It’s frustrating. You search for your service in Google—something like “[your industry] in Longview WA”—and there’s your competitor. Smiling at you from the top spot. Meanwhile, your site? Page two. Maybe worse.
You’ve poured time and money into your business. Maybe even had your website redone. So why does that other business show up first?
Let’s break it down.
1) They’ve Been Consistent With SEO
SEO is not a one-and-done deal. The websites that rank well are the ones that have been optimized—and consistently worked on—month after month, year after year. Your competitor may have started small, but they kept at it.
Here’s what “consistent” SEO often looks like:
- Fresh blog content every month (even just one post helps)
- Pages added or updated regularly
- Meta titles and descriptions tailored for each service
- Ongoing keyword research and adjustments
If your website hasn’t changed much in the past year or more, Google may see it as stale.
2) Their Content Is More Helpful
It’s not about stuffing keywords anymore. Google ranks pages that are helpful, relevant, and thorough.
Take a look at their content compared to yours:
- Do they answer common customer questions in detail?
- Do they have FAQ sections, tips, or guides?
- Do they explain their services clearly—without industry jargon?
- Do they cover topics related to their work that show expertise?
That kind of content tells Google they’re an expert in the area. It’s no wonder they show up first.
3) Their Website Loads Faster
Speed matters. Google knows people won’t wait for a slow site. If your competitor’s website loads in under 2 seconds and yours takes 5, they’ve got the advantage.
Common causes of slow websites:
- Cheap or overcrowded hosting
- Large uncompressed images
- Bloated themes or unnecessary plugins
- No caching or content delivery network (CDN)
A fast site doesn’t just help rankings—it keeps people around longer.
4) Their Site Works Well on Mobile
More than half of web traffic happens on phones. Google knows that—and they prioritize mobile-friendly websites.
Ask yourself:
- Is your site easy to navigate on a small screen?
- Do the buttons work?
- Is the text readable without zooming?
- Are images sized correctly?
Google uses mobile-first indexing, which means your mobile site matters more than your desktop version.
5) They’ve Structured Their Site for Google
Sometimes it’s not what you can see—it’s what Google sees in the background.
Your competitor’s site might be better “structured” for search engines:
- Clear page hierarchy (Home > Services > Interior Painting)
- Descriptive URLs (like
/kitchen-remodeling-longview-wa) - Proper use of H1, H2, and H3 tags
- Schema markup that helps Google understand the business
If your site structure is messy or inconsistent, you’re giving up ground.
6) They’re Earning Backlinks
A backlink is when another website links to yours. Think of it as a vote of confidence in your content. Google still sees backlinks as a major ranking factor.
Your competitor might have:
- Local directory listings
- Mentions in industry blogs or local newspapers
- Partners or vendors who link to them
- Community involvement or sponsorships
If all your backlinks are from obscure, irrelevant sites—or if you have very few—Google might not see your site as trustworthy.
7) Their Google Business Profile Is Optimized
This is huge for local SEO. When someone searches for “Plumber in Longview WA,” Google often shows a map with local listings. That’s pulled from Google Business Profiles.
Your competitor may rank higher there because:
- Their profile is fully filled out
- They regularly post updates
- They respond to reviews
- Their business categories are accurate
- They have more (and better) reviews
Active, optimized listings rise to the top.
8) They Have More (and Better) Reviews
Google favors businesses that people trust—and reviews are one of the strongest trust signals.
It’s not just quantity—it’s quality and consistency:
- Do they have recent reviews?
- Are the reviews detailed and positive?
- Do they respond professionally to negative ones?
Encourage your satisfied customers to leave reviews regularly. It makes a difference.
9) Their Site Keeps Visitors Around
Google tracks how people interact with your website. If someone clicks your listing but quickly leaves, that sends a bad signal.
If they:
- Stay on your page
- Click around
- Read multiple sections
- Contact you
That tells Google your site is useful.
10) They’re Updating and Improving Regularly
Google favors sites that are active.
If your site hasn’t been touched in two years, it’s probably being outranked by a competitor who’s:
- Updating service pages
- Adding new blog posts
- Refreshing content to keep it accurate
- Improving performance over time
They’re treating their website like a living part of their business—not a static brochure.
11) Their Domain Has More Authority
Over time, Google builds trust with websites. The older and more active the domain, the more authority it can accumulate.
If your competitor’s site has been around for 10+ years and has built momentum, it may simply have more history with Google. That doesn’t mean you can’t catch up—but it does mean you need a strategy and consistency.
12) They’re Working With Professionals
Most businesses that rank well aren’t doing it all themselves. They’ve likely hired someone to:
- Write SEO-optimized content
- Fix technical issues
- Run a monthly SEO plan
- Monitor Google rankings
- Build backlinks the right way
Partnering with someone who knows how SEO works can make a night-and-day difference.
What You Can Do Right Now
You don’t need to overhaul everything at once. But here’s where to start:
Step 1: Run a Website Audit
Use a professional tool or ask a team like ours at Graticle Design to run a manual audit. You’ll get a clear view of what’s holding your site back.
Step 2: Optimize the Basics
Fix your meta titles, update your service pages, and ensure your images are compressed. It’s low-hanging fruit that can help.
Step 3: Add a Local Content Plan
Start building a content plan focused on your actual customers in your area. Think: “Best Time to Aerate Your Lawn in Longview” or “How to Prep for a Roof Replacement in Kelso.”
Step 4: Refresh Your Google Business Profile
Add posts, photos, answer questions, and reply to every review.
Step 5: Ask for Reviews
Reach out to 5–10 happy customers and ask them to write a Google review. Make it easy with a direct link.
You Can Catch Up—But You Need a Plan
Your competitor didn’t get to the top by accident. They made smart choices—and probably had some help. The good news? You’re not far behind. With a clear plan, steady effort, and the right guidance, you can absolutely outrank them.
And if you’re not sure where to start or just want a second set of eyes on your site?
Let us manually audit your website. We’ll walk through it like a potential customer would and show you what’s working—and what’s hurting your rankings.
