Struggling to Outrank Your Competitors? Here’s Why
If you’ve ever searched for your product or service on Google only to see your competitors consistently outrank you, you’re not alone. Many businesses face this challenge, often wondering what their competitors are doing differently.
The reality is: if your competition is showing up above you in search results, they’re likely executing SEO strategies that you’re not. From building stronger backlinks to creating more in-depth content and improving user experience, ranking higher in Google isn’t just about adding keywords…it’s about building a better website and authority across the board.
In this blog, we’ll break down the most impactful SEO tactics your competitors may be using, how to conduct a competitive SEO analysis, and how you can start closing the gap. Plus, we’ll showcase how our client Craftzero used content marketing and SEO to outrank e-commerce giants like Dan Murphy’s and Liquorland for competitive keywords in their niche.
How to Conduct Competitive SEO Analysis
Before you can outrank a competitor, you need to understand what they’re doing right. That’s where competitive SEO analysis comes in.
Start by identifying your top-ranking competitors: the ones appearing on Page 1 for the keywords you want to rank for. Tools like Ahrefs, SEMrush, Moz, or Ubersuggest can help you see:
- Which keywords they rank for
- Their top performing content
- The number and quality of backlinks pointing to their site
- Their site speed, mobile usability, and overall domain authority
Compare this to your own website to spot gaps. Are their pages more in-depth? Are they targeting more long-tail keywords? Do they have stronger links? This data gives you a roadmap for improvement.
Why Backlink Profiles Matter in Rankings
One of the biggest factors separating your site from a competitor’s in Google rankings is the quality and quantity of backlinks. Google sees backlinks as a vote of trust. The more reputable websites linking to your content, the more authority your site builds.
While your site might be well optimised, if your competitors have a stronger backlink profile, they’ll likely outrank you.
How to Build a Stronger Backlink Profile:
- Create high-quality, shareable content (guides, case studies, industry reports)
- Reach out to industry blogs and local media for guest posts or features
- Use tools like Ahrefs or SEMrush to find your competitors’ backlinks…and go after similar ones
- Get listed in relevant directories and local citations
- Leverage digital PR and influencer marketing to earn organic links
Backlinks are a long-term investment, but they’re essential if you want to outrank big players in your industry.
The Impact of Content Depth & Topical Authority
Your competitors might be ranking higher simply because they’re publishing better, deeper content. In today’s SEO market, Google rewards websites that demonstrate topical authority, which means covering a subject comprehensively through a cluster of interlinked, high-quality content.
For example, if you run an alcohol-free e-commerce store and your competitor is ranking for “non-alcoholic beer,” they may also have blogs like:
- “Top 10 Alcohol-Free Beers in Australia”
- “The Benefits of Going Alcohol-Free”
- “What is the Difference Between Non-Alcoholic and Low-Alcohol Beer?”
This approach builds authority and relevance in Google’s eyes, helping them dominate the topic.
How to Improve Content Depth & Authority:
- Identify key topics and build out content clusters around them
- Include internal links to connect related content
- Add FAQs, statistics, customer stories, and expert quotes to enrich your content
- Refresh older content with updated information and improved formatting
The goal is to create content that not only ranks but also keeps users engaged, builds trust, and leads them further into your website.
How UX Signals Influence Rankings
Google wants to serve users the best possible experience, so it uses UX signals as part of its ranking algorithm. These include:
- Core Web Vitals (loading speed, interactivity, and layout stability)
- Time on site (how long users stay on your pages)
- Bounce rate (how many users leave without interacting)
- Mobile usability and overall site responsiveness
If your website is slow, clunky, or hard to navigate, it can push users away—even if your content is good. Meanwhile, a competitor with a smoother UX may win the rankings.
How to Optimise UX for Better SEO Performance:
- Improve page speed and Core Web Vitals with performance tools like Google Lighthouse
- Ensure mobile-first design across all pages
- Simplify navigation menus and internal links
- Make CTAs clear and consistent
- Use heatmaps and session recordings (like Hotjar or Clarity) to identify friction points
A well optimised site not only improves SEO but also boosts conversions, helping you capitalise on the traffic you’re fighting to earn.
Case Study
How Craftzero Outranked Liquorland & Dan Murphy’s
At a Glance:
- Outranked major e-commerce retailers for key alcohol-free product keywords
- Achieved higher visibility for non-alcoholic beer and spirits
- Increased organic traffic and online sales through SEO-driven content strategy
Challenges:
Craftzero, a specialist alcohol-free beverage store, needed to compete with industry giants like Liquorland and Dan Murphy’s for product visibility. Despite being smaller, they knew they could win with the right content and SEO strategy.
Solutions:
Digital Presence helped Craftzero develop a targeted SEO plan that included:
- Creating in-depth product guides and blog content
- Targeting long-tail keywords around alcohol-free drinks
- Building internal content clusters to strengthen topical relevance
- Earning backlinks from food, wellness, and lifestyle websites
Results:
Craftzero now ranks on Page 1 and even in the Top 3 for several competitive keywords. Their content regularly outranks major retailers, proving that smart SEO beats size when executed properly.
This case study shows that with a focused SEO strategy, smaller businesses can compete with, and beat bigger players.
SEO Competitive Analysis Template
Use this simple template to identify why your competitors are outranking you—and what to do about it:
Step 1: Identify Top Competitors
✅ List 3–5 competitors ranking above you for key search terms
✅ Use tools like Ahrefs, SEMrush, or Moz to gather data
Step 2: Analyse Their SEO Strengths
✅ What keywords are they ranking for that you’re not?
✅ How many backlinks do they have, and from where?
✅ Are their pages more in-depth or better structured?
✅ How often do they publish new content?
Step 3: Evaluate Their UX
✅ Is their website faster and more mobile-friendly than yours?
✅ Do they have clearer CTAs and better navigation?
✅ Is their layout more modern or visually appealing?
Step 4: Build Your Action Plan
✅ Improve content quality and depth
✅ Acquire new backlinks from relevant sites
✅ Enhance site speed and UX design
✅ Target overlooked long-tail keywords
Outranking the Competition is Possible
If your competitors are showing up above you in search results, it’s not luck…it’s strategy. By analysing what they’re doing, improving your content depth, backlinks, user experience, and on-page SEO, you can close the gap and climb the rankings.
Want to outrank your competitors? Contact Digital Presence at 1300 867 726 or visit our website for a custom SEO strategy that helps your business lead the search results.
