Why Most Brisbane Businesses Fail at Getting Noticed Online
If you’ve ever sat down with a beer and tried to figure out why your competitor in Chermside or Indooroopilly is always at the top of Google while you’re stuck on page three, you’ve probably heard the term "backlinks."
Most marketing people make this sound like rocket science. They talk about "link equity" and "domain authority." Let’s cut the rubbish. A link is just a digital shout-out. When another website links to yours, they are telling Google, "Hey, these guys are the real deal. You can trust them."
Google is like a massive popularity contest. If a high-quality, local website vouches for you, Google moves you up the rankings. If you move up the rankings, you get more phone calls. It’s that simple.
But here is the problem: most business owners get sold a pup. They pay some bloke overseas $500 to get them 1,000 links. By next month, their website has disappeared from Google entirely. Why? Because those links were spam. Google isn't stupid. It knows the difference between a genuine recommendation from a local Brisbane chamber of commerce and a bunch of fake links from a "link farm" in Eastern Europe.
In this guide, I’m going to show you how to get real websites to vouch for you so you can get more phone calls without wasting your hard-earned cash on spam.
The Real-World Impact: A Northside Landscaper’s Story
Last year, we worked with a landscaping business based out of Stafford. They had a great website, but they weren't getting any enquiries. They were invisible.
They had previously spent $2,000 on a "SEO package" from a big agency that promised the world. That agency built hundreds of links on weird websites that had nothing to do with landscaping or Brisbane. The result? Zero new customers.
We changed the strategy. We focused on getting just five high-quality, local mentions. We got them listed on a prominent Brisbane home renovation blog, a local community directory, and a supplier's "where to buy" page.
The result: Within three months, they went from 2 enquiries a month to 15. They didn't need thousands of links; they needed five people who actually mattered to say they were good at their job. This is the core of improving your search presence the right way.
What is "Spam" and Why Will It Kill Your Business?
I want to be blunt here: if someone offers you a "link building package" for a few hundred dollars that promises a specific number of links, run the other way.
Spam links are like fake reviews. Eventually, you get caught. When Google catches you using spammy tactics to trick them, they don't just give you a slap on the wrist. They remove your website from search results. For a small business, that’s a death sentence.
Common traps to avoid: Private Blog Networks (PBNs): These are groups of fake websites built just to link to people. Google hates them. Comment Spam: Those annoying bots that leave comments on blogs saying "Great post! Visit my plumbing site." Cheap Directories: Sites that exist only to list thousands of businesses and have no actual readers.
How to Get Real Links (The Practical Way)
If you want to grow your business, you need to think like a local leader, not a computer programmer. Here are the strategies that actually work for Brisbane small businesses.
1. The "Supplier Shout-out"
This is the easiest win for any tradie or retail shop. You buy materials, right? Whether it’s timber, tiles, or wholesale coffee beans, your suppliers have websites.Most suppliers have a "Stockists" or "Our Partners" page. If you aren't on it, you’re leaving money on the table. Call your rep. Tell them you’ve been a loyal customer for years and ask if they can put a link to your website on their "Where to Buy" or "Recommended Installers" page.
Why this works: It’s a highly relevant link. Google sees a massive tile manufacturer linking to a local tiler and thinks, "Yep, that makes sense."
2. Local Sponsorships
Do you sponsor the local footy team in Coorparoo? Do you donate to the school raffle? Most of these clubs and schools have websites.When you give them $500 for a jersey sponsorship, don't just settle for your logo on a fence. Ask them to put your logo and a link to your website on their "Sponsors" page.
The cost: Whatever the sponsorship costs (which you’re likely already paying). The result: A powerful ".org.au" or ".edu.au" link that tells Google you are a pillar of the Brisbane community.
3. Borrowing Authority from Big Sites
You don't always have to build your own empire from scratch. Sometimes, you can use big websites to get in front of customers faster. This means getting featured on sites like the Courier Mail, local news sites, or major industry directories like Houzz or TrueLocal.If you do something noteworthy—like giving away free services to a family in need or hitting a 50-year business anniversary—tell the local paper. A single link from a news site is worth more than 10,000 spam links.
4. The "Helpful Expert" Strategy
If you’re a mortgage broker or a lawyer, you know stuff that regular people don't. There are dozens of Australian lifestyle and business blogs looking for expert quotes.When a journalist writes an article about "How to save for a deposit in Brisbane," they need a quote from an expert. If you provide that quote, they’ll link to your site. This takes time, but it positions you as the go-to person in your suburb.
How Much Does This Cost?
Let’s talk turkey. Real link building isn't cheap because it requires a human being to pick up the phone or write an email.
DIY: Cost is $0, but it will take you 5-10 hours a month of chasing people. If your time is worth $100/hr, that’s $1,000 of your time. Local Agency: A reputable Brisbane agency will likely charge between $1,500 and $4,000 a month for a proper campaign that includes content and outreach. The Cheap Option: $500/month. This is almost always spam. You’re better off burning that money in a BBQ; at least the BBQ will keep you warm.
How Long Until You See Results?
This is not an overnight fix. If you need leads tomorrow morning, go buy some Google Ads.
Real link building is like planting a fruit tree. You won't get fruit next week. Usually, it takes 3 to 6 months to see your rankings start to climb and your phone start to ring more often. However, unlike ads, once you stop paying, the results don't vanish instantly. Those links keep working for you for years.
Your 3-Step Action Plan
I know you're busy, so here is what I would do if I were running your business today:
1. Audit your suppliers: Make a list of every company you buy from. Check their websites. If they have a "Partners" page and you aren't on it, email them today. 2. Check your local clubs: If you’ve donated money to a local charity or sports team in the last 12 months, check if they’ve linked to you. If not, ask nicely. 3. Google yourself: See who is currently ranking for your services in Brisbane. Look at where they are mentioned. If they are in a local business directory you’ve never heard of, go get yourself listed there too.
What Most People Get Wrong
Most business owners think they need to be "everywhere." You don't. If you are a plumber in Morningside, you don't need a link from a fashion blog in New York.
Focus on relevance and location. A link from a local Brisbane hardware store is worth gold. A link from a random blog about Bitcoin is worth nothing to you.
Also, stop worrying about the "technical" side. You don't need to know how the link is coded. You just need to know that a reputable website is sending people your way. If the website looks like something a human would actually read, it’s probably a good link. If it looks like a mess of ads and weird text, stay away.
Summary: Is It Worth It?
In the long run, yes. It is the only way to stop being a slave to expensive ads. When you have other websites vouching for you, Google trusts you. When Google trusts you, you get the lions' share of the free traffic.
It’s the difference between chasing customers every single day and having them find you while you’re out on a job or spending time with the family.
If you’re tired of being invisible and want a strategy that actually moves the needle for your Brisbane business, we can help. At Local Marketing Group, we don't do spam. We focus on real strategies that get your phone ringing.
Ready to grow your business? Contact us at Local Marketing Group and let’s get to work.