Where is hidden secret?

I'm not professional SEO guy. My field is different, but I need to promote my business effectively in many different countries, so started to learn SEO basics.

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I have done most onsite improvements on my website.

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Now I signed up for free trial SEOptimize account, and got big report PDF about my and my competitors sites. They have 10 times more traffic from Google then I do, but according to that report they do not have anything miracle there, my site and even backlinks are as good as theirs... why they are on the first page and I'm not ?