When map results drive most of your revenue, your link strategy needs to match that reality. Our testing across dozens of local campaigns shows a clear pattern: geographic relevance moves map pack rankings far more than traditional topical links. Topical authority still matters—but if your business depends on Maps visibility, you should prioritize links that anchor your brand to the local ecosystem. Here's how to rethink your SOP and build links that directly influence map performance.
Table of Contents
Topical links versus geographic links — the simple rule
Think of links in two buckets. The first bucket is topical links. These come from sites that share your niche or industry. Topical links push organic rankings the most, and they help maps a little.
The second bucket is geographic links. These come from local sites, local news, chambers of commerce, and other neighborhood sources. Geographic links push maps the most, and they also give a small lift to organic.
Links with topical relevance mostly influence organic but have a slight influence on maps. Links with geographic relevance mostly influence maps but still help organic a little.
How we noticed geographic links mattered
We ran many competitive backlink analyses. Each month we looked at the top five organic competitors and the top five in the map pack. Over time a pattern showed up. Many top map pack winners had links from local sources. Some had weak topical backlink profiles but still ranked well in maps because of those local links.
It took time to see it. At first the backlink profiles looked messy. But when we flagged local links, the pattern became clear. Either a larger number of local links or one strong link from a local site often set them apart.
Got SEO Questions? Get answers every week at 4pm ET at Hump Day Hangouts. Ask questions ahead of time, or live – just go to: https://semanticmastery.com/hdho (bookmark this!) 10+ years of insights given every week!
Get your checklist to help get better results with GBPs, faster.
What testing showed
We ran tests on our own lead generation sites. For months we had focused on topical link building. Then we tried a round of only geographic links on some assets and watched results. The map pack rankings improved more than organic rankings did. Organic still gained ground, but the biggest jump was in maps.
One clear data point from our long-term work with tree contractors helps explain why this matters. Over many years and thousands of leads, about 70% of leads came from the map pack, about 20% from organic search, and about 10% from ads. Search results have changed since we first measured this, but for services where a map pack appears, maps still tend to deliver the most leads.
How this should change your link building SOP
We do not recommend throwing away topical link work. Instead, we suggest shifting the mix based on where your leads come from.
If maps deliver most of your business, put more budget and effort into geographic links. If organic drives most sales for your niche, keep the focus on topical links. In many local businesses, maps matter more, so the balance should tilt toward geographic links.
How much should you shift?
- For map-first businesses: Aim to build more geographic links than topical ones. Try a 60/40 or 70/30 split in favor of local links.
- For organic-first businesses: Keep a topical focus but add local links as a steady supplement.
- Test and measure: Start with a plan, run it for a few months, and check maps and organic performance. Adjust based on what moves the needle.
Where to get geographic links
Building geographic links is not fancy. It is about being visible in the local web ecosystem. Here are practical places to look:
- Local news sites and community blogs
- Chamber of commerce listings and local business groups
- Local sponsorships and event pages
- Local directories and niche directories with local versions
- Partner sites such as suppliers, trade groups, or local vendors
- Local resource pages from other small businesses or non profits
Quick link building checklist for map pack focus
- Run a competitive backlink analysis for map pack winners in your area.
- Flag local links in their profiles and note common sources.
- Create a mix plan that favors geographic links if maps drive your leads.
- Pursue local citations, news mentions, partnerships, and sponsorships.
- Keep building topical links to support organic visibility.
- Measure map pack and organic changes monthly and adjust the plan.
Practical examples
A tree service company in a city may win maps rankings with links from the city parks department, a local news article about a storm cleanup, and the chamber of commerce. Their topical link profile might be thin, but those local links show Google the business is part of the local ecosystem.
A plumber might get strong map pack lifts from a sponsorship mention on a school site, a link from a local home improvement blog, and a supplier who lists them as a preferred contractor. Topical blogs help organic, but those local ties push maps.
What to measure
Track these metrics to know if your link mix is working:
- Map pack rankings for target queries
- Organic rankings for the same queries
- Lead volume and lead source breakdown (maps, organic, ads)
- Number and quality of local links added each month
FAQs
Will focusing on geographic links hurt organic rankings?
Not usually. Geographic links help maps the most but they also give a small lift to organic. You should not stop topical link building entirely. Keep some topical work in your plan to support organic performance.
How many local links do I need to rank in the map pack?
There is no fixed number. Some competitors have many small local links. Others have one or two strong local links that matter more. Focus on quality local sources and steady growth rather than chasing a number.
Should we stop building topical links if maps are our main goal?
No. Topical links help organic and support overall site authority. If maps drive most leads, shift more resources to geographic links but keep topical links as part of the long-term plan.
What are quick wins for geographic link building?
Reach out to local news sites for small story mentions, join local business groups, sponsor an event, or get listed on local resource pages. These moves are low cost and often yield links with strong geographic relevance.
Closing thoughts
If the map pack brings most of your leads, your link building playbook should reflect that. We suggest adding more geographic links while keeping an eye on organic performance. Test changes, measure lead sources, and keep a steady approach. Local links tend to tilt map rankings in your favor, and that often means more calls, more jobs, and more revenue.