After doing a search and you find your competitor is ranked higher, analyze how their website is different from your website and copy their strategy. People may think SEO is some strange black box of algorithms but understand that google’s goal is to index websites and provide relevant results to the user. Therefore, make it easy for google to index or classify your website. Add a lot of rich, useful, compelling content that the end user is searching for.
Investing in your content is just like making a capital investment in your company. Through this investment, your website can attract customers for years to come. Having a strong organic ranking takes time and patience so start sooner rather than later.