How to Outrank Your Competitors On Google...

Do you want to outrank your competitors in Google so you can generate more leads and sales for your business?

Here’s ten tips that will help you analyse why your competitors are outranking you in the search engines...

1. Setting a strong foundation

Do you reckon Google penalises poorly designed sites?

  • Sites with validation errors.
  • Sites that load slowly.
  • Sites that aren’t mobile friendly.

What if:

  • Your competitor's websites are designed better and their sites load faster
  • Their sites are mobile friendly and yours isn't

Do you agree that assessing these factors and improving them will help close the gap?

Fast loading, mobile friendly sites rank higher in the search engines.

2. Sending Trust Indicators

Do you think the search engines penalise untrustworthy sites?

  • Sites with an inconsistent name, address and phone number.
  • Sites that don’t have an optimised Google My Business page.
  • Sites without legal pages and no contact details.
  • Sites with no customer reviews.

What if:

  • Your competitors display a consistent name, address and phone number across the web but you don’t.
  • They’ve set up their Google my business page and social pages and you haven’t.
  • They have about us, contact us and legal pages but you’re missing some of these.
  • They have many 5 star customer reviews but you have no customer reviews or bad reviews.

Do you agree that adding these trust indicators will help?

Trustworthy sites rank higher in the search engines and visitors are more likely to stay on site longer.

3. Keyword Research that Matches User Intent

Do you know Google penalise sites with high bounce rates?

  • Bounce rate is when visitors to a website arrive and then immediately hit the back button. Why do they leave?
  • Simply because the content isn’t what they’re looking for.

What if:

  • Your competitors have performed better keyword research.
  • They’ve targeted longer tail, buyer keywords that convert better.
  • They’ve done a better job of matching the content on their pages to the intent of the search query.

Do you know you can analyse the keywords your competitors rank for? If they outrank you, will you check out their web pages to see how they're matching keywords to user intent?

Sites that match keyword research with user intent rank better and have lower bounce rates.

4. Detailed meta, html and image alt tags

Do you know that Google rely heavily on the tags and html on your site?

  • Keywords in title and description tags.
  • Keywords in headings and bold html tags.
  • Image alt tags.

What if:

  • Your competitors have written better title and description tags that get higher click through rates.
  • They’ve optimised the html on site.
  • They’ve also optimised their image tags, including geo targeting.

Do you think improving your meta, html and image alt tags will improve your Google rankings?

Optimised tags result in higher click through rates and better search engine rankings.

5. Perfectly Optimised Pages

Could you tell if a web page hasn’t been optimised correctly?

  • Keyword stuffing.
  • No outbound links to authority sites.
  • No subheadings.
  • No use of images and video.
  • Broken links.

What if:

  • Your competitors have done a great job optimising each page.
  • They’ve included the main keyword in the title, description and body copy.
  • They’ve linked out to authority sites.
  • They’ve broken the content into sub headings.
  • They’ve used properly optimised images and embedded relevant videos.

Do you agree that optimising your pages could improve your ranking?

Optimised web pages rank higher in the search engines.

6. Proper Site Structure, Navigation and Internal Linking

Does it irritate you when websites are structured badly and have poor navigation?

  • Difficult to find navigation.
  • Lack of internal linking.
  • Duplicate content issues.

What if:

  • Your competitors have simple navigation that’s easy to follow.
  • Web pages are laid out in silos.
  • There’s good internal linking to the most important pages.

Could you improve your site structure and navigation?

Sites that are structured well and have user friendly navigation have lower bounce rates, higher user engagement and users spend longer on site.

7. Excellent Content That Draws The Reader In

Do you think Google can identify bad content?

  • Content that isn’t easy to read.
  • No headings or subheadings
  • Long sentences.

What if:

  • Your competitors have appealing headlines and introductions that draw the reader in.
  • They use short, punchy sentences.
  • Their content is informative, nicely formatted and easy to read.

Do you agree that excellent content is exactly what Google are looking for?

Great content improves bounce rates, time on site, engagement, conversion and search rankings.

8. Regular Updates & Active Social Media 

Do you know that Google will rarely send their spiders to index your site if you never update it?

  • No new blog posts.
  • No new articles.
  • No new photos or videos.
  • Not even minor changes.

What if:

  • Your competitors regularly update their site with interesting news.
  • They share these updates on their social media sites.

Do you agree that adding new content and sharing on social media is important?

Sites that are updated often are indexed in Google faster, rank for more keywords and get more varied traffic.

9. Build Out Citations

Do you know that one of the most important factors for local SEO is citations? Basically when another site references your site. For example, a listing on yellowpages.com.au. So what can go wrong with citations?

  • Too few citations and not at the most important directories
  • Inconsistent citations
  • Citations that haven't been fully completed

What if:

  • Your competitors have more citations than you.
  • They’ve taken the time to manually add information to their citations

Do you agree that if you have more high quality citations than your competitors then you have a better chance of outranking them?

Local sites rank better if they have lots of high quality citations.

10. Seek Out High Quality Links

Do you know that Google penalises websites trying to game their algorithm through unnatural link building?

  • Low quality spammy links.
  • Blog networks.
  • Paid links.
  • Anchor text over optimisation.

What if:

  • Your competitors have formed better relationships.
  • They have more relevant high quality links from respected industry authorities.

Do you agree that seeking out high quality links can improve your ranking?

Sites with the most high quality links rank higher in the search engines.

How to outrank your competitors in Google:

Well there you have it, that’s our ten tips for analysing your competitors. These tips highlight the importance of competitive analysis and continuous improvement. Ultimately each improvement leads to higher search engine rankings and more leads and sales for your business. So would you like us to analyse your competitors?