Why are they above you?

Use a competitor tracking tool: add a competitor's website and it shows the searches they appear for and where. Compare that list with your own to see where they are ahead. UtilitySEO puts your site and your competitors side by side.

Usually their page answers the search more fully, their site is easier for Google to read, or more trusted sites link to them. Compare your page with theirs for the same search and the difference is normally plain to see.

Search for the terms your customers use and note who keeps appearing on the first page. Your search competitors are often different from your business rivals, so look at the results, not just the companies you already know.

Pick a search where they are weak, then publish a more complete and useful page than theirs, fix any technical problems on yours, and link to it from your other pages. Track it so you can see when you overtake them.

It is a comparison of the searches your competitors rank for against the ones you rank for. The searches where they appear and you do not are your gaps, and often your quickest wins.