In today’s competitive business landscape, understanding your rivals’ strategies is essential for standing out in local search results. Competitor analysis for local SEO isn’t just a “nice-to-have” – it’s a critical component of any successful digital marketing strategy. By examining what your competitors are doing well (and not so well), you can uncover valuable insights to improve your own local search visibility.
This comprehensive guide will walk you through the process of conducting thorough competitor analysis for your local SEO efforts, helping you identify opportunities to outrank your rivals and attract more local customers.
Why Competitor Analysis Matters for Local SEO
Before diving into the specifics of competitor analysis, let’s understand why it’s so crucial for local businesses:
- Identify gaps in your local SEO strategy that competitors might be exploiting
- Discover opportunities to differentiate your business in local search results
- Benchmark your performance against industry standards
- Save time and resources by learning from others’ successes and failures
- Stay ahead of market trends by monitoring shifts in competitor strategies
A thorough competitor analysis provides a roadmap for improving your local search visibility while helping you avoid costly mistakes. With 46% of all Google searches having local intent, according to Search Engine Roundtable, the stakes are high for businesses targeting local customers.
Identifying Your True Local SEO Competitors
The first step in any competitor analysis is identifying who your actual competitors are in the local search landscape. Surprisingly, your offline competitors may not always be the same as your online ones.
Look Beyond Traditional Competitors
When conducting competitor analysis for local SEO, it’s important to consider:
- Direct business competitors in your geographic area
- Indirect competitors targeting similar keywords
- Large national chains with local presence
- Online-only businesses serving your locality
- Directories and aggregator sites ranking for your target keywords
How to Find Your Local SEO Competitors
Here are several effective methods to identify your true local SEO competition:
1. Conduct Incognito Google Searches
Perform searches for your primary keywords while adding your location (e.g., “plumber in Chicago” or “best pizza delivery Nashville”). The businesses appearing in the local pack and organic results are your primary competitors.
Using incognito mode prevents your search history from influencing the results, giving you a more objective view of the competitive landscape.
2. Use SEO Tools for Competitor Discovery
Specialized SEO tools can help identify competitors you might not have considered:
- SEMrush’s Organic Research tool identifies domains ranking for the same keywords as your site
- Ahrefs’ Competing Domains report shows websites competing for the same search traffic
- BrightLocal’s Local Search Audit tool helps identify businesses ranking in your local area
3. Analyze Google Business Profile Insights
If you already have a Google Business Profile, check the “Insights” section to see which businesses customers viewed after finding yours. These are often your direct local competitors.
4. Review Industry-Specific Directories
Check popular directories in your industry to find businesses serving your target area. For example, restaurants might look at Yelp or OpenTable, while home service businesses might check Angie’s List or HomeAdvisor.
Key Areas to Analyze in Your Local SEO Competitor Analysis
Once you’ve identified your competitors, it’s time to dig deeper into their strategies. Here are the critical areas to examine:
1. On-Page SEO Elements
On-page optimization provides valuable insights into your competitors’ keyword strategies and content approach.
Website Structure and Navigation
Analyze how competitors organize their site content:
- Is their site structure logical and easy to navigate?
- Do they have location-specific pages for different service areas?
- How do they integrate local keywords into their site architecture?
Page Title and Meta Description Optimization
Examine how competitors craft their page titles and meta descriptions:
- Do they include location-specific keywords?
- How do they balance branding and keyword usage?
- What call-to-action language do they use?
For example, a competitor might use “Award-Winning Plumbing Services in Chicago | 24/7 Emergency Repairs” rather than simply “Chicago Plumber.”
Content Quality and Depth
Content remains at the heart of effective SEO. Analyze competitor content for:
- Word count – Are they creating comprehensive resources or thin content?
- Locality – How do they incorporate local landmarks, neighborhoods, and regional terminology?
- Freshness – How frequently do they update their content?
- Media usage – Do they enhance content with images, videos, or infographics?
- Expertise – Does their content demonstrate subject matter expertise?
Local Keyword Usage
Pay special attention to how competitors integrate location-specific keywords:
- In headings (H1, H2, H3, etc.)
- Within body content
- In image alt text
- In internal link anchor text
- In URL structures
Schema Markup Implementation
Structured data helps search engines understand content context. Check if competitors use:
- LocalBusiness schema
- Review schema
- FAQ schema
- Event schema
- Product schema
You can analyze their schema implementation using Google’s Schema Markup Validator or similar tools.
2. Google Business Profile Optimization
Google Business Profile (formerly Google My Business) is crucial for local SEO success. A well-optimized profile can significantly impact visibility in the local pack and Google Maps.
Profile Completeness
Evaluate how thoroughly competitors have completed their profiles:
- Business categories (primary and secondary)
- Business description with appropriate keywords
- Complete business hours
- Special hours for holidays
- Business attributes (e.g., “free WiFi,” “wheelchair accessible”)
Visual Content
Images and videos significantly impact customer engagement:
- Number and quality of photos
- Variety of image types (interior, exterior, products, team)
- Use of videos to showcase services or products
- 360° virtual tours
Google Business Profile Posts
Regular posting shows an active business and improves engagement:
- Posting frequency
- Post types (events, offers, updates, products)
- Call-to-action usage
- Visual elements in posts
Q&A Section Management
The Q&A section on Google Business Profile provides valuable insights:
- How promptly do competitors answer questions?
- Do they proactively add their own FAQs?
- How do they handle negative or challenging questions?
Products and Services
Many businesses underutilize the Products and Services sections:
- Have competitors added their full product/service catalog?
- Do they include prices and descriptions?
- How do they use keywords in these sections?
3. Review Management Strategy
Online reviews significantly impact both rankings and customer decisions. According to BrightLocal, 87% of consumers read online reviews for local businesses in 2020.
Review Volume and Frequency
Analyze the quantity and recency of competitor reviews:
- Total number of reviews across platforms
- Average monthly new reviews
- Platforms where they receive most reviews (Google, Yelp, Facebook, industry-specific sites)
Review Sentiment and Rating
Look beyond the numbers to understand sentiment:
- Average star rating across platforms
- Common praise points in positive reviews
- Recurring issues in negative reviews
- Changes in sentiment over time
Review Response Strategy
How competitors handle reviews reveals much about their customer service approach:
- Response rate (percentage of reviews that receive replies)
- Response speed (how quickly they reply)
- Personalization level in responses
- How they address negative feedback
- Whether they incorporate keywords in responses
Review Generation Tactics
Try to identify how competitors actively solicit reviews:
- Do they use review generation software?
- Do they have in-store signage promoting reviews?
- Are they incentivizing reviews (against platform policies)?
- Do they have review links in email signatures or on receipts?
4. Citation and Link Profile Analysis
Citations (mentions of your business name, address, and phone number) and backlinks remain important ranking factors for local SEO.
Citation Quantity and Quality
Examine competitor citation profiles:
- Total number of citations
- Presence on major citation sources (Google, Yelp, Facebook, Apple Maps)
- Industry-specific directory listings
- Local-specific directory listings
- Consistency of NAP information across listings
Backlink Profile
Analyze the quality and relevance of competitor backlinks:
- Total number of referring domains
- Authority of linking websites
- Local relevance of backlinks
- Anchor text distribution
- Potentially problematic links to avoid
Tools like Ahrefs, SEMrush, or Moz can help you conduct this analysis effectively.
Local Link Building Strategies
Try to identify specific link acquisition strategies:
- Local sponsorships and partnerships
- Chamber of commerce memberships
- Local media coverage
- Community involvement
- Guest posting on local blogs
5. Social Media Presence and Strategy
While social signals aren’t direct ranking factors, social media enhances brand visibility and drives traffic, indirectly supporting SEO efforts.
Platform Focus
Determine where competitors concentrate their social efforts:
- Which platforms do they prioritize?
- Where do they have the most engagement?
- Are they active on niche platforms relevant to your industry?
Content Strategy
Analyze their content approach:
- Posting frequency
- Content types (promotional, educational, entertaining)
- Local content vs. general content
- User-generated content usage
- Content series or themes
Engagement and Community Building
Evaluate how they interact with their audience:
- Response rate to comments and messages
- Community management approach
- Local influencer partnerships
- Customer spotlight features
- Local event promotion
6. Technical SEO Performance
Technical issues can undermine even the best content strategy. Analyze competitor websites for:
Site Speed and Performance
Use Google PageSpeed Insights to compare loading times:
- Mobile and desktop speed scores
- Core Web Vitals performance
- Specific technical issues identified
Mobile-Friendliness
With Google’s mobile-first indexing, mobile optimization is crucial:
- Responsive design implementation
- Mobile navigation usability
- Tap target sizing
- Font readability on small screens
- Mobile-specific features or content
Indexation Issues
Check for common indexation problems:
- Proper use of robots.txt
- XML sitemap implementation
- Index coverage issues in Google Search Console
- Duplicate content issues
- Canonical tag usage
Turning Competitor Analysis into Actionable Strategy
After gathering this competitive intelligence, the next step is converting it into a practical improvement plan. Here’s how to transform your findings into actionable local SEO strategies:
1. Identify Competitive Gaps and Opportunities
Create a strengths and weaknesses matrix comparing your business to key competitors:
- Content gaps – Topics competitors cover that you don’t
- Keyword opportunities – Terms with high search volume where competitors rank but you don’t
- Technical advantages – Areas where your site outperforms competitors
- Review weaknesses – Aspects of service mentioned in competitor reviews that you could improve or highlight
- Citation opportunities – Directories where competitors are listed but you aren’t
2. Prioritize Improvements Based on Impact and Effort
Not all findings require immediate action. Prioritize your efforts using an impact vs. effort matrix:
- High impact, low effort – These are your “quick wins” and should be addressed first
- High impact, high effort – These require planning but should be prioritized in your strategy
- Low impact, low effort – These can be tackled when resources allow
- Low impact, high effort – These should generally be put on hold unless they address critical issues
3. Develop a Differentiation Strategy
Don’t just copy competitors – find ways to stand out:
- Service differentiators – Identify service aspects your competitors don’t emphasize
- Content differentiation – Create higher-quality, more comprehensive content
- Local authority – Build deeper connections with your specific community
- User experience – Provide a more seamless customer journey
- Visual branding – Develop more professional, consistent visual elements
4. Create a Comprehensive Improvement Plan
Develop a detailed action plan with specific tasks, deadlines, and responsible team members:
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Website optimization tasks
- Content updates
- On-page SEO improvements
- Technical fixes
- Local landing page creation
-
Google Business Profile enhancements
- Profile completion
- Photo and video additions
- Regular posting schedule
- Q&A management
-
Review management strategy
- Review generation process
- Response protocols
- Sentiment tracking
- Service improvements based on feedback
-
Citation and link building campaign
- Citation audit and cleanup
- New citation opportunities
- Local link building outreach
- Content creation for link attraction
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Social media and community engagement
- Platform strategy refinement
- Content calendar development
- Local partnership initiatives
- Community involvement opportunities
5. Implement Tracking and Measurement Systems
Set up systems to track progress and measure results:
- Rank tracking for target keywords
- Google Business Profile insights monitoring
- Review quantity and sentiment tracking
- Citation and backlink acquisition monitoring
- Website traffic and conversion analytics
Advanced Competitor Analysis for Local SEO
For businesses ready to take their competitor analysis to the next level, consider these advanced techniques:
Analyzing Competitor Budget Allocation
Look for clues about how competitors allocate their marketing budget:
- Are they investing heavily in paid search?
- Do they prioritize content marketing?
- Are they running local sponsorships?
- Have they developed a custom mobile app?
Understanding budget allocation helps you identify areas where you might gain an advantage through strategic investment.
Tracking Competitor Changes Over Time
Set up monitoring systems to track changes in competitor strategies:
- Website change monitoring tools (like Visualping)
- Rank tracking for competitor domains
- Social media monitoring tools
- Google Business Profile update alerts
Regular monitoring reveals trends and strategic shifts that might otherwise go unnoticed.
Conducting Customer Perception Research
Go beyond digital analysis to understand how customers perceive competitors:
- Mystery shopping experiences
- Customer interviews
- Online community discussions
- Employee reviews on sites like Glassdoor
This qualitative research often reveals insights that digital analysis alone might miss.
Analyzing Multi-Location Strategies
For competitors with multiple locations, analyze how they handle multi-location SEO:
- Individual location pages vs. store locators
- Location-specific content strategies
- Cross-promotion between locations
- Location-specific social media accounts
These insights are particularly valuable if you’re planning expansion to multiple locations.
Common Pitfalls in Local SEO Competitor Analysis
Avoid these common mistakes when conducting your competitor analysis:
Focusing Only on Rankings
Rankings alone don’t tell the whole story. A competitor might rank well but have poor conversion rates or customer retention.
Analyzing Too Many Competitors
Focus on 3-5 key competitors rather than trying to analyze everyone in your market. Quality of analysis is more important than quantity.
Copying Instead of Learning
The goal is to understand strategies, not simply copy them. What works for competitors might not work for your unique business.
Ignoring Offline Factors
Local SEO success is influenced by offline factors like in-store experience, community involvement, and traditional marketing.
Failing to Consider Resources
Be realistic about your resources when planning improvements. A small business might not be able to implement all the strategies used by larger competitors.
Case Study: Local SEO Competitor Analysis in Action
To illustrate the power of competitor analysis for local SEO, consider this real-world example:
A family-owned Italian restaurant in Denver was struggling to compete with several well-established competitors. Through comprehensive competitor analysis, they discovered:
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Content gap: None of their competitors had created neighborhood-specific content about food delivery areas.
-
Review weakness: Competitors received numerous complaints about long wait times for takeout orders.
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Technical advantage: Their website loaded significantly faster than competitors on mobile devices.
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Citation opportunity: Several competitors weren’t listed on tourism-focused directories popular with Denver visitors.
Based on these findings, the restaurant:
- Created neighborhood-specific landing pages highlighting delivery coverage and local landmarks
- Implemented an efficient takeout system and highlighted it in their marketing
- Emphasized their mobile ordering experience in advertisements
- Secured listings on previously overlooked tourism directories
Within six months, their Google Business Profile views increased by 215%, website traffic improved by 87%, and they saw a 32% increase in online orders.
Tools for Effective Local SEO Competitor Analysis
Here are some essential tools to help with your competitor analysis:
Free Tools
- Google Search Console: Analyze your own site’s performance
- Google PageSpeed Insights: Compare site speed metrics
- Google Business Profile Insights: Understand local performance
- Ubersuggest: Basic keyword and competitor analysis
- WhatsMySerp Local Citation Finder: Identify citation opportunities
Paid Tools
- BrightLocal: Comprehensive local SEO analysis and monitoring
- SEMrush: In-depth competitor and keyword analysis
- Ahrefs: Backlink analysis and content research
- Moz Local: Citation management and local ranking factors
- GatherUp: Review management and competitive benchmarking
Conclusion: Making Competitor Analysis a Competitive Advantage
Competitor analysis for local SEO is not a one-time task but an ongoing process that should inform your local SEO strategy. By thoroughly understanding what works (and doesn’t work) for your competitors, you can develop a more effective approach to local search optimization.
Remember that the goal isn’t to copy your competitors but to learn from them – both their successes and failures. The insights gained from comprehensive competitor analysis will help you identify opportunities to differentiate your business, address weaknesses in your current strategy, and ultimately improve your visibility in local search results.
Implementing a regular schedule for competitor analysis – quarterly for most businesses, monthly for highly competitive industries – ensures you stay aware of market changes and emerging opportunities. Combined with tracking your own performance metrics, this creates a powerful feedback loop for continuous improvement.
In the constantly evolving landscape of local SEO, businesses that make competitor analysis a core component of their strategy gain a significant advantage. They waste less time on ineffective tactics, respond more quickly to market changes, and make more informed decisions about resource allocation.
By following the comprehensive approach outlined in this guide, you’ll be well-equipped to conduct effective competitor analysis for local SEO and transform those insights into tangible business results.
