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Your competitor's domain is trageted directly at France. Look at their domain name: https://www.doctolib.fr/medecin-generaliste/paris Even if your site is based around a directory, I would add some content to that page about what you are trying to rank for. The MOZ tools are just that, TOOLS. The purpose is to point out any shortcomings that could be dragging you down. Let's make a short checklist of items to check: 1. You state that you have links, but where do they link to? Do they link to the home page, or are your inbound links pointed at the pages and keywords you want to rank? 2. Description (translated) "Find your General Practitioner in Paris, check available slots and make an appointment online". This could be worded a bit more convincingly, since this is most likely what shows up in search engine results with your link.  3. Google is most likely looking at the interactions of traffic with the site i.e. on page time, clickthrough ratio etc. These are the metrics that the MOZ tool will not show you, but that you can see in in your GWT report. Look at your analytics and GWT profile to see if there are any weak areas where people leave. 4. Having more links isnt enough on it's own. Where do they go? Do they make it as easy as possible to find a doctor, and once found, easy to contact them?