Why Your Competitors Are Outranking You in the Search Results?
Any business that wants to succeed online should have SEO as a main element in their marketing strategy; the positive impact of SEO has been proven time and time again and can no longer be ignored.
SEO can offer your business long term success if implemented well and ethically! Whilst SEO isn’t known for immediate results, if you often check your keyword ranking daily you will notice that your
keyword positions vary from day to day. Monitoring your rankings on a daily basis isn’t the best protocol as Google makes changes to their algorithms regularly as well as indexing new pages everyday which may impact your rankings and see your competitors overtaking you.
Generally speaking, if a website is outranking you then it is better than you. SEO is constantly changing and evolving, things that worked wonders 10 years ago no longer have the same positive impact on your rankings so it could be dangerous to not keep up with changes in the industry.
If your competitors are outranking you, ask yourself these 4 questions:
What Can I Offer That My Competitors Can’t?
With so many businesses moving online, there isn’t room for everyone to rank on Page 1. In order to beat your competitors organically you need to provide the user with something your competitors don’t, Google is looking for in depth websites that offer the most value. The key here is to find an area that you can be better at whether that be a new product or service you can provide, or even widening your reach to target a new demographic with a clever marketing strategy. Whilst this process will take time and serious changes in your marketing strategy, if your competitors are outranking you it is likely they are already providing users and search engines with something that you don’t.
What Links Do My Competitors Have That I Don’t?
Inbound links are still an important factor in showing Google how valuable your site is; links may not be the holy grail of SEO as they was 10 years ago, but it is still crucial that you have high quality links going into your site in order to compete. As a webmaster you should be actively monitoring your back-links, so why not monitor your competitors? There are a variety of free and paid tools that enable you to monitor the back-links your competitors are gaining and what type of links they are i.e. guest posts, interviews, PR etc. Once you have access to their link data you can extract the best links and link strategies to replicate for your own link building strategy. If they are actively reaching out to authoritative blogs in your industry and writing informative guides, pitch your own ideas to similar sites to become an authority yourself. If you don’t ask, you don’t get.
Is My Content Up To Par With My Competitors?
Links may not be the key to success anymore, but content is still king. Take a look at your competitors’ sites and you can quickly identify areas which you can do better. If your competitors are limited to writing how-to guides, you can use this to your own advantage and write diverse content that will easily outrank their standard copy. Expand your content efforts and start creating infographics and studies, original content is a lot more valuable that topics that have been covered before. If you need more insights on SEO content techniques, read our recent article on best tips for SEO content writing.
What Is My Social Presence Like Compared To My Competitors?
The relationship between SEO and social media is no secret; social signals are now a prominent part of Google’s algorithms and an aspect of your marketing strategy that you should put more time and budget into. If you want to get ahead of your competitors, whether that be ranking higher in organic search or gaining more leads online, you need to be authoritative and engage with your prospects online. If you aren’t active on social media and your competitors are, it’s a given that that’s why your competitors are ranking well in comparison.
Start by creating profiles on the two giants Facebook and Twitter and create interesting content & posts surrounding your industry, products etc. Share links from your own site and external sites, give the people what they want whilst also encouraging them to do what you want! Social engagement and social following are one of the social signals that impact rankings so if you aren’t doing this; you’re missing out on the organic benefits.