Competitors ranking with multiple sub-domains with no backlinks

[wearehappymedia]

Hi Moz,

We are currently doing SEO for a hand therapy company called the Hand Therapy Group. They rank well, however, one competitor, Sydney Hand Therapy, is ranking higher than them for the term "hand therapy Sydney" (which is one of our highly focused keywords) with three different URLs (their home page, contact page and about page) despite the latter two pages have no backlinks.

I understand why Google might see their homepage as being more relevant because their name is Sydney Hand Therapy (even though the Hand Therapy Group have more backlinks) but why do the other two URLs rank so well?

Any help/info/advice would be brilliant!

Cheers!

[VeroBrain]

Hi Radi,
I think that is because the competitor has more accurate title tags and meta descriptions on regard the query - hand therapy Sydney - despite they do not have  inbound links pointing those pages. They answer the query accurately. It is not all about links. Content - answering the query - first and above all. On top of that, they are first in Google local listings. https://moz.com/blog/why-listing-accuracy-is-important-whiteboard-friday
All the best,

Mª Verónica B.