I have ran a few checks over my main competitor recently. Although I am top of Google for most of my desired phrases (top being #1) there are a handful I just cannot get passed #3 for. On checking they have 0 inbound links from external webpages to my several dozen. Could it be that I have broken some kind of trust with Google that I am getting outranked for? I simply cannot understand how my pages can be ranked below theirs.