Why Your Competitors Are Ranking Higher on Google (And How to Fix It)
If your competitors are dominating Google search results while your website struggles to gain visibility, you’re not alone. Google’s algorithm rewards sites that check all the right SEO boxes, and if your competitors are ranking higher, it means they’re doing something better than you. The good news? You can fix it.
Let’s break down the key reasons why your competitors outrank you and how to turn the tables.
1. Your Competitors Have Better Content
Google prioritises valuable, high-quality content that answers search intent. If your content is thin, outdated, or lacks depth, you’ll struggle to rank.
How to Fix It:
✅ Create long-form, in-depth blog posts that answer common industry questions.
✅ Use SEO-optimised headings, bullet points, and internal links to enhance readability.
✅ Update old content to keep it relevant and fresh.
Example: If you’re a mortgage broker, a blog titled “How to Get Approved for a Mortgage with a Low Credit Score” with detailed insights will rank higher than a generic post about “Mortgage Tips.”
2. You’re Not Targeting the Right Keywords
Ranking on Google isn’t just about using keywords—it’s about using the right keywords. If your competitors are ranking higher, they may be optimising for high-intent search terms while you’re targeting generic or low-competition ones.
How to Fix It:
✅ Use Google Keyword Planner or Semrush to find high-intent, low-competition keywords.
✅ Focus on long-tail keywords like “best mortgage broker for first-home buyers in Sydney” instead of “mortgage broker.”
✅ Optimise meta titles, descriptions, and headings with target keywords naturally.
3. Your Website’s Technical SEO is Weak
Google favours websites that are fast, mobile-friendly, and technically sound. If your site loads slowly or has broken links, you’re losing rankings.
How to Fix It:
✅ Improve site speed using Google PageSpeed Insights recommendations.
✅ Make sure your site is mobile-responsive (over 60% of searches come from mobile).
✅ Fix broken links, optimise images, and ensure proper URL structure.
Pro Tip: If your website takes longer than 3 seconds to load, over 50% of users will leave.
4. Your Competitors Have More High-Quality Backlinks
Backlinks are one of the biggest ranking factors in Google’s algorithm. If your competitors have strong backlinks from reputable sites, Google sees them as more authoritative.
How to Fix It:
✅ Get featured in industry blogs and news websites to earn quality backlinks.
✅ Use HARO (Help a Reporter Out) to connect with journalists looking for expert sources.
✅ Write guest posts for authoritative websites in your industry.
5. Your Google Business Profile (GBP) is Weak or Nonexistent
If you’re a local business and your competitors are ranking higher, their Google Business Profile (GBP) is likely better optimised. Google Maps and local searches heavily favour GBP listings.
How to Fix It:
✅ Claim and fully optimise your Google Business Profile.
✅ Get more 5-star Google reviews—ask satisfied clients to leave feedback.
✅ Add photos, service details, and business hours to improve engagement.
Example: Mortgage brokers ranking on page 1 often have 50+ Google reviews, while those on page 2 may have fewer than 10.
6. You’re Not Running Google Ads (While Your Competitors Are)
Organic rankings take time. If your competitors are also running Google Ads, they’re skipping the line and appearing at the top instantly.
How to Fix It:
✅ Set up Google Ads targeting high-intent keywords (e.g., “home loan broker Gold Coast”).
✅ Combine Google Ads with SEO—ads bring quick traffic while SEO builds long-term authority.
✅ Use retargeting ads to stay top-of-mind for website visitors who didn’t convert.
7. You Haven’t Built a Strong Internal Linking Structure
Internal links help Google understand the structure of your site. Competitors with better internal linking strategies may be ranking higher because Google can crawl their sites more effectively.
How to Fix It:
✅ Link to relevant internal pages within your content (e.g., from a blog post to a service page).
✅ Use descriptive anchor text instead of vague phrases like “click here.”
✅ Ensure your key pages have multiple internal links pointing to them.
8. You’re Not Leveraging Local SEO
For businesses serving specific areas, local SEO is critical. If your competitors are ranking higher, they’re likely optimising their location-based SEO better than you.
How to Fix It:
✅ Optimise title tags and meta descriptions with local keywords (“Mortgage Broker Brisbane”).
✅ Get citations on directories like Yellow Pages, True Local, and industry-specific sites.
✅ Publish location-based content (e.g., “Best Suburbs for First-Home Buyers in Melbourne”).
9. Your Competitors Are More Consistent
SEO isn’t a one-time fix—it’s an ongoing strategy. If your competitors are regularly updating their websites, posting blogs, and improving their SEO, they’ll outrank you over time.
How to Fix It:
✅ Post new content at least twice a month.
✅ Keep updating and optimising existing content.
✅ Stay on top of SEO trends and algorithm updates.
If your competitors are ranking higher than you on Google, it’s not by accident—it’s because they’re following a structured SEO strategy. The good news? You can reverse-engineer their success and start climbing the rankings yourself.
✅ Improve content quality
✅ Target high-intent keywords
✅ Optimise your website’s technical SEO
✅ Build backlinks & strengthen internal linking
✅ Leverage Google Ads & local SEO