Why Most Online Stores Struggle to Get Noticed
I’ve sat down with dozens of business owners across Brisbane—from boutique gift shops in Paddington to equipment suppliers in Rocklea—who have the same frustration. They’ve spent thousands of dollars building a beautiful online store, but the only people visiting it are their mum and a few loyal customers who already know their name.
They aren't getting new customers. They aren't seeing the sales they expected.
Most of the time, it’s because their shop is invisible. If someone searches for "leather work boots Brisbane" or "organic baby hampers," their website is buried on page 10 of Google. Let’s be honest: nobody ever goes to page 10. If you aren't on page one, you're basically out of business in the eyes of a new customer.
Getting your store to show up when people search for what you sell isn't some dark art. It’s about making it easy for Google to understand what you sell and proving that you are a trustworthy business.
This guide is for the person running the business. I’m not going to bore you with technical jargon. I’m going to show you how to actually build a profitable store by doing the things that actually result in more money in your bank account.
Step 1: Find Out What Your Customers Are Actually Typing
Before you change a single word on your website, you need to know what your customers are searching for. I see businesses get this wrong all the time. They use fancy industry names for their products that nobody actually uses.
If you sell "Ergonomic Lumbar Support Devices," but everyone is searching for "comfy office chairs," you’re missing out.
How to do it for free:
1. Google Search: Start typing your product into Google. See what the "auto-complete" suggestions are. Those are real things people are searching for right now. 2. Look at the bottom of the page: Scroll down to the "People also ask" or "Related searches" section. This is a goldmine for understanding the questions your customers have. 3. Check your competitors: Look at the big players in your industry. What words are they using in their headings? They’ve likely paid a lot of money to figure this out, so there's no harm in taking a leaf out of their book.The Goal: Pick one primary phrase for every category and every product. Don't try to be everything to everyone on one page. One page = one specific product or category.
Step 2: Make Your Product Pages Work Harder
Most small business owners just copy and paste the description provided by the manufacturer. This is a massive mistake.
First, Google hates duplicate content. If 50 other shops have the exact same description, Google has no reason to show yours over theirs. Second, manufacturer descriptions are usually boring and technical. They don't sell the benefit of the product.
The Winning Formula for a Product Page:
The Heading: Include the name of the product and the main search phrase you found in Step 1. The Description: Write like you're talking to a customer in your shop. Why should they buy this? What problem does it solve? If you're selling a raincoat, don't just say it's "waterproof polyester." Tell them it will "keep you bone-dry during a Brisbane summer thunderstorm." Photos: Use high-quality images. If your photos look like they were taken in a dark garage, people won't trust you. Give them multiple angles and show the product in use. The Review Factor: People trust other people more than they trust you. Show reviews prominently. To get more people to trust you, you need to show that others have bought from you and had a great experience.Step 3: Organise Your Shop Like a Real Store
Imagine walking into a hardware store where the hammers are next to the seeds, and the paint is hidden in the back office. You’d walk out in two minutes.
Google works the same way. It wants to see a logical structure.
Categories: Group your products into clear categories (e.g., Men’s Shoes, Women’s Shoes, Kids’ Shoes). Sub-categories: If you have a lot of products, break them down further (e.g., Men’s Shoes > Running Shoes). Simple Links: Your website addresses (URLs) should be easy to read. Good: yourstore.com.au/mens-running-shoes Bad: yourstore.com.au/product/category-123/p=9876
Step 4: Speed and Mobile—The Non-Negotiables
In 2024, if your website is slow, you are losing money. Period.
Most of your customers are looking at your store on their phone while they're on the bus or waiting for a coffee. If your site takes more than three seconds to load, they are gone. They’ll click the "back" button and go to your competitor who has a faster site.
Google also prioritises sites that work perfectly on phones. If the buttons are too small to click or the text is tiny, Google will penalise you.
What to do: Open your website on your own phone. Try to buy something. Is it easy? Is it fast? If it’s frustrating for you, it’s costing you sales from your customers.
Step 5: Stop Leaving Money on the Table
Once you've got people coming to your site through Google, you need to make sure you’re making the most out of every visitor.
One of the biggest mistakes I see Brisbane e-commerce owners make is letting a customer buy one item and leave. If someone is already at the checkout, they are in the mood to buy. This is the perfect time to offer them a deal.
I often recommend smart ways to bundle products to increase your average sale value. If someone is buying a pair of leather boots, offer them the leather conditioner at a small discount right there. It doesn't cost you much more in shipping, but it adds to your profit margin immediately.
Step 6: Prove You’re the Expert (The Blog)
I know, I know. You’re busy. You don’t have time to write. But listen: Google loves fresh content.
If you sell fishing gear, write a post about the "Best Fishing Spots in Moreton Bay." When someone searches for those spots, they find your website. They see you know your stuff. Then, when they need a new rod, who are they going to buy from? The anonymous big-box retailer or the local expert who gave them the best fishing tips?
Write about things your customers care about. Answer their common questions. It doesn't have to be Shakespeare; it just has to be helpful.
Common Pitfalls: What’s a Waste of Money?
I’ve seen plenty of business owners get burnt by "SEO experts" promising the world. Here’s what to avoid:
Guaranteed #1 Rankings: Nobody can guarantee this. Google changes its mind too often. If someone promises you the top spot for a flat fee, run. Buying Links: You might hear about "backlinks." Some people will offer to sell you 1,000 links for $50. These are usually from dodgy, low-quality sites. Google will eventually find out and might even ban your site from search results entirely. Over-optimising: Don't write for Google; write for humans. If your text reads like "We sell the best Brisbane plumbing supplies for Brisbane plumbers who need plumbing tools in Brisbane," it looks like spam. Google is smart enough to see through that, and your customers will hate it.
How Long Until You See Results?
This is the part most people don't want to hear: This takes time.
You aren't going to see a flood of sales tomorrow. Generally, it takes 3 to 6 months of consistent effort to start seeing your rankings move and your traffic increase.
Think of it like a gym membership. You can't go once and expect a six-pack. You have to put in the work, but once the results start showing, they tend to stick around for a long time. Unlike paid ads, where the traffic stops the second you stop paying, the work you do now on your store will keep bringing in customers for years.
Your Action Plan for This Week
Don't try to do everything at once. You'll get overwhelmed and do nothing. Start here:
1. Test your site on your phone. If it's slow or hard to use, fix that first. Talk to your web person or look at your platform settings. 2. Pick your top 5 products. Rewrite the descriptions to be more helpful and include the words people actually search for. 3. Add a "Reviews" section. Reach out to five recent happy customers and ask them for a quick quote you can put on your site.
Need a Hand?
Running a business in Brisbane is hard enough without trying to keep up with every change Google makes. At Local Marketing Group, we help local businesses cut through the noise and get real results—more enquiries, more sales, and more profit.
If you want to stop guessing and start growing, we’re here to help. We don't do fluff; we do marketing that makes you money.
Ready to grow your online store? Contact Local Marketing Group today.