Keyword ranking with competitors with lower #s

[Chermak]

When analyzing a keyword ranking, our term is consistently on P1 P3-5.  Looking more closely, I find that the numbers don't make sense to me. Our competitors have lower Page Authority 3s, lower # Root Domains Linking to Page, Lower Domain Authority 3#s and lower Root Domains linking to the Root Domains Linking to the Root Domain #s. What explains the  consistent_ ranking discrepancy? Any ideas?_

[Chermak]

Thanks John!

I just love swimming in the mud bath SEO analysis provides. This is where I start to think type A behavior is just not worth it. We do have P1 on this particular keyword, but am just plain moody about having higher numbers and being ranked one or two positions lower!

Happy swimming!

[ClaytonJ]

Kathy

I am dealing with that exact issue now.  It is very annoying and difficult sometimes to drill into to.  I am dealing with it for the key word "babysitting" for a client right now.  We have identified two areas we can improve on to lift ranking, above this lower domain authority but higher ranking competitor:-

1/Editorial links - Why ? we analysed the links of our competitor and the only aspect that was better is they had a government & a few editorial links we did not have. But alot less links. So we have made this a focus and got the client working on this now.

2/Click-Through rate - again it is intuitive but people prefer the organic search result - so we anticipate they have a higher CTR.  So we are changing that as well.

Also the competitor has a better exact matching domain to the keyword "babysitting". So we know that is an issue but believe if we fix 1 & 2 above we will get above them.  If not - roll the sleeves up and go again...

Hopefully as clear as mud!

[MattRoney]

Hi Kathy!

It's very difficult to know what could be leading to their rankings, especially not being familiar with the sites or vertical. However, one thing you might try is running a Full SERP Analysis Report through the Moz Keyword Difficulty Tool (a research tool that comes with Moz Pro). You may be able to work out what factors are helping them rank.

Cyrus Shepard made a great video on the report here.