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Why Does My Competitor's Ugly Site Rank Above Me? [Video FAQ]

Jun 8, 2012 / by Ash Buckles

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Ash Buckles answers: "If I have a nicer site than my competitor, why do they rank above me?"

Video Transcription

Your competitors page(s) are delivering more of the attributes the search engines are expecting to find; relevant content & page titles, unique content that references your keywords and associated words, domain credibility, incoming links to the ranking page, and so on.

Search engines are designed to rank pages that deliver a great user experience through relevance and authority. Although design is a huge part of user experience, it doesn't outweigh the need for quality content and proper page structure.

This is because the search engine robots read text (which can be displayed through different fonts, with many different design elements) and they recognize attributes like colors, image sizes, page placement and so on. The visual appeal of the design, however, isn't a direct factor in ranking pages. For example: the search engines don't care if you like blue vs green Or horizontal vs vertical images.

Site design is very subjective and what looks good to you may be a turn off to me. Now, if that adversely affects your core audience from visiting your page, it can affect rankings. But generally, design is a visual element for human interaction and does not affect search engine algorithms.

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Topics: search engine rankings Blog Video Marketing

Ash Buckles

Written by Ash Buckles

For 15 years, Ash Buckles has worked at the forefront of branding through search engine optimization, pay-per-click advertising, blog marketing, social media, and ColdFusion development. As a recognized industry thought leader, he regularly speaks at search marketing events put on by organizations such as the American Marketing Association, SLCSEM, and Utah Valley Entrepreneurial Forum. His experience includes online marketing consulting with hundreds of enterprise clients as well as small businesses.

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