Today, we unpack Gyi’s beloved catchphrase to see how “meh” he really feels about the significance of links in local SEO. Later—the strategic guide you need for top-knotch link building in 2025.

A whole lotta folks like to say links don’t really matter anymore, but are they right? In practice, the guys have seen the positive effects of link building for clients for many, many years, and it’s still a piece of the pie today. However, there’s a ton of misinformation out there, so Gyi and Conrad debunk the most common misconceptions to get you on track for optimized, relevant, business-building links. 

And, later, what’s working best for link building in 2025? The guys share some great stories of businesses who engaged their local communities through service, scholarships, sponsorships, and more—all while getting awesome PR and plenty of links. 

Room for dessert? Here's some exclusive bonus content from this week's episode: How to Get Your Website to Rank in ChatGPT Search | SEO Strategy | Lunch Hour Legal Marketing

The News:

• More mergers & acquisitions! Places Scout was purchased by Yext… so are we all in for some price jacking? Sigh. Probably. 


• ABA is standing up for the judiciary, and you should too: ABA condemns remarks questioning legitimacy of courts and judicial review
  


• Quit ruining our weekends, Googs. Sheesh. Google Confirms Business Profile Reviews Outage
  


• Super grateful to Ahrefs for this really well done post: Google Says "Links Matter Less"—We Looked at 1,000,000 SERPs to See if It's True
  

 Mentioned:

Google Cites Scholarship Links in a Manual Action Penalty

Suggested LHLM Episodes:

Is Link Building Worth It Anymore? || Top 10 Link Building Tips

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Chapters (Times Approximate)

(0:00 ) The Consummate One-Upsman

(3:26 ) The News: Places Scout, the ABA takes on Trump, & GBP Outage

(10:00 ) Busting Link Building Myths

(24:45 ) How To Create Backlinks For Your Website In 2025