Research consistently shows that around 75% of people never scroll past the first page of Google results. The difference between ranking on page one and page two is not marginal: it is the difference between being found and being invisible to most of your potential customers.
So what does it actually take to get there, and how do you know where you currently stand?
Check your current rankings
Before working on improving your rankings, you need to know where you are starting from. Search for the phrases your potential customers are likely to use, being realistic about what someone who does not already know your business would type into Google. Try several variations, including location-specific searches if your business serves a particular area.
Keep in mind that Google personalises results based on your browsing history and location, so searching from your own device may give you a skewed picture of where you actually rank. Tools like Google Search Console provide a more objective view of which queries are bringing your site impressions and clicks.
What page one rankings actually require
There is no single formula for ranking on page one, but the sites that consistently appear there tend to have the following in common:
- Well-structured, detailed content. Pages that comprehensively address what the searcher is looking for, written clearly and organised with appropriate headings.
- Individual pages per service or topic. A single "Services" page listing everything you offer is far less effective than dedicated pages for each service, each optimised for the specific phrases relevant to it.
- A credible backlink profile. Links from relevant, reputable external sites that indicate your content is trusted and referenced within your industry.
- A technically sound website. Fast load times, mobile responsiveness, HTTPS, and clean URL structures all contribute to how Google evaluates your site.
- Consistent activity over time. Fresh content, new backlinks, and ongoing maintenance signal to Google that your site is active and relevant.
Local search is a different game
For businesses serving a local area, the map pack (the three business listings that appear above the organic results for location-based searches) is often more valuable than a standard page one organic result. Appearing in the map pack requires a well-maintained Google Business Profile, consistent local citations, and positive reviews.
Local SEO and organic SEO complement each other, and a coherent strategy addresses both.
Realistic expectations
For competitive search terms, reaching page one takes time and sustained effort. There is no reliable shortcut, and anyone promising guaranteed page one rankings in a short timeframe is overselling. For less competitive or more specific long-tail phrases, well-targeted content can produce results relatively quickly.
The most effective approach is to identify the specific phrases where your target customers are searching, assess realistically how competitive those terms are, and focus effort where you can make the most meaningful progress.
If you would like help understanding where your site currently stands and what a realistic improvement plan might look like, get in touch.