Why is my competitor outperforming me without any relevant keyword targeted content?

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chewonseocom

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My competitor studiobrave.com.au is ranking for keywords without have any sort of relevant content on the website. How is this possible? I have checked through tools like screaming frog and find no trace of content which includes keywords such as eg: melbourne graphic design agency, design studios melbourne but still ranks No. 1 for it.
The only nearest possibility i could find is backlinks with near anchor text which includes the keyword Graphic for eg: “Website build by: Creative Online Solutions - Graphic Design: Studio Brave” and the keyword is not even a anchor text.
They also have lower Pagespeed score while our website has perfect score of 100/97/100/100 both mobile/desktop
Any suggestions would be helpful! Thanks
 
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Websites aren't ranked based on keywords or anchor text any more.

They're ranked based on how well they satisfy user intent and search query relevancy.

Research "semantic search" and "eeat", to get a better understanding.
 
chewonseocom said:
My competitor studiobrave.com.au is ranking for keywords without have any sort of relevant content on the website
Click to expand...
anchor text in their backlink might be having keywords related to design agency.
In another thread I wrote that I could rank my competitor site, a florist shop, for porn-based keywords. They don't serve any porn on the site though! ;)
 
chewonseocom said:
My competitor studiobrave.com.au is ranking for keywords without have any sort of relevant content on the website. How is this possible? I have checked through tools like screaming frog and find no trace of content which includes keywords such as eg: melbourne graphic design agency, design studios melbourne but still ranks No. 1 for it.
The only nearest possibility i could find is backlinks with near anchor text which includes the keyword Graphic for eg: “Website build by: Creative Online Solutions - Graphic Design: Studio Brave” and the keyword is not even a anchor text.
They also have lower Pagespeed score while our website has perfect score of 100/97/100/100 both mobile/desktop
Any suggestions would be helpful! Thanks
Click to expand...
Have you checked the link building he is doing? If you spend good amount on links, you can rank even with average content.
 
Check the quality of the sites from which he links to himself. There are many factors that can play here, thanks to which he promotes his anchor
It can be: the number of outgoing gray keys, donor traffic drop, perhaps the site has often changed niche (drop)
 
May be he got high performance powerful backlinks , you need to analysis it or need to build more link building for your website (focus on the long tail keyword)
 
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