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How Do You Outrank Bigger Sites for Competitive Keywords?

You know the keywords you want (and need) to rank for. Unfortunately, bigger sites with more traffic are trying to rank for the same keywords. Thankfully, site size doesn’t have the final word when it comes to keyword rankings and search engine optimization strategies.

Below we share how to outrank your competition –– no matter how big –– for the keywords you want.

Make Your Copy More Relevant

On Google’s seemingly endless list of ranking factors, content quality and relevance might be the most important. So when you create copy for your site, you are writing to deliver a useful, relevant product to users. And Google wants that, too.

To outrank bigger sites for high competition keywords, create content that’s more relevant than theirs, and do so on every level.

Write content that answers a question, provides a solution or adds value to the user experience. Your posts should be more than words strewn together to reach a certain word count. Every sentence should be intentional and engaging.

Earning rankings is more than just getting a quick click. Time spent on your pages and the engagement metrics that Google analyzes can affect your ranking, which means you must publish content that keeps readers engaged.

Relevant copy attracts users to your site, and it keeps them on your site, which boosts your rankings.

Optimize Title Tag and Meta Description

When conducting a Google search, the user will see your site’s title tag, so you want to make it a good one. Your title tag is the display title that shows up in the SERPs. It should tell users what your page is about and pique their curiosity, so they click through to your site.

Directly beneath your title tag lies your page’s meta description. The meta description describes what users can find on your page. They contain snippets of content from your page that the user likely will find relevant or helpful. Meta descriptions should contain keywords or similar keywords that users entered into Google’s search bar.

Optimizing these two components will yield more traffic and earn more clicks, both of which help you outrank bigger sites for those high competition keywords. Both your title tag and meta description should compel users to click. Make them informative and engaging, and organically include your targeted keywords.

Format for Readability

Your site’s format plays a significant role in its SEO and your rankings. If you want to rank for high-competition keywords, make sure you’re formatting your pages, so users stay on them. This shows Google that your pages are useful and make their users happy.

When people click on your link on Google’s SERPs, they don’t read your entire piece of content word-for-word. In fact, most users skim until they find what they’re looking for. So formatting your copy for readability creates easily digestible content that people will want to read.

Your H1 tag should stand out, so readers know exactly what they’re about to get into. But don’t stop there. Write short yet informative paragraphs. Utilize your other heading tags to outline and break up your posts. Bullet points and numbered lists communicate a lot of information without overwhelming your reader and losing their interest. Include your targeted keywords in each of these components for an organic way to boost your rankings.

Readers are more likely to read text when broken into smaller segments than if you were to present a 10-sentence paragraph of the same information. User-friendly formatting appeals to Google because you’re crafting a great user experience. And when you do that, you’ll find you rank higher for keywords that established domains are targeting.

Build Links

You won’t find a step-by-step guide on how to rank for your targeted keywords. But taking steps to comprehensively improve your site’s ranking is a good place to start. And one of the most effective ways to increase your ranking is through link building.

You have two options for link building on your site: internal linking and backlinking. Both build your authority with Google and will move you up on the SERPs.

Internal Links

Internal links bring users to other pages on your site. For example, you can build internal links from blog posts, navigation pages, product pages, or any other page on your site that you deem helpful or informative.


Backlinks connect your site with other high-traffic, authoritative sites. Google recognizes this connection, and you gain authority from the sites linked to yours.

Creating links through high competition keywords garners attention from both Google and readers, boosting your rank.


Just because your site feels like a little fish in a big pond, you don’t have to settle for the bottom of the SERPs. Instead, with the right SEO strategy, you can earn traffic and rise in Google’s rankings –– even for those high competition keywords.