Your new website isn’t ranking in Australia because Google’s search algorithms prioritise websites demonstrating relevance, authority, and a positive user experience, and these signals take time to establish – particularly for new domains. Google’s ranking systems, as of December 2025, rely heavily on understanding a website’s content in the context of Australian search intent.
A key component is Google’s RankBrain system, a machine learning application that helps process search results. RankBrain analyses user interactions with search results – clicks, dwell time, and bounce rates – to refine rankings. Currently, Google’s systems also heavily utilise the Helpful Content Update, which prioritises content created for people, not solely for search engines. For Australian businesses, this means content needs to address specific Australian needs, terminology, and regulations. Google Business Profile (GBP) data is also crucial; accurate and complete GBP listings, including service areas targeting Australian postcodes, directly influence local search rankings. In December 2025, Google’s Search Generative Experience (SGE) is increasingly impacting results, meaning websites need to provide concise, factual information suitable for AI-powered summaries. Google has confirmed that SGE will continue to expand in 2026 and 2027, further integrating AI into search.
Ultimately, Google’s ranking systems function by continually analysing and re-evaluating websites based on a complex interplay of content quality, user behaviour, and technical factors to deliver the most relevant results to Australian searchers.
