Have you ever poured hours into content, tweaked keywords, and still watched your pages linger on page 2 of Google search results? If you have, you are in good company. Digital marketers know that ranking higher on Google can unlock massive organic traffic, but most sites never break the barrier to page one.
The brutal fact? Over 96% of all clicks happen on the first page of Google search results. That means less than 4 out of every 100 users venture beyond the second page. If you are stuck below the top ten, your best work might as well be invisible.
SEO ranking is not a switch you flip. It is a process of diagnosing weak spots, fixing technical problems, tightening content, and improving visibility in Google search results. This article is specifically designed for digital marketers, offering actionable steps to improve search engine performance and achieve tangible results in competitive environments.
If your site is ranking on the second page of Google, it means you're close, but not quite there. You're relevant, but not the best. And in search engine results, the second-best rarely gets seen.
Google prioritizes content that sends strong signals of trust, authority, and usefulness. If your page isn’t ranking high on Google, it’s often because search engines don’t fully understand your content, or because competitors are simply more optimized. Moving from page 2 to the first page starts with identifying what’s holding you back.
Start with data, not guesswork. Use Google Search Console to find pages that rank between positions 8 and 20. These are prime candidates to improve your Google ranking because they’re already on Google’s radar.
Filter by impressions to uncover search queries where you're getting visibility but not clicks. Then look at what’s ranking above you. How does your keyword usage compare? Are their pages faster, deeper, more clearly structured? Are their titles and headings more aligned with search intent?
SEO isn’t a level playing field. If you're in a niche dominated by legacy sites or brands with high domain authority, your path to the top will require more than surface-level changes. But that doesn’t mean it’s out of reach. Try asking yourself these questions:
Every small improvement helps Google see your page as a better result. In competitive categories, it’s about relentlessly optimizing your structure, keywords, and supporting assets to send stronger ranking signals and improve your visibility in search results.
Technical problems do more than frustrate your users. They make it harder for search engines to understand and index your content. If your site is slow, broken, or hard to crawl, Google is less likely to view your page as the best result and more likely to place it lower in the search engine results page. Improving technical SEO is one of the fastest ways to improve your Google ranking because it removes barriers that suppress visibility and traffic to your site.
Start by reviewing your site with tools like Google PageSpeed Insights and Lighthouse to evaluate key performance signals. These tools measure Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).
These metrics show how fast your pages load and how stable they are while loading. Slow pages and poor scores make it harder for search engines and users to engage with your content, which can lower your search engine ranking and organic search traffic.
Improving these metrics makes your site easier for search engines to crawl and index—and increases your chances of landing on page one. For example, pages that load quickly and avoid layout shifts are more likely to appear near the top of Google’s search results because they signal a better experience to users and search engines alike.
Once performance is solid, look for issues that block Google from accessing your site. Use Google Search Console to find coverage errors and crawl issues. Look for:
These issues make it harder for Google to index your content correctly and understand the relevance of your pages for specific search queries. Fixing them improves your site’s search engine visibility and makes it easier for search engines to understand your content. When Google can crawl and index pages without friction, your chance to rank high increases.
Taking these technical steps makes it easier for search engines and users to trust your site. When Google sees a well-structured site that is fast, easy to crawl, and clearly indexed, it rewards those pages with better rankings and higher positions in search engine results.
If a page already shows up in Google search results, it's closer to ranking high than anything new. Instead of chasing fresh content, you can improve your Google ranking faster by optimising what's already working. Strong content sends clearer signals to Google than starting from scratch.
Title tags are one of the strongest on-page ranking factors. Use precise keywords that reflect real search queries. Align your H1, H2, and H3 headers with those terms to help search engines understand your content.
Meta descriptions won’t boost your rank directly, but they do influence clicks. Higher click-through rates signal to Google that your page deserves more visibility in search results. That can help push you closer to the first page.
A focused on-page refresh, which involves tightening titles, updating headings, and improving meta descriptions, can dramatically improve how your content performs. A targeted SEO content update from SmithDigital can help realign key pages with intent and get them ranking higher on Google.
Thin or outdated content weakens your chances of ranking. Expand underdeveloped sections with real examples, updated data, and clearer explanations. Stronger content makes it easier for search engines and users to trust your page.
FAQ blocks with schema markup can also help capture People Also Ask features. When done right, this helps Google display your content more prominently.
Similarly, you can use Google Analytics and Search Console to identify high-impression, low-click pages. Refresh those first. Better content helps search engines understand your page, improves engagement, and increases your site’s visibility in search engine results.
Google evaluates not just individual pages, but how your site is structured as a whole. Clear internal linking tells search engines which pages matter most and helps your content rank higher on Google. It also spreads link authority efficiently to pages that need a lift.
Group your content around core themes. Start with a comprehensive pillar page for each main topic, then build subpages that target specific questions or keywords. Every subpage should link back to the pillar using anchor text that includes relevant keywords.
This approach shows Google that your site covers a topic thoroughly and gives users a clear path through your content. It improves crawl efficiency, encourages deeper engagement, and strengthens your site's authority in that subject area.
Use contextual links to send authority to your most important URLs. Focus on pages that rank between positions 11 and 20 for high-value keywords. Adding 2 to 3 internal links from related content can help those pages gain the traction they need.
Avoid relying on footers or sidebars. Links placed in the main body of a page carry more weight. When Google crawls your site and sees consistent internal signals pointing to a specific page, it treats that page as more important.
Smart internal linking helps search engines discover, understand, and prioritize your best content. It also makes it easier for users to find what matters. Both outcomes contribute to better rankings and more qualified traffic.
Backlinks can help improve your Google ranking, but only if the page is already built to compete. Google rewards content that performs well across multiple ranking factors. Not content that relies on links to mask weaknesses. A poorly structured page with thin content will not rank high just because it has a few links.
The best backlinks come from trusted sources in your industry. One link from a relevant, high-authority site will outperform dozens from unrelated directories or spammy blogs. Google prefers mentions that show topical alignment and editorial discretion.
Look for link opportunities in places that make contextual sense, such as guest posts on relevant blogs, digital PR campaigns, or expert roundups. These backlinks help search engines evaluate your content as trustworthy and useful.
Avoid wasting backlinks on unprepared pages. Always optimize content first. Tighten the structure, align keywords, improve internal links, and fix technical issues. Then focus on external promotion.
Send backlinks to URLs that are already ranking in positions 10 to 20 and are primed to move. These “almost there” pages are where backlinks drive the most impact. Google evaluates both the link and the destination. If the page is ready, the links will help it rank. If not, they often have no measurable effect.
Use tools like Ahrefs or Moz to evaluate link sources, and monitor changes in GSC to confirm performance. A good backlink strategy doesn’t start with link building. It starts with a page worth linking to.
When people talk about fast results in SEO, expectations are often misaligned with how Google actually works. Improving your Google ranking takes time because search engines evaluate patterns, not one-off changes. Setting realistic timelines helps teams stay focused and prevents reactive decisions that hurt long-term search performance.
How quickly you appear higher in search results depends on several factors. Some are within your control, and others are not.
Key variables include keyword competition, domain history, content quality, and how strong your current search engine presence is. In low-competition spaces, you may see early movement within a few weeks. In crowded markets where strong brands dominate the first page, progress often takes several months.
Monitor weekly changes in impressions, clicks, and average position. Small improvements signal that Google is reprocessing your content and reassessing relevance. Consistent upward movement matters more than sudden jumps.
Publishing new content does not automatically improve Google rankings. If the foundation is weak, adding more pages increases complexity without improving results. Google does not reward volume for its own sake.
Every page should serve a purpose. It should target a defined keyword, support a broader topic, or contribute to conversions. When content lacks a role, it dilutes authority and slows progress.
Teams that stick to a clear plan tend to outperform those chasing trends. Consistent execution leads to better search visibility and steadier movement toward the first page. That is how sustainable SEO growth happens.
Ranking high on Google requires more than effort. It takes the right sequence. When you apply changes in the wrong order, you waste momentum. When you apply them correctly, you improve your Google rankings without guesswork.
If your pages are stuck on the second page, this is the step-by-step path that consistently improves search results and builds lasting visibility:
Use tools like Google Search Console to identify keywords with deep impressions but low average position. These are high-potential opportunities.
Fix all technical SEO blockers. That includes crawl issues, broken internal links, and slow load times. Google rewards clean, fast-loading pages.
Refine titles, headings, and internal structure to match actual search intent. This helps search engines and users understand your content instantly.
Upgrade your existing copy. Add clear examples, update outdated sections, and include FAQ blocks with schema markup to expand relevance.
Strengthen your internal links. Point links from related pages toward URLs stuck in positions 10–20. Use descriptive anchor text that reflects your target keywords.
Build backlinks only after the content is strong. Weak pages won’t rank, even with links. Focus on securing backlinks from sites Google already trusts.
Following this order helps boost your website’s search engine performance across the board. Pages that previously plateaued often begin rising within 30 to 90 days, depending on competition and domain strength.
If you want expert support across these steps, download SmithDigital’s free Digital Growth Playbook for strategies used by top B2B teams to drive leads, improve SEO, and scale smarter—built specifically for service firms with complex sales cycles.
If your pages are sitting on the second page of Google, you're not failing. You're already relevant. Google sees your content. It just hasn’t earned the top position yet.
Climbing higher requires more than effort. It takes clear priorities, technical fixes, and better alignment with what search engines and users expect. The sites that rise are the ones that execute with precision and consistency.
If you're ready to stop stalling and start ranking, SmithDigital’s SEO Services are designed to push high-potential pages to the front of search results.