Why Your Website Isn't Enough Anymore
If you’re running a business in Brisbane—whether you’re a sparky in Chermside or a lawyer in the CBD—you’ve likely noticed something frustrating. You spend thousands on a beautiful website, you wait months for it to show up on Google, and yet, when you search for your services, you’re buried under a mountain of giant directory sites, news articles, and national brands.
Most marketing experts will tell you to just "be patient" and keep tweaking your site. I’m here to tell you that’s a slow way to make money.
There is a faster way. It involves "borrowing" the authority of giant websites that Google already trusts to get your name in front of customers. In the industry, people call this "parasite SEO," but I prefer to call it leveraging big players.
This isn't about being a pest; it’s about putting your business where the eyeballs already are. If you can’t beat the giants in the search results, you might as well hitch a ride on their back.
In this guide, I’m going to show you how to use other people's websites to get more phone calls, how to stop bad reviews from ruining your name, and why this is the fastest way to see a return on your marketing spend.
The Reality of Google in 2024
Let’s be blunt: Google has changed. It used to be that a local business could write a few good pages and land on page one. Today, Google prioritises massive sites like Yelp, True Local, Yellow Pages, and major news outlets.
If you are trying to rank your small business website for a competitive term like "best plumber Brisbane," you are fighting an uphill battle. It’s like trying to win a drag race in a Toyota Corolla against a Ferrari.
Instead of trying to make your Corolla faster, why not just put your branding on the side of the Ferrari?
When you use other high-traffic platforms to host your content, you benefit from their "power." Google trusts them, so Google shows them. If your business is featured prominently on those pages, you get the customer. It’s that simple.
This approach is a core part of a solid SEO strategy because it focuses on where the traffic actually flows, rather than just hoping your own site will eventually perform.
Quick Win #1: Use High-Authority Directories Properly
Most business owners treat directories like a chore. They fill out the name, address, and phone number and never look at it again. That is a wasted opportunity.
Sites like Localsearch, Yellow Pages, and True Local have massive amounts of "clout" with Google. Often, when someone searches for a service, a "Top 10" list from one of these sites appears.
How to make money from this:
1. Identify the winners: Search for your service + your suburb (e.g., "Accountant Indooroopilly"). Look at which directory sites appear on the first page. 2. Don't just list, dominate: If a specific directory is ranking #2 on Google, don't just take the free listing. Sometimes, paying $50 a month to be the "featured" business on that specific directory page is better than spending $2,000 on Google Ads. 3. Keyword-rich descriptions: Don't just say "We do accounting." Use the language your customers use. Talk about "tax returns," "business advisory," and "SMSF audits."I’ve seen a landscaper in Logan double his enquiries just by optimising his profile on a trade-specific directory that was already outranking his own website. He stopped fighting the system and started using it.
Quick Win #2: The "Guest Article" Shortcut
This is where you write (or pay someone to write) an article for a local news site or a major industry blog.
Why does this work? Because a site like The Courier Mail or even a high-traffic community blog has more "trust" in Google’s eyes than your business site ever will. If you get an article published there titled "5 Things to Check Before Hiring a Roofer in Brisbane," and that article links to you, two things happen:
1. The article itself might rank #1 for people looking for roofing advice. 2. People read the article, see you as the expert, and click through to your site.
This is a great way to stand out in search results because you aren't just another blue link; you're a featured expert on a site the customer already knows.
Protecting Your Name: Reputation Management
What happens when someone searches for your business name? Try it right now. Go to Google and type in your company name.
If you see your website, your Facebook page, and your Google Business profile, you’re doing okay. But what if a disgruntled ex-employee or a nightmare customer wrote a nasty blog post about you? Or what if a competitor is using your name to steer people to their site?
Reputation management is about owning the first page of Google for your own name.
You want to make sure that when a potential customer looks you up to see if you're legit, they see nothing but positive, professional information.
How to "Flood" the First Page:
To keep the bad stuff off page one, you need to fill those ten spots with things you control. Here is the checklist of what you should set up immediately:LinkedIn Company Page: Google loves LinkedIn. It will almost always rank on page one for your name. YouTube Channel: Even if you only have two videos of you explaining your services, the channel will rank. Facebook and Instagram: Ensure the handles match your business name exactly. ProductReview.com.au: This is huge in Australia. If you don't claim your profile, you can't respond to critics. Medium or Substack: These are free blogging platforms. Create a profile, write one post about your business history, and it will likely show up when people search for you.
By occupying these spots, you leave no room for negativity to creep in. It’s a defensive wall around your brand.
The "Best Of" Strategy
Have you ever noticed those articles titled "7 Best Gyms in Brisbane Southside"?
Those articles are gold mines. People who search for those terms are ready to buy. They are literally looking for a recommendation.
Most of the time, the people who write those articles are just looking for content. If you find an article like that and your business isn't on it, send the author a polite email. Tell them who you are, what makes you unique, and offer them a reason to include you (like a free trial or a discount code for their readers).
Getting added to an existing, high-ranking article is one of the fastest ways to get more phone calls without spending a cent on advertising.
Is This a Waste of Money?
Let’s talk turkey. Should you pay for "sponsored content" or "featured listings" on other sites?
Yes, if: The site already ranks on page one for a keyword that makes you money. The site is relevant to Brisbane or your specific industry. The cost is less than what you’d pay for the equivalent clicks on Google Ads.
No, if: The site looks "spammy" or is full of pop-up ads. The site has no traffic (ask for proof of visitors if you're unsure).
- They promise you "thousands of backlinks" for $50. That’s a scam and will get you penalised by Google.
Common Mistakes Brisbane Businesses Make
I’ve been doing this for a long time at Local Marketing Group, and I see the same three mistakes over and over again:
1. Ignoring the "Niche" Sites: Everyone wants to be in the big papers, but sometimes a small, highly specific site like a "Brisbane Mums" blog or a "QLD Tradie Forum" will send you better customers who are ready to spend. 2. Not Updating Information: There is nothing worse than a customer finding you on a directory site only to find your phone number is disconnected because you moved offices two years ago. If you change your details, you have to update them everywhere. 3. Being Too "Salesy": When you write content for other sites, don’t just scream "BUY NOW." Provide value. If you’re an electrician, write about "How to save $500 on your summer cooling bill." People will naturally want to hire the person who saved them money.
How Long Until You See Results?
Unlike traditional SEO, which can take 6 to 12 months to really kick in, leveraging other websites can work in days or weeks.
If you get featured in a high-traffic article today, you could see phone calls by Friday. If you claim and optimise a directory listing that is already on page one, you are essentially skipping the queue.
Your Action Plan
You’re busy, so here is exactly what I want you to do this week to get more customers:
1. Search for your service + your city. Identify the top 3 directory or list-style websites that appear. 2. Claim your profiles on those sites and fill them out completely with high-quality photos of your work. 3. Google your own business name. If you see gaps or negative results, create a LinkedIn or YouTube profile to start pushing that stuff down. 4. Reach out to one local blogger or news site and offer to provide an expert tip for their next article.
Summary
You don't need to be a technical genius to win at Google. You just need to be smart about where you put your time and money. By using the "power" of larger websites, you can get your Brisbane business in front of more people, faster, and for less money than traditional advertising.
Stop waiting for your website to be perfect. Start putting your business where the customers are already looking.
Need help getting your business to show up where it matters? At Local Marketing Group, we specialise in getting Brisbane businesses more calls and more jobs without the technical fluff.