The Link Building Playbook For Local Businesses: Chris Panteli

Who Is Chris Pantelli and What Is Linkify?

Chris is the co-founder of Linkify, an agency specializing in high-quality, high-DR (domain rating) backlinks acquired through editorial and PR strategies. He’s been running it for about four years, helping companies of all sizes (from affiliate marketers to SaaS and local service businesses) secure top-tier media coverage. In short, Chris knows how to earn links, rather than buy them—and that makes all the difference in how Google (and your customers) perceive your business.

From Fish and Chips to Digital PR

Before diving into digital PR, Chris actually ran a family-owned fish and chip shop for a decade! Rising costs, fierce competition, and changing consumer habits sparked his interest in making money online—specifically through affiliate marketing. As he built his own affiliate sites, he discovered the power of HARO (Help a Reporter Out) for securing high-authority backlinks. This evolved into a full-blown business when others noticed the amazing links he was landing (think Forbes, Business Insider, The New York Times) and wanted in on the action.

Why Digital PR Matters More Than Ever

It’s no secret that off-page SEO (especially link-building) is crucial for ranking on Google and other search engines. But traditional “buy a bunch of links” tactics can be risky. With digital PR, you’re:

• Building true authority by being cited in reputable media outlets.

• Boosting brand awareness because people see your name in popular publications.

• Future-proofing your SEO as Google increasingly values “expertise” and “trustworthiness” in its ranking algorithm.

Local service businesses, in particular, often overlook the power of digital PR. But if you’ve ever done a Google search for roofers, plumbers, or pest control in your city, you know the competition is intense. One way to stand out? Earn editorial links and show that top news outlets trust you as an expert.

Why Local Service Businesses Are Primed for PR

You might be thinking: “I’m not a celebrity—why would any journalist care about me?” The truth is, the local service sector (think pest control, plumbing, HVAC, roofing) offers endless angles for news stories:

• Seasonal tips: “How to prevent frozen pipes this winter” or “The top five summer pests invading Chicago homes.”

• Extreme weather tie-ins: If a major storm hits your region, local news outlets will be hunting for expert commentary.

• Personal expertise: Often, you have 10, 20, even 30 years of hands-on experience. That’s priceless knowledge journalists want to tap into.

Your regional know-how also makes you extremely valuable. If a new pest appears after a heatwave, or your city’s dealing with record-low temperatures, you’re the perfect source for a local news segment or an online article offering expert advice.

Getting Started with Digital PR

If you’re totally new to this, here’s the quick rundown:

1. Inbound Requests (Expert Commentary)

Platforms like HARO used to be the go-to for journalists seeking experts—though HARO is now transitioning to other formats and spin-offs like SOS (Source of Sources). Essentially, reporters post what they need (“Looking for a plumber to discuss winterizing homes”), and you reply with your insights. If they use your quote, you often earn a link back to your site.

Pro Tip: There are several HARO alternatives, such as Response Source, PressPlugs, and even Twitter (#JournoRequest). Sign up and check them daily. It’s a small time investment that can yield high-value backlinks.

2. Outbound Pitches (Proactive Outreach)

Here, you build a targeted list of journalists who might be interested in a specific story you create—like data you’ve compiled on local pest trends or safety tips for new homeowners. You reach out to them directly with a press release or pitch. If you can tie it to something newsworthy (like a weather event or local holiday), it has an even better chance of being picked up.

Building a Media List:

• Search your local news sites for articles related to your niche (“pest control in Chicago”).

• Find the authors of those articles and note their email addresses or Twitter handles.

• Pitch them a fresh angle or updated data on a similar topic.

The Power of Earned Media Over Paid Links

“Paid links” are often guest posts or features you can simply purchase on another website. That might sound quick and easy, but you run the risk of low-quality placements that don’t move the SEO needle (and can even hurt your rankings long-term).

Editorially earned media is a whole different ball game. Because the site is quoting you as an expert, Google recognizes the link as authentic and trustworthy. That signals you’re a credible authority, not just someone throwing money at a random blog for a link.

Future Outlook: Personal Branding and AI

Personal Branding

If you’re willing to step in front of a camera or pen a few articles under your name, that personal brand will strengthen your company’s brand. People trust people—so if they see you on social media giving quick pest control tips or read your comments in the local paper, they’re far more likely to pick up the phone and call you when a problem arises.

AI and Search

With the emergence of AI-driven search (like Bing Chat and Google’s evolving search), it’s vital to show real-world authority. Being cited in recognized publications could be a factor in how AI chatbots choose which businesses to recommend.

Final Thoughts

Digital PR isn’t reserved for household names or giant corporations. As a local service business owner, you already have unique expertise that journalists crave. Whether it’s sharing tips for homeowners or reacting to a big weather event in your city, earned media can catapult your credibility and help you dominate both traditional and AI-driven search.

Big thanks to Chris Pantelli for dropping some serious PR knowledge. If you want to learn more about his work, visit Linkify.io or connect with Chris on LinkedIn (search for “Christopher Pantelli”).

Remember: Off-page SEO is about more than just links. It’s about building a recognizable brand, establishing expertise, and staying competitive in an ever-changing digital landscape. Let’s get out there and earn some media!

P.S. Check out the full episode here: