Quantity of links DOES help you rank. Quality of links is also a crucial factor that helps you rank better. But there’s one more thing that you might be missing out: the anchor text of the links pointing to your page! Be sure to send the right signals to Google here, otherwise, your competitors having less links and lower Domain Rating might outrank you.

You might have a reputable authority website with lots of links, but some lousy competitor will still outrank you for a keyword that you wish to rank for.

First of all, check out what keyword are both sites (pages) optimized for.

There’s a chance that competitor’s site is well optimized for that particular keyword, while yours is optimized for some other one.

But if your on-page SEO is pretty much identical, it’s time to examine the backlink profiles.

It is highly advisable to compare both sites using Ahrefs Domain Comparison tool (https://ahrefs.com/labs/domain-comparison) to see which of them seems to be more powerful.

Also, don’t forget to check out the anchor text distribution on both backlink profiles with Ahrefs Site Explorer tool (https://ahrefs.com/site-explorer). The anchors of your backlinks give hints to Google as to what your website is relevant to.

The odds are that you’re sending wrong signals to Google, and that is why it ranks you for some keyword that you didn’t wish to rank for.

https://blog.ahrefs.com/why-your-links-are-not-helping-you-to-rank-high-in-google/

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Is Google’s 100 links per page guideline still valid? Particularly given advanced CSS capabilities that allow tabs, reveals and other treatments that allow more content and links on a page without degrading user experience. Blind Five Year Old, SF, CA

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Resources:

Surfer: https://www.gotchseo.com/recommends/surfer

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Originality.ai: https://www.gotchseo.com/recommends/originality

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