It’s no secret that Google rewards websites that offer a quality experience to its users. This philosophy is reflected in the ranking algorithm, which places an emphasis on content quality over quantity.
Use tools like Ahrefs and Semrush to analyze your competitors’ content and keywords. This will give you ideas for new content that satisfies search intent.
1. They Have More Backlinks
One of the most common reasons your competitors are outranking you in search is because they have more backlinks than you do. You need to start building authoritative backlinks. In the world of SEO, backlinks are a major ranking factor and the more quality ones you have, the better. You can check your backlinks and those of your competitors using a tool like Ahrefs or SEM Rush.
It’s also worth mentioning that backlinks help increase your domain authority (DA), which is another important ranking factor. A higher DA score can help you rank higher in SERPs because it signals to Google that your site is authoritative and trustworthy.
Getting more high-quality backlinks is essential to improving your DA, so make this a priority. This can be achieved by performing competitor benchmarking and identifying the websites that are linking to your competitors (as well as their DA scores). Then, reach out to those sites and ask them to link to you too.
In addition to increasing your DA, backlinks can also boost your page authority (PA) — another Moz metric that predicts how likely a web page is to rank. A higher PA can also help you rank higher in SERPs because Google will consider your page to be more relevant to the query being searched.
Another way to improve your PA is to optimize your content for better structure, scannability, and usability. This will also help boost your traffic, which is another ranking signal that Google looks for. Plus, when users spend more time on your website, they are more likely to engage with your content and interact with your business in other ways, such as leaving comments or sharing your posts on social media.
2. They Have Better Content
If you’re finding your competitors showing up above you in search results, they likely have better content. While it’s true that Google discloses paid ads on its SERP, if organic searches appear before those, it’s not hard to assume that your competitors have superior content.
One of the most common reasons why your competitor’s content outperforms yours is because it’s more relevant to the search queries they are targeting. Google’s algorithm has evolved over the years to more accurately understand subjects and topics, and they can judge whether or not a piece of content is relevant based on many factors. Creating more relevant and in-depth content is one of the best ways to rank higher than your competitors.
When you create content, it’s important to think about the intent behind the keywords that you are targeting. Many companies make the mistake of handing a list of keywords to their writers and then sprinkling those keywords throughout their articles. While this can generate some traffic, it will not help you rank well for long-term search engine optimization (SEO). Instead, you need to create dedicated pages that target each keyword and meet the specific needs of the search query.
Another way that your competitors’ content may outperform yours is because it is more helpful and valuable to the reader. Providing quality, expert-level information in your content will not only help you rank better, but it will also help to build trust and authority with your target audience. As a result, people are more likely to choose your products or services over those of your competitors if you are consistently ranking high in search results. This is the key to building a sustainable competitive advantage and earning long-term visibility in your industry.
3. They Have a Better Domain Authority
Domain authority (DA) is a predictive ranking factor that uses a machine-learning algorithm to predict how well your website will rank in search engines. It takes into account various metrics to determine this score, including linking root domains, link weight, and other indicators. The higher your DA score, the more likely your site is to appear at the top of SERPs. This is one of the most reliable SEO metrics available, and it’s often used as a benchmark to measure your growth.
A website’s DA can change over time, which is why it’s important to continue working on your SEO practices. However, don’t get caught up on a single metric. While work on your SEO will never stop, it’s important to focus your energy on creating high-quality content that is helpful and relevant to your audience. If you do this, then you will see results over time.
It’s also worth noting that there is no “bad” or “good” DA score. Your DA can be anywhere on the scale from 1 to 100, but this doesn’t necessarily mean that you will rank better or worse than your competitors. This is because a DA score is relative and depends on how your competitor’s sites perform in comparison to yours.
For this reason, it’s a good idea to compare your DA with the DA of your competition. This can help you understand where you stand in the rankings and what you need to do to improve. In addition, it’s important to note that a competitor’s DA can change as they build new links or take other SEO actions. Consequently, it’s a good idea to check back regularly and monitor your competitors.
4. They Have a Better Page Authority
Page authority is a predictor of how well a website or page will rank in search engine result pages (SERPs). Similar to Domain Authority, it uses an algorithm to evaluate the overall quality of a web page and takes into account link counts along with dozens of other factors to derive a score. It doesn’t, however, take into account keyword use or content optimization, which are both critical to on-page SEO.
Whether they’re writing a blog post or a product page, it’s important that marketers produce high-quality content that answers questions and provides value to their audience. By ensuring that your content is engaging, informative, and relevant, you’ll build trust with users and establish yourself as an expert in your field—which can ultimately lead to them seeking out your brand when they have additional questions or need solutions.
Page Authority is a useful metric for seeing opportunities, researching competitors, and measuring growth over time, but it’s important to keep in mind that it is not a concrete number that you can reach. It is a relative metric that compares a single page against its competitors, and because Moz continually updates the algorithm, it may fluctuate.
It’s also helpful to view Page Authority alongside other KPIs like Domain Authority and Organic Traffic, as these metrics offer a more holistic view of campaign health and help you better understand long-term trends. This gives your agency the intel needed to effectively target and optimize campaigns while communicating clearly with clients about how their efforts will impact their rankings over time. For example, analyzing how a client’s Page Authority has moved over time alongside their Organic Traffic can help you pinpoint which areas of their site need improvement and how best to approach the work ahead.
5. They Have a Better Presence on Social Media
The ubiquity of social media means it is more important than ever to maintain an active presence on these platforms. By sharing content and engaging with customers, you can expand your reach and help them discover your business.
A strong social media presence can also improve your website traffic and lead generation. When your followers are engaged with your brand on social media, they will often click through to your website for more information or to purchase products. This can lead to a significant increase in sales and conversions.
A strong social media presence can be a game changer for businesses that are competing with each other online. To keep up with the competition, it’s important to regularly run rank tracking scans and compare your results against theirs. With this information, you can identify any gaps and take steps to fill them. With a little work and some creative thinking, you can beat your competitors in search! Get started today. Contact us to learn more about our services or request a free rank tracker scan.