Why is my competitor outranking me?

Why does their “worse” site rank higher?

Seeing a competitor you know is “less qualified” outrank you is frustrating and, frankly, demoralizing. But Google doesn’t rank based on who’s best at the service — it ranks based on who best matches its search and quality signals.

In almost every case, that competitor is simply doing more of the following:

• Cleaning up technical SEO and speed.

• Publishing more complete, search-optimized content.

• Earning stronger, more relevant backlinks and brand mentions.

RedSky’s Competitor Gap Analysis is built to map out these exact differences side-by-side so you see, in plain English, why their page wins — and how to take that spot back.

1. Is their site simply faster?

A faster site usually wins, especially on mobile. If your pages are slow to load, users bounce, dwell time drops, and Google sees weaker engagement signals.

Signs this is the issue

• Your site takes 3+ seconds to load on mobile.

• Their pages feel instant; yours feel “heavy” or laggy.

• Tools like PageSpeed Insights show red or orange scores for your key pages.

Quick Fix (DIY)

• Compress large images and convert them to lighter formats (like WebP).

• Remove unnecessary sliders, autoplay videos, and heavy scripts from key landing pages.

• Turn on basic caching via your CMS or hosting panel.

Professional Fix (at scale)
An SEO agency will:

• Run a full performance audit across templates, scripts, and third‑party tools.

• Implement advanced caching, code minification, and CDN configuration.

• Rework page templates to hit Core Web Vitals thresholds across your entire site, not just a few URLs.

As part of RedSky’s Competitor Gap Analysis, site speed is benchmarked against your top competitors so you see exactly where you’re slower and what that’s costing you in rankings and conversions.

2. Is it their backlinks or their content?

Most outranking competitors win on one or both: they have more useful content and more trusted sites linking to them. Backlinks act like votes of confidence; deeper content helps Google see them as a better answer.

Signs this is the issue

• Their pages are longer, more detailed, and answer more questions than yours.

• They show up on industry blogs, directories, or local news sites — you don’t.

• SEO tools (if you use any) show their domain authority or referring domains are higher.

Quick Fix (DIY)

• Expand your main service pages to be more comprehensive: FAQs, process, pricing ranges, case studies, and comparisons.

• Reach out to partners, suppliers, and local associations for simple backlinks (directory listings, profile pages, “trusted partners” sections).

Professional Fix (at scale)
An agency will:

• Run a keyword and content gap analysis to find topics and keywords competitors rank for that you ignore.

• Build an editorial and internal linking strategy to turn your site into a real topical authority, not just a handful of pages.

• Execute structured link-building campaigns focused on high‑quality, relevant domains rather than random low‑value links.

RedSky’s Competitor Gap Analysis includes a backlink and content depth comparison, so you see exactly where competitors “out‑publish” and “out‑earn” you in authority.

3. Are they targeting better keywords?

Sometimes your competitor ranks higher because they chose smarter keywords — ones that match how customers actually search — and structured their content around those terms.

Signs this is the issue

• Their page titles and headings match the exact phrases your customers say (“emergency plumber near me”, “locksmith in Albuquerque”), while yours are generic (“Home”, “Services”).

• Their blog and service pages are clearly mapped to different intents (informational vs. commercial), while yours are mixed or thin.

Quick Fix (DIY)

• Rewrite key page titles and H1s to include the main keyword plus a benefit (e.g., “Residential Roofing in Albuquerque – Fast Repairs & Free Estimates”).

• Look at their top-ranking pages and note what topics they cover; add missing subtopics and FAQs to your own page.

Professional Fix (at scale)
An agency will:

• Build a full keyword map aligning each keyword cluster to a specific page and intent.

• Use competitor data to uncover “easy wins” where you can leapfrog them with better optimization.

• Continually update and refine content based on performance, not guesswork.

RedSky uses competitor keyword data inside the Competitor Gap Analysis to show where your pages are misaligned — and which phrases can realistically move the needle fastest.

4. Is their user experience and Core Web Vitals better?

Google increasingly rewards sites that feel good to use: stable, responsive, clean layouts that don’t jump around or break on mobile.

Signs this is the issue

• Your pages shift while loading (buttons move, text jumps).

• Forms or buttons are slow to respond on mobile.

• Navigation is confusing, with users bouncing back after one page.

Quick Fix (DIY)

• Simplify page layouts: fewer pop-ups, fewer competing CTAs above the fold.

• Test your main pages on your phone: fix any buttons that are too small, forms that break, or elements that overlay content.

• Remove intrusive interstitials that cover content when the page loads.

Professional Fix (at scale)
An agency will:

• Audit Core Web Vitals (LCP, FID/INP, CLS) across your important URLs and templates.

• Work with developers or your platform to adjust layout, loading order of scripts, and responsive behavior.

• Tie UX improvements to actual conversion data so designs don’t just look better — they perform better.

RedSky’s Competitor Gap Analysis overlays UX and Core Web Vitals data on top of rankings, showing where a better experience is directly helping your competitor win.

5. Are they using schema markup correctly?

Structured data (schema) helps Google understand what your page is about — and can unlock rich results like star ratings, FAQs, prices, or local business details. If your competitor uses schema and you don’t, their listing can stand out and earn a higher click‑through rate.

Signs this is the issue

• Their result shows stars, FAQs, or extra information in search; yours is just a plain blue link.

• They appear more often in “People also ask” or other enhanced features.

Quick Fix (DIY)

• Add basic LocalBusiness schema for your address and contact info using a plugin or generator.

• Mark up simple FAQs on your most important pages so they have a chance to appear under your result.

Professional Fix (at scale)
An agency will:

• Audit and implement schema types that match your business (LocalBusiness, Service, Product, FAQ, Review, Article, etc.).

• Validate and monitor structured data to avoid errors that might prevent rich results.

• Create a schema strategy that aligns with your overall content and SERP goals, not random markup.

RedSky bakes schema review into its Competitor Gap Analysis, showing which rich results your competitors qualify for — and what’s required for your site to compete.

6. Do they have stronger brand and trust signals?

Google watches how users interact with brands: searches by name, repeat visits, branded clicks, and mentions around the web. A competitor with a stronger perceived brand often outranks a technically similar site.

Signs this is the issue

• More customers mention your competitor by name in reviews or social posts.

• Their business name appears in suggested searches (autocomplete) or related searches.

• They have more consistent activity and engagement across channels (reviews, social, press mentions).

Quick Fix (DIY)

• Encourage satisfied customers to leave honest, detailed reviews on Google and key platforms.

• Use your brand name consistently in titles, meta descriptions, and on-page headings where appropriate.

• Share content regularly on at least one social platform your audience actually uses.

Professional Fix (at scale)
An agency will:

• Design a brand and reputation-building plan tied to SEO: review velocity, PR, thought leadership content, and branded search growth.

• Track branded vs. non‑branded performance and how it correlates with rankings.

• Integrate paid and organic strategies so your brand shows up more often, in more places, for the same audience.

RedSky’s Competitor Gap Analysis compares brand and reputation signals (reviews, citations, branded search estimates), revealing why Google might “trust” them more right now.

7. Are they physically closer to the searcher?

For local searches (“near me”, “in Albuquerque”, etc.), proximity is a real ranking factor. If your competitor is closer to the searcher’s location — and all else is similar — Google may prefer them in the local pack and map results.

Signs this is the issue

• You rank better in your immediate neighborhood, but worse across town.

• Their location pin shows up first in the map pack when searching from their side of the city.

Quick Fix (DIY)

• Make sure your Google Business Profile is fully optimized: correct categories, service areas, hours, photos, and descriptions.

• Add localized content to your site targeting specific neighborhoods or service areas you care most about.

Professional Fix (at scale)
An agency will:

• Map local rankings across multiple locations to see exactly where proximity helps or hurts you.

• Build a local landing page and citation strategy focused on priority suburbs or districts.

• Adjust categories, content, and link-building to improve relevance for target areas where you’re currently invisible.

RedSky’s Competitor Gap Analysis includes a local heatmap so you can visually see where competitors beat you in the map pack — and where you already have an edge.

How to run a competitor audit

If you want to understand exactly why your competitor outranks you, you need a structured audit — not guesses or hunches.

Basic DIY competitor audit

• Search your main keywords in an incognito window and list the top 3–5 competitors.

• Compare:

  • Page titles, meta descriptions, and headings.

  • Content length, FAQs, and use of visuals.

  • Site speed and mobile experience by testing on your phone.

  • Presence of reviews, rich snippets, and map pack visibility.

• Note what they have that you don’t: extra sections, clearer CTAs, better social proof, more localized content.

Professional competitor audit (done for you)
A strategic agency will:

• Pull ranking, backlink, content, and technical data for your domain and key competitors.

• Quantify the gaps (e.g., “They have 3x more referring domains to your main service page”).

• Prioritize fixes by ROI so you know what to tackle in the next 30, 60, and 90 days.

This is exactly what RedSky’s Competitor Gap Analysis delivers: a clear, visual breakdown of why they rank higher — and a roadmap to flip that script.

Ready to stop guessing?

If you’re tired of wondering, “Why is my competitor outranking me?”, you don’t need another generic checklist — you need a direct comparison between their site and yours, with specific action steps.

Get your free “Compare My Site” breakdown:

• See how your technical SEO, content, links, and local signals stack up.

• Identify the 3–5 changes most likely to move you up the page.

• Decide whether to implement in‑house or let RedSky handle it for you.

👉 Compare My Site – Email me for your Free Competitor Gap Analysis