In the world of SEO, backlinks are essentially 'votes of confidence' from other websites. For Australian small businesses, earning these links is one of the most powerful ways to signal to Google that your website is authoritative, trustworthy, and relevant to local customers.
Building a solid backlink profile isn't about spamming the internet; it’s about building relationships and providing value. This guide will walk you through the practical, ethical steps to start building links that actually move the needle for your business.
Prerequisites
Before you start, ensure you have:- A functional, professional website.
- A Google Business Profile (formerly Google My Business) set up.
- Your ABN (Australian Business Number) handy for directory registrations.
- High-quality content on your site that is worth linking to.
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Step 1: Audit Your Current Backlink Profile
Before looking forward, see where you stand. Use a tool like Ahrefs, Semrush, or even the free version of Moz Link Explorer to see who is currently linking to you. Look for any 'toxic' or spammy links that might be hurting your reputation. If you see links from unrelated foreign gambling or adult sites, keep a note of them for later.Step 2: Optimise Your Local Citations
For Australian businesses, local citations are the foundation of link building. These are mentions of your Business Name, Address, and Phone Number (NAP) on directory sites. Start with the 'Big Three' in Australia:- Yellow Pages Australia
- TrueLocal
- Yelp
Step 3: Join Industry-Specific Associations
Are you a member of the Master Builders Association, the Housing Industry Association (HIA), or a local Chamber of Commerce? These organisations often have member directories. A link from a .org.au or a reputable industry body carries significant weight with Google because it proves you are a legitimate player in your field.Step 4: Leverage Your Suppliers and Partners
Think about the businesses you buy from. Do you stock specific brands? Many manufacturers have a 'Where to Buy' or 'Our Stockists' page. Reach out to your account manager and ask to be added. Pro Tip: Send them a high-quality photo of their product in your shop or a short testimonial they can use. It makes it much easier for them to say yes.Step 5: Create 'Linkable Assets' on Your Blog
People don't link to service pages (like 'Our Plumbing Services'); they link to helpful resources. Create a 'Ultimate Guide to Maintaining Your Deck in the Brisbane Humidity' or a 'Cost Calculator for Home Renos in QLD'. When you provide a tool or a deep-dive guide, other bloggers and news sites are more likely to reference you.Step 6: The 'Broken Link' Strategy
Find websites in your industry that have resource pages. Use a tool like the 'Check My Links' Chrome extension to find broken links on those pages. If you find a dead link that points to a topic you’ve written about, email the site owner. "Hi [Name], I was reading your guide on [Topic] and noticed the link to [Dead Resource] isn't working anymore. I actually just wrote a comprehensive update on that same topic—might be a good replacement for your readers?"Step 7: Claim Unlinked Brand Mentions
Sometimes people talk about your business online but forget to link to you. Set up a Google Alert for your business name. When you get a notification that you've been mentioned in a local news story or a blog post, send a polite email to the author thanking them for the shout-out and asking if they wouldn't mind making the business name a clickable link.Step 8: Guest Posting on Relevant Australian Blogs
Identify non-competing businesses in adjacent industries. If you are a mortgage broker, you could write a guest post for a real estate agent’s blog about 'Hidden Costs of Buying Your First Home in Brisbane'. Warning: Avoid 'Guest Post Farms'—sites that exist only to sell links. Only guest post on sites that have real traffic and a real audience.Step 9: Sponsor Local Community Events
Google loves local relevance. Sponsoring a local Brisbane junior footy team or a community festival often results in a link from their 'Sponsors' page. While these links are often 'nofollow', they provide immense local SEO signals and drive actual referral traffic from your neighbours.Step 10: Use HARO (Help A Reporter Out) or SourceBottle
Journalists are always looking for expert quotes. Sign up for SourceBottle (which is very popular in Australia). You'll receive emails with queries from journalists looking for experts. If a journalist uses your quote in an article on a site like News.com.au or a trade publication, you'll often get a high-authority backlink in return.Step 11: Create Localised Press Releases
If your business does something noteworthy—opening a new location, hitting a 10-year milestone, or winning a local business award—send a press release to local outlets like the Brisbane Times or regional community newsletters. Even a small local mention can provide a powerful geographic link signal.Step 12: Monitor and Maintain Your Links
Link building isn't a 'set and forget' task. Use your SEO tools to monitor when you gain or lose links. If a high-quality link disappears, reach out to the site owner to see why. Sometimes pages are updated and links are accidentally removed.---
Common Mistakes to Avoid
- Buying Links on Fiverr: Avoid these at all costs. They are almost always 'link farms' and can lead to a Google penalty that removes your site from search results entirely.
- Over-optimising Anchor Text: Don't make every link say 'Best Plumber Brisbane'. It looks unnatural. Use your brand name or 'click here' occasionally to keep your link profile looking organic.
- Ignoring Relevance: A link from a high-authority fishing blog won't help your accounting firm much. Focus on relevance over raw power.
Troubleshooting
- "I'm reaching out but no one replies": Check your pitch. Is it all about you, or are you offering value? Make sure your emails are personalised and not templated.
- "My links aren't showing up in Google Search Console": It can take 4-8 weeks for Google to crawl a new link and reflect it in your dashboard. Be patient.
- "I have plenty of links but my ranking isn't moving": Check your on-page SEO. Backlinks are a multiplier; if your website content is poor or slow, even the best links won't save it.
Next Steps
- Start by listing 10 local directories you aren't on yet.
- Identify three 'linkable' topics you can write about this month.
- If this feels overwhelming, we can help you build a custom strategy. Contact the Local Marketing Group team to discuss a professional SEO audit.