By Ann Smarty
So you want to crush the competition in local SEO, huh? Well, you're in the right place. Competitive analysis isn’t just some fancy marketing jargon; it’s your secret weapon for dominating Google Maps and organic search results. But here’s the kicker—it’s not a one-and-done deal. This is a continuous process, and the more you dig, the more opportunities you’ll uncover.
Let’s break it down.
What is Local SEO Competitor Analysis?
Local SEO competitor analysis is all about figuring out who’s ranking for the keywords you want to own—whether it's on Google Maps, in the local pack, or in organic search results. Your goal? Understand why they’re ranking high and how you can snag that top spot. But it’s not just about rankings. This process will also give you insights into your target market, help you spot opportunities, and ultimately, keep you ahead of the competition.
How to Determine Your Local Competitors
Forget just eyeballing the business down the street. Competitors in the online world can be completely different from what you see in the physical one. Here’s how to find out who you’re really up against.
Start with Local Keyword Research
First things first, you need to know which keywords you’re targeting. Think of the phrases your potential customers might use when searching for your services. From there, you’ll look at three main areas on Google:
Google Maps: Who’s showing up when you search for your target keywords?
Local Pack: Those top three results in the little box with a map.
Organic Search: Who’s ranking in the traditional search results for location-based keywords?
Once You Know What to Search, Search Google
Now it’s time to play detective. Start Googling those keywords and take note of who’s showing up. Remember, search results can vary based on location, so you’re seeing what your customers might see if they’re in the same area as you.
Keep track of:
The keyword you searched for.
Where the business is ranking (Maps, local pack, or organic).
Their position for each keyword.
Your location when searching.
How often each competitor appears for different keywords.
Focus on the competitors that keep popping up—they’re the ones you need to watch closely.
Pro Tip: If you’re not physically near your target location, use a location changer tool like BrightLocal’s Local Search Results Checker to get a more accurate picture.
Analyzing Your Local Competitors
So, you’ve got your list of competitors. Now what? It’s time to dig deeper and see what makes them tick.
Compare Google Business Profiles
Your competitor’s Google Business Profile (GBP) is a goldmine of information. Look at:
Optimization: Are they nailing their GBP with detailed descriptions, categories, and attributes?
Reviews: How many do they have, and what’s their average score?
Engagement: Are they responding to reviews and questions?
Posts: Are they using Google Posts to promote deals or events?
Media: What kind of images and videos are they uploading?
Analyze On-Site Landing Pages
On-page signals play a big role in local rankings, especially for those competitors who are killing it in organic search. Check out:
Content: How is their content structured? Are they using keywords effectively?
Schema: Are they using local schema markup to help search engines understand their content?
Conversion Funnels: Are they making it easy for customers to engage? Look for features like online chat, appointment scheduling, and clear calls to action.
Audit Local Citations
Local citations—mentions of your business on other websites—are crucial for local SEO. Use tools like Local Citation Tracker to see where your competitors are getting mentioned and if there are opportunities you’re missing.
Review Backlink Profiles
Backlinks from reputable sites can give your SEO a serious boost. Tools like Ahrefs and Semrush can help you see where your competitors are getting their links and how you can replicate their success.
Monitoring Your Competitors
Once you’ve analyzed your competitors, it’s time to keep tabs on them. Regularly monitor their rankings and strategies so you can stay ahead. Tools like BrightLocal’s Local Search Grid let you see how your competitors are performing across different locations and keywords.
Conclusion
Competitor analysis for local SEO isn’t a walk in the park, but the payoff is worth it. By understanding what your competitors are doing right—and where they’re dropping the ball—you can fine-tune your strategy, spot new opportunities, and ultimately, outshine them in search results.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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