You type your best keyword into Google and there they are—your competitor sitting above you like they own the place. Same market. Similar services. Yet they keep showing up ahead of you and pulling in the clicks. This isn’t magic, and it isn’t luck. It’s usually a stack of small, compounding advantages across content, technical setup, authority, and local signals.
Here’s a deep, no-fluff playbook to understand why they rank higher and exactly what to do about it—whether you’re a contractor in Cowlitz County, a manufacturer courting B2B buyers, or a local service business in Longview or Vancouver.
The Real Ranking Equation
Search engines don’t reward the prettiest site. They reward the site that:
- Answers the searcher’s intent completely
- Is easy for crawlers to understand and index
- Loads quickly and works well on every device
- Earns trust through signals on and off the site
- Proves local relevance (for local queries)
If your competitor beats you, they’re likely doing better in two or more of those buckets. Let’s break each one down into actionable steps you can take immediately.
1) Your Content Doesn’t Match Searcher Intent (Yet)
Ranking starts with intent. If your page is a sales pitch and the searcher wants a how-to guide, you’re fighting the algorithm.
How to confirm the actual intent
- Google the term and study the top five results. Are they service pages, guides, comparisons, or checklists? That’s your pattern.
- Scan the “People also ask” questions. Those are subtopics you must answer.
- Note content format: long-form guide, video, price table, location map, FAQs. Match the format, not just the topic.
Fix it
- Create or refactor the page to deliver the most useful version of what searchers clearly want.
- Build an outline before writing: H2s for main sections, H4s for subtopics, and answer “People also ask” within the flow.
- Add a short “What you’ll learn” summary up top.
- Include a decision path: when to DIY, when to call a pro, how to compare options.
Example structure for a service keyword
- H2 What This Service Solves
- H2 How It Works
- H2 Options and Pricing Guidance
- H2 Common Mistakes to Avoid
- H2 Real-World Results or Case Briefs
- H2 FAQs Based on “People also ask”
- H2 Next Steps and Contact
Competitors outrank you here because their page teaches first, sells second, and is organized in the way Google already knows people prefer.
2) Topical Authority Beats “One-Off” Articles
One strong page helps. A cluster of pages that cover a topic end-to-end wins.
Build a topical map
- Pick the core money topic (e.g., “commercial HVAC installs,” “industrial web design,” “bathroom remodels”).
- List 8–12 subtopics people ask before buying (costs, timelines, materials, permits, mistakes, maintenance).
- Create one authoritative hub page and supporting articles for each subtopic.
- Internally link the subtopics back to the hub and cross-link sibling articles where it makes sense.
Signals you’re falling short
- You have one page for a big topic; your competitor has a hub, 10 supporting posts, a calculator, and a checklist download.
- Your internal links are thin or random; theirs build a clear trail through related questions.
Quick wins
- Turn your best-performing page into a hub.
- Publish two supporting posts per week for a month, each answering a real question found in search results.
- Add a “Related Guides” section at the end of every piece.
3) Thin Content and Vague Answers
If you dance around specifics, people bounce—and Google notices.
What “thin” looks like
- 400–700 words repeating platitudes.
- No prices, ranges, or examples.
- No step-by-step process or visuals.
- No proof: case results, photos, testimonials, or named clients (when allowed).
Turn thin into robust
- Add real numbers: typical budgets, timeframes, cost variables, and trade-offs.
- Show process: a simple timeline with what happens at each step.
- Add media: before/after images, diagrams, or a 90-second explainer video.
- Insert mini-case capsules: problem → approach → outcome.
Your competitor likely gives buyers the confidence to act. Do the same, but cleaner.
4) Internal Linking and Site Structure
Search engines need roads between your pages. If your site is a cul-de-sac, authority stalls.
Build a clean structure
- One hub per major service.
- Subpages for each service variation, industry, or region.
- Cross-link sibling pages when the next step is natural (e.g., service → pricing guide → case study → contact).
- Keep URLs short, descriptive, and consistent.
Practical checkpoints
- Every key page links to 3–5 related pages.
- Breadcrumbs are enabled.
- Footer includes links to primary hubs and top services.
- No orphan pages (pages with zero internal links pointing to them).
5) Technical SEO: Crawlability, Indexing, and Rendering
If bots can’t fetch and render your page quickly, content quality won’t save you.
Non-negotiables
- Clean robots.txt (don’t block your own content).
- XML sitemap submitted and only contains canonical URLs.
- Canonicals set correctly; avoid duplicate paths to the same content.
- No accidental noindex on money pages.
- Consistent trailing slashes and lowercase URLs.
Rendering issues that tank rankings
- Heavy client-side rendering that hides important content until after scripts load.
- Pop-ups that block content on first paint.
- Endless-scroll or tabs with critical content that never makes the initial DOM.
Quick tests
- View source and confirm key text appears without needing JavaScript.
- Use a text-only fetch to see what bots see.
- Check for duplicate title tags and missing meta descriptions on key pages.
6) Page Speed and Core Web Vitals
Speed isn’t everything, but it’s the difference between a click and a bounce—especially on mobile.
Focus on real-world wins
- Compress and resize images; serve modern formats.
- Defer or remove non-essential scripts.
- Inline critical CSS; load the rest later.
- Cache aggressively and use a CDN.
- Replace large sliders and background videos with a single hero image unless the video truly adds value.
Benchmarks worth chasing
- Largest Contentful Paint under 2.5s.
- Interaction to Next Paint snappy on mobile.
- Cumulative Layout Shift near zero (stop that mid-scroll jump).
Competitors who feel “instant” will beat you on engagement, and engagement feeds rankings.
7) On-Page Optimization That Actually Matters
Over-optimizing for keywords doesn’t work. Matching language to the searcher does.
The checklist
- One clear primary keyword/topic per page, reflected naturally in the H1.
- H2/H4 structure that mirrors real questions customers ask.
- Descriptive meta titles that promise value and drive clicks.
- Descriptive alt text for images that actually explains the image.
- FAQ section answering the top 4–6 questions on the topic.
Schema you should implement
- Organization or LocalBusiness (with NAP data).
- BreadcrumbList.
- FAQPage (only for genuine Q&A that appears on the page).
- Product/Service where relevant with price ranges.
- Review snippets if you have eligible, honest reviews.
Schema won’t fix thin content, but combined with strong pages it can win extra visibility in the results.
8) Backlinks and Mentions: Quality Over Quantity
Links are still a vote of confidence. But the right votes matter.
Why they outrank you
- They’re referenced by known local organizations, suppliers, partners, and industry directories.
- They publish research, tools, or how-to content that others cite.
- Their brand gets mentioned in local news and community sites.
How to earn real links
- Publish one standout asset each quarter: data roundup, checklist, buyer’s guide, or calculator.
- Partner features: write a short profile about a vendor or customer success and ask for a link back.
- Sponsor one relevant local event and ensure the website lists and links to sponsors.
- Pitch a practical how-to article to an industry association site.
Avoid spammy link schemes. They don’t last and can set you back.
9) Local Signals and Proximity
For searches with local intent, your competitor may have stronger local trust.
The pillars of local visibility
- A complete and accurate business profile with consistent name, address, phone, hours, and categories.
- Fresh reviews that mention the service and the city.
- Photos of real work, not stock.
- Local citations on reputable directories with consistent NAP.
Local content that helps
- City-specific service pages with real photos and micro-case blurbs.
- Project spotlights tagged by neighborhood or city.
- A simple service area map and coverage notes.
If you serve Longview, Kelso, Woodland, or Vancouver, say so plainly on the page where the service is described.
10) Engagement Signals and UX
Search engines watch what users do after they click.
Boost engagement with clarity
- A crisp headline that states what you do and for whom.
- A short proof bar near the top: years in business, notable clients, review score.
- A short explainer video or visual timeline of your process.
- Strong calls to action with low-friction options: “Get pricing range,” “Request a 10-minute consult,” “See local examples.”
Remove conversion sandbags
- Slow loading pop-ups and auto-play media.
- Complex forms with too many required fields.
- Vague contact methods.
- Walls of text without skimmable headings.
Competitors who make it easy to take the next step will quietly outrank you over time.
11) Content Freshness and the Update Flywheel
If your best article is from three years ago, it’s probably losing to a fresher, better one.
Create an update calendar
- Identify the 10 pages that bring the most qualified traffic or should.
- Refresh two per month: new stats, examples, FAQs, and images.
- Add an “Updated on” date when you make meaningful changes.
- Track which updates move the needle and repeat what works.
What to add during updates
- Pricing ranges for the current year.
- New photos or diagrams.
- A “common mistakes this year” section based on what you’re seeing in the field.
- Cross-links to any new supporting posts.
12) Content That Proves You Do the Work
Trust is the shortcut to rankings and conversions.
Put proof above the fold
- Real photos of your team and work.
- Short, specific testimonials tied to a result.
- Badges that actually mean something (licenses, associations).
- A line about how many projects you’ve done locally this year.
Fast credibility boosters
- Project snapshots: one paragraph each with a photo.
- “Before you hire” checklist.
- A simple guarantee or promise you can actually keep.
13) Measuring the Gap Without Guessing
You don’t need fancy dashboards to see why you’re losing.
Quick gap analysis
- Compare their ranking page vs. yours side-by-side.
- Count subtopics covered, visuals used, and FAQs answered.
- Check their internal links—how many relevant pages point to this page?
- Run basic speed tests; note image sizes and script bloat.
- Skim their reviews and pull out phrases customers repeat—those belong in your copy.
Decide what to fix first
- Pages that are already on page 2 can leap with on-page and internal link improvements.
- Weak or outdated hubs should be refreshed before creating brand-new topics.
- Local pages with traffic but low conversions need UX fixes now, not next quarter.
14) A 30–60–90 Day Turnaround Plan
You can’t fix everything at once. Stack wins.
Days 1–30
- Pick 3 money pages stuck on page 2.
- Rewrite headlines and intros to match intent.
- Add missing subtopics and FAQs.
- Compress images and defer non-critical scripts.
- Add 3–5 internal links from relevant pages to each target page.
- Refresh your business profile with current photos and hours.
Days 31–60
- Publish a proper hub page for your main service.
- Ship four supporting articles that answer real questions.
- Add schema: Organization/LocalBusiness, Breadcrumb, FAQ where appropriate.
- Collect five new reviews that mention service + city.
- Replace one heavy hero video with a fast image.
Days 61–90
- Build one linkable asset (calculator, detailed checklist, or research summary).
- Pitch it to partners, suppliers, and associations.
- Refresh two older high-potential posts with new data and visuals.
- Add mini-case capsules to your top landing pages.
- Re-test speed and vitals; iterate until mobile feels instant.
This cadence compounds. By day 90, you’ll see multiple pages climbing and conversions improving.
15) Don’t Ignore the “Invisible” Stuff
Sometimes the ranking killer is a quiet technical flaw.
Sneaky issues to check
- Canonical pointing to the wrong URL.
- Duplicate pages from URL parameters or printer views.
- Content blocked by robots.txt or a plugin misconfiguration.
- Staging site indexed with duplicate content.
- Mixed versions of your site (http/https, with/without www) not properly redirected.
- Pagination or filters creating thousands of low-value URLs wasting crawl budget.
One afternoon of cleanup here can lift your entire site.
16) Write for Buyers, Not Algorithms
The best-ranking pages sound like they were written by someone who does the work for a living.
Ground your copy in reality
- Use the words customers use in reviews and emails.
- Show your process in plain language.
- Admit trade-offs. Say when you’re not a fit.
- Include prices or ranges early, even if they’re estimates.
That tone builds trust and improves dwell time, which supports rankings.
17) Put It All Together on a Single Page
Let’s say you want to rank for “kitchen remodeling Longview WA.” A competitive page would include:
- A headline that names the service and area.
- A one-paragraph summary of typical project scopes and timelines.
- A price range table with what affects cost.
- A 6-step process timeline with photos.
- Three mini-case capsules from Longview or Kelso.
- FAQs pulled from “People also ask.”
- A map or service area note.
- Internal links to “Financing,” “Cabinet options,” “Permits guide,” and “Before/after gallery.”
- A call-to-action with two paths: quick estimate form or a 10-minute discovery call.
If your competitor’s page checks most of those boxes and yours checks two, the ranking outcome won’t be a surprise.
18) Maintenance Beats Sprints
Ranking isn’t a one-time project. It’s maintenance:
- Keep top pages updated quarterly.
- Publish one strong piece per month that supports a hub.
- Earn a couple of high-quality mentions each quarter.
- Monitor speed and fix regressions before they pile up.
- Keep local signals fresh with new photos and recent reviews.
Do that for a year and you’ll look like “the obvious choice” to both customers and search engines.
Practical Worksheets You Can Use This Week
Rapid page audit (15 minutes per page)
- Search your primary keyword and open the top 5 results.
- List subtopics they cover that you don’t.
- Add those as H4s in your page outline and draft 2–3 sentences for each.
- Add one visual and one specific example.
- Link in from 3 relevant pages on your site.
- Update your meta title to promise a clear benefit (“pricing, timelines, pitfalls to avoid”).
Internal link sprint
- From your top 10 pages, add a “Related Guides” block with 3–5 links chosen by buyer journey stage.
- Ensure every service page links to at least: pricing, process, case studies, and contact.
- Use descriptive anchor text that matches the topic naturally.
Local credibility sprint
- Post 5 project photos with short captions to your business profile.
- Ask three recent customers for a short review that mentions the city and service.
- Add a “Serving Longview, Kelso, and Cowlitz County” line to your service pages, with a simple map image.
Common Myths to Drop Right Now
- “We need a brand-new website to rank.”
Often you need focused content, better internal links, and speed fixes—not a full rebuild. - “Word count is the ranking factor.”
Word count follows usefulness. Write enough to answer the real questions well. - “We’ll just buy some links.”
Temporary sugar high, long-term risk. Earn relevant mentions through content and partnerships. - “If we add more keywords, we’ll rise.”
Write for humans. Organize for crawlers. That combination wins.
How To Put This To Work
Your competitor didn’t beat you with one trick. They stacked small, sensible advantages—clearer answers, stronger structure, faster pages, better proof, and steady updates. You can do the same. Start with the pages closest to the top of page 2, fix intent and structure, speed them up, earn a few honest local mentions, and keep publishing genuinely helpful material around your core services.
Do this methodically for 90 days and you won’t be asking why they rank higher—you’ll be monitoring how many positions you’ve gained and which pages to promote next.
