Why Small Businesses Struggle to Show Up on Page One
You’ve probably been there. You spend big money on a beautiful website, you wait months, and you still aren’t showing up on the first page of Google when someone searches for a "plumber in Coorparoo" or a "conveyancer in Brisbane CBD." Meanwhile, massive directory sites, news outlets, and national brands seem to own every top spot.
It’s frustrating. I’ve spoken to dozens of business owners across South East Queensland who feel like the deck is stacked against them. And honestly? It is. Google trusts big, established websites more than a small local site that was built last Tuesday.
But what if you stopped trying to fight those giants and started hitching a ride on them instead?
In the marketing world, some people call this "parasite SEO." I hate that name—it sounds dodgy. I prefer to think of it as Borrowing Authority. It’s about putting your business information on websites that Google already loves so you can get more phone calls without waiting years for your own site to climb the ranks.
The Shortcut to the Top of Google
Think of Google like a high-end restaurant with a very strict bouncer. Your new website is the person at the back of the queue. But a site like The Courier Mail, Yellow Pages, or even a well-known industry blog is the VIP who walks straight past the velvet rope.
By getting an article, a profile, or a feature about your business onto these "VIP" sites, you can show up at the top of search results in days, not months.
This is particularly powerful for showing up first when people are looking for services in your area. Instead of hoping your homepage ranks for "best electrician Brisbane," you can get featured in an article on a high-traffic site titled "The 5 Best Electricians in Brisbane."
When a customer clicks that result, they see your name at the top. You get the lead, and Google does the heavy lifting.
Protecting Your Reputation (And Your Profits)
There is a second, even more important reason to use this tactic: Reputation Management.
Every business owner’s nightmare is a disgruntled ex-employee or a nightmare customer leaving a nasty, one-star rant that shows up right at the top when someone Googles your business name. Even if the review is a total lie, it costs you money every single day it stays there.
I worked with a landscaper in Morningside who lost a $40,000 contract because the client Googled his name and found a nasty forum post from five years ago. It didn't matter that he had 50 other happy customers; that one bad result was the first thing they saw.
If you have "bad news" showing up for your name, you can’t just ask Google to delete it. They won't. Instead, you have to drown it out.
You use the "Borrowing Authority" strategy to create 10 or 15 positive pages about your business on big websites. Because these big sites are so powerful, they push the negative stuff down to page two or three of the search results. And let’s be honest—page two of Google is the best place to hide a dead body. Nobody ever looks there.
How Much Does This Cost?
Let’s talk brass tacks. This isn't a "free" strategy, but compared to the cost of losing one big job, it’s a bargain.
1. The DIY Approach ($0 - $100): You can set up profiles on high-quality directories, local business chambers, and social platforms. It takes time, but it’s cheap. 2. The Professional Approach ($500 - $2,000 per piece): This involves paying for a "sponsored post" or a featured article on a reputable news site or industry blog. 3. The Full Reputation Clean-up ($5,000+): If your brand has been seriously dragged through the mud, you might need a coordinated campaign to create dozens of new links to get more calls and bury the bad press.
Is it worth it? If your average customer is worth $1,000, and this strategy brings in two extra jobs a month (or stops you from losing two), it pays for itself in the first few weeks.
What’s a Waste of Money?
Don’t get scammed here. There are plenty of "SEO experts" who will offer to put your business on 500 different websites for $50. Do not do this.
These are usually "link farms"—junk websites that Google hates. If you put your name on those, Google might actually punish your real website. One mention on a high-quality, local Brisbane news site or a major national directory is worth more than 1,000 mentions on junk sites from overseas.
Also, don't bother paying for these spots if the website looks like it hasn't been updated since 2005. If humans don't read the site, Google won't care about it either.
Step-by-Step: How to Start Borrowing Authority
If you want to try this yourself, here is the roadmap I’d give to a mate over a beer at the Brewhouse:
1. Claim Your Big Real Estate
Before you spend a cent, make sure you own the "easy" spots. This means having a fully filled-out Google Business Profile, a Facebook page, a LinkedIn company profile, and a Yelp or Yellow Pages listing. These are massive sites that Google trusts by default.2. Find Local "Gatekeepers"
Look for Brisbane-based blogs or industry-specific sites. If you’re a builder, look for renovation blogs. If you’re a florist, look for wedding directories. Reach out and ask if they do "featured business" posts. Usually, you pay a one-off fee, provide some photos and a story about your business, and they publish it.3. Focus on Your Brand Name
If you are doing this for reputation management, make sure your business name is in the title of the article. For example: "How [Your Business Name] is Changing the Way Brisbane Does Roof Repairs." This ensures that when someone Googles your name, this positive article pops up first.4. Link Back to Your Own Site
Every time you get featured on a big site, make sure they include a link back to your actual website. This is like a "vote of confidence" in Google's eyes. It helps your main site become more visible over the long term.How Long Until You See Results?
The best part about this tactic is the speed.
- New listings: Usually show up on Google within 3 to 7 days. - Burying bad reviews: This takes longer. You usually need 5 to 10 strong "positive" pages to consistently push a negative one off the first page. Expect this to take 2 to 4 months. - New leads: If you pick the right sites (ones that your customers actually visit), you can start getting phone calls the same week the article goes live.
The Reality Check
Most business owners I know are flat out. You’re managing staff, dealing with suppliers, and trying to keep customers happy. You probably don't have time to email 50 different website editors to ask for a featured post.
That’s where we come in. At Local Marketing Group, we’ve already built the relationships with these high-authority sites. We know who to talk to in Brisbane and across Australia to get your business featured where it matters most.
We don't care about "algorithms" or "technical jargon." We care about making sure that when a customer searches for your service, they see your name, they see great things about you, and they click the button to call you.
Stop letting your competitors—or one bad review—control your business’s future. It’s time to take up more space on the internet.
Ready to dominate the search results and protect your hard-earned reputation?
Contact Local Marketing Group today and let’s get your business the attention it deserves.