29 Jul Why Your Competitors Are Ranking Higher on Google (And How to Catch Up)

The Reality of Google Rankings in 2025

If your competitors are outranking you on Google, it’s not just bad luck — it’s a sign they’re doing something differently (and often, better). Google’s algorithm has become increasingly sophisticated, prioritizing high-quality content, user experience, and technical performance over outdated SEO hacks.

Whether you’re a local business, an online retailer, or a service provider, understanding why your competitors are ahead is the first step to taking action. In this blog post, we will break down the top reasons they’re winning — and how you can start closing the gap today.

What Google Really Wants from Your Website

To compete in today’s SEO landscape, you need to understand what Google values. The search engine’s goal is to serve users the most relevant, helpful, and trustworthy results. That means it favors websites with high-quality content, fast load times, mobile-friendly design, secure connections (HTTPS), and strong authority built through backlinks and engagement.

If your site isn’t meeting these standards, your competitors likely are—and that’s why they’re outranking you. Let’s explore the most common reasons they’re winning and how to turn things around.

1. They’re Producing Consistent, High-Quality Content

Google rewards websites that publish helpful, relevant, and consistent content. Your competitors likely have a blog, video series, or FAQ section that gets updated regularly — giving Google more content to index and more opportunities to rank.

What They’re Doing:

• Posting SEO-optimized blogs weekly or bi-weekly
• Creating evergreen content that answers common questions
• Using multimedia (images, infographics, video) to boost engagement
• Optimizing content for search intent — not just keywords

How You Can Catch Up:

• Start (or revive) your blog with a solid content calendar
• Focus on topics your audience is actually searching for (use Google’s “People Also Ask” or a tool like Ubersuggest)
• Update old content with fresh information and better formatting
• Include calls to action to keep users on your site longer

2. Their Website Offers a Better User Experience

Google’s algorithm favors websites that are fast, mobile-friendly, and easy to navigate. If your site is slow, cluttered, or confusing, you could be losing rankings — and customers.

What They’re Doing:

• Investing in clean, responsive website design
• Optimizing load times across all devices
• Using clear site structure and intuitive navigation
• Ensuring accessibility for all users

How You Can Catch Up:

• Use tools like Google PageSpeed Insights or GTmetrix to audit your site
• Eliminate unnecessary plugins and compress image files
• Work with a web design team to simplify your layout and improve navigation
• Prioritize mobile-first design — Google indexes mobile versions of sites first

3. They’re Winning the Local SEO Game

If your competitors are ranking higher on local searches (e.g., “best dentist near me”), they’re probably crushing it with local SEO.

What They’re Doing:

• Optimizing their Google Business Profile (photos, services, updates)
• Getting regular 5-star reviews on Google, Yelp, and Facebook
• Using location-based keywords in their website and blog content
• Earning local backlinks from directories, news sites, and community organizations

How You Can Catch Up:

• Claim and complete your Google Business Profile with updated hours, images, and posts
• Ask satisfied customers to leave reviews (and respond to all of them)
• Add location-specific keywords to your service pages and blog posts
• Get involved in local events, sponsorships, or guest blogging opportunities to earn relevant backlinks

4. Their On-Page SEO is Dialed In

Even great content can get buried if it’s not optimized properly. Your competitors may have nailed down their on-page SEO, making it easier for search engines to understand and rank their content.

What They’re Doing:

• Writing keyword-rich but natural headlines and subheadings
• Optimizing title tags and meta descriptions to improve click-through rates
• Using proper H1/H2 hierarchy and internal linking strategies
• Including alt text for all images and maintaining clean URL structures

How You Can Catch Up:

• Audit your existing pages with an SEO tool like SEMrush or Ahrefs
• Make sure each page has one clear H1 tag and logical H2s
• Refresh your meta descriptions to better match search intent
• Add internal links to guide users and help search engines understand page relevance

5. They Have a Strong Backlink Profile

Backlinks (links to your site from other websites) are one of Google’s strongest ranking signals. If your competitors are ranking higher, they probably have more — and better — backlinks.

What They’re Doing:

• Publishing guest posts on authoritative sites
• Creating shareable content (like original research, infographics, or videos)
• Building relationships with industry influencers and bloggers
• Monitoring their backlink profile to disavow spammy links

How You Can Catch Up:

• Use a tool like Moz or Ubersuggest to check your backlink profile vs. competitors
• Create high-quality content people want to link to
• Pitch guest blogs to local or niche publications
• Claim unlinked brand mentions and fix broken backlinks

6. They’re Using Technical SEO to Their Advantage

Behind the scenes, your competitors may have optimized their website’s technical setup, giving them an edge in crawling, indexing, and ranking.

What They’re Doing:

• Submitting updated sitemaps and using schema markup
• Avoiding duplicate content and fixing crawl errors
• Using HTTPS and secure site protocols
• Reducing 404 errors and optimizing redirect chains

How You Can Catch Up:

• Run a site audit with Google Search Console or Screaming Frog
• Submit your sitemap and use structured data markup
• Fix broken links, remove duplicate pages, and ensure mobile compatibility
• Work with a web developer to ensure your technical SEO foundation is strong

7. They’re Measuring and Adapting Constantly

One of the biggest reasons your competitors may be outperforming you is simple: they’re paying attention to their data.

What They’re Doing:

• Using Google Analytics and Search Console to monitor performance
• A/B testing calls-to-action, landing pages, and headlines
• Making data-driven changes regularly to improve results
• Tracking rankings for high-priority keywords and adjusting strategy accordingly

How You Can Catch Up:

• Set up Google Analytics 4 and Google Search Console (if you haven’t already)
• Identify underperforming pages and optimize them with updated content or better CTAs
• Run regular audits and keyword rank checks to identify trends
• Don’t guess — let your data guide your SEO decisions

Why Hiring a Professional Is Worth the Investment

Trying to DIY your SEO, content strategy, or email marketing might seem cost-effective at first, but it often ends up draining more time and delivering weaker results. Digital marketing professionals bring a wealth of experience, proven tools, and an understanding of constantly shifting algorithms that can take years to master on your own.

While you’re spending hours watching tutorials and testing strategies through trial and error, your competitors are accelerating ahead with data-backed decisions and real-time optimizations.

Outsourcing to a professional team gives you access to smarter strategy, faster implementation, and measurable results. Experts can spot inefficiencies, identify new opportunities, and make refinements that lead to better ROI over time. When the goal is growth, leaving it to the pros isn’t just easier—it’s a strategic investment.

Ready to Rise in the Rankings?

Catching up with — and surpassing — your competitors on Google isn’t about shortcuts or magic tricks. It’s about building a strong, consistent, and user-focused digital presence that checks all the right boxes for search engines and your audience.

Success in today’s search landscape requires strategy, patience, and a deep understanding of how your customers engage online. When you align technical performance with compelling, helpful content, the results follow.

At McWilliams Media, we specialize in helping businesses like yours rise above the noise with tailored SEO strategies, beautiful websites, and content that converts. Whether you need a technical SEO tune-up, a content overhaul, or a full-scale digital marketing plan, our team is here to help you compete — and win — in search results.

Let’s talk about how we can help your business climb the Google ranks in 2025. Reach