Stop Buying Dodgy Links: How to Get Real Customers Instead

Most of what you’ve been told about links is rubbish

Look, I’m going to be straight with you. If you’ve ever paid an agency for a "link building package" and received a spreadsheet full of websites you’ve never heard of, you’ve been ripped off.

I see it every week here in Brisbane. A plumber or a lawyer comes to me, frustrated because they’ve spent thousands of dollars, but the phone isn't ringing. When I look under the hood, I see their site is linked to from "The Daily News Blog" in some country they couldn't point to on a map.

Google isn't stupid. They know that a local sparky in Paddington has no business being mentioned on a random Russian tech blog.

In this game, most people focus on quantity. They want 50 links, 100 links, 500 links. But for a small business? That’s a one-way ticket to getting your website blacklisted.

We do things differently. We focus on real-world connections that tell Google you’re a legitimate, trusted business in your community. That’s how you get more local calls without throwing your hard-earned cash down the drain.

What is a 'link' anyway and why should you care?

Think of a link like a digital word-of-mouth recommendation.

If the best builder in Brisbane tells a homeowner, "Hey, use this electrician, he’s the best in the business," that carries weight. Google works the same way. If a respected local website links to yours, Google thinks, "Right, these guys must be the real deal."

When you have enough of these "recommendations" from the right places, Google pushes you to the top of the search results.

But here’s the kicker: A recommendation from a dodgy bloke at the pub who everyone knows is a liar actually hurts your reputation. It’s the same with bad links. If you associate your website with spammy, low-quality sites, Google will treat you like a spammer.

The Case Study: How one local business stopped the spam and started winning

I want to tell you about a client we worked with recently. For the sake of their privacy, let’s call them Jim. Jim runs a family-owned service business. When he came to us, he was paying another agency $2,000 a month for "SEO."

Every month, they sent him a report showing "10 new backlinks created."

Jim was happy at first. The numbers were going up. But his enquiries? Dead flat. He was basically paying for a fancy-looking spreadsheet that did absolutely nothing for his bank account.

We looked at those links. They were all on "Private Blog Networks"—basically fake websites built just to sell links.

We told Jim to fire the other agency. Then, we spent the next six months cleaning up the mess and building links that actually mattered.

Step 1: We looked at who he already knew

Most business owners forget they already have a network. Jim had suppliers he’d used for twenty years. He had local sports teams he sponsored. He had mates in related trades.

We didn't go out and buy links. We picked up the phone.

We reached out to his main supplier—a big national brand—and asked if they had a "Find a Dealer" or "Recommended Installer" page. They did. We got Jim listed there. That’s a high-authority link from a relevant industry site. You can't buy that for $50 on a freelance site.

Step 2: We went local (The Paddington Strategy)

Jim’s office is in a specific pocket of Brisbane. We looked for local community hubs.

There was a local business association and a community news site. We didn't just ask for a link; we gave them something useful. Jim wrote a quick 500-word piece on "How to spot a dangerous electrical fault in old Brisbane Queenslanders."

They loved it. They published it and linked back to his site.

Suddenly, Google saw that a local Brisbane authority was vouching for Jim. His rankings for "electrician [his suburb]" jumped from page four to the top of page one in three weeks.

Step 3: We focused on 'Ready to Buy' customers

We didn't just want any traffic. We wanted people who needed a sparky now.

By getting Jim mentioned on local directory sites and industry-specific blogs, we weren't just tricking an algorithm. We were putting his name where people actually look. This is the core of how to get customers ready to buy. It’s not about being everywhere; it’s about being in the right places.

Why "Cheap" SEO is the most expensive thing you’ll ever buy

I get it. You get emails every day promising "First page of Google for $499."

It’s tempting. But honestly? It’s a scam.

To do this properly, it takes time. It takes a human being researching your industry, finding real opportunities, and actually talking to other people.

If an agency is charging you $500 a month, they aren't doing that. They’re using software to blast your link onto thousands of junk sites.

Eventually, Google catches up. They’ll hit your site with a penalty, and you’ll disappear from search results entirely. Then, you’ll have to pay someone like me five times as much to fix it.

If you want to know what it really takes to rank without the shortcuts, check out my complete guide for Australian businesses. It lays out the reality of the situation.

How to spot a link-building scam in 30 seconds

If you’re talking to a marketing person and they say any of the following, run for the hills:

1. "We guarantee 20 links a month." Real link building is unpredictable. You can't guarantee a number because you’re dealing with other human beings who own other websites. 2. "We have our own network of sites." This is code for "We own a bunch of junk sites that Google is about to ban." 3. "The DA (Domain Authority) of these links is 50+." DA is a made-up metric by a software company. Google doesn't use it. You can easily fake a high DA score on a trash website.

Instead, ask them: "Can you show me three links you’ve built for a client that I can actually click on and read?"

If they can't show you a real article on a real website that looks like it was written for humans, they’re full of it.

Three things you can do this week to get better links

You don't need a marketing degree to start. If you’ve got a bit of time, you can do this yourself.

1. The Supplier Audit

"Hey [Name], we’ve been using your gear for years and love it. If you ever need a testimonial or a case study for your site, I’d be happy to provide one (and you can link to us)."

They get marketing material; you get a gold-standard link.

2. The Local Legend

Ask for a mention on their "Sponsors" page. It’s a local link, it’s relevant, and it’s earned.

3. The Helpful Expert

Write down the answer. Seriously, just 300 words. Send it to a local community Facebook group or a local news site. Tell them they can use it as a guest post.

My Honest Take on Timelines

This isn't an overnight fix. If you start building real links today, you might not see a massive jump in phone calls for three to six months.

That’s the part most agencies hide. They want to sell you the "quick win."

But the quick win is a house of cards. Real link building—the kind that builds a moat around your business so competitors can't touch you—takes time.

But once you’re there? You stay there. You aren't constantly looking over your shoulder wondering when Google’s next update is going to wipe you out.

Is it worth the money?

If you’re a local business in a competitive suburb—say, a roofer in Coorparoo or a lawyer in the CBD—you need links. You can have the prettiest website in the world, but if nobody is "vouching" for it via links, Google will keep you on page ten.

But don't spend a cent on links until your website is actually set up to handle the calls. There’s no point paying for traffic if your site is slow or doesn't work on a phone.

Let’s have a real chat about your marketing

Look, I know this stuff can be a headache. You’re busy running a business, not worrying about "backlinks" and "referring domains."

If you’re tired of the monthly reports that don't mean anything and you just want more people calling your business, we should talk.

At Local Marketing Group, we don't do the spammy stuff. We focus on what actually moves the needle for Brisbane businesses. No fluff, no jargon, just results.

If you want us to take a look at your site and tell you—honestly—what’s working and what’s a waste of money, get in touch with us here: https://lmgroup.au/contact.

We’ll grab a coffee (or a beer) and figure out a plan that actually makes you money.