Why Ranking Higher on Google Still Matters
Search engines are the gatekeepers of the internet, connecting people with the information, services, or products they’re looking for. When someone types a query into Google, the search engine sifts through millions of web pages to find the most relevant, trustworthy, and authoritative results.
Google dominates the search engine market with around 90% global market share, as of 2025. With such a massive reach, appearing at the top of search results is crucial for any business aiming to get noticed online.
At Digitotal, we’ve spent years helping Australian businesses enhance their digital presence. Our approach to SEO is rooted in data, strategy, and a deep understanding of what drives real-world results.
Why SEO Still Drives Business Success
When you know how search engine optimisation (SEO) works, it can unlock a range of benefits for your business:
- Higher search rankings for targeted keywords
- Improved conversion rates by reaching the right audience
- Greater visibility in search results, across various pages
- Enhanced trust through authoritative backlinks and local listings
When you know how search engine optimisation (SEO) works, it can unlock a range of benefits for your business: Moz provides a detailed breakdown of these benefits , including higher search rankings and improved conversion rates.
Understanding Search Engine Rankings
Let’s break down how search rankings are determined. When Google crawls a new page, it looks at a variety of factors to figure out what your content is about and whether it answers the user’s query. These elements include your page title, meta description, internal links, and even the alt text of your images.
Key Ranking Factors
|
Ranking Factor |
Why It Matters |
How to Optimise |
|---|---|---|
|
Page Titles & Meta Descriptions |
Tell Google what your page is about |
Include target keywords naturally; make it engaging |
|
Mobile Usability |
Improves user experience and search crawling |
Ensure your site is mobile-friendly and responsive |
|
Quality Content |
Helps you rank for niche keywords |
Create in-depth content that answers users’ queries |
|
Internal Links |
Strengthens site structure and topic relevance |
Link related pages to create a strong content network |
When you align your content and site structure with what people are searching for, it signals to Google that your website is relevant and trustworthy, which can lead to higher rankings.
On-Page SEO: Laying the Groundwork for Higher Rankings
On-page SEO involves everything you can control directly on your website. This includes optimizing things like your page titles, meta tags, and ensuring your content meets the needs of users.
Effective On-Page SEO Tactics:
- Use keyword tools like Google Keyword Planner or Search Console to find keywords with good search volume but low competition.
- Craft unique and compelling page titles and meta descriptions that reflect the content and include target keywords.
- Optimize image alt text for accessibility and SEO.
- Build internal links to guide users to relevant pages on your site.
- Write valuable, long-form content that answers questions in-depth.
- Structure content using clear headers (H1, H2) and bullet points to make it easier for users and search engines to read.
When your pages are organised well, it helps both users and search bots navigate your site more easily, improving your chances of ranking higher.
Off-Page SEO: Building Your Site’s Authority
Off-page SEO is all about how other sites perceive and link to your content. Google values backlinks from reputable sources as a sign of trustworthiness, which can positively impact your rankings.
Key Off-Page SEO Strategies:
- Earn backlinks from high-quality, relevant sites.
- Fix broken links to maintain a clean and authoritative link profile.
- Optimize your Google Business Profile for local search visibility.
- Guest post on industry blogs to build authority and drive traffic.
- Encourage mentions of your brand on social media and in video content.
|
Strategy |
Outcome |
Why It Works |
|---|---|---|
|
Backlinks from high-authority sites |
Increases trust and authority |
Signals to Google that your site is reliable |
|
Optimizing Google Business Profile |
Improves visibility in local search |
Essential for businesses with a local focus |
|
Content sharing and mentions |
Attracts more inbound links and traffic |
Builds organic authority and brand recognition |
An effective off-page strategy boosts your site’s credibility, which helps Google trust your content more and rank it higher.
Earn backlinks from high-quality, relevant sites. Ahrefs has a great guide on building backlinks from trusted sites to improve your site’s authority and rankings.
Technical SEO: The Backbone of Your Website
No matter how great your content is, it won’t rank well if your website isn’t technically sound. Technical SEO ensures that both users and search engines can access and navigate your site without issues.
Important Technical SEO Elements to Monitor:
- Site speed: Slow websites lose visitors. Aim for fast load times.
- Structured data (Schema): Helps Google understand your content better and can lead to rich snippets.
- XML sitemaps: Aid search engines in crawling your site more efficiently.
- Mobile usability: Your site needs to work well on all devices, from desktops to smartphones.
- Competitor analysis: Identify high-ranking competitors and discover keyword opportunities.
Creating Content That Converts
While SEO is vital for getting to the top of search results, the real work begins when users click through. Great content not only brings in traffic but also engages and converts visitors into customers.
Best Practices for Creating Converting Content:
- Understand user intent: Research the types of queries users are searching for and provide solutions.
- Focus on long-tail keywords: These are often less competitive and highly specific to user needs.
- Incorporate visuals and video: Multimedia elements engage users and improve time on page.
- Create pillar pages: These comprehensive pages act as anchors for related content, boosting your site’s structure and SEO.
- Link to authoritative sources: Credible links enhance the quality of your content.
Aiming to provide value beyond what competitors are offering is the key to converting traffic into loyal customers.
How Digitotal Can Help You Rank Higher on Google
At Digitotal, we don’t just tweak meta tags or build backlinks — we develop comprehensive SEO strategies designed to deliver measurable business growth. Our SEO experts will:
- Audit your existing content and Google Search Console data
- Identify valuable keywords with high potential and low competition
- Rewrite page titles and meta descriptions for higher click-through rates
- Build internal links and fix any broken links
- Craft high-quality content that converts visitors into clients
We combine data-driven insights with human creativity to deliver SEO that drives meaningful business results.
Frequently Asked Questions
How can I rank higher on Google quickly?
Focus on technical SEO, on-page SEO, and earning quality backlinks. Use tools like Google Keyword Planner to target long-tail keywords and regularly update your Google Business Profile.
What makes a good meta description?
A good meta description is brief (under 160 characters), includes your target keyword, and clearly explains the page’s value to the user.
How do I use keyword research tools?
Look for low-competition keywords with a steady search volume. Then, create content that answers the questions those users are asking.
What are pillar pages?
Pillar pages are in-depth, cornerstone articles covering broad topics. They link to related content to create a network of relevant resources.
Why is my website not ranking, even though my content is solid?
It could be due to technical issues like broken links, poor mobile usability, or missing internal links. A full SEO audit can uncover these problems.
Ready to Rank Higher on Google?
If your website isn’t showing up on the first page of Google, your competitors are capturing your clicks. At DigiTotal, we provide an SEO strategy that combines data, content, and technical expertise to help you gain better visibility, higher conversions, and lasting results.
Book your free SEO audit today and find out how we can transform your site into a powerful asset that drives real business growth.
