The 2 search terms are :
Interior designers London- #1 new-id.co.uk - OSE info
Interior designer London- #1 nstudio.co.uk - OSE info
(interestingly they hardly rank at all for any modification of those search terms)
The only thing i could think of is that they both had some really good links using that exact anchor text, but ive been checking OSE for the past month both in the backlinks and the just discovered but couldnt see anything like that.
I conducted the SERP checking from a laptop with a broadband connection based in London, although im not very local to either of these locations im about an 8th of the cities distance away from one of those location and about half a cities distance away from the other. So i dont think its a local skew thats causing the SERP rankings.
For both sites i can see they had old domains which now redirect to the them :
New-id.co.uk = newidinteriors.com - OSE info - PA1, DA1
Nstudio.co.uk = intarya.com - OSE info - Da 32, PA43
Although the intarya domain was quite strong with good backlinks (but nothing above par comapred to the other sites the nstudio.co.uk site is now outranking, the anchor text was mostly natural with only some keyword anchor text from PA1 pages.
The newidinteriors.com didnt seem to have a backlink profile, both PA1 and DA1.
Ive linked to screenshots of the SERP pages below, but feel free to dig further :
Any idea what's going on here ?