Why don't I outrank this site?

[emerald]

Hi Mozzers,

I'm mystified. Why doesn't our site www.bosphorusyacht.com (ranked 15) outrank this site www.bosphorustour.com (ranked 5 and 6) for the keyword "bosphorus cruise"? Particularly for US based searches.

We have far more links, shares, higher DA and PA and more related unique content on topic.

Somehow they are even appearing with double listings in this search.

Why is this? Am I missing something? Any ideas or suggestions appreciated.

[RyanPurkey]

For this one particular search and context, 'cruise' and 'tour' are nearly interchangeable in English spoken in the US.  What could be happening is that Google is thinking the user intent is a branded search for Bosphorus Tours vs your brand of Zoe Yacht.

[EGOL]

I like that analysis, Ryan.

Nice work.

[TheeDigital]

Moz is only one set of data and it is limited. There are a lot of other factors that come into play. Their anchor text could be richer, I see more followed domains for them in Ahrefs, they may have more NAP listings or branded mentions than you, they may be better optimized on site. It's hard to get an accurate picture of the landscape, but you just need to remember that all these tools provide insight and some data, but they're not working with a complete data set.