One of our competitors is getting big organic traffic numbers, why are we struggling?

I am underwriting the SEO for a website whose main competitor seems to be crushing us at generating organic traffic.

I've noticed a few things:

1. They seem to rank consistently higher than us across almost every keyword combo relevant to our area and market but aren't paying for it

2. We have more backlinks and linking domains yet worse overall ranking

3. They are in the top 100 for 115 of the best keywords for our market, we are at 90

4. Keyword analysis shows all of our best organic keywords as basically brand mentions from within our other websites (our product, but other cities). Almost none of our top organic keywords have to do with this market

Are they just absolutely crushing it at building what I hear called "quality backlinks" ? It seems like they have better ranking for all the best keywords even though they have lwoer backlinks.

Additionally it seems like they are coming up for the "right keywords" AKA "Best (product) in (city)" How are they doing that? Blog posts/news articles?

A bit stumped here. SEO is not my forte but I have tons of data, I'm just not experienced enough to read between the lines.

submitted by /u/Raidicus
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