Understanding Local SEO can be confusing, so we’ve simplified the top ten common mistakes in this infographic.
For more detail and sources, check out our post here.
A lot of it comes down to history and authority. If your competitor is well-established with a long local history online and has good authority (which it sounds like they have if it is competitive ) they will always be harder to outrank. They have built up trust with Google and you are the newer guy who they aren’t totally sure about yet.
Make sure your citations are on point, your location pages are on point, your local and FAQ schema is on point and your Google Business Profile is fully optimized, including adding services, doing rep management to get new reviews, and utilizing posts with links to the site.