Backlinks Explained: A Plain English Guide for Trade & Construction Businesses
If you’ve ever heard the phrase “backlinks” and wondered what on earth they are, this guide is for you. No jargon, just simple explanations and real‑world examples for trade and construction businesses.
What is a backlink?
A backlink is simply a link from someone else’s website to yours.
If a supplier, directory, or local organisation has your logo or business name on their site and you can click through to your website, that clickable link is a backlink.
Think of it like a recommendation:
When another site links to you, they’re effectively saying, “We trust this business enough to send visitors their way.”
Google sees those links and treats them like votes of confidence in your business.
The more genuine, trustworthy sites that “recommend” you with a link, the more confident Google feels about showing your business higher up in search results.
Why backlinks matter for trade businesses
If you’re a roofer, electrician, builder, plumber or any other trade, your website is often competing with dozens of others in your area.
Backlinks help you:
Show up higher in local search results
When Google sees strong, relevant links pointing to your site, it’s more likely to show you when someone searches “roofer near me” or “kitchen fitter Horsham”.
Build trust with Google and customers
A link from a recognised site, such as a trusted trade directory, a well‑known supplier, or a local association, is a sign you’re a real, established business.
Get more of the right visitors
Good backlinks don’t just help rankings. They also send people to your site from places where your ideal customers already spend time.
In short, good backlinks can mean more visibility, more clicks, and ultimately more enquiries.
Simple examples of backlinks
Here are three common backlink examples for trade and construction businesses:
Supplier or merchant pages
You buy materials from a local or national supplier, and they have a “Trusted Installers” or “Approved Contractors” page. If your name appears there with a clickable link to your website, that’s a backlink.
Trade directories and review sites
Websites like Checkatrade, TrustATrader, Houzz, Rated People or local business directories often let you include your website. That website field is usually a backlink, so it sends traffic directly to your site and signals to Google that you are a legitimate business.
Local organisations and associations
You might sponsor a local football team, belong to the local chamber of commerce, or be part of a trade association. When they list you on their website with a link to your site, that’s another backlink helping your visibility.
Most trade businesses already have a few backlinks without realising it. The opportunity is to get more of the right ones.
Good backlinks vs “bad” backlinks
Not all backlinks are equal. Some help your business, and some can actually cause problems if they look spammy or manipulative.
Good backlinks
Good backlinks usually have these qualities:
They come from relevant websites. For example: merchant suppliers, trade associations, local directories, partner businesses, and local organisations.
They are on real, trustworthy sites. The site has proper content, looks like a real business or publication, and isn’t obviously full of adverts and random links.
They make sense to a human. If a customer clicked that link, they’d think, “Yes, this is a sensible place to find this business.”
Risky or “bad” backlinks
Risky backlinks often have these warning signs:
They come from unrelated, spammy sites that talk about everything and nothing, or exist purely to sell links.
The site has lots of links and very little useful content.
Someone has promised you “hundreds of backlinks overnight” for a low fee.
A few odd links won’t usually kill your rankings, but building lots of unnatural links can put you on the wrong side of Google’s guidelines. When in doubt, ask: “If Google didn’t exist, would I still want this link because it sends real people to my website?”
If the honest answer is no, it’s probably not a link worth chasing.
How many backlinks do you need?
There isn’t a magic number, but a few principles are helpful:
Having some strong, relevant backlinks is better than having none.
Quality matters more than quantity. Ten solid links from good sites beat one hundred links from poor‑quality sites.
The “right” number depends on your local competition. If your competitors have zero backlinks, even a handful of good ones can put you ahead.
Think of backlinks like reputation in your town. You don’t need everyone to know you, but you do want the right people talking about you.
Easy first steps to get more backlinks
You don’t have to become a full‑time SEO expert to start improving your backlink profile. Here are some simple, practical steps:
Check where you’re already mentioned
Search your business name in Google and look for places where you’re listed but not linked (e.g., a supplier list or community page). Ask those sites politely if they’ll turn your name into a clickable link to your website.
Review your existing profiles
Make sure your website is added to every profile you have: trade directories, social media business pages, local business listings, associations, etc.
Leverage your business relationships
Ask suppliers to include you on “trusted installer” or “recommended contractor” lists.
Ask partner businesses to link to you on their website (and you can link back to them if appropriate).
Get involved locally
Sponsoring events, supporting local clubs, or joining business groups often leads to your logo and a link on their website. It’s good for the community and good for your online visibility.
These are all natural, honest ways to earn backlinks that make sense to both Google and your customers.
Where backlinks fit into your overall marketing
Backlinks are one piece of the puzzle, alongside:
A website that loads quickly and works well on mobiles
Clear content that explains what you do, where you work, and why people should choose you
Good reviews and a strong Google Business Profile
Regular photos, case studies, and updates that show you’re active and reliable
Backlinks don’t replace all of that, but they support it by signalling to Google and customers that other people trust your business enough to recommend it.
Final thoughts
Backlinks are not a dark art. They’re just links from other websites to yours. For trade and construction businesses, they’re a powerful way to:
Strengthen your reputation online
Improve your visibility in local search
Get more of the right people visiting your website
If you’re not sure where to start, begin with the relationships and organisations you already have. Often, there are quick wins sitting there waiting to become backlinks.
About the Author
John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.
In 2016, John transitioned into digital marketing as an it’seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.
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