Why is my website not ranking on Google?

[Aaron]

I have built a website for my wife's business and no matter what I try the website doesn't rank on Google. I have read all the SEO tips and have created keyword rich content. I have tried to optimise all meta tags. I have tried to get back links.

But still the site is outranked by pretty awful sites and competitors that dont even have a webpage but out rank us with their directory listing.

Our web site url is http://www.mothersinlaw.com.au and we rank very high when searching for "mothers in law" but I want to rank for "Dee Why conveyancer" or "Northern Beaches Conveyancer".

Please help.

Is there a way to find out if google is deliberately pushing us down for some reason. Or am I missing something else?