Each of those links is a vote of confidence in Google's eyes. The more votes your competitor has from reputable, relevant sources, the more authority Google assigns to their website — and the more likely they are to outrank you in organic search results.
Here's why the gap exists and how to start closing it.
Where Their Links Are Coming From
Check for yourself. Search "competitorwebsite.com" -site:competitorwebsite.com on Google and you'll see pages across the web that mention or link to them. Or use a free tool like Ubersuggest to see their full backlink profile.
In most local markets, the common link sources for well-linked service businesses are: their local chamber of commerce, the Better Business Bureau, state trade associations, manufacturer certified dealer directories, local news articles, community organization sponsor pages, Yelp, Angi, HomeAdvisor, Facebook, industry-specific directories, and links from complementary local businesses.
None of these are exotic or difficult to obtain. Your competitor didn't hack their way to 45 backlinks. They joined organizations, maintained memberships, got listed in directories, and accumulated a few local media mentions over the years. Each one added a small link. Together, they created a meaningful authority advantage.
Why the Gap Matters
Backlinks are one of the most heavily weighted factors for organic search rankings — the regular website listings below the map pack. For map pack rankings specifically, backlinks contribute to the "prominence" signal that determines which businesses Google considers well-known and trustworthy.
A business with links from 45 websites has Google's confidence in a way that a business with links from 7 doesn't. Even if your reviews are better, your GBP is more complete, and your service is superior — the authority gap from backlinks can be enough to keep you ranking lower in organic results.
How to Close the Gap
The good news: most of the link sources your competitor has are available to you too. The gap didn't form because they have exclusive access to something — it formed because they took action over time and you didn't.
Audit their links. Use a free tool to identify where their links come from. Make a list. Most of those same sources will accept your listing, membership, or participation.
Join what they've joined. Chamber of commerce, BBB, state trade association, national industry association. Each membership typically takes a week to process and produces a backlink that stays active as long as you maintain it.
Get listed where they're listed. Manufacturer directories, contractor certification programs, local business directories. Work through the list methodically.
Pursue what they haven't. Look for link opportunities your competitor hasn't captured — a local community organization that lists sponsors, a complementary business that would add you to their recommended vendors page, a local publication that hasn't featured your business yet.
Build at a sustainable pace. Five to ten new quality backlinks per year is a realistic pace for most local businesses. That doesn't sound like a lot, but if your competitor stopped actively building links years ago (many do), you'll close the gap steadily. And unlike reviews that require ongoing effort, a backlink earned today continues passing authority indefinitely.
The authority gap between you and your competitor wasn't built in a month and won't close in a month. But it's made up of individual links, each of which you can earn. Start with the easiest ones — memberships and directories — and work your way toward the more effort-intensive ones — local media and partnerships. Every link narrows the gap by one more step.