You can control exactly what shows up on the first page of Google when someone searches for your business name by 'piggybacking' on big, powerful websites. This is called parasite SEO, and it’s the fastest way to push bad reviews or competitor pages off the front page so you can win more enquiries. Instead of waiting months for your own site to climb the ranks, you use the authority of sites like LinkedIn, Medium, or local directories to grab those top spots for you.
Look, I’ve sat in plenty of cafes around Brisbane with business owners who are fuming because a single bad review from three years ago is the second thing people see when they search for their company. It’s not fair, but Google doesn’t care about fair. Google cares about what it thinks is relevant and 'authoritative.'
If your own website isn't quite strong enough yet to dominate every single result on page one, you need to start using other people's websites to do the heavy lifting.
What is parasite SEO anyway?
Don't let the name put you off. It sounds a bit dodgy, like something a virus would do, but in the marketing world, it’s just being smart.
Think of it like this: If you’re trying to get a message out to everyone in Paddington, you could stand on your front porch and yell (that’s your own small website). Or, you could pay for a massive billboard on Given Terrace (that’s parasite SEO).
You’re basically taking your content and putting it on a website that Google already trusts implicitly. Because Google loves these 'giant' sites, any page you create on them will often rank near the top of search results within days, rather than the months it takes for a standard intro to SEO.
The 'Bad Review' Nightmare: A Real-World Example
We had a client—a local service business—who had a run-in with a nightmare customer. This customer wasn't just unhappy; they were on a mission. They posted a long, scathing (and mostly made-up) rant on a third-party forum. Because that forum had been around since 2005, it shot straight to position #2 when you Googled the business name.
Our client was losing bookings every single week. People would hear about them, Google them to find the phone number, see the rant, and go elsewhere.
We didn't try to argue with the forum. We didn't send legal threats that would’ve cost five grand in lawyer fees. Instead, we went on the offensive. We created high-quality profiles and articles on five different high-authority platforms: LinkedIn, Medium, a major industry directory, and a couple of others.
Within three weeks, those five new pages occupied positions 2, 3, 4, 5, and 6. The nasty forum post? It got bumped to the bottom of page one, then eventually to page two where nobody ever looks.
💡 Quick take: You can’t always delete what people say about you, but you can definitely make sure nobody ever finds it by burying it under better content.
Why your own website isn't always enough
I love a good website. We build them all the time. But even the best website is just one result on Google. If there are ten spots on the first page, and you only own one of them, you’re leaving nine spots open for other people to talk about you.
Some of those might be good, like your Facebook page. But some might be 'Best 10 Plumbers in Brisbane' lists where your competitors are listed higher than you.
By using parasite SEO, you’re effectively 'squatting' on those other nine spots. You’re making sure that when a potential customer looks you up, they see your website, your LinkedIn, your glowing feature on a local news site, and your professional profile on an industry hub. It makes you look like a much bigger deal than you might actually be.
"Lisa Nguyen's take — Stop obsessing over just your homepage and start thinking about the other nine spots on the search page that you're currently handing over to your competitors for free."
— Lisa Nguyen, Digital Strategy Consultant
The best places to 'host' your content
Not all websites are created equal. If you put an article on your mate's blog, Google won't care. You need the heavy hitters.
Here’s where we usually start for our clients: 1. LinkedIn: Not just for job hunting. LinkedIn 'Articles' rank incredibly well for business names. 2. Medium: A massive blogging platform that Google absolutely adores. 3. YouTube: Google owns it, so obviously they show YouTube videos in search results. A video titled '[Your Business Name] - What our clients say' is gold. 4. Local Directories: Think Yellow Pages, True Local, or niche industry sites.
When you set these up, you aren't just ticking a box. You’re building a wall around your reputation. It’s a similar logic to how you’d try to show up on Google Maps—you want to be everywhere the customer is looking.
Is this a waste of money?
Honestly? It depends on your industry. If you’re a solo gardener and everyone finds you through word of mouth, you probably don’t need to spend much time on this.
But if you’re in a competitive space—like legal services, high-end renovations, or any trade where the average job is worth thousands—your reputation is everything. One bad result on page one can cost you fifty grand in lost work over a year. In that case, spending a bit of time or money to own the first page is the best investment you’ll ever make.
It’s a lot cheaper than a defamation lawyer, and it actually helps you get more customers by showing them multiple 'proof points' that you’re a legitimate business.
How long does it take to see results?
This is the best part. Standard SEO is a marathon. Parasite SEO is a sprint.
Because you’re using sites that Google already crawls every few minutes, your new pages can show up in search results in as little as 48 hours. We usually tell our clients to give it a month to see the full 'shuffling' effect where the bad stuff starts dropping and the good stuff stays put.
✅ What to do: Search your business name in an 'Incognito' window right now. Look at the first 10 results. If you don't own at least 7 of them, you’ve got work to do.
Don't forget the basics
While you’re busy colonising other websites, don't forget to keep your own house in order. Make sure your Google Business Profile is active and you're actually asking your happy customers for reviews.
Parasite SEO is about defense, but a steady stream of 5-star reviews on your main profiles is your best offense. If you combine the two, you become virtually bulletproof online. No disgruntled ex-employee or grumpy competitor can touch you if you own the narrative.
What should you do first?
If you’re worried about your online reputation, or you just want to look more professional when people search for you, here is your game plan:
1. Audit the first page: See what’s there. Is it you, or is it a bunch of random stuff? 2. Claim your profiles: If you don't have a LinkedIn company page or a Medium account, go set them up today. Use your exact business name as the title. 3. Write some helpful content: Don't just post 'We are the best.' Write an article like '5 things to ask before hiring a plumber in Brisbane' and post it on Medium or LinkedIn. 4. Link back to yourself: Always put a link back to your main website. It helps your main site's authority too.
If this sounds like too much mucking around, or you've got a specific 'bad' result you need to disappear, we can help you sort it out properly.
Drop us a line at Local Marketing Group and we'll take a look at what people are seeing when they Google you. We’ve helped plenty of Brisbane businesses take back control of their first page, and we can do the same for you.