Need Professional Help with Site Structure, Page Authority, and Internal Linking

[SammyT]

We are a 10 year + small (1000 pages) niche ecommerce site (Magento) that has recently lost rankings to a competitor. We out perform them in every metric so I do not understand them leap frogging us to the top spot. This has forced me to look at my site structure, page authority (rank), and internal linking. After reviewing a moz crawl issues report, here are some of my observations:

• Root domain has a PA of 40

• Top 3 $ Category pages have a PA of 22, 18, 18

• Multiple meaningless blog posts and other category/product pages have PA’s of 30+

Here is a screenshot of the crawl report with internal links, links, etc showing. I need some help - thoughts, suggestions, next steps in analysis?

[SurgeStream]

Hi Sam Wilhoit,

Sorry to hear you have lost out rankings to a competitor.  It is difficult to say with absolute certainty why they would outrank you all of the sudden without knowing who the competitor is and on what keywords this is occurring.  Feel free to message me and I can take a quick look for you.

In the mean time, did you change anything on your website recently, or even in the past 3 months?  Sometimes a change, no matter how small, might have an adverse impact on your website and rankings.

Has your competitor changed anything in at all on their site that you can tell in the last 1-3 months?  Have you been tracking them with any tool in order to determine this?