Getting other sites to link to you, without buying anything
What this fixes: Weak backlink profile · Far behind competitors on backlinks · No referring domains
Tick these off as you go. This page remembers where you got to, so you can come back to it another day.
When other websites link to yours, search engines treat it as a vote. A contractor site with almost no links will struggle against a competitor with many, no matter how good the site is. This is usually the slowest problem to fix, which is exactly why it should start now rather than after everything else.
Do not buy links. Paid link schemes are against search engine guidelines and the cheap ones are actively harmful.
Routes that work in this trade
Manufacturer and supplier pages. Contractor locators, dealer lists, case studies. If you have installed a lot of one brand, ask whether they feature contractor projects.
Local associations. Chamber, business groups, trade associations. Usually a membership you already pay for with a link you never claimed.
Charity and community work. If you build or maintain a feature for a school, church, park, or charity, they will almost always link to you from their site or a news post. Ask at the time.
Local press. A striking project is a story, especially an unusual one, a restoration, or something at a public place. Send photos and a short description to the local paper or a regional magazine. Pond builds photograph well, which is most of the battle.
Awards and industry recognition. Entering costs little, and entrants are usually listed publicly.
Suppliers and adjacent trades. Landscapers, pool companies, arborists, and outdoor living builders who do not do ponds are worth knowing. Referral relationships often come with a partners page link.
Being the source. When a question in this trade gets asked publicly, the person with the best written answer on their own site is the one who gets pointed at. That is what the content section of this toolbox is for.
What not to bother with
Blog comment links, forum signature links, article directories, and anything advertised as hundreds of links for a small fee. At best they do nothing.
A realistic pace
One or two real links a month, every month. Two years of that will beat almost every competitor in this trade, because almost nobody does it.