can negatively impact rankings rather than just neutralizing them. She notes instances where sites ranked worse after acquiring these links.

• There is now a strong recommendation to limit the number and frequency of exact match anchor text links due to their potential negative effects on small businesses' rankings following recent updates.

Impact of Core Updates on Small Businesses

• The latest core updates have disproportionately affected small businesses, leading to significant ranking drops across various sectors like home services and legal practices. Many sites employing aggressive link-building tactics were particularly vulnerable during these updates.

• Hawkins highlights specific industries impacted by these changes, including cleaning companies and electricians, noting dramatic declines in their online visibility post-update. She has observed this trend firsthand through site audits conducted recently.

Observations on Marketing Methods

• A contrasting marketing method discussed involves "compact keywords," which focuses on creating numerous pages targeting buyers directly rather than answering general questions—this approach reportedly yields better conversion rates compared to traditional SEO methods focused solely on content creation for queries.

Compact Keywords: A New Approach to SEO

Overview of Compact Keywords Course

• The course, Compact Keywords, is a 13-hour deep dive into sales through SEO, with an average lesson length of 15 to 30 minutes.

• A customer praised the course for its dense information, stating it condenses years of experience into concise lessons without filler.

Benefits of Using AI in SEO

• The speaker describes feeling empowered by the knowledge gained from Compact Keywords, likening it to acquiring a "new superpower."

• Emphasizes that the course teaches how to set up an SEO funnel that generates long-term sales and is less labor-intensive than traditional methods.

Discussion on Anchored Links

• The speaker expresses caution regarding anchored links in press releases after consulting with various press release services.

• They decided against using anchored links due to potential liabilities associated with widespread distribution across multiple sites.

Press Release Services Utilized

• The speaker mentions using three different press release services for varied distribution; one notable service is AB Newswire which can get placements in major outlets like USA Today.

• They are considering testing additional services for important announcements but have not yet tried them.

Insights on Local Business Link Building

• It’s noted that local businesses do not require extensive link building compared to larger entities.

• A case study reveals a client who purchased 400 links from a link-building agency saw their traffic diminish over time despite initial gains.

Disavow Testing and Algorithmic Penalties

• The speaker discusses testing disavowing links for a site that has been penalized algorithmically, questioning if this action will yield any positive results.

• They reflect on past experiences with penalties and express interest in understanding whether disavowing harmful links can help recover rankings.

Changes in Manual Actions and Penalties

• Reference is made to insights shared by Charles Float about manual actions becoming more permanent; he no longer receives them as frequently as before.

• The discussion highlights a shift towards algorithmic handling of penalties rather than manual interventions by Google.

This structured summary captures key discussions and insights from the transcript while providing timestamps for easy reference.

Branded Traffic and Local Pack Rankings

Impact of Core Updates on Local SEO

• Discussion on branded traffic remaining stable despite core updates, indicating that local pack rankings are unaffected.

• Confirmation that local pack rankings for businesses remain strong even after core updates, contrasting with organic search results.

• Theoretical exploration of using anchored links to boost local pack rankings while accepting potential risks in organic performance.

• Caution against risky strategies that could lead to penalties from Google if they change their approach to local pack rankings.

Effective Link Strategies for Local SEO

• Emphasis on the importance of niche links at both local and industry levels as effective for improving local SEO.

• Mention of high-ranking niche sites in specific industries (e.g., legal), which can significantly enhance visibility when linked.

Importance of Awards in Local Search

• Discussion about the rising significance of award sites, particularly due to their influence on AI-generated search results.

• Observation that winning awards may outweigh traditional metrics like Google reviews in certain queries, impacting ranking outcomes.

Strategies for Obtaining Award Mentions

• Suggestion to utilize AI tools like ChatGPT to identify awards won by competitors and opportunities available for recognition.

• Insight into the varying quality of awards; some are legitimate while others operate on a pay-to-play basis without distinction by Google.

Future Considerations and Risks

• Acknowledgment that current strategies may not be sustainable long-term; caution advised regarding reliance on easily obtainable awards.

Understanding the Value of Awards and Media Mentions

The Impact of Awards on Marketing

• Discussion on the effectiveness of weak awards: Even low-value awards can provide some marketing benefits, as clients often cannot discern their significance.

• Importance of third-party validation: Being recognized as "the best" by a third-party site can enhance credibility, especially if that site has good organic rankings.

• Promotion strategies for awards: Once an award is received, it should be widely shared across various platforms to maximize visibility and traffic.

• Perception vs. reality: Consumers often do not differentiate between meaningful and meaningless awards; a well-presented award can still attract attention.

Challenges with Local News and Media Mentions

• Difficulty in measuring media mentions: While media mentions may help build authority, their direct impact on rankings is hard to quantify.

• Earned media's low priority: Due to measurement challenges, earned media is often deprioritized in link-building strategies despite its potential benefits.

Leveraging Local News Relationships

• Building journalist relationships: Establishing connections with local journalists can lead to ongoing stories that drive referral traffic.

Reddit as a Marketing Tool

• Evolving Reddit strategy: A shift towards genuine engagement rather than spammy promotions; moderation efforts are crucial for maintaining community integrity.

• Long-term approach to Reddit marketing: Building a user profile and providing helpful advice takes time but yields sustainable results over quick wins.

SEO Considerations with Reddit Engagement

• Ranking threads on Google: Engaging in relevant discussions early can help ensure visibility when those threads rank on search engines.

• Patience required for results from Reddit efforts: It may take one to two years before seeing significant leads or client acquisition from this platform.

SEO Insights and the Role of AI in Traffic Generation

The Impact of AI on Business Leads

• Discussion on how diverse thoughts and ideas are shared within the SEO community, particularly through platforms like Reddit.

• Notable increase in traffic and sales attributed to AI leads, with a higher closing rate compared to other sources. The exact origin (YouTube or Reddit) remains uncertain due to overlapping influences.

Attribution Challenges in Marketing

• Difficulty in measuring the true value of leads from different platforms, highlighting that leads from Reddit may also influence AI-generated leads.

• Comparison between YouTube and Reddit as top platforms for visibility; both are essential for small businesses despite differing levels of effort required.

Barriers for Small Businesses

• Emphasis on the challenges small businesses face when creating video content for YouTube, leading to lower engagement compared to easier-to-use platforms like Reddit.

• Acknowledgment that while both platforms are valuable, many businesses find it easier to engage with Reddit due to its lower entry barriers.

Future of Social Platforms

• Reference to Barry Schwartz's comment about "parasite platforms" potentially losing influence over time; concerns about Reddit's future stability compared to YouTube's enduring presence.

• Discussion on how human moderation keeps Reddit relevant amidst concerns about spam and quality control.

Quality Control and Community Engagement

• Importance of human moderation in maintaining quality on community-driven platforms like Reddit; contrasts with other social media sites filled with low-quality content.

• Mention of Dig’s relaunch under co-founder Kevin Rose but skepticism regarding its ability to replicate Reddit’s success without effective moderation.

Link Building Strategies for Budget-Constrained Businesses

• Suggestion for initial link-building strategies: leveraging personal networks by asking friends or business contacts for recommendations on their websites.

• Highlighting the importance of niche sites for link building, noting that some industries may lack specific resources.

Link Building Strategies for Small Businesses

Challenges in Link Building

• Many platforms for listing as an insurance agent are becoming pay-to-play, reducing visibility unless fees are paid.

• Local partnerships and charity donations can provide link opportunities, but they often come with costs.

• Local news coverage is typically not free; businesses need something newsworthy or may have to pay for mentions.

The Importance of Natural Links

• A case study reveals a home service business received numerous links without paying, yet the unnatural pattern led to penalties from Google updates.

• Caution is advised against acquiring too many anchored links from similar businesses, as it may appear manipulative.

Budget Considerations in Link Acquisition

• Small businesses don’t need extensive link building budgets; even minimal links can yield success if done correctly.

• For those with limited funds but ample time, focusing on social media growth can enhance online presence and improve rankings.

Social Media's Role in SEO

• Engaging content on social media can positively impact Google rankings when it generates user engagement (likes, comments).

• An example of a plumber gaining traction through YouTube illustrates how social signals can influence search engine performance.

Effective Link Building Tactics

• Time investment is crucial; small businesses should consider reviewing other local businesses to gain backlinks through testimonials.

• Offering testimonials to related services (like real estate agents or lawyers) can lead to reciprocal linking opportunities.

Common Mistakes in Link Building

• Many small businesses misunderstand the nature of links; not all links are beneficial. Poorly chosen links can harm rather than help their SEO efforts.

• Recognizing good versus bad links requires specialized knowledge that many business owners lack, leading to potential penalties.

Understanding Link Building and Metrics

The Importance of Experience in Link Analysis

• The speaker emphasizes that experience is crucial for evaluating links, stating that one can discern good from bad links through familiarity with various sites.

• Many people mistakenly rely on Domain Authority (DA) as a metric, which the speaker dismisses as ineffective, noting that even high DA sites can negatively impact rankings.

Key Metrics for Evaluating Sites

• The primary metric recommended by the speaker is the number of organic pages indexed in Ahrefs, indicating overall site health and ranking potential.

• However, this metric may not be relevant for LLM visibility; some sites may perform well despite low organic page counts or high spam scores.

Overlooked Link Opportunities

• Press releases are highlighted as an underutilized tool; initially dismissed by the speaker but later recognized for their effectiveness due to changing algorithms favoring them.

• The success of press releases depends on execution—how they are structured and what content is included matters significantly.

Frequency and Strategy of Press Releases

• Businesses can benefit from regular press releases about various updates (e.g., new articles or partnerships), but caution against excessive frequency to avoid detection by Google.

• A steady stream of press releases is beneficial since they have a short lifespan online; however, small businesses should be strategic about their volume.

Risks Associated with Link Building

• Google's algorithms are designed to catch unnatural link-building practices. Rapid increases in referring domains could signal suspicious activity to Google.

• All forms of link building are essentially "buying links," whether directly or indirectly through SEO services. This reality poses risks if detected by search engines.

Caution with Anchored Links

• The speaker advises against using anchored links in press releases due to potential penalties from algorithm updates linked to such practices.

• There’s a focus on long-term brand investment rather than risky short-term strategies; maintaining a safe approach is essential for sustainable SEO success.

By structuring these notes around key themes and insights while providing timestamps, readers can easily navigate through the content and grasp critical concepts related to link building and SEO strategies.

Link Building Strategies for Local Businesses

Risk Management in SEO

• The speaker expresses a cautious approach to SEO, emphasizing the risks associated with core updates that can negatively impact clients' websites.

• There is a preference for low-risk strategies over high-risk ones, especially for small businesses that could face significant consequences from algorithm changes.

Link Building for Multilocation Businesses

• For multilocation businesses, it is recommended to focus on building links to individual location pages rather than just the brand page.

• The speaker suggests that not all citations are necessary; focusing on core directories like Facebook and Yelp is more effective than accumulating numerous citations.

Importance of Consistency in Business Name Listings

• Inconsistencies in how a business name appears online can lead to issues with AI-driven search results, particularly affecting visibility on Google.

• Variations such as using "LLC" inconsistently can create problems; even minor differences (like capitalization) have been shown to affect search outcomes significantly.

Ghost Listings and Their Implications

• The emergence of "ghost listings"—where a business name appears without reviews or links—highlights the importance of consistent information across platforms.

• These ghost listings often arise from mismatches between a business's website and its Google Business Profile, indicating the need for careful management of online presence.

Designing a Repeatable Link Building System

• A simple link-building system should include multiple strategies that can be repeated monthly.

• Writing content for related businesses (e.g., realtors collaborating with moving companies) is highlighted as an effective strategy over traditional guest posting.

• Engaging with journalists and earning media coverage can provide valuable backlinks without strict limits on quantity or anchor text requirements.

• Press releases are suggested as another method, though their frequency should be limited (e.g., quarterly).

• Acquiring other brands presents opportunities for link building but requires strategic planning regarding how those sites are utilized.

Introduction and Guest Overview Who is Joy Hawkins?

Guest Introduction

• The host expresses gratitude for Joy Hawkins' appearance on the show, highlighting her presence in various platforms.

• Joy mentions that Sterling Sky has a strong online presence, particularly on YouTube, Reddit, and their website (sterlingsky.ca).

• She emphasizes her availability across multiple social media platforms, encouraging listeners to connect with her wherever they prefer.

Previous Episode Reference

• The host references Joy's previous episode on the podcast, suggesting it was well-received and covered a variety of topics.

• Joy reflects on the content of her first episode but admits she doesn't recall specific details about their discussion.

Closing Remarks Thanking the Audience

Acknowledgments

• The host thanks viewers who watch on YouTube and listeners tuning in via Spotify or Apple Podcasts.

• He notes that this is episode 979 of "The Edward Show," indicating the show's longevity and ongoing engagement with its audience.