You’ve got a website. Your competitors have websites. But when someone searches for “plumber near me” or “roof repair [your city],” they show up first. Why?
It’s not luck, and it’s not because they’ve been around longer. It comes down to a handful of factors that Google uses to decide who deserves to be seen first. Understanding these factors is the first step to fixing them.
They Have More (and Better) Content
Google’s job is to answer questions. If your competitor has a page that specifically answers “How much does a new roof cost in Rhode Island?” and you don’t, they win that search.
Most service business websites have 5-10 pages. The businesses that rank well often have 30, 50, or even 100+ pages — each targeting a specific question or service variation. This doesn’t mean you need to write a novel. It means you need pages that match what people are actually searching for.
Their Google Business Profile is Optimized
For local searches, your Google Business Profile (GBP) matters more than your website. If your competitor has more reviews (and responds to them), complete business information, regular posts and updates, and photos of their work — they’re going to show up in the map pack before you do.
Google sees an active, trusted business. Is your profile sitting there with 3 reviews from 2019?
Their Website is Technically Sound
A slow, clunky website that doesn’t work on mobile is invisible to Google. Technical SEO isn’t glamorous, but it’s foundational: page speed, mobile experience, security (HTTPS), and crawlability all matter.
If your website was built 5+ years ago and hasn’t been touched since, there’s a good chance it’s failing on multiple fronts.
They Have More Backlinks
Backlinks are links from other websites to yours. Google sees these as votes of confidence. If the local chamber of commerce, industry directories, and news sites link to your competitor but not to you, Google assumes they’re more authoritative.
Building backlinks takes time, but it starts with being worth linking to — having content, resources, or a reputation that makes people want to reference you.
They’ve Been Consistent Longer
SEO isn’t a one-time project. It’s a compounding investment. If your competitor started optimizing their site two years ago and has been adding content monthly, they have a head start.
The good news? You can catch up. But it requires consistent effort over months, not a one-week sprint.
Understanding why you’re not ranking is the first step. The next step is building a system that addresses these gaps consistently over time — not a one-off campaign that resets to zero when it ends.