You’ve got a solid business. Your customers are happy. But when you search for your services online, your competitors show up before you. Why?
Google doesn’t rank businesses based on quality alone – it ranks websites based on how well they match what people are searching for and how easy they are to understand.
Let’s break down why your competitors might be ahead and what you can do to catch up.
What Does “Ranking Higher” Even Mean?
When someone types a search into Google, like “plumber in Austin” or “best bakery near me”, Google shows a list of websites it thinks are the most helpful. The higher you are on that list, the more likely people are to click your site instead of someone else’s.
8 Reasons Your Competitors Are Beating You in Search Results
1. Their Website Is Optimized for Google
Google looks at how your website is structured. It pays attention to page titles, headings, image names, and descriptions.
Tip: Depending on where your website was built – like WordPress, Wix, or Squarespace – you may have access to free plugins or tools that help you improve your SEO and make your site easier for Google to understand.
2. They’re Clear About Who They Are and What They Do
Your competitors may be doing a better job of clearly explaining who they are, what they offer, and why someone should choose them. This helps both Google and potential customers understand what the business is about.
When you write clearly and naturally about your services, location, and what makes you different, you’re also using the same words people are typing into Google. That helps your site show up when someone searches for what you offer.
Tip: Make sure every page on your website clearly says what you do, where you do it, and why someone should pick you. You don’t need to force keywords – just focus on being specific and helpful.
3. They’re Creating Helpful Content
Google rewards websites that answer real questions. If your competitor has pages that explain services clearly or blogs that help customers solve problems, they’ll rank better.
Tip: Add content that helps your customers. Think about what people ask before they buy or book, and answer those questions on your website.
4. They Have More Links Pointing to Their Site
When other websites link to yours, it tells Google your site is trustworthy. These are called backlinks.
Tip: Ask business partners, local directories, or satisfied clients to link to your site. Start small – every link helps.
5. Their Website Loads Faster
Speed matters. A slow website is frustrating for users, and Google notices that.
Tip: Run your site through PageSpeed Insights. Compress large images and remove anything that’s slowing things down.
6. Their Site Works Better on Phones
Most people search on their phones. If your site is hard to use on mobile, you’ll fall behind.
Tip: Visit your website on your phone. If it’s hard to read or buttons are too small, talk to your web developer about improving mobile usability.
7. They Keep Things Fresh
Websites that are updated regularly tend to do better. Google doesn’t want to send people to outdated pages.
Tip: Update your service pages when things change. Add a blog or FAQ to keep new content coming.
8. Their Google Business Profile Is Set Up and Active
Many people find local businesses through Google Maps or the box that shows up on the side of search results. That’s powered by your Google Business Profile. If your competitor’s profile is more complete or more active, Google is more likely to show them first.
Tip: Claim your free Google Business Profile at google.com/business. Add your services, hours, photos, and a short description. Ask happy customers to leave reviews—it makes a big difference.
What You Can Do Today
Here’s how you can start improving your rankings:
- Pick one main keyword for each service page.
- Make sure your pages have clear headlines and descriptions.
- Add content that answers common customer questions.
- Use Google Search Console to track your site’s performance.
Ask your customers to leave a review on your Google My Business listing – these help with both rankings and trust.
Need Extra Help?
You don’t have to become an SEO expert. But if you’re short on time or just want to make sure it’s done right, working with someone who understands how Google works can save you months of frustration.
Final Thoughts
Your competitors aren’t ranking higher because they’re better. They’re ranking higher because their websites do a better job of speaking Google’s language.
The good news? You can fix that, and you don’t need to rebuild everything to start seeing results.
Want to know how your site stacks up? Request a Free Website Audit today!