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There are other metrics at play. There are over 200 ranking factors. There are also links that Moz hasn't seen that Google does. Unfortunately, you've got to not focus on your competitors, what is there that you can do to provide more value to that page, can you get more links to the page from people in the industry.
Social media links, upload a sitemap, fetch as google. You done all of those?
If it's easy for you to get them to change them, then yes I would, however I wouldn't spend more than a quick email on getting it done.
This is a useful post for you: https://hreflang.org/use-hreflang-canonical-together/
It's something I've already mentioned previously. A couple of us having been seeing the same: https://moz.com/community/q/moz-having-a-few-issues-with-their-site
Honestly i've been a bit inactive at the minute, however from what I can see the mozpoints is working fine. I do only see the staff badge when i'm logged in.
Completely understand the problem!
Another thing I would look at is this: https://i.gyazo.com/f00555df1f7dcc374785d29c8ed4d9cb.png
You can see on that page there are three out of stock products. I would (if you can) push these down the results. As in the top 6 (above the fold) I can see one out of stock. You're missing an opportuntity here to sell that product.
Had a quick look through your shop, found this page: https://www.glassesonspec.co.uk/cheap-prescription-sunglasses/mens-sunglasses/wayfarer-style-cd1038/
I would look into the styling of your page, it's not utilising the width as well as I would think you could. I would personally make the content below the list "included with every pair" use the full width (image/description)
They used to be used quite heavily. Nowadays majority of the major search engines don't use them at all. The only one I believe still does is Yandex, of which it's a minor signal then.
Letsencrypt is a great way of offering SSL. It's backed by a LOT of big organisations: https://letsencrypt.org/sponsors/
"using a free certificate would have the same effect as a paid one? I would rather pay for one than be punished for using a free one, but free would be good too."
I am confident that as long as the site is secure, the level of encryption does not matter. As then SEO would become "pay to win" which I don't think is the case.
Alright, well I've just told you that I have had an issue loading the site, so your preloader isn't fully functional.
The only software which matters is Google. You're obviously not doing enough and when you say "I've done everything right" well you clearly haven't.
My advice, and what I think pixus is also referring to is to build quality content and not rate it based on what online tools are saying.
This may help: https://developers.google.com/webmasters/mobile-sites/mobile-seo/separate-urls#annotations-for-desktop-and-mobile-urls
I've just loaded your home page, I can't even see anything. Your preloader is so slow it took me 30 seconds before I got berod and did a force refresh.
You're missing 18 h1 tags, you've got 9 redirects.
http://www.pokudesign.com/services/ for example is actually a really poor quality page.
I can only see 33 pages of actual content, that doesn't seem to be that many for what you could potentially have (case studies would be phenomenal for you)
I don't believe that having the mobile urls in the sitemap is causing any issue. Due to the fact that these urls presumably can be crawled anyway on the mobile subdomain. I can't see any negative for having these urls on a sitemap.
Rand kind of touched upon this with number 3 on here: https://moz.com/blog/weird-crazy-myths-about-link-building-in-seo-you-should-probably-ignore-whiteboard-friday
I've had the same as Gaston, no problem at all ranking websites from the same server.
"if you have 2 or even 3 redirects mobile users wait for 5 seconds before see anything. Hint - that's why i won't click on most bit.ly, ow.ly, goo.gl links in Twitter, Facebook, G+ when i'm on mobile. Because they first pass via t.co redirect then redirect that i can see and sometime even 3rd redirect."
Just adding a bit of weight to what you said, here's a test of a t.co link through bit.ly: https://i.gyazo.com/ca87c486a903914c2b058612cc93f3f0.png on 3g, it's 4.27s to even start loading Google. Without t.co: https://i.gyazo.com/f22c18a0879f76ecf653662153e17c43.png which is 2.35s.
Pagespeed score means nothing unfortunately. http/2 puts a spanner in the works for a lot of it.
https://blog.newrelic.com/2016/02/09/http2-best-practices-web-performance/
Being this section:
I would say it's actually the quality of your domain as a whole not really matching up to theirs. Your competitors seem to do quite well with internal linking. High quality content on a variety of different pages. Whereas you have Lyft on your homepage and another page with very little other than that.
