It appears unfair when a competitor replicates your content yet achieves higher search rankings, but Google’s ranking systems, as of December 2025, evaluate hundreds of factors beyond just content originality, with technical SEO and user experience playing a significant role.
Google’s core ranking system relies heavily on its Search Generative Experience (SGE) and the evolving RankBrain algorithm. While duplicate content *can* be penalised, the penalty isn’t always immediate or severe. Currently, Google prioritises websites demonstrating strong E-E-A-T – Experience, Expertise, Authoritativeness, and Trustworthiness. A competitor with a technically optimised website – fast loading speeds (crucial for Australian mobile users, where mobile search dominates), mobile-friendliness, structured data markup, and a secure HTTPS connection – may rank higher. Furthermore, Google Business Profile optimisation is increasingly important for local search, and a competitor actively managing theirs with accurate information and responding to reviews will gain an advantage. As of December 2025, Google’s systems also consider user interaction signals like click-through rates and dwell time, meaning a competitor’s website that provides a better user experience may be favoured. In 2026, Google has announced further integration of AI-powered ranking signals, focusing on content helpfulness as determined by user feedback.
Ultimately, Google’s ranking algorithms assess a complex interplay of factors, and technical website health and user experience can outweigh content originality in certain scenarios.
