It can be frustrating to see competitors appear in search results for questions that clearly fit your services. In many cases, they are present simply because they have already written useful articles that match those questions.

Use competitor results as a content map

• Search the questions you wish you ranked for and note the pages that appear.
• Look at how those pages are structured and what they cover.
• List the gaps or weak spots you see in their answers.

This gives you a concrete list of Information Center topics to pursue.

Publish answers that are clearer and more aligned with your offer

• Write your own articles that fully address the same questions.
• Use straightforward language and add missing context or examples.
• Connect those answers to service pages that show how you can help.

You do not need to copy competitors. You simply need to show up with content that proves you understand the same questions and often answer them better.