Why Most Brisbane Business Owners Get Search Engines Wrong
If you’ve been running a business in Brisbane for more than five minutes, you’ve probably had your inbox flooded with emails from people promising to put you on the first page of Google for $99. Most of these people are selling you junk.
They talk about "backlinks" like they’re magic beans. Here is the reality: a link is just a digital vote of confidence. When a reputable website links to yours, they are telling Google, "These guys are the real deal; you can trust them."
In the marketing world, we call this link building. But for you, it’s just digital word-of-mouth.
If a local real estate agent in Coorparoo links to a local plumber’s website, Google sees that and thinks, "Okay, this plumber is active in the community and trusted by other professionals." As a result, when someone searches for "blocked drain Coorparoo," that plumber shows up higher. Higher rankings mean more clicks, more phone calls, and more money in the bank.
Most people get this wrong because they try to shortcut the system. They buy 5,000 links from a guy in a different country for fifty bucks. Google isn't stupid. They see those links coming from dodgy, unrelated websites and they'll actually penalise you for it. You won't just stay invisible; you might disappear from search results entirely.
To help you navigate this, I’ve put together a practical guide for Australian businesses that explains how the whole system works without the fluff.
The "Quick Wins" That Actually Move the Needle
You don’t need to be a computer whiz to do this. You just need to be a business owner who knows how to network. Here are the fastest ways to get these "digital votes" without spending a fortune or wasting hours at a desk.
1. The "Local Partner" Strategy
Think about the businesses you already work with. If you’re a builder, you work with electricians, tilers, and architects. If you’re a lawyer, you might work with accountants or real estate agents.The Action: Reach out to three businesses you have a good relationship with. Ask them to add a "Recommended Partners" page to their site or mention you in a blog post. In return, you do the same for them.
Why it works: It’s a genuine recommendation. Google loves seeing local businesses in the same city (like Brisbane or Ipswich) connecting with each other. It proves you are a legitimate part of the local economy.
2. Claim Your Local Directories (The Right Way)
I’m not talking about those weird, spammy directories no one visits. I’m talking about the ones that actually show up when people look for services.Yellow Pages / True Local: Old school, but Google still trusts them. Industry Specific: If you’re a tradie, get on Hipages or Word of Mouth. If you’re a cafe, make sure your Beanhunter or TripAdvisor profile links back to your site. Local Chambers of Commerce: Joining the Brisbane North Chamber of Commerce or similar groups usually gets you a high-quality link from their member directory.
3. Sponsoring Local Clubs
This is one of my favourite tactics because it helps the community while helping your business.I worked with a pest control company in Chermside that sponsored a local junior footy team for $500. They got their logo on the jerseys, but more importantly, they got a link from the club’s "Sponsors" page. That single link from a .org.au domain (which Google treats like gold) did more for their rankings than a $2,000 "marketing package" from a big agency ever did.
Stop Wasting Money on Content No One Reads
Many agencies will tell you that you need to write four blog posts a month to stay relevant. That is rubbish. If you’re a roofer, no one wants to read "The History of Terracotta Tiles." They want to know you can fix their leak before the next Brisbane storm hits.
Instead of high-volume fluff, focus on being the helpful expert. Create one page that answers the top 10 questions your customers ask you on the phone. When you provide actual value, other people naturally link to you as a resource.
If you find your old website pages aren't getting any traction, it's likely because they are outdated content that provides zero value to a modern customer. Clean that up first before you worry about getting new links.
How to Spot a Link Building Scam
If you’re looking to hire someone to help with this, you need to be able to smell a rat. Avoid anyone who says:
"We will submit your site to 1,000 search engines." "We have a private network of sites to link from." "We guarantee #1 rankings in 30 days."
These are all lies. Real growth takes time. Usually, you’ll start seeing a difference in your search position and phone enquiries within 3 to 6 months of consistent, honest effort. It’s a slow burn, but once you’re at the top, it’s much harder for competitors to knock you off.
The "Broken Link" Tactic for Busy Owners
This is a bit more advanced but very effective. Sometimes, local news sites or community blogs write about a topic related to your business, but the links they use are dead (the old business closed down or changed their website).
If you find a local Brisbane blog post about "Best Coffee in South Brisbane" and one of the links is broken, you can email the author:
"G'day, I noticed you mentioned [Old Cafe Name] in your article but that link doesn't work anymore. I've just opened [My Cafe] nearby and we’ve got a great menu online here if you’d like to update the link for your readers!"
It’s helpful, not pushy, and it gets you a high-quality link for free.
What’s a Waste of Money?
I’ve seen Brisbane business owners throw thousands down the drain on things that don't work. Here is what you should avoid:
1. Press Release Distribution: Unless you’ve actually done something newsworthy (like winning a major award or saving a local landmark), those "as seen on FOX, NBC, ABC" packages are worthless. Google knows they are paid placements and ignores them. 2. Comment Spam: Hiring someone to leave comments on other people's blogs with a link to your site. It looks desperate and it doesn't help your rankings. 3. Social Media "Signals": Buying likes or shares. While having a Facebook page is good for customer trust, buying 10,000 fake followers won't help you show up on Google.
If you’ve noticed your numbers are stalling, it’s often better to look at why traffic dropped rather than just buying more links to a sinking ship.
Your 30-Day Game Plan
If you want more phone calls by this time next quarter, here is exactly what I’d do if I were in your shoes:
Week 1: Make a list of 10 local businesses you know and trust. Call them and ask about a "partner" link exchange. Week 2: Search for your business name on Google. Find every directory you appear in and make sure your phone number, address, and website link are 100% identical on all of them. Week 3: Find one local charity, school, or sports club to support. Ask for a link from their website in return for your sponsorship. Week 4: Write one "Ultimate Guide" for your customers (e.g., "The Brisbane Homeowner's Guide to Preparing for Hail Season") and share it on your social media.
Is This Worth Your Time?
I get it—you’re busy. You’ve got staff to manage, jobs to quote, and a life to live. You might be thinking, "Can't I just pay for ads?"
You can. And Google Ads are great for quick wins. But the moment you stop paying for ads, the phone stops ringing.
Building these digital "votes of confidence" is an investment in an asset you own. Once you have a strong reputation with Google, you get "free" leads for years to come. It’s the difference between renting your customers and owning the well they drink from.
Most of what you read online about this is over-complicated rubbish designed to make agencies sound smart. At the end of the day, Google just wants to show its users the most trusted local business. If you spend your time proving you are that business—by connecting with other locals and providing real value—you will win.
Ready to get more calls without the tech-talk headaches?
At Local Marketing Group, we help Brisbane businesses grow by focusing on what actually works. No jargon, just results.
Contact us today to see how we can help you get found by the customers who are ready to buy right now.