Why Link Building Is a Waste of Time in 2025 (and What Actually Helps Local SEO)

If you're still paying for "SEO services" that build backlinks by spraying your business across random directories, it's time for a rethink. 

Link building used to be the gold standard in SEO - but those days are over, in 2025, it’s a waste of money.

Google’s algorithms are far too advanced to be gamed by mass-submitted listings or cheap backlinks.

If you’re paying someone to “build links” by injecting your business into every directory they can find, you’re likely wasting money - and possibly damaging your brand.

Citations & References not Meaningless Links

Rand Fishkin, founder of Moz and longtime SEO evangelist, recently said on The Digital PR Podcast:

“On behalf of the 17 years I spent trying to convince people they needed links injected in or PR wouldn't work, I'm truly sorry. Those days are long gone, and they were probably gone YEARS before I stopped advocating for links on stages and in my blog posts.”

Today, Google cares more about authenticity and local signals than raw links. Here's what actually helps:
✅ Mentions by trusted organizations - like your Chamber, Main Street, or tourism office
✅ Coverage in local media - radio, newspaper, or community magazine

✅ A verified profile on Locable - tied to a real community is automatically syndicated to participating local Chambers, Main Streets, tourism sites you have relationships with and featured on participating small business websites through our free and low-cost business directory tools

These real-world brand signals carry weight because they reflect trust and relevance. Spammy directories don’t.

What to do instead

If your agency or freelancer is still selling link building, it may be time to ask why - and who actually benefits.

Investing in Content Marketing to share examples from your business, clone your best customers and projects, or even improve hiring is far more valuable… It's a lot less effort and does a better job of helping your rank on Google while also driving more referrals and social media engagement.

We’ve even published a variety of local marketing plans based on our Marketing 3-4-5™ approach here you can access and use for free.

Better SEO starts with real community connections. It turns out, leveraging your experience and relationships is exactly what Locable is built for.