How to Get Quality Australian Backlinks: Local Link Building Strategies That Work

Last Updated on 9 October 2025 by Dorian Menard

You’re running a local business in Australia, and you keep hearing about backlinks. Your website traffic isn’t where it should be, and your competitors seem to be ranking higher on Google. Here’s the thing: they’re probably getting quality backlinks from Australian sources that you haven’t tapped into yet.

I’m going to show you practical, actionable link building strategies that actually work for Australian businesses. Not generic directory spam or outdated tactics, but real methods that deliver genuine authority and help you rank better in local search. These are strategies I’ve seen work time and again for cafes in Melbourne, tradies in Sydney, retailers in Brisbane, and professional services across the country.

Most importantly, everything I’m covering here is accessible to small business owners. You don’t need a massive marketing budget or technical expertise. What you need is consistency, a bit of patience, and the willingness to put in the work.

Why Australian Backlinks Matter More Than You Think

Let’s get real about local SEO for a second. When someone in your area searches for what you offer, Google doesn’t just look at your website content. It looks at who’s linking to you and where those links come from.

Australian domains carry extra weight for Australian searches. A backlink from a .gov.au or .org.au domain tells Google that your business is legitimate, locally relevant, and trusted by official sources. That’s gold for local rankings.

Think about it this way: would you trust a plumber recommended by your local council more than one you found through a random online ad? Google thinks the same way. Links from Australian government websites, chambers of commerce, and established local organizations signal trust and authority that generic directory links simply can’t match.

The impact shows up in three key areas. First, your Google Business Profile gets stronger when you have consistent citations and backlinks from local sources. Second, you rank better for “near me” searches and location-specific queries. Third, you build actual trust with potential customers who see your business listed on official council websites or tourism platforms.

Let me be clear here, you can rank a .com.au domain with US-UK only English links, but those local .au links are going to be really helpful to dominate local searches!

Here’s what makes the Australian link building landscape unique: we have government programs specifically designed to promote local businesses. Senior card directories, council business listings, and state tourism platforms all offer free backlinks that many business owners completely overlook.

These aren’t low-quality spam links. They’re official government websites with genuine authority where you can get both backlinks and drop your NAP to boost your Google Maps rankings.

Government Backlinks Through Senior Card Programs

This is one of the most underutilized link building strategies in Australia, and honestly, it surprises me how many businesses don’t know about it.

Every Australian state and territory runs a seniors card program. These programs maintain online directories of businesses that offer discounts or special deals to seniors card holders. What most business owners don’t realize is that these directories provide legitimate .gov.au backlinks. Of course these links are not going to propel you to the top of Google in 48 hours, but they send trust to your website and are a good place to drop your NAP.

Let’s break down how this works. Queensland’s Seniors Card Business Directory, VIC, NSW Seniors Card, and WA Seniors Card all maintain searchable online databases. When you register your business, you get a profile page with your business details, website link, and a description of what you offer seniors.

The eligibility requirements are straightforward. You need to offer some kind of discount or special offer to seniors card holders. It doesn’t have to be huge – even a 5% or 10% discount qualifies. You’ll need your ABN, business contact details, and a clear description of your offer.

Here’s the submission process: Start with your state’s seniors card website (search “[your state] seniors card business directory”). Most have an online application form where you submit your business details. You’ll describe your business, specify your discount offer, and provide your website URL. Processing usually takes 2-4 weeks.

The key to making this work is NAP consistency. Your business name, address, and phone number need to match exactly what’s on your website and Google Business Profile. Any inconsistency can actually hurt your local SEO rather than help it.

Beyond the backlink value, these listings generate real traffic. Seniors represent a significant portion of daytime shoppers and service users in Australia. A cafe offering a 10% seniors discount can see noticeable foot traffic increases from these listings.

One important note: you actually need to honor the discount you advertise. These are government programs, and businesses that don’t deliver on their advertised offers can get removed from the directory. Plus, it’s just good business practice.

Pro Tip: You can get listed on all the directories in the country, and they even have one for New Zealand.

Mining Gold from Council Business Directories

Australian councils maintain business directories that most local businesses completely ignore. This is a mistake because these directories offer high-authority .gov.au backlinks and actually get searched by locals looking for services.

The structure varies by council, but the pattern is similar across Australia. Larger councils like City of Melbourne, City of Sydney, and Brisbane City Council maintain comprehensive business directories. Smaller regional councils often have them too, sometimes called “shop local” directories or business member listings.

Why Council Directories Actually Matter

What makes council directories valuable isn’t just the backlink. It’s the context.

When someone searches for “electrician Parramatta” and finds you listed on Parramatta Council’s business directory, that carries more weight than finding you on a generic national directory. You’re being endorsed by the local government.

Finding these directories takes a bit of detective work. Start with your local council website and search for terms like:

• “Business directory”
• “Local business”
• “Shop local”
• “Business registration”

Not every council makes these easy to find, but most maintain some version of a business listing program.

Standing Out in Your Council Listing

The submission requirements typically include your ABN, business category, contact details, and a business description. This is where you can gain an edge over competitors.

Most businesses submit the bare minimum – a one-line description that says something generic like “plumbing services in Sydney.”

Write a proper description. Explain what you do, who you serve, and what makes you different. Include your service areas if you’re a mobile business. Use natural language that includes location keywords, but don’t keyword stuff. Remember, real people read these descriptions, not just search engines.

The Maintenance Nobody Does (But You Should)

Council directories often require annual renewals or updates.

Set a calendar reminder to check your listing every six months. Businesses close, phone numbers change, and outdated information hurts your SEO rather than helps it.

Some councils charge a small fee for business directory listings, usually around $50-100 annually. Others offer free listings to rate-paying businesses.

The investment is worth it for the authority of the backlink alone, never mind the potential direct traffic. I’ve seen tradies get quality leads directly from council directories because locals specifically search these directories when they want to support local businesses or need verified service providers.

I’ve seen tradies get quality leads directly from council directories because locals specifically search these directories when they want to support local businesses or need verified service providers.

Chamber of Commerce and Business Association Memberships

Joining your local chamber of commerce or industry-specific business association provides more than networking opportunities. These organizations typically offer member directories with .org.au backlinks that carry genuine authority.

Most Australian cities have established chambers of commerce. The Fremantle Chamber of Commerce, Wauchope Chamber of Commerce, and hundreds of others maintain online member directories with business profiles and website links. These aren’t just link farms – they’re trusted local business organizations with their own authority and traffic.

Membership costs vary wildly depending on the chamber size and location. Small regional chambers might charge $200-300 annually. Major city chambers can run $500-1,000 or more. You need to weigh the cost against the total value: backlink authority, networking opportunities, member events, and potential collaborations.

Here’s how to maximize your chamber membership for link building purposes:

• Complete your profile thoroughly. Most chambers give you a member profile page where you can add your logo, business description, contact details, website link, and sometimes social media links. Don’t leave this half-finished. A complete profile ranks better in the chamber’s internal search and provides better context for the backlink to your site.
• Participate in member news and events. Many chambers publish member spotlights, success stories, or event recaps on their websites. These create additional backlink opportunities. If you’re hosting a workshop, participating in a community event, or launching something new, let your chamber know. They might feature you in their newsletter or blog, creating another quality backlink.
• Look beyond local chambers. Industry-specific associations often provide even more targeted authority. If you’re a cafe, the Australian Specialty Coffee Association has a member directory. If you’re a tradie, your trade-specific association likely has one too. These industry-specific backlinks carry extra relevance for your niche.

The relationship building aspect matters too. Other chamber members might link to you from their own websites, recommend you to customers, or collaborate on content. I’ve seen this snowball effect multiple times where one chamber connection leads to multiple additional backlinks and business opportunities.

Don’t just join and forget. Attend events, contribute to discussions, and be an active member. The businesses that get the most value from chamber memberships are the ones that show up.

Event Listings That Double as Backlink Opportunities

Running events, workshops, or community activities? You’re sitting on link building opportunities that most businesses never think about.

Australian councils and tourism organizations maintain event calendars that attract significant local traffic. When you list your event, you typically get a backlink to your website. Even better, these events often get syndicated across multiple platforms, multiplying your backlink opportunities.

The Australian Tourism Data Warehouse (ATDW) is the big one here. ATDW serves as the national database for tourism and events, syndicating content to state tourism websites, local visitor information centers, and third-party platforms. When you list an event on ATDW, it can appear on dozens of websites automatically.

Before you think “but I’m not a tourism business,” consider this: ATDW accepts business workshops, community classes, local markets, specialty tours, tasting events, and much more. A cafe hosting a barista workshop qualifies. A yoga studio running outdoor classes qualifies. A marketing consultant hosting a free business seminar qualifies.

Council event calendars work similarly but on a more local level. The City of Canning in Western Australia, Murrindindi Shire in Victoria, and hundreds of other councils maintain event calendars where local businesses and organizations can submit events for free.

Here’s your workflow for event-based link building:

• Plan events that genuinely serve your community. This isn’t about gaming the system. You’re creating actual value while building links. Free workshops, community days, charity events, or educational sessions all work. The event needs to be real and open to the public (or a defined public group like seniors or families).
• Prepare your event details properly. You’ll need event dates, times, location, description, categories, and contact information. Write clear, engaging descriptions that explain what attendees will experience and why they should come. Include accessibility information if relevant.
• Submit to multiple calendars. Start with your local council event calendar, then look at your state tourism organization. If your event fits ATDW’s criteria, that submission can syndicate widely. Also check regional tourism associations and community notice boards.
• Include your website link naturally. Most event listings allow you to add a registration link or “more information” URL. This is your backlink opportunity. Make sure the link goes to a relevant page – ideally a dedicated event landing page rather than just your homepage.
• Update and maintain your listings. If event details change, update all your listings. Cancelled events should be removed or marked as cancelled. This maintains your credibility with both the platforms and potential attendees.

The compliance side matters here. Council event calendars typically require events to be appropriate for public listing, non-commercial in nature (or primarily educational/community-focused even if you’re a business), and genuinely open to the public. Don’t try to list a purely sales event as a community workshop.

One café owner I know runs monthly coffee-tasting sessions and lists them on council calendars and ATDW. She gets backlinks from multiple sources, fills her café with potential customers, and builds community goodwill. That’s working smarter, not harder.

Creating or sponsoring events can be really powerful as you can stack quality links from a variety of sources. They often get picked up by journalists, local websites and allow you to compound with powerful networking.

The Australian Directory Landscape (What Actually Works)

Let’s address the elephant in the room: most online directories are worthless for SEO in 2025. But some Australian-specific directories still provide value if you choose carefully and use them strategically.

The difference between valuable directories and spam is straightforward. Good directories are actively maintained, regularly updated, have editorial standards, and attract actual users. Spam directories are mass-submission sites with no quality control, thin content, and zero traffic.

Several resources compile lists of worthwhile Australian citation sites. BrightLocal maintains an Australia-specific top citations list focused on high-authority directories that impact local search. Digital Nomads HQ published a comprehensive list of local Australian directories worth submitting to. These lists get updated periodically as directories come and go. We also provide a selection of what we believe to be the top 20 web directories in Australia.

The directories worth your time typically fall into a few categories:

• Major Australian aggregators like TrueLocal, Yelp Australia, and Hotfrog Australia still carry weight. They have genuine user traffic and Google recognizes them as legitimate local business sources. Your submission should be complete with photos, detailed descriptions, and accurate NAP information.
• Industry-specific directories relevant to your sector can be gold. If you’re in hospitality, tourism-focused directories matter. Professional services have their own. These niche directories often provide more qualified traffic than generic listings.
• Locally-focused directories for your specific city or region. These smaller platforms might not have massive authority, but they can drive local traffic and provide relevant geo-targeted backlinks.

Here’s your submission strategy to avoid wasting time:

• Batch your submissions. Set aside dedicated time to work through 5-10 quality directories rather than sporadically submitting whenever you remember. Prepare your assets first: business description in several lengths (50 words, 100 words, 200 words), logo files, photos, and your standardized NAP details.
• Write unique descriptions for each directory. Don’t copy-paste the same text everywhere. Google can detect duplicate content in citations, and it dilutes the value. Rewrite your description for each submission while maintaining consistent NAP details.
• Track what you’ve submitted. Keep a spreadsheet with directory names, submission dates, URLs of your listings, and login credentials. You’ll need this for maintenance and updates. I’ve seen businesses completely lose track of where they’re listed, making it impossible to update information when phone numbers or addresses change.
• Prioritize based on domain authority and relevance. Use SEO tools to check domain authority before investing time in a directory. A directory with domain authority under 20 probably isn’t worth your time unless it’s hyper-local to your service area.
• Be ready to update regularly. Directory SEO isn’t a one-and-done activity. Plan to audit and update your listings at least annually, preferably quarterly for your most important citations.

What about paid vs. free listings? Most directories offer both. The free listing usually gives you the backlink and basic visibility. Paid upgrades add features like photos, extended descriptions, or higher placement. For established, high-authority directories, the paid upgrade can be worth it. For questionable directories, even free isn’t worth your time.

The scholarship link building tactic deserves a special mention here – avoid it. Some services pitch “scholarship link building” where you create a fake scholarship page to attract .edu.au backlinks. This has been flagged as manipulative by Google, and Australian universities are increasingly wise to it. The short-term gain isn’t worth the long-term risk to your site’s reputation.

Finding Link Partners in Your Shoulder Niche

This strategy requires more effort than submitting to directories, but the payoff can be substantial. Shoulder niche link building is about partnering with businesses that serve the same customers but aren’t direct competitors.

Think about who your customers interact with before and after they work with you. A mortgage broker’s customers also need real estate agents, conveyancers, building inspectors, and removalists. An electrician’s customers might need plumbers, builders, interior designers, and appliance retailers. A wedding photographer’s customers need venues, celebrants, florists, and caterers.

These are your shoulder niche partners. They have established websites, serve your target audience, and have no competitive reason not to link to you. They might even be part of your network!

The opportunity here is resource pages, blog content, and vendor/partner directories that many businesses maintain. A wedding venue website might have a “recommended vendors” page. A real estate agency might maintain a blog with home maintenance tips. A fitness studio might write content about nutrition and wellness.

Your goal is to identify these opportunities and reach out with genuine collaboration proposals.

• Start by identifying potential partners. Make a list of 20-30 businesses in complementary niches that serve your target customers. Focus on established businesses with professional websites (not just social media pages) and some existing content or resources.
• Research their websites for link opportunities. Look for resources pages, partner directories, blog posts on related topics, or community/vendor listings. Use site search operators like “site:theirwebsite.com.au resources” or “site:theirwebsite.com.au partners” to find relevant pages quickly.
• Craft personalized outreach emails. This is where most people fail. Generic, templated outreach emails get ignored or deleted. Your email needs to show you’ve actually looked at their website, understand their business, and have a specific reason for reaching out.

Here’s a framework that works:

• Start with a genuine compliment about something specific on their website. Reference a particular blog post, mention their approach to customer service, or note something you genuinely appreciate about their business.
• Explain the connection between your businesses. Be explicit about why a partnership makes sense and how your customers overlap.
• Make a specific, easy request. Don’t ask for “backlinks” or “link exchange” – that sounds like SEO spam. Instead, suggest specific collaboration ideas: contributing a guest post on a relevant topic, being included in their resources page, or partnering on a customer education piece.
• Offer something valuable in return. Maybe you’ll link back to them, maybe you’ll share their content with your audience, or maybe you’ll refer customers. Reciprocity matters, but frame it as partnership rather than transaction.
• Follow up once, then move on. If you don’t hear back in a week, send one polite follow-up. If still nothing, let it go. Pestering people doesn’t build relationships.

I’ve seen some businesses take this strategy a step further by creating genuinely useful resource guides that naturally attract links. A builder might create “The Complete Guide to Renovating in [City]” that includes recommendations for electricians, plumbers, designers, and suppliers. When you create valuable content that serves your partners’ customers, they’re more likely to link to it.

The key word throughout this strategy is genuine. You’re building actual business relationships that happen to include backlinks. If you approach this as pure link manipulation, it shows, and it doesn’t work.

Guest Posting on Australian Sites (The Right Way)

Guest posting isn’t dead, but the spammy version of it deserves to be. Done properly, contributing content to relevant Australian websites builds authority, drives traffic, and earns quality backlinks.

The challenge is finding legitimate guest posting opportunities. Most “write for us” pages attract low-quality submissions, and many sites that accept guest posts have become nothing more than link farms. You need to be selective.

Google search operators help you find opportunities at scale. Try these search queries:

“site:.au inurl:write-for-us [your industry]”
“site:.au inurl:contribute [your topic]”
“site:.au inurl:guest-post [your niche]”
“site:.au inurl:submit-article [your topic]”

These searches find Australian websites actively seeking content contributions. But finding them is only step one. You need to qualify whether they’re worth your time.

Evaluate potential sites carefully. Check their domain authority using SEO tools (aim for DA 30+). Review their existing content – is it high quality, well-written, and properly edited? Look at their traffic estimates. Read their guest post guidelines to understand their standards.

Red flags include: sites with dozens of thin, poorly-written articles; no editorial standards or obvious quality control; irrelevant or spammy existing guest posts; overuse of exact-match anchor text in posts; or sites that charge for guest post placement (that’s literally buying links, which violates Google’s guidelines).

Pitch specific, valuable topics. Don’t send generic “I’d like to write for you” emails. Research what content the site already has, identify gaps, and pitch specific article ideas that would genuinely serve their audience.

Your pitch should include:

Write outstanding content that exceeds their standards. If they accept your pitch, deliver something exceptional. Well-researched, thoroughly useful content that their audience will genuinely appreciate. This isn’t the place for thin, barely-rewritten SEO content.

Include a natural author bio with a link back to your website. Most sites allow one contextual link within the article and one in your bio. Don’t push for more – it looks spammy.

Build ongoing relationships. If your first guest post performs well, pitch another article a few months later. Multiple high-quality contributions to established sites build stronger authority than one-off posts scattered across dozens of sites.

Some industries have established blogs, online magazines, or news sites that regularly accept expert contributions. Professional services, tech, hospitality, and retail all have active Australian publications worth targeting. Finding these industry-specific opportunities often delivers better results than general business blogs.

The time investment here is significant. Finding opportunities, pitching, writing, and revising quality articles takes hours per successful placement. But one guest post on a high-authority Australian site in your industry can drive more value than dozens of directory submissions.

Becoming a Source for Australian Journalists

Digital PR through journalist source platforms might be the most underutilized link building strategy available to Australian businesses. When you get quoted as an expert source in news articles, you often earn backlinks from high-authority news sites – the kind of links that genuinely move the needle.

Several platforms connect journalists with expert sources. SourceBottle is Australia’s primary platform, connecting journalists seeking sources with experts who can provide insights. Qwoted and Featured work similarly on a more international scale but include Australian journalists. Help A Reporter Out (HARO) is US-focused but occasionally includes Australian opportunities.

Here’s how these platforms work: Journalists send out requests for expert sources on specific topics. You receive email alerts (usually several times daily) with these requests. If one matches your expertise, you submit a brief pitch explaining why you’re qualified to comment and offering your insights on the topic.

If the journalist selects you, they’ll typically conduct a brief email interview or phone call. Your quotes get included in their article, often with a link back to your website and your title/company.

• Setting up your profile matters. When you join these platforms, complete your expert profile thoroughly. List your areas of expertise specifically (not just “business owner” but “small business marketing specialist” or “hospitality operations consultant”). Add credentials, qualifications, and experience. Include a professional headshot.
• Set smart alerts. You’ll get overwhelmed if you try to respond to every journalist request. Configure your alerts to match your actual expertise areas. Being selective improves your response quality and increases your chances of being selected.
• Respond quickly and thoughtfully. Journalists work on tight deadlines. Many source requests close within hours or a day. When you see a relevant request, respond promptly with a well-crafted pitch.

Your pitch should include: A clear statement of your expertise and why you’re qualified to comment. Specific insights or angles on the topic that demonstrate your knowledge. Availability for follow-up interviews. Contact information.

Provide genuine value, not just promotion. Journalists can spot promotional pitches immediately. They want expert insights that serve their readers, not thinly-veiled advertising. Focus on being genuinely helpful and educational. The backlink comes naturally as a result.

Different platforms have different focuses. SourceBottle tends to cover a wide range of Australian media from major news outlets to niche publications. Qwoted skews more toward business and trade publications. Featured offers opportunities across various industries but requires more competitive bidding for journalist requests.

The link value varies significantly. Getting quoted in The Sydney Morning Herald or The Australian delivers massive authority. Getting quoted in a small regional publication still provides value but less SEO impact. Don’t get too picky though – smaller publications are often easier to land, and multiple smaller mentions accumulate authority over time.

One financial adviser I know commits 30 minutes every morning to checking source requests and submitting thoughtful responses. She lands 2-3 media mentions monthly, building both her backlink profile and professional credibility simultaneously.

Track your success. Keep a record of journalist requests you respond to, which ones result in quotes, and what articles get published. This helps you identify which types of requests you’re most successful with and where to focus your efforts.

The conversion rate is low. You might respond to 20 requests before landing one mention. But the ROI on that one high-authority news site backlink justifies the effort.

Tourism and Hospitality Link Opportunities (Beyond Hotels)

ATDW keeps coming up in Australian link building discussions for good reason – it’s a powerful platform that most businesses underestimate or think doesn’t apply to them.

The Australian Tourism Data Warehouse does exactly what it says: it’s the national database for tourism-related content. List your business or event on ATDW, and it syndicates to state tourism websites, visitor information centers, travel platforms, and third-party booking sites. That’s multiple backlinks from high-authority .gov.au and .org.au domains, plus exposure to millions of domestic and international travelers.

But here’s what many businesses miss: ATDW isn’t just for hotels and tourist attractions. The platform accepts cafes, restaurants, retail stores, experiences, tours, events, and even business services that could interest travelers or locals seeking experiences.

Think about this creatively. A cooking school can list classes as tourist experiences. A farm offering produce tours qualifies. A brewery offering tastings absolutely fits. Even a workspace or coworking venue can list if it serves traveling remote workers or offers unique local experiences.

• Eligibility requirements focus on visitor appeal. Your offering needs to be something that would interest visitors to your area – whether tourists, day-trippers, or locals exploring their own region. It should be bookable or visitable at specific times. You need appropriate insurance and compliance with safety standards for your category.
• The submission process requires detail. ATDW listings aren’t quick directory entries. You’ll need comprehensive information: detailed business descriptions, high-quality photos, operating hours, pricing, facilities, accessibility information, and location details. The more complete your listing, the better it performs across the syndication network.
• Photo quality matters significantly. ATDW has specific photo requirements, and listings with professional, high-quality images get featured more prominently across partner platforms. If you’re going to invest in professional photos for anything, ATDW should be on that list.
• Update your listing seasonally. Operating hours change, special events come and go, and offerings evolve. Listings that stay current rank better in ATDW’s system and maintain better placement across partner sites.
• Beyond ATDW, state and regional tourism organizations often maintain separate business directories or experience listings. Tourism Victoria, Destination NSW, Tourism and Events Queensland, and other state bodies have their own platforms worth exploring.

Local visitor information centers (VICs) frequently maintain online directories linked from their websites. These tend to be highly localized and can drive significant traffic from people actively planning visits to your specific area.

The trap to avoid: listing something that doesn’t genuinely serve visitors. If you’re stretching to make your B2B service sound like a tourist experience, it probably doesn’t belong on tourism platforms. Stick with genuine visitor appeal to maintain credibility and compliance.

I’ve seen retail stores with unique Australian-made products land ATDW listings by positioning themselves as cultural shopping experiences. Artisan workshops offering demonstrations qualify. Food producers with farm gates or cellar doors naturally fit. The key is framing your offering around the experience and visitor value, not just the transaction.

Maintaining Your Link Profile (The Unglamorous but Critical Part)

You’ve done the work. You’ve secured quality backlinks from government sites, directories, chambers, and media mentions. Now comes the part most businesses completely ignore: maintaining those links.

Link building isn’t a one-time project. It’s an ongoing practice that requires regular maintenance, updates, and monitoring. Neglected backlinks decay. Business information changes. Websites get redesigned and links break. Your competitors actively build links while you rest on past success.

NAP consistency remains the foundation 

If your business name, address, or phone number changes, every single citation and directory listing needs updating. Inconsistent NAP data across your backlink profile confuses search engines and weakens your local SEO rather than strengthening it.

Create a master spreadsheet tracking every directory, citation, platform, and source where you have listings or mentions. Include the site name, your listing URL, login credentials, submission date, and last update date. This seems tedious, but when you need to update your phone number across 30 sites, you’ll thank yourself for this organization.

Schedule quarterly audits

Every three months, review a portion of your backlink profile. Check that links still work, information remains accurate, and listings haven’t been deleted or altered. Many directories purge inactive or outdated listings periodically.

Use free backlink checkers and Google Search Console to monitor your overall backlink profile. You’re looking for any unexpected drops in backlinks, patterns of lost links, or new backlinks you didn’t actively pursue (which might indicate mentions you can follow up on or, occasionally, negative SEO).

Document your outreach and link wins

When you successfully guest post, get quoted by a journalist, or land a chamber feature, save that information. Note the date, the linking site, the article URL, and any contacts you worked with. This builds your media kit and makes future outreach easier.

Update directory and chamber profiles with fresh content 

If you add new services, expand your service area, win awards, or reach business milestones, update your profiles across key directories and organizations. Fresh updates signal active businesses, which often get better visibility.

Council business directories particularly need attention. Many require annual renewals or updates. Missing these deadlines can mean your listing gets removed, losing that valuable .gov.au backlink.

Monitor your brand mentions

Set up Google Alerts for your business name and key products/services. When someone mentions you online without linking, that’s an opportunity. Reach out politely and ask if they’d add a link to your website for readers who want to learn more.

The maintenance work is genuinely boring. It doesn’t have the excitement of landing your first journalist mention or seeing your business on a government website. But businesses that maintain their link profiles consistently outperform businesses that build then abandon.

Think of it like a garden. You can plant everything perfectly, but without regular watering, weeding, and care, the garden deteriorates. Your backlink profile works the same way.

What Not to Do (Avoiding the Spam Trap)

The internet is full of terrible link building advice that can genuinely harm your business. Let’s talk about what to avoid so you don’t waste time and money on tactics that backfire.

• Mass directory submission services. You’ll see offers to submit your business to “500+ directories automatically” for a low monthly fee. These services blast your information to every garbage directory they can find, regardless of quality, relevance, or authority. The result? Hundreds of low-quality backlinks from spam sites that contribute nothing to your SEO and might actually trigger penalties.
• Private blog networks (PBNs). Some SEO agencies still offer links from networks of websites they control. These networks exist solely to sell links, which directly violates Google’s guidelines. When (not if) Google identifies the network, every site linked from it gets penalized.
• Scholarship link building schemes. Creating fake scholarship pages to attract .edu.au backlinks has been widely exposed as manipulative. Australian universities are increasingly wise to this tactic, and Google has explicitly called it out. The short-term links aren’t worth the long-term reputation risk.
• Exact-match anchor text overuse. When all your backlinks say “Sydney plumber” or “Melbourne cafe,” it looks manipulative. Natural backlinks use varied anchor text: your brand name, generic terms like “here” or “website,” URLs, and occasional keyword-rich text. Over-optimization with exact-match anchors can actually hurt your rankings.
• Irrelevant link exchanges. Trading links with completely unrelated businesses creates weird link graphs that search engines can detect. A plumber and a dog groomer linking to each other for no editorial reason raises red flags. Link exchanges can work in shoulder niche contexts where there’s genuine relevance, but random link swaps are pointless.
• Paying for links directly. Any service that explicitly sells backlinks (rather than selling services like PR or content that might result in links) is selling something that violates Google’s guidelines. These links get devalued when detected, and if the pattern is egregious, your site can get penalized.
• Content farms and article directories. Sites that accept unlimited submissions from anyone, with no editorial standards or quality control, provide no value. EzineArticles and similar article directories were devalued by Google over a decade ago, yet some businesses still waste time submitting there.

The fundamental principle: if a link building tactic feels like you’re gaming the system rather than earning links through genuine value, it’s probably a bad idea. Google’s algorithms are specifically designed to detect and devalue manipulative link building. The risk-reward ratio increasingly favors authentic tactics.

How to spot bad link building advice: Watch for promises of quick results, guaranteed rankings, or specific link quantity targets without quality discussion. Red flags include services that won’t tell you exactly where links will come from, guaranteed “high DA” backlinks with no mention of relevance, or tactics that require hiding your involvement.

The opportunity cost of bad tactics is real. Time spent on spammy directories or manipulative schemes is time you could spend on legitimate relationship building, quality content creation, or genuine community engagement that earns valuable links.

Google’s manual review team and algorithmic filters get more sophisticated annually. Tactics that might have worked five years ago are now explicitly penalized. The businesses that succeed long-term are the ones that focus on earning links through genuine value creation and authentic relationships.

Your Australian Backlink Strategy Starts Now

Local link building for Australian businesses isn’t complicated, but it does require consistent effort and genuine relationship building. The strategies I’ve covered here work because they’re based on creating real value and earning legitimate authority.

Government directories through senior card programs and council listings give you high-authority .gov.au backlinks that many competitors completely overlook. Chamber memberships and business associations provide both backlinks and genuine networking value. Event listings and tourism platforms amplify your visibility while building your link profile. Shoulder niche partnerships and guest posting create contextual, relevant backlinks that drive both SEO value and actual traffic.

The key is starting somewhere. Don’t try to implement everything at once. Pick two or three strategies that best fit your business type and available time. Master those before expanding to others.

If you’re a tradie, start with council directories and senior card programs – they’re straightforward and deliver solid authority. If you’re in hospitality or retail, prioritize event calendars and tourism listings alongside chamber membership. Professional services should focus on journalist source platforms and guest posting for thought leadership opportunities.

Set yourself a 90-day goal. Maybe that’s completing submissions to five high-value directories, joining your local chamber, and landing one guest post or media mention. Achievable goals build momentum better than overwhelming yourself with dozens of simultaneous tactics.

Remember that link building compounds over time. The backlinks you build this quarter strengthen your authority for years. The relationships you develop open doors to opportunities you can’t predict yet. The systematic approach you establish now becomes easier to maintain as you build templates, refine your processes, and learn what works for your specific business.

Australian businesses have unique advantages in local link building. We have government programs designed to promote local commerce. We have strong community organizations and chambers that genuinely support member businesses. We have a tourism infrastructure that welcomes diverse business participation. These resources exist specifically to help businesses like yours succeed.

Stop waiting for perfect conditions or complete knowledge. Start with what you know, use the strategies that make sense for your business, and build from there. Your competitors are building backlinks whether you are or not. Every month you delay is another month they’re strengthening their local search authority while yours stays static.

The businesses ranking at the top of local search results aren’t there by accident. They’re there because someone made link building a priority and put in consistent effort over time. That someone can be you, starting today.