Why Your Competitors Rank Higher and How to Outrank Them

Seeing your competitors constantly outrank you on Google is frustrating. You’ve invested time and resources into your website, yet they appear above you in search results. This issue can greatly impact your business visibility and limit your customer reach.

Their higher rankings result from several contributing factors. These factors, when addressed, can improve your position. We have identified seven effective strategies to assist you.


Why your Competitors Rank Higher and How to Outrank Them


These strategies aim to help you outrank your competitors.


Competitors Have More and Stronger Backlinks

Backlinks are important for SEO. They signal to search engines that your content is valuable. Your competitors likely have more backlinks from reputable sites. This aids in boosting their credibility and search rankings. Focus on building high-quality backlinks from respected and related industry sources.


  • Create shareable content like informative blog posts, infographics, and research studies that are unique to your industry
  • Engage in guest posting on reputable and related sites to earn backlinks and establish relationships as well as your brand presence
  • Analyse your competitors' backlinks to identify link-building opportunities, key gaps, and improve your overall SEO strategy.

Competitors Create Higher-Quality Content

Search engines favour comprehensive and well-researched content that thoroughly addresses specific user queries. Your competitors may be offering detailed articles, in-depth guides, and extensive resources, attracting more visitors and reducing bounce rates. 

In our experience, high-quality content significantly improves rankings and makes you the first choice, where we see that 92% of searchers will choose businesses on the first page of local search results.

To stay competitive:


  • Create informative, in-depth content that thoroughly covers your topics from angles not yet covered.
  • Conduct thorough research to understand your market needs, wants and desires.
  • Incorporate your unique data, expert opinions, and real-world examples to add value.

Ensure your articles are well-structured, easy to read, visually appealing, and express your real opinion.
Search engines favour content that provides real value, answers questions, and solves problems. This establishes your authority, leading to more shares of your content, and hopefully more backlinks. Engaging content also reduces your bounce rates and boosts your conversions.

Competitors Have Better Keyword Optimisation

Effective keyword optimisation aligns your content with what users are searching for, increasing the visibility and driving the targeted traffic to your site. When your content matches search queries, it’s more likely to appear in search results, improving user engagement and time spent on your site, and positively impacting your rankings on Google.

Optimising for keywords helps you capture various stages of the buyer’s journey by targeting different intent levels and parts of the buying cycle, broadening your reach and improving conversion chances. 

Writing for different stages of the marketing funnel helps with targeting keywords across different stages of the buyer’s journey, broadens your reach and improves conversions. At the awareness stage, use keywords addressing initial queries and concerns. In the consideration stage, focus on specific features of your business. At the decision stage, use transactional keywords with content like pricing, reviews, and special offers. 

Marketing Funnels


Competitors Have Better Page Structure

A well-structured page is important for SEO, aiding search engines and enhancing user experience. Focus on title tags, meta descriptions, headers, and keyword usage.


  • Title Tags: Ensure title tags are concise and descriptive, and include your primary keyword. Aim for 50-60 characters.
  • Meta Descriptions: Write meta descriptions with your primary keyword, aiming for 150-160 characters to improve click-through rates.
  • Headers: Use headers (H1, H2, H3) to organise content. The H1 tag should contain your main keyword, while the H2 and H3 tags break up the content into its core components.
  • Keyword Usage: Incorporate your keyword in the title tag, headers, and body text naturally along with related semantic keywords throughout the content. Avoid keyword stuffing, at all costs. Your content needs to be legible and natural.


Pages with higher backlink count ranking up
Ahrefs ratings on pages with higher backlinks


Competitors Have Better Mobile Responsive Design

Google's mobile-first indexing prioritises the mobile version of websites for indexing and ranking. For your business, this means a mobile-responsive design is vital. Implementing responsive design practices, like using a responsive framework, ensures your site performs well on all devices and provides an accessible interface for mobile users. This leads to better search rankings, higher conversion rates, and improved engagement, helping you outperform competitors and drive better business outcomes.


Mobile responsive design


Competitors Have Better Crawlability and Indexation

Proper crawlability and indexation are critical for ranking well in search results and driving more traffic to your site. They ensure search engines can discover, understand, and rank your website content and pages.

Crawlability: This is the ability of search engine bots to access and navigate your site. Ensure a well-structured internal linking system and use an XML sitemap to help bots explore all pages. This is specifically important because the more time Googlebot spends crawling your site, the better it can index your content, leading to higher rankings in search results as a result of frequent and thorough updates.

Indexation: This is the process by which search engines, such as Google, index and pages on your website which makes it readily accessible to users who are conducting related queries. Your website will rank higher in search results if it is properly indexed and Google is able to display your various pages. On the other hand, websites owned by your competitors that are more effectively indexed will likely appear higher in the search results. This will cause them to draw in more traffic and prospects while decreasing the visibility of your website. 

Thus, for you to maintain your website’s competitiveness in the search engine rankings it will require you to make sure that your website is appropriately indexed. 





The first step toward improving your search rankings is to understand why your competitors are outanking you.
Focus on creating valuable content, obtaining relevant backlinks, and optimising keywords aligning with user search intent. 

Provide an excellent user experience to boost your credibility. 

This will help you outrank competitors and attract more targeted traffic.

To see improvements, start by analysing your current SEO performance. Identify areas for improvement using the above blog ideas, and prioritise the discussed strategies.

For expert assistance, reach out to Marketix, Sydney's leading SEO agency. Our professional SEO audit can provide detailed insights and tailored recommendations.

Don't let your competitors continue to outrank you. Take action today to improve your SEO performance.