SERP position confusion

[DaddySmurf]

Hi,

I am trying to rank on page one on Google UK for the term 'wireless alarms'. the page i have optimised for this terms is www.compoundsecurity.co.uk/security-equipment and i have just completely revamped the text, tags and titles on this in the last 48 hours. It is not showing up in the top 50 yet, but this page http://www.compoundsecurity.co.uk/security-information/gsm-gprs-alarm-systems is showing up in position 47 for some reason.

I know i will not get to the top 5 or 6, as these are held by Amazon, Screwfix, Ebay etc., however, i have found something i don't understand.

There is one result in position 4 called www.wireless-alarms.net. But his DA is 9 and PA is 24 and links to his site is 3. Our stats are DA 47 and PA 39 and we have 15,000 links.

Question. How is his SERP position so high?

Also, although i have submited my page (www.compoundsecurity.co.uk/security-equipment) to Google Index, it is not showing the correct page yet. I guess this indexing can take a few days?

Any suggestions how i can achieve a better position with the correct page being displayed?

I am new to this and on a fast learning curve and want to learn as much as possible. Sorry to keep asking so many questions, but you guys are excellent.

Thank you

Si

[Chris.Menke]

Rand did a Whiteboard Friday on Why competitors may rank higher when you have higher moz scores than they do.

Essentially it pointed to these factors.

*Poor search result snippet
*Perceived lower value brand
*Lower design/user experience value
*Citations: (links, social shares, mentions)
     quality
     quantity
     variety
     acceleration rate
*Usefulness or quality of content
     searcher intent fully addressed
     unique value of content
*Results Biasing
     local
     mobile
     verticals

But the 15000 back links that you mention smacks of manipulation and such a page may have a hard time getting up in the results.  It's not the number of links your page has but the quality of links.  Have you investigated what kind of links those are?

[artdivision]

If I may add up, your competitor has an exact url match for the search term you wish to rank and I have seen many many examples where very poor pages rank when they use similar practise. For what is worth, they wont last there for long by only having this box ticked!

[DaddySmurf]

Dear Yiannis and Chris,

Thank you both for your answers. Is the keyword in the first part of the URL really that important? By first part i mean the actual root domain www.wrieless-alarms.net.

Seems a bit unfair of Google, as it gives a very small number of competitors an advantage that nobody else could optimise for*. In terms of the keywords after the / in the URL,  do you think it would be worth me changing my landing page for wireless alarms from www.compoundsecurity.co.uk/security-equipment to www.compoundsecurity.co.uk/wireless-alarms-and-security-systems?

• I.E. - Wireless-alarms, wireless-alarm-systems, etc.

[artdivision]

it is one of the many signal factors Google uses in order to decide if the site deserves a high rank or not. Definitely not the deciding factor. There are hundres of reasons you might not rank better than them apart the url keyword I mentioned above but I see this happening too often lately and when i read your question i thought to mention it so you know you are not alone out there

In regards to your second question the answer is yes, using the keyword to you url structure can only have a positive impact for various reasons as stated here: http://moz.com/learn/seo/url

Hope this helps!

[DaddySmurf]

Thank you Yiannis, That's something else i need to learn how to do