It is frustrating to see a competitor show up over and over in search, even when you feel your service is stronger. In many cases they are not winning because they are better. They are winning because they have more surface area in search.

More pages usually means more opportunities

When you look closely, strong competitors often have:

• More pages that cover individual services and sub services.
• Articles that explain situations, comparisons, and how to steps.
• Location and industry pages that match narrow, specific searches.

Search engines have far more to work with. That does not mean every page is perfect. It means they have built enough content to touch many different queries.

Look at how they structure their information

• Do they have a visible resources, insights, or learning section.
• Do they answer common questions your clients ask.
• Do they break big topics into multiple specific pages.

You are often looking at an Information Center in practice. It may not use that name, but the structure is similar. Many focused, helpful, search friendly pages that keep adding up over time.

How you can respond

The answer is not to copy them page by page. The answer is to build your own structured content environment that reflects your strengths and your clients questions. An Information Center gives you a plan for doing that in a deliberate way instead of publishing random posts.