For many businesses, having a website is just the beginning. The real challenge is getting that website to appear in Google’s search results when potential customers are looking for your products or services. If your website isn’t showing up—or isn’t ranking as highly as you’d like—there’s a reason for it. Search Engine Optimisation (SEO) is a complex process influenced by numerous factors, and without the right strategy, your site may struggle to gain visibility.
At BMC, we specialise in helping businesses improve their online presence through SEO. In this article, we’ll explain why websites fail to rank and the key factors that impact your organic search performance.
Why Websites Don’t Rank on Google
Google’s algorithm considers hundreds of ranking factors when determining where to position a website in search results. If your site isn’t appearing, it’s likely due to one (or more) of the following reasons:
- Lack of trust and authority
- A brand-new website with no history
- Thin or irrelevant content
- Poor keyword optimisation
- Weak link profile (low-quality or few backlinks)
- Lack of regular content updates
- Now, let’s break these down further.
The Key SEO Factors That Affect Your Website’s Organic Ranking
1. Trust and Authority: Google Needs to Trust Your Website
Google doesn’t rank websites randomly—it prioritises those it considers trustworthy and authoritative. But how does Google determine trust?
- Domain Authority (DA) – Websites that have been around for a while and consistently provide valuable content tend to have higher authority.
- Backlink Quality – If other reputable websites link to yours, Google sees this as a vote of confidence.
- Security (HTTPS) – A secure website (with an SSL certificate) is more trustworthy in Google’s eyes.
👉 Fix it: Build a strong backlink profile, ensure your site is secure, and establish yourself as a reliable source of information in your industry.
2. Website History: Age and Consistency Matter
New websites often struggle to rank because they haven’t yet built authority or trust. Google favours websites that have been consistently active and regularly updated over time.
👉 Fix it: Be patient. Continue to publish high-quality content and engage in SEO best practices to establish your site’s credibility.
3. Relevant Content: Is Your Website Answering User Queries?
Google’s primary goal is to serve users the most relevant and useful content for their search queries. If your website lacks depth or doesn’t answer user questions, it won’t rank well.
- Content must match search intent – Google prioritises pages that directly answer what users are searching for.
- Long-form content tends to perform better – Well-researched, in-depth articles often rank higher than short, generic pages.
- Keyword stuffing is a red flag – Overloading a page with keywords can harm rankings rather than help.
👉 Fix it: Focus on creating high-quality, informative content that provides real value to users and aligns with their search intent.
4. Keyword Optimisation: Are You Using the Right Keywords?
Keywords play a crucial role in helping Google understand what your website is about. However, poor keyword strategy can hurt your rankings.
- Too broad? You’ll struggle to compete against major brands.
- Too niche? There may not be enough search volume.
- Not optimised? If your content doesn’t contain relevant keywords, Google won’t know when to display it.
👉 Fix it: Research the right keywords using SEO tools, incorporate them naturally into your content, and optimise page titles, meta descriptions, and headings.
5. Link Popularity and Link Quality: The Power of Backlinks
Links remain one of the strongest ranking factors in SEO. However, not all links are equal.
- High-quality backlinks from authoritative sites boost rankings.
- Spammy or low-quality backlinks can get your site penalised.
- Internal linking (linking between your own pages) helps with site structure and SEO.
👉 Fix it: Focus on earning quality backlinks from trusted sources rather than chasing quantity. Guest blogging, PR, and creating shareable content can help.
6. Article Publishing: Fresh Content Signals Relevance
Google rewards websites that consistently publish fresh, valuable content. If your website is static and rarely updated, it may struggle to stay relevant in search rankings.
- Blogging regularly improves visibility.
- Updating existing content can improve rankings.
- Google favours sites that keep up with industry trends.
👉 Fix it: Establish a content strategy that includes blog posts, articles, case studies, and industry insights to keep your site active and engaging.
Final Thoughts: SEO is a Long-Term Game
If your website isn’t ranking, it doesn’t mean all hope is lost. SEO is an ongoing process that requires strategy, consistency, and patience. At [Your Agency Name], we help businesses like yours navigate the complexities of SEO to improve visibility, drive traffic, and generate leads.
Need help getting your website to rank on Google? Get in touch with us today to discuss how we can improve your search presence.
