Frustrating Local Seo Question

[fun52dig]

I have just lost the top stop on Google Places (Pack 7) for one of my clients.  The company that took it came out of nowhere to take the top stop. Now I don't mind getting out ranked when someone has worked hard to out rank me but what is frustrating is this site scores terrible across the board on just about every score that is supposed to determine on and off page ranking factors.  The only place it outscores is in the link department but the site is so new there is no data available in OSE.  The site has 0's and 1's for PA, MR and MT plus the keyword (kitchen remodeling) that it is taking the top spot for scores and F in the SEOMoz on page report card while the page that I optimized for this very same keyword scores an A.  Plus this site has zero citations according to Bright Local Data.

What Gives?

Here is a little bit of data:

Keyword: Kitchen Remodeling

My Clients website is http://www.tandmkitchens.com

Competitors website: http://www.njkitchendesigns.com

I'm kicking his butt in every category except Domain Age and inbound link total, his inbound link total is 409 but it's only from 2 domains.
Any thoughts on how this is possible would be greatly appreciated.

Thanks all and Merry Christmas!
Gary

[TheHecksler]

Hi Gary,

have no idea, but 409 links from just 2 domains? That sounds "dirty-white-hat ^^". It worth an abuse-message to Google using Google webmaster tools...

Otherwise, may be thats a kick and Google will detect that earlier or later ...

Seb.

[Francisco_Meza]

Watch Rand's recent webinar: http://www.seomoz.org/webinars/content-for-local-sites-and-local-search

[fun52dig]

Fransisco,

I actually sat in on that live webinar and it was very informative.  I had already implemented many of the things Rand spoke about in that webinar.  My problem is this competitor has practically done nothing to his site and he out ranks me. I'm absolutely baffled how this happens, how a site with such low scores for on page and off page factors out ranks my clients site which out scores him in just about every department, I mean he kicks his ass yet he is getting out ranked.

The only thing I can say to myself is welcome to the world of SEO!

[RobertFisher]

Gary,

Instead of going into a lot on Places, I will tell you what I see and what I think would turn the tables for you. First, If you want to rank for Kitchen Remodeling in Butler, you need to do a few things. As it stands, any of the dots around you can pass you. 
First, your on site SEO has to be spot on. You have Internal links from your menu only. You need internal links just like you need external. So they have a lot of internal because they have a much larger site. Look at the mega menus and the options they have. Keep working on getting back links.
On your on page, you have room in the Title tag to add Butler or even Butler, NJ and I would. With the H1, you have Kitchen Remodeling and I would add at Butler again. For the H2 I would change it to something around your keyword like: Best Time of Year to Remodel your Kitchen, etc. Then, look at your content and see if you can be more informative as opposed to flowery. (Kitchen Remodeling One Step at a Time, then list), etc. Now, here is a pet peeve of mine: You have no map on the site at all. I would have one on every page (Certainly on the Contact page).

Now, you have three reviews on the Places page and they are at best very low value: They were all put on within one month and there have been none since. Trust me, it matters. I would certainly be talking with customers and getting them to supply a review. Also, is the site listed in Yahoo Local, Bing Business Portal (no), etc. BTW, when you search the same in Bing and then click on images it serves up about 50; of these roughly a third are the competitor. It matters. You need to have them on Yelp, citysearch, etc. At least 5 to 8 other than the engines.

Are your images GeoTagged?  Now on Places you have to take a Google Category first, then the others can be your choice. If there is a category around remodeling as opposed to construction, I would choose it as the first. On the others, I would make sure that if the preponderance of the business is remodeling the categories are too: kitchen re, Bathroom re, Closet re, etc. I would put construction last as it is over-broad.

I think you should worry less about what the competitor is doing (I have to tell myself that every day) and make sure that you have their site so tight for local that no one else ever gets to the top. You can certainly pass the competitor with just a small amount of work...did I mention a google map???

Hope this helps,

[fun52dig]

Wow Robert! I owe you a Pint for sure for all that information. I'm speechless but very thankful. SEO is one of those fields that the more you learn the less you know you know.  I am aware of many of the things you recommend but I guess my thought process was it didn't matter or wasn't important for Local SEO and Google places.  I can't thank you enough, this is by far the best answer to a question I've ever received on this forum.  I'm serious when I say if you are ever in New York City look me up and I'll buy you a good pint of Guinness.  Thanks again!

[RobertFisher]

One of my favorite cities in the world, so I will. Thanks,

keep us posted on the outcomes.

Best,