How Do You Outrank Bigger Sites for High Competition Keywords?

Today’s Ask an search engine optimisation query comes from Mark in Pittsburgh. Mark asks:

“How do you compete for keyword rank with a site that gets 400x the monthly traffic when you absolutely have to rank for the same keyword? I cannot give specific details for confidentiality purposes, but here are the facts.

The term my client wants to rank for is a non-branded 3-word phrase with about 500 avg monthly queries. Currently they rank 25th. The number two result is from a direct competitor who gets 20 million visits per month. Client gets about 50,000 per month.

Competitor’s page literally has 135 words and fails CWV benchmarks. Client’s page has ~600 words and passes CWV. Competitor has thousands of backlinks. Client has less than 50. Both pages are for competing products in a very crowded space. Both domains have been around >10 years. In six months of trying, client has moved up but not close to main competitor. I want to believe SEO isn’t reduced to a popularity contest, but these facts don’t give me much faith that it’s not. Would love your thoughts.”

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Hi Mark,

Without figuring out the web site every thing is a shot at the hours of darkness, however I may help get you in the suitable course.

For starters, you’re looking on the fallacious issues.  Each of the objects you’re specializing in doesn’t matter (besides for the backlinks).

  • Core Web Vitals (CWVs) might give your consumer’s web site a lift if all different issues had been thought of equal, however your competitor’s web site received’t lose rating for not complying.
  • The quantity of phrases on the web page can also be irrelevant, as phrase rely is just not a high quality issue. What is essential is the structuring and formatting of the phrases from the H tags to bullet factors, and whether or not you’re presenting the data within the right approach.
  • The age of the area can also be not essential as a result of domains change fingers, change service or product varieties and alter matters.
    • You will need to look for previous backlinks and indexing bloat from previous pages that by some means nonetheless exist within the indexes.
    • Older variations of the location from earlier house owners might even have been penalized and that will carry over and work in opposition to you.

Here Are the Better Questions to Ask

1. Is Page Copy Relevant to the User Experience?

Check that:

  • Images show methods to use the product.
  • Content explains when and methods to use the services or products, advantages of the services or products, and so on. Does the content material clearly talk that the services or products on the web page is the most effective answer?
  • Your FAQs reply particular questions in regards to the services or products.

2. Is There Relevant Schema on the Page?

Look for alternatives to make use of…

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  • Product.
  • Review.
  • Ratings.
  • Additional kind.
  • FAQ.
  • Description.
  • SKU.
  • Pricing.
  • Video object.
  • Service.
  • Etc.

Look to those schema success tales for inspiration.

3. How Many Internal Links Does This Product Page Have Compared to the Rest of Your Website?

If you don’t have a crawler to search out this simply, Google Search Console has a report for it.

  • If it’s not within the prime 10 or 15 pages (inner link-wise) then it’s worthwhile to start constructing some, however make it possible for the inner hyperlinks are there to learn the shopper, not simply for search engine optimisation.
  • You can construct inner hyperlinks from:
    • Category pages.
    • Blog posts.
    • Other product pages.
    • Navigation.
    • Etc.

See Internal Link Structure Best Practices to Boost Your search engine optimisation to be taught extra.

4. Where and How Did the Competitor Get Their Backlinks and Can You Do the Same?

It could possibly be promoting, pitching PR, thought management articles, and so on.

Backlinks are straightforward to get, together with main media. You simply must put within the work to get them.

Download Link Building for search engine optimisation: A Complete Guide and get began.

5. Have You Done Influencer Campaigns?

Can you get licensed consultants to offer a remark or quote in regards to the product on the web page to construct some belief?

There are instruments that will help you construct and scale a profitable influencer advertising and marketing technique. Raj Nijjer shares some useful ideas right here.

Final Thoughts

From what you shared, it sounds such as you’re issues that both aren’t rating alerts but or by no means had been. Instead, attempt to deal with the issues that you are able to do and which are inside your management.

More importantly, take a look at issues which are rating alerts and ask how one can enhance on them, which additionally improves the expertise for the particular person on the web page.

In brief, Google goes to rank the most effective reply for the searcher’s question the very best. You want to indicate Google that your web page is the most effective reply in each attainable approach.

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I hope this helps,

Adam

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Editor’s observe: Ask an search engine optimisation is a weekly search engine optimisation recommendation column written by among the trade’s prime search engine optimisation consultants, who’ve been hand-picked by Search Engine Journal. Got a query about search engine optimisation? Fill out our type. You would possibly see your reply within the subsequent #AskanSEO publish!

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