SEO problems
Why are my competitors ranking above me?
Compare the actual pages above yours, identify differences in intent and usefulness, and choose improvements that fit your business.
28 September 2026 · 2 min read · By Sitewell
Compare results for one search at a time
Choose a query that could bring a worthwhile customer, then note the location, device and date of the comparison. A business may appear above you for one service but below you for another. A single broad “competitor score” will hide that distinction.
Separate adverts, map results and ordinary website results. A directory above your page may indicate that searchers want a comparison, rather than a single supplier.
Read the ranking page as a customer
Open the specific result, not just the competitor’s homepage. Ask what the visitor can establish without contacting the business: scope, working area, evidence, price factors and the next step. Record missing information on your own page rather than copying the other business’s wording.
| Difference you notice | Useful response |
|---|---|
| A dedicated service page ranks above your homepage | Check whether your service needs a clearer destination. |
| The competitor explains a specialist job in detail | Add your own process and evidence if you genuinely offer that work. |
| Local map results favour closer businesses | Assess realistic coverage rather than inventing addresses. |
| A comparison guide dominates the results | Consider whether your page matches that research intent. |
Check whether your page can compete at all
Inspect indexing, the canonical URL and links from relevant pages on your site. A useful page that is excluded from search needs a technical fix before a copy rewrite. Reputation and relevant mentions can also matter, but a third-party authority score alone cannot explain the result.
Read what domain authority can and cannot tell you before buying work designed only to raise a score.
Change the gap you can substantiate
Pick a meaningful improvement, record when it goes live and compare the same query and page over a suitable period. Sitewell’s competitor research can inform this review, while managed page improvements turn a specific finding into work.
Our managed SEO services connect comparisons to prioritised website changes.