How to Turn 'Best of [City]' Awards Into High-Authority Local Backlinks

The Real Value of a Local Award Isn't the Plaque

You won 'Best Plumber in Austin.' Congratulations. You bought a table at the gala, took a photo with a minor local celebrity, and put a shiny sticker on your front door. But if you didn't get a backlink from the publication's website, you left the most valuable part of that award on the table.

For local businesses, winning a local award is one of the most reliable ways to earn a high-authority, geographically relevant backlink. Local news outlets, lifestyle magazines, and radio stations possess massive domain authority in your specific city. When they link to your website, they pass that authority to you, signaling to Google that you are a trusted local entity.

Why Local Awards SEO Works

Google's local algorithm craves relevance and prominence. A link from a national directory is fine, but a link from your city's oldest newspaper is a massive trust signal. This is the core of local link building.

How to Execute the Local Awards SEO Playbook

1. Audit Your Past Wins

Before you launch a new campaign, look backward. Did you win an award three years ago? Go to the publication's website and find the winner's list. If your business is listed but not linked, you have an easy win. Email the editor: "Hi [Name], we were honored to win Best Roofer in 2023. I noticed our website isn't linked on the winner's page. Could you add a link to [URL] so your readers can easily find us?"

2. Optimize Your Nomination Campaign

When a new "Best Of" contest opens, don't just ask for votes blindly. Use your email list, SMS campaigns, and user-generated content to drive nominations. According to Amsive's guide on local backlinks, promoting voting through email and social channels is critical because award programs often feature listing pages for nominees, not just winners.

3. Claim Your Winner's Profile

Many local magazines use third-party software to run their contests. When you win, you are often given a basic profile page. Do not leave this blank. Fill out your Name, Address, and Phone number (NAP) exactly as it appears on your Google Business Profile. Add a unique description, and most importantly, ensure your website URL is correct.

4. Create a Dedicated 'Award Winner' Page

Don't just link to the publication; make them want to link to you. Create a page on your site celebrating the win, thanking your customers, and detailing why you won. This gives the publication a specific, highly relevant page to link to rather than just your homepage.

The Bottom Line

Stop treating local awards as just a PR exercise. They are a foundational local SEO strategy. By ensuring every nomination and victory results in a digital footprint, you turn a one-night celebration into years of organic search traffic.