If a competitor is consistently showing above you on Google, they are almost certainly doing more of the right things — or doing them better. Understanding what those things are is the first step to closing the gap.
They Probably Have More Backlinks
Backlinks — links from other websites to yours — are one of the strongest signals Google uses to decide how trustworthy and authoritative a site is. A competitor with lots of links from local directories, trade associations, local news sites, and relevant blogs will rank higher than a site with few or no external links. Building your own backlink profile takes time, but it is one of the most effective things you can do to improve your rankings. Start by getting listed on Google Business Profile, Yell, Checkatrade, and any relevant industry directories.
Their Website Content Is More Comprehensive
Google rewards pages that thoroughly answer a search query. If your competitor has detailed service pages, location-specific content, and a regularly updated blog, their site is probably more relevant and comprehensive than yours in Google's eyes. Audit your main competitors' sites — look at how much content they have, what topics they cover, and what questions they answer that you do not. Then create better, more detailed content on your own site.
Their Technical SEO Is Better
Faster loading times, proper heading structure, optimised images, clean code, and correct use of title tags and meta descriptions all contribute to rankings. A competitor whose site loads in one second will generally outrank one that takes four seconds, all else being equal. Run both sites through Google PageSpeed Insights and compare the scores — this can reveal quick wins you can make on your own site.
They Have More and Better Reviews
For local search results, the number, recency, and quality of Google reviews are a significant ranking factor. If your competitor has 80 reviews and you have 10, that is likely contributing to their higher position. Running a structured review-gathering campaign — asking every satisfied customer for a review — can move the needle relatively quickly.