SEO - What a pile of shite

Under the search term Bishop Auckland, there's only 4 websites got a page rank. This website has a lot of information on Bishop Auckland, so how come I'm having such a hard time getting Google to acknowledge me in the free listings? It's not even in the top 100! And there's loads of sites managed to get there because they've mentioned Bishop Auckland once.

I'm on the first page in the paid listings though. Happy to take my coin aren't you!