My website is on page 2 of Google: what should I improve?

Treat “page 2” as a clue, not a fixed location

Search layouts vary, and Search Console reports an average position across impressions. A value around 12 does not mean every customer sees your page as the twelfth link. First filter to a specific query, country, device and landing page where the data allows.

Choose a search that matters commercially. Moving a high-volume but irrelevant query may be less valuable than improving a smaller service search.

Confirm that the right page is appearing

If Google alternates between two similar pages, compare their purpose. You may need clearer internal links or one stronger page, rather than a third article targeting the same phrase. Do not delete or redirect pages solely because their wording overlaps; check what each already attracts.

Use the guide to find your ranking keywords to connect a query with its landing page.

Find the missing decision information

Compare the pages receiving visibility for the query. Does yours explain the exact service, answer the obvious questions and provide real evidence? Improve the gap that matters to the searcher. Adding a fixed number of words or repeating the keyword is not a reliable strategy.

• Make the title accurately describe the page’s specific offer.
• Add missing scope, examples or process information.
• Link from relevant existing pages using meaningful anchor text.
• Check indexability and that the canonical points to the intended page.

Record a change and allow time to assess it

Note the date the improvement is live. Compare like-for-like periods and the same query-page combination, considering seasonality and limited data. Avoid rewriting every week simply because daily positions fluctuate.

Sitewell identifies striking-distance opportunities and prepares page improvements, but neither the starting position nor an improvement guarantees a page-one result.

Use rank tracking services to keep selected queries under review alongside clicks and enquiries.