It can be frustrating to see competitor sites outrank your own, especially when there is no obvious reason that they should be ranking better. Unfortunately, it’s misleading and inaccurate to determine which site is “better” by just looking at it from an average user’s point of view. Take a look at some reasons why competitors might be outranking your site.
It might be surprising to know that a website’s age has a lot to do with its ability to rank. Generally, the older a website is, the more likely it is to have better link juice and website credibility when compared to a brand new website. But this makes sense – a website that is over a decade old has had more marketing efforts than one that was just created last month, no matter how much buzz you try to create.
On the other hand, there are some instances where new sites get an initial boost in search results until they settle down to their “rightful” place. The good news is that growing your website overtime will help you reap the SEO benefits of age.
Competitive Nature of the Industry
If your business specializes in something very innovative in a niche industry, chances that you are able to rank well no matter where the user is searching from. This is solely based on competitors. If you have no viable competitors, you’ll be able to dominate search engine result pages. This means that your website ranks nationally, across the United States, even if no geo indicators are included in the search query.
On the other hand, if your business is very generic, you’ll need to optimize for your specific location in order to rank well. Even ranking for “best burger place in Los Angeles” is tough. Which is why it’s helpful to target the specific neighborhoods: Highland Park, Eagle Rock, Downtown LA, West LA, Echo Park, Silverlake, Mid-City, Beverly Hills, etc.
Unoptimized Sites and CTR
Sometimes, you may see a very old (see first point!) and unoptimized website. It may have very little content and a minimal design, yet it still ranks well. What gives?! Combined with other factors (backlinks, authority, citations, etc.) this website may be ranking well for very broad and generic terms. The simple content, title tags, and optimization may prompt users to click-through often. As CTR is a ranking factor, you have to consider the user experience. Just because people are clicking through doesn’t mean that they are staying long enough to make a conversion. There is more than meets the eye when it comes to ranking and conversions.
Need a Free Site Analysis?
If you have questions or problems with ranking in comparison to competitors, feel free to fill out our Site Analysis form located at: https://www.emarketed.com/site-analysis. We’ll give you in-depth information that will help improve your website performance.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.