Why Your Competitor’s Website Is Ranking Higher (And How to Fix It)

Struggling to rank higher than your competitors? Here’s a simple breakdown of why they might be outperforming you and how to fix it:

1. Content Quality: Competitors may have better content that aligns with user intent and demonstrates expertise (E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness).

2. Technical SEO: Issues like slow page speed, poor mobile optimisation, or missing structured data could be holding you back.

3. Backlink Profile: They might have more high-quality, relevant backlinks that boost authority.

4. User Experience (UX): A better-designed, faster, and mobile-friendly site often leads to higher rankings.

Quick Fixes:

• Audit your site with tools like Google Search Console to identify technical issues.

• Upgrade content to meet user needs and Google’s quality standards.

• Earn backlinks by creating valuable resources or original research.

• Improve UX by optimising page speed, mobile responsiveness, and navigation.

Focusing on these areas can help you close the gap and climb the rankings. Let’s dive deeper into each factor.

Common Reasons for Lower Search Rankings

When it comes to search rankings, three key areas often determine how well your website performs compared to competitors. Let’s break them down, starting with technical issues that frequently undermine SEO efforts.

SEO Performance Issues

With over half of all searches now happening on mobile devices, ensuring your website's technical optimisation is no longer optional - it’s essential for staying visible in search results [1].

Here are some of the most common technical problems and their fixes:

Once your technical foundation is solid, the next step is to focus on content quality and user intent.

Content Quality and Search Intent

Google’s March 2024 Helpful Content Update has made one thing clear: low-quality content is no longer welcome. The update aims to reduce such content in search results by 40% [2]. This shift highlights the importance of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). In simple terms, quality now matters far more than quantity. Your content must align with what users are looking for and provide real value.

"Google looks at the overall website's quality to determine the content's quality." – John Mueller [2]

With technical optimisation and high-quality content in place, the next step is to strengthen your backlink profile, which plays a crucial role in building authority.

Link Quality Assessment

Think of high-quality backlinks as endorsements - they signal trust and relevance to search engines [3]. But not all links are created equal. Here’s what to prioritise:

Don’t overlook internal links either. Links from authoritative pages within your site can distribute authority more effectively than those from less impactful pages [1].

Steps to Improve Your Search Rankings

Tackling technical issues, content shortcomings, and backlink gaps can significantly enhance your website's search rankings. Here's how to approach each area effectively.

Fix Technical SEO Elements

A solid technical foundation is critical for strong search performance. Addressing common technical issues can make a noticeable difference:

To assess your site's technical health, follow these steps:

• Use Google Search Console and perform a site:yoursitename.com search to identify indexing problems.

• Ensure crucial pages are no more than three clicks away from your homepage.

• Implement structured data to make your content more understandable to search engines.

Once technical issues are resolved, shift your focus to creating content that aligns with what users are searching for.

Create Better Website Content

High-quality content is the backbone of SEO success. To stand out, your site needs to reflect E-E-A-T principles: Experience, Expertise, Authoritativeness, and Trustworthiness.

"Quality content is king in SEO, standing out by being helpful and trustworthy. Explore your topic thoroughly to create the go-to resource and let Google reward you with better visibility. Genuine expertise matters more than ever." – Clwyd Probert, Whitehat SEO [4]

Here’s how to create content that gets noticed:

• Understand user intent: Research what your audience is looking for before you start writing.

• Provide value: Use relevant statistics, data, and examples to support your points.

• Structure your content well: Clear headings and subheadings improve readability.

• Optimise meta elements: Write compelling meta titles and descriptions.

• Use multimedia: Incorporate images, videos, or infographics to enrich your content.

• Keep it updated: Regularly refresh your content to maintain its relevance.

Get More Quality Backlinks

Securing authoritative backlinks is still one of the most effective ways to improve your search visibility. High-quality links signal credibility to search engines.

For example, Search Intelligence successfully earned over 60 backlinks from high-authority sites like Yahoo News (DR 92) and Time magazine (DR 92) by publishing detailed statistics on AI adoption [5].

To attract quality backlinks, consider these strategies:

• Publish original research or industry studies.

• Create comprehensive guides and resources that others will want to link to.

• Track and reclaim unlinked brand mentions.

• Build relationships with industry journalists.

• Participate in expert roundups to showcase your expertise.

• Share unique data insights that add value to ongoing discussions.

"Prominence is based on information that Google has about a business, from across the web, like links, articles, and directories." – Google [6]

User Experience and Search Rankings

User experience (UX) plays a key role in how search engines rank websites. Metrics like bounce rate and engagement time help search engines evaluate how visitors interact with your site, giving them insight into its value and relevance.

Make Your Site Easy to Use

A poorly designed website can hurt your search performance. A good site layout should feel natural, guiding users effortlessly while encouraging them to explore further.

Here are some tips to improve usability:

• Organise navigation logically: Create clear hierarchies so users can find what they need quickly.

• Prioritise mobile responsiveness: Ensure your site adapts seamlessly to different screen sizes.

• Use readable fonts: Choose fonts that are easy on the eyes and keep your branding consistent.

• Add descriptive alt text: This not only aids accessibility but also helps search engines understand your images.

• Enable keyboard navigation: Make your site accessible to all users, including those relying on assistive technologies.

Better usability doesn't just keep users on your site longer - it also clears the way for conversions.

Improve Website Conversion Paths

When users easily complete actions like signing up or making a purchase, it signals to search engines that your content delivers on their needs. This makes optimising your conversion paths a win-win for both UX and search rankings.

Here’s where to focus:

• Clear CTAs: Place call-to-action buttons where users naturally focus their attention.

• Streamlined Forms: Keep forms short and ask for only the essentials.

• Visual Hierarchy: Use design elements like size and colour to guide user attention.

• Fast Loading Times: Ensure your pages load quickly on all devices.

• Relevant Content: Align your landing page content with what users are searching for.

Improved conversion paths not only boost user satisfaction but also strengthen your site's ranking signals.

To fine-tune these paths, run regular A/B tests on layouts, CTA placements, and forms. Tools like Google Search Console can help you track engagement metrics and Core Web Vitals, which directly affect your rankings [7].

UK Local Search Optimisation

Local search visibility is essential, with 92% of consumers relying on online searches to find nearby services [11].

Set Up Google Business Profile

A well-optimised Google Business Profile (GBP) can significantly improve your local search rankings [11].

To make your GBP work harder for you:

• Verify ownership to take full control of your profile.

• Add detailed descriptions of your services, including pricing.

• Upload high-quality photos of your premises and team.

• Engage with reviews by monitoring and responding to customer feedback.

• Post regular updates about events, promotions, or news.

"Google Business Profile reviews are key to our success, providing brand acknowledgement and giving customers the confidence to purchase." – Stephen Einhorn, Stephen Einhorn Tailoring [8]

Accurate and up-to-date GBP details are crucial, but consistency across all platforms is just as important.

Manage Local Business Listings

Inconsistencies in business information across various online directories can damage customer trust [10]. Keeping your listings accurate not only improves search rankings but also reassures potential customers.

Key elements for effective listings:

• NAP Details: Your Name, Address, and Phone number should be identical across all platforms.

• Opening Hours: Surprisingly, 61% of UK businesses list incorrect hours online [10].

• Service Information: Clearly outline what your business offers.

• Website URL: Add a direct link to your homepage or a relevant landing page.

Here are some of the most important platforms for UK businesses:

"When a consumer conducts a search for a business online, they expect and trust that the information listed will be accurate. If the customer then turns up and finds that the business is closed, the immediate result is a loss of trust that will likely discourage them from ever returning to a business location." – Uberall [9]

Regularly auditing your local listings ensures both better rankings and a stronger relationship with your customers.

Conclusion: Next Steps for Better Rankings

Boosting your website's search rankings isn't about quick fixes - it's about a focused, systematic approach that targets key performance areas. According to recent data, websites that adopt well-rounded SEO strategies can experience up to a 250% increase in organic traffic [15].

Here are some actions you should prioritise:

Start with a technical SEO audit using tools like Google Search Console or Ahrefs' Site Audit [14]. Pay special attention to mobile optimisation, as it plays a key role in ranking performance. Addressing these technical aspects creates a solid foundation for further improvements.

When it comes to content, focus on clear structure, use descriptive headings, and integrate schema markup to improve how your pages appear in search results. Make sure your content fully answers user queries and provides real value.

"Rankings are not the best measurement of success, only when they deliver value, i.e., traffic, revenue, sales, and conversions."

• Winston Burton, CEO & Founder at SEOAuditors LLC [13]

Keep a close eye on these metrics:

• Keyword rankings and share of voice

• Organic traffic trends, tracked via Google Analytics 4

• Conversion rates, to measure business impact

• Growth in referring domains

Local optimisation is another area that shouldn't be overlooked. With 'near me' searches soaring by 900% [12], it's essential to ensure your business details are consistent across platforms and to actively manage your Google Business Profile.

To stay on track, implement weekly monitoring and conduct quarterly reviews [14]. This regular check-in process not only keeps you aligned with your goals but also ensures your SEO efforts translate into meaningful results for your business.

FAQs

How can I find and fix technical SEO issues that are lowering my website's ranking?

Identifying and Resolving Technical SEO Issues

Improving your website's ranking starts with addressing technical SEO issues. Tools like Google Search Console, Google PageSpeed Insights, Sitebulb, and Screaming Frog SEO Spider are invaluable for spotting problems such as slow loading speeds, broken links, and crawl errors.

Begin by conducting a site audit with one of these tools to identify key problem areas. Prioritise fixing critical issues, including boosting page speed, ensuring your site is mobile-friendly, and addressing indexing errors. These steps can significantly enhance your site's performance and make it more visible in search results.

How can I make my website's content more relevant and engaging for users?

To make your website's content resonate with your audience, focus on crafting material that speaks directly to their needs and interests. Start by understanding what they’re searching for and tailor your content to address those queries. Use conversational, natural language while weaving in relevant keywords and related phrases to enhance your content's visibility on search engines.

Make sure your content is accurate, current, and easy to digest. Incorporating visual elements like images, charts, or videos can break up the text and keep readers engaged. Stick to E-E-A-T principles - experience, expertise, authoritativeness, and trustworthiness - to establish credibility and earn your audience’s trust. Lastly, revisit your content periodically to keep it fresh, relevant, and valuable.

How significant are backlinks for improving SEO rankings, and what are the best ways to build high-quality ones?

Backlinks are a key factor in SEO, acting as a signal to search engines that your website is credible and reliable. Simply put, the more high-quality backlinks you earn, the better your chances of climbing higher in search rankings.

If you're looking to build backlinks that matter, here are some effective strategies to consider:

• Guest blogging: Contribute insightful articles to respected websites in your field. This not only earns you backlinks but also positions you as an expert in your area.

• Broken link building: Hunt down broken links on other websites and offer your content as a replacement. It's a win-win: they fix their broken link, and you gain a backlink.

• Creating linkable resources: Craft content that people naturally want to link to - think detailed guides, eye-catching infographics, or well-researched studies.

The secret to success? Focus on quality over quantity. Make sure your backlinks come from reliable sources that are relevant to your niche.

Related posts

• 8 Common Website Issues That Drive Customers Away

• How to Improve Your Website’s Ranking in Teddington Without Paid Ads

• Do I Really Need SEO If I Have a Great Website? (For Surrey SMEs)