How is it possible that our page outperforms our competitors by all factors yet we are #5 on google search and they are #1, #2 and #3?

[Intergaz]

I've just carried out "Compare Link Metrics" analysis where I have compared our company page for a specific keyword with our competitors and it appears that our page outperforms our competitors by all factors provided by MOZ.com, yet our page is displayed as #5 in google search results and our competitor is taking #1, #2 and #3 for the specific keyword: "gāzes baloni". Attached are screenshots.

Any ideas why this might be the case and what tactics should I adopt in order to change the situation?

Here is the link to our website page for this keyword: http://www.intergaz.lv/lv/gazes-baloni

And here are the links to our competitor website: http://www.lpg.lv/lv/gazes-baloni/ipasie-piedavajumi/ipasie-piedavajumi.html , http://www.lpg.lv/lv/gazes-baloni/gazes-balonu-specifikacija/ , http://www.lpg.lv/lv/gazes-baloni/gazes-balonu-iegades-vietas/ .

Thank you very much in advance.

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[Intergaz]

Hi there,

Thanks for your reply. Yeah, I know that I don't have to focus on our competitors and I don't. We do our thing, we write blog posts on a regular basis about many different topics (not only related to our direct market) and our competitors and most companies from Latvia (this is where we are from) are not doing anything in this area at all (I mean content marketing). And that is why I am just wondering how come our page/website is below our competitors who are not doing anything, their website is way too outdated and not mobile optimised and they don't even have a blog on their webisite... Just seems really strange to me if you know what I mean

Ok, will try to work on link building activity and try to get as many other websites related to our industry to point at our website.

Thanks again.

[Intergaz]

Fair enough. Yeah, I know that there are a lot of factors which affect the ranking of the page, however, it just seems really strange to me considering the fact that our website is mobile optimised and the page speed is greater compared to our competitors whose website is really old-school and not mobile optimised and has a much worse information than on our page (in my humble opinion).

Could you please elaborate slightly on the "bounce rate analysis". What exactly do you mean by it? I know what bounce rate is, but what sort of analysis can I perform on this metric and how do I do it?

[Mustansar]

Hi

Like Thomas mentioned there are many factor, which play their vital role to relation to rank. However, at this stage in my opinion CTR could be the most important and thereafter UX on the landing page. I suggest you to run CTR and bounce rate analysis on the said page. Moreover, analyse your competitor 3 pages and try to find out what sort of information they are providing and what could be the possible reason there are ranking well.
I hope this will bring you great opportunity to focus on your page ranking quality.

[ThomasHarvey]

There are other metrics at play. There are over 200 ranking factors. There are also links that Moz hasn't seen that Google does. Unfortunately, you've got to not focus on your competitors, what is there that you can do to provide more value to that page, can you get more links to the page from people in the industry.