When was the last time you clicked on page 2 of Google? Maybe never. If that’s the case, you’re not alone! 75% of users never scroll past the first page because they trust the top results to have the best answers. For businesses, that’s a make-or-break statistic. If your website isn’t ranking in those prime spots, potential customers may never find you, all while your competitors reap the rewards. So, why do some businesses top search results while others stay hidden? We’ve got to look at SEO. Search engine optimization!

Why Being on Google’s First Page is a Game-Changer

Ranking high on Google is more than just gaining some visibility. For Google and customers, it’s about credibility, authority, and trust. When users search for a product, service, or answer, they instinctively trust the top results more than those buried on page two or beyond. 

What’s the difference between ranking #1 vs. #10?

The #1 organic result gets an average click-through rate (CTR) of 31.7%, meaning nearly one in three users will click that top link. Position #2 sees a decline, and by the time you hit position #10, the CTR drops to just 2.5%.

That means if your website isn’t in the top three, you’re missing out on a huge portion of potential traffic, leads, and sales. Ranking high also builds authority and trust. Trust leads to conversions, loyal customers, and long-term success. 

When your business consistently appears at the top, users see you as:

A trusted expert in your field. Google doesn’t rank just anyone at the top. If you’re there, it signals that your site is relevant, high-quality, and valuable.

More credible than your competitors. People assume top-ranked sites are more established, reputable, and reliable. If you’re lower down, users may question your legitimacy.

The go-to solution for their needs. When customers repeatedly see your business ranking for industry-specific searches, they start associating your brand with expertise.

This is why SEO isn’t just about traffic, but about positioning your business as an authority in your industry. The higher you rank, the more users trust you.

The Basics of SEO Ranking Factors

Google’s algorithm looks at over 200 factors, but here are the most important ones.

• Keyword Optimization & Speaking Your Customers’ Language

Let’s say you run a golf tour company, and you’re trying to get more bookings. If you just optimize your site for “golf tours”, you’ll be buried under big-name travel sites. Instead, get strategic and focus on the actual searches potential customers are typing into Google:

• “Luxury golf vacations in Scotland”
• “Best golf tours in Florida for groups”
• “Weekend golf getaways near me”

See the difference? These long-tail keywords match exactly what your audience is looking for. When you naturally weave them into your website, blog posts, and even image descriptions, you increase your chances of ranking higher and getting more bookings.

Pro tip: The more specific you get, the easier it is for Google to connect your business with the right customers. Want a checklist to optimize your site? 👉 Check out our On-Page SEO Examples & Checklist

• Content is King & Context is Queen

Search engines love fresh, high-quality content that answers user queries. If you’re not blogging or creating helpful content, you’re missing out on a major ranking factor! Great content can take many forms.

✔️ Blog posts answering common questions (like this one!)

✔️ How-to guides that solve a problem for your audience

✔️ Videos that engage and educate viewers

✔️ Infographics that simplify complex topics

Example: The golf tour company may start writing a blog on “Golf travel tips and packing like a pro”, which positions them as an authority and gives Google a reason to rank the site.

• Backlinks Are The SEO ‘Votes’ That Matter

Backlinks are links from other websites that point to your site. Think of them as votes of confidence. The more reputable sites link to yours, the more trustworthy Google sees you. How to get backlinks…

• Guest post on industry blogs
• Get listed in local business directories
• Never buy a group of backlinks! It goes against Google’s guidelines

Want to focus on Local SEO too? 👉 Here’s why Small Businesses Need Local SEO

• Website Performance & User Experience (UX)

Google wants users to have a good experience, so it prioritizes fast, mobile-friendly, and easy-to-navigate websites. Does your website pass the test?

✔️ Over 60% of searches are done on mobile devices.

✔️ If your site takes more than 3 seconds to load, people will leave.

✔️ Users (and search engines) should find what they need in just a few clicks.

A slow and static website will drive visitors straight to your competitors!

Quick Ways To Boost SEO Rankings

The higher your site ranks, the more potential customers you reach, increasing your chances of conversions. Unlike paid ads, which disappear the moment you stop spending, SEO continues to drive organic traffic over time, making it a cost-effective strategy for sustained growth. 

Plus, users naturally trust organic search results more than sponsored ones, meaning a strong SEO presence positions your business as credible and authoritative in your industry. Here are some quick SEO wins you can start implementing today.

✔️ Update Your Website’s Meta Titles & Descriptions

✔️ Claim & Optimize Your Google Business Profile

✔️ Create Engaging Blog Content

✔️ Get More Backlinks

✔️ Improve Website Speed

✔️ Optimize for Voice Search

SEO is not just one thing. It’s a combination of strategies designed to help search engines understand your website and decide if it’s worthy of a top ranking. Need expert help? Let’s talk. Fill out the form below for a free SEO audit and let’s get your business ranking where it belongs.

Sourced Statistics from Search Engine Land