Local SEO Competitor Analysis

Types of Competitors to Analyze

• Direct local competitors: Businesses offering the same services in your area
• Local pack competitors: Businesses appearing in Google's local 3-pack
• Organic search competitors: Websites ranking for your target keywords
• Directory competitors: Businesses with strong presence on local directories
• Emerging competitors: New businesses gaining traction in your market

How to Find Competitors

• Search your target keywords in Google (especially "near me" queries)
• Check who appears in the local pack for your services
• Review Google Business Profile suggestions
• Analyze who ranks for your location + service keywords
• Monitor local business directories and review sites
• Ask customers who else they considered

1. Google Business Profile Analysis

Evaluate competitors' Google Business Profiles:

• Profile completeness and optimization
• Number and quality of reviews
• Review response rate and quality
• Photo and video content
• Post frequency and engagement
• Q&A activity
• Business categories and attributes
• Service area coverage

2. Website and On-Page SEO

Conduct a comprehensive audit of competitor websites:

• Site structure and navigation
• Page titles and meta descriptions
• Header tag optimization
• Content quality and depth
• Internal linking structure
• Mobile optimization
• Page speed and Core Web Vitals
• Schema markup implementation
• Local keyword usage

3. Keyword Strategy

Identify which keywords competitors target through keyword research:

• Primary service keywords they rank for
• Location-based keyword variations
• Long-tail keyword opportunities
• Keyword gaps you can exploit
• Search volume and difficulty for their keywords
• Featured snippet opportunities

4. Content Strategy

Analyze competitors' content approach:

• Blog post frequency and topics
• Content depth and quality
• Multimedia usage (images, videos, infographics)
• Content formats (guides, case studies, FAQs)
• Local content focus
• User engagement (comments, shares)
• Content gaps you can fill

5. Backlink Profile

Examine competitors' link building strategies:

• Total number of backlinks
• Domain authority of linking sites
• Types of sites linking to them
• Local backlink sources
• Anchor text distribution
• Link acquisition rate
• Broken or lost links you can reclaim

6. Citations and Directory Presence

Review competitors' citation strategy:

• Number of citations across directories
• NAP consistency
• Industry-specific directories they're listed on
• Local directories and chambers of commerce
• Citation quality and authority

7. Review Management

Assess competitors' review strategy:

• Average rating across platforms
• Total number of reviews
• Review velocity (new reviews per month)
• Response rate to reviews
• Quality of responses
• Review platforms they focus on
• Common themes in positive and negative reviews

8. Social Media Presence

Monitor competitors' social media activity:

• Active platforms and follower counts
• Posting frequency and content types
• Engagement rates
• Local community involvement
• Paid advertising presence

Identify Quick Wins

Find areas where competitors are weak and you can quickly gain advantage—incomplete profiles, poor review responses, or missing citations.

Fill Content Gaps

Create better, more comprehensive content on topics competitors have covered superficially or missed entirely through local content marketing.

Target Keyword Opportunities

Focus on keywords with good search volume where competitors rank poorly or not at all.

Replicate Success

Adapt successful tactics from competitors (ethically) while adding your unique value.

Build Better Backlinks

Reach out to sites linking to competitors and offer better content or resources.