There are few things more frustrating in business than watching a competitor rank above you on Google — especially when you know your work is better, your service is stronger, and your clients are happier than theirs. The ranking feels arbitrary, unfair, even personal. It isn’t any of those things. Google ranks pages based on a set of measurable signals, and your competitor is above you because they’re currently winning on more of them. This guide explains exactly which signals matter, why your competitor is likely outperforming you on them, and what you can do to close the gap systematically.