How Long Should You Wait Before Building Links to a New Domain?


We do not recommend waiting long before building links to a new domain. Instead, we start right away but with care. The timing is not the issue. The speed and method are. If we move too fast with direct, heavy links to the root domain, we can trigger search engine filters. But if we use brand-safe targets and build a local entity structure, we can get links and signals into the new project without risk.

Table of Contents

Quick answer

Do not wait to start building signals for a new site. Start immediately, but be conservative with link velocity. Use a press release and brand anchors first. Route link volume to an ID page and to the Google Business Profile instead of linking straight to the money site. This gives a safe path for link equity and helps the local entity form cleanly.

The local entity triangle we build

When we work on a local project, we think of three parts that make the whole local entity:

  • The money site. This is the main website that we own and control. It is the organic side.
  • The GBP. The Google Business Profile is the map and knowledge panel side.
  • The ID page. This is a page we host that acts as the connector. It ties the GBP and the money site together.

Years ago Google had a small website built inside the GBP. That acted like a bridge between the GBP and the money site. Google removed that feature. We now use an ID page to do the same work. The ID page becomes a hub that shows verified data, links, and proof for the location.

What is an ID page and how we build it

An ID page is a simple web page that proves the location and links the map profile to the main site. We build it so Google can clearly see the relationship between the GBP and the site. Here is what we put on an ID page:

  • NAP information: name, address, phone number, and website link.
  • An embedded map or the map image so a human and Google can see the location.
  • Links to product or service pages on the money site.
  • Links to any location or supporting pages that matter for that campaign.
  • A published Google Sheet full of supporting URLs that mention the business. Each URL is added with keyword-rich text when appropriate.
  • Local business schema with an @id that points to the ID page and sameAs attributes that list social profiles and other brand pages.

We also use a short, clear SEO title that reads like a statement linking the business name, service, and location. That helps Google form a neat entity association. We often call this a semantic triple or an entity association statement. Keep it simple and factual.

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Why the ID page matters

The ID page helps in two big ways. First, it is the safe place we can link to from high-volume sources like press releases. Second, it is where we consolidate proof and citations. That makes the entity stronger and gives Google clear signals about which pages belong to the location.

Press releases: how we use them on launch

Right after launch, a press release is natural. Businesses announce new locations all the time. A press release can get a lot of links fast. But we do not point those links directly at the money site. Instead, we do two things with a press release:

  • Link to the ID page using a brand anchor (just the business name).
  • Link to the Google Business Profile using brand plus the category as the anchor, and using the map share URL or a knowledge panel URL when the brand SERP is already well populated.

Why not link to the money site? A press release can push a lot of link volume quickly. If all those links go straight to the root domain on day one, it can look unnatural. Routing that initial volume to the ID page and to the GBP is a safe way to build brand signals without triggering velocity filters.

We pick the right GBP link based on the brand SERP. For a new campaign, the map share URL that opens the GBP in Google Maps is the right target. It points directly to the map profile and helps the map signals. If the brand search results on page one are already full of assets for the business, we can link to the knowledge panel URL instead. The knowledge panel link works when the first page is saturated with pages that clearly belong to the brand. In other words, use the knowledge panel when the brand SERP is clean and well filled with company assets.

Local finder, map search, and the old Google business website

There are three related but different things to know:

  • Map search is the Google Maps results and the GBP listings you see there.
  • Local finder is the pack of local websites and results you see inside normal Google search pages. Local finder pulls in website URLs linked to GBPs. You cannot rank in local finder without a website attached to the GBP.
  • The Google business website was an organic page built inside the GBP. It acted as a bridge between maps and organic search. Google removed those a while ago.

Because Google removed the internal GBP page, the ID page is our replacement. The ID page sits in the organic web but links directly to the GBP. That gives us the same bridging effect between maps and organic search that the Google business website used to provide.

How we reinforce brand search results

We want the brand search results on page one to clearly show pages that belong to the business. This helps when we link to knowledge panel URLs and when we want the GBP to look authoritative. Here is how we build that out:

  • Add the ID page and link to it from the money site and from other branded assets.
  • Add schema with an @id that points to the ID page. Use sameAs fields to list the brand profiles and the most important URLs.
  • Use GBP posts to link back to the ID page and other branded pages. These GBP posts help spoon-feed the association to Google.
  • Publish supporting assets and links that reference the brand name and location, and consolidate those URLs in the ID page Google Sheet.

Link velocity is the real thing to watch. We can start links the day the site launches as long as we are conservative. If we get many high-quality links in a short window all pointing to the root domain, that may look odd. So we use a measured approach:

  1. Start with brand-safe targets: ID page and GBP share or knowledge panel links.
  2. Use brand anchors for press releases and other volume sources.
  3. Slowly add contextual links to service pages and supporting pages over weeks and months.
  4. Only after the brand presence is fleshed out do we add a steady stream of links directly to money pages.

If we follow that path, we can get fast citations and entity alignment without burning a new domain. We have used the ID page strategy for years and have seen it work consistently.

Step-by-step launch checklist we use

  1. Buy the domain and set up the money site with a home page and a few service pages. Keep the site clean and correct NAP data.
  2. Create and verify the Google Business Profile for the location.
  3. Create the ID page and include NAP, map embed, links to key pages, and a published Google Sheet with supporting URLs.
  4. Add local business schema to the money site and set the @id to the ID page. Add sameAs entries for social and other brand pages.
  5. Publish a press release. Link to the ID page with a brand anchor. Link to the GBP map share URL or knowledge panel with brand plus category as the anchor.
  6. Build a small set of supportive citations to local directories and trusted sites. Add those URLs into the ID page Google Sheet.
  7. Use GBP posts to link to the ID page and to other branded content, reinforcing the associations.
  8. Gradually build contextual backlinks to service and location pages over time.

Common mistakes to avoid

  • Pointing lots of links straight to the root domain on day one. This can look unnatural.
  • Using keyword-rich anchors from press releases. Use brand anchors instead.
  • Skipping the ID page and relying only on the money site and GBP. That leaves the bridge missing and makes brand signals weaker.
  • Rushing link building at a pace that does not match normal business behavior. Be conservative and consistent.

Example scenario

Imagine we open a new plumbing business in a small town. We buy a domain, build a simple site, and set up the GBP. Next we make an ID page for that location. On launch we publish a press release. The press release links to the ID page with the business name and links to the GBP map URL with the anchor “Business Name plumber” or “Business Name plumbing company.” Over the next few weeks we add a few directory listings, post on the GBP, and publish a couple of helpful blog posts on the money site. We slowly start adding relevant backlinks to the service pages. By routing our initial links through the ID page and GBP, we avoid tripping filters and we build a clean brand footprint.

Final thoughts

We do not delay starting link work for a new domain. We start right away, but we route link volume into brand-safe places and we use the ID page as the connector. Press releases are a good first move if we use brand anchors. Keep link velocity conservative and build the brand SERP over time with schema, GBP posts, and supportive links. This gives the best chance for a new domain to gain trust and rank without risk.

How soon should we publish a press release after launching a new site?

Publish the press release as soon as the site and GBP are ready. Use brand anchors and point links to the ID page and the GBP map share URL rather than the money site. This gives a natural announcement signal without sending raw link volume to the root domain.

What anchor text should we use in press releases?

Use brand anchors for the ID page and brand plus category for the GBP link. Avoid keyword rich anchors to the money site on day one.

What is the difference between map search and local finder?

Map search shows Google Business Profiles in Google Maps. Local finder is part of normal Google search and shows websites tied to GBPs. You can rank in map search without a website attached, but you cannot rank in local finder without a website linked to the GBP.

Why do we use an ID page instead of linking directly to the site?

The ID page acts as a bridge and holds verified info and a list of supporting URLs. It is safer to route early link volume to the ID page and GBP. The ID page also helps schema and sameAs fields point to a single canonical ID, making the entity association stronger.

Yes, but only when the brand SERP on page one is fully populated with assets that clearly belong to the business. For new campaigns, start with the map share URL instead. Move to the knowledge panel once brand assets dominate page one.

Start slowly. After the ID page, GBP, and some brand assets are live, add a steady, natural stream of contextual links to service pages over weeks and months. Avoid a sudden burst of direct links to the root domain right after launch.