10 Reasons Your Competitors Are Ranking Higher on Google

Reasons Your Competitors Are Ranking Higher on Google often comes down to strategy, not luck. They’re applying proven techniques to perform better in search engine results. If you’re falling behind, here are eight data-backed reasons—and what you can do to change that.

Improving your online presence starts with understanding why Google rankings change and what ranking factors are currently making the difference. This guide gives you actionable steps to help close the gap.

1. They’re Targeting More Relevant Keywords

Keyword relevance is a top-ranking factor. If your competitors are ranking higher on Google, it’s likely they’re using relevant keywords that match search intent more closely.

What you can do:

• Use tools like Google Keyword Planner, Ahrefs, or SEMrush to identify high-performing terms in your sector.
• Focus on long-tail keywords that reflect what customers are actually searching for.
• Map keyword intent to specific pages (informational vs. transactional).

For example, TradePal’s customers searching for “local heating engineers” may respond better to specific service pages targeting emergency boiler repairs or same-day radiator fitting.

2. They Understand and Serve Search Intent Better

Google prioritises search intent. If a user types “how to fix a leaking tap”, they want fast, step-by-step advice. If your content skips the basics or turns into a sales pitch, expect a higher bounce rate and lower engagement.

Quick fixes:

• Match each page’s purpose to a clear user goal.
• Write content that answers questions, solves problems, or compares options.
• Use an SEO tool like SurferSEO to check top-ranking competitor content.

Matching intent leads to a better user experience, more time on site, and more conversion opportunities.

3. Their Content Strategy Includes Higher Quality Content

Quality content remains central to achieving higher rankings. If your competitors write original, useful and well-structured articles or service pages, they will outrank you.

What quality looks like:

• Clear formatting with headings, bullet lists and images
• Accurate information backed by references or authority
• Practical relevance for trades, services or local areas

Example: A TradePal blog post on “best flooring options for kitchens” that compares materials, prices, and suitability will keep users engaged longer and signal value to Google search.

4. They Have a Better Backlink Profile

One of the strongest ranking factors is your backlink profile, especially from sites with high domain authority.

Why backlinks matter:

• Treated as votes of confidence by Google
• Help build your website’s credibility
• Drive referral traffic and improve rankings across multiple pages

To compete:

• Publish how-to guides, FAQs or case studies that others want to reference
• Build relationships with trade bodies and suppliers
• List your business on trusted directories

Strong anchor text, relevant pages and mentions from third-party websites will improve your search rankings.

5. Their Site Offers a Better User Experience (UX)

A site that’s easy to use performs better. Google’s March 2025 Core Update elevated good page experience as a direct ranking factor.

Key UX elements:

• Simple navigation
• Clean layout with clear anchor text
• Logical internal links to other content

TradePal’s websites benefit from using structured category pages, filters, and responsive design to keep users browsing for longer.

6. Their Site Is Faster and More Mobile-Friendly

Speed affects everything: dwell time, bounce rate, and conversion.

Performance tips:

• Use Google PageSpeed Insights to identify slow-loading elements
• Compress images and enable caching
• Remove outdated scripts or plugins

With over 60% of traffic coming from mobile devices, optimising for Core Web Vitals is no longer optional.

7. They’re Publishing New Content Regularly

Google prefers active sites. A consistent content strategy keeps your brand visible and relevant in competitive sectors.

Publish:

• Blog posts about seasonal trends, trade regulations or tool comparisons
• Customer FAQs based on real job requests
• Step-by-step how-tos with images (e.g. “How to prepare your home for winter”)

Fresh content attracts search engine crawlers and offers more entry points into your site.

8. Their Site Is Secure

Security matters – both to search engines and customers. If your site lacks an SSL certificate, expect to be outranked.

Benefits of securing your site:

• Gains trust with customers (shows HTTPS in browser)
• Reduces bounce rate
• Improves eligibility for rich results

Add clear trust indicators – customer reviews, domain name consistency, and accreditations – to reassure users.

9. Do Internal Links Help with Google Rankings?

Yes – internal linking is a widely accepted best practice for improving Google’s search results rankings.

It helps Google crawl your site more efficiently, boosts engagement by pointing readers to related content, and distributes authority between pages.

Aim for:

• 3–5 internal links per page
• Descriptive anchor text that explains what the user will find
• Links between blogs and service/product pages

10. They’re Using Better-Structured Data

Structured data gives Google more context about your site. If your competitors are using schema.org markup for reviews, FAQs and product listings, their pages may appear richer in search engine results.

TradePal can implement structured data for:

• Service areas
• Reviews/testimonials
• FAQs on service category pages

Better structure equals better search visibility.

Ready to Outrank Your Competitors?

Improving your rankings on Google starts with action. Whether you’re a self-employed plumber or an established multi-trade business, TradePal gives you the tools and visibility to compete effectively online.

TradePal offers tailored packages to help you show up in Google’s search results, generate more leads, and turn traffic into bookings. Choose from our marketing support, business profile management, or book a free consultation call to discuss your goals.

📞 Ready to talk? Contact us here and start taking steps toward better search performance.

What Are the Main Reasons Your Competitors Are Ranking Higher on Google?

If you’re searching for practical answers to the most common SEO problems, this section covers them clearly. Each question addresses one or more of the reasons your competitors are ranking higher on Google, helping you take the right next step for your business.

Why is my new website not ranking?

New sites often lack domain authority, backlinks, and content. Focus on strong technical foundations and regular, helpful content.

What’s an important ranking factor people often forget?

Internal linking. It improves crawlability and encourages longer site visits.

How often should I update my blog?

A general rule is at least once a fortnight. Prioritise content writing that serves the user.

Does social media help my SEO?

It doesn’t directly impact rankings but can drive traffic, raise brand awareness, and increase engagement.

Want better visibility? Talk to TradePal about optimising your listing and digital presence.