In today’s digital world, getting noticed by local customers is more important than ever. Local SEO is a key factor in making sure your business shows up in search results when people are looking for products or services nearby. One powerful way to boost your local search ranking is by conducting a competitive analysis. By understanding who your local competitors are, how they rank, and what they’re doing right (or wrong), you can find opportunities to beat them. This article walks you through how to analyze your competitors and develop strategies that can help you take the lead.
1. Identifying Local SEO Competitors
Before you can beat your competitors, you need to know who they are. The first step is identifying who’s ranking well in your area. Here are some simple ways to do that:
Google Search
Start by searching Google with your primary keywords and your location. For example, if you run a plumbing business in Dallas, you’d search for “plumbers in Dallas” or “best plumbers near me.” This will show you who’s ranking in the local pack (the map section) and in the organic search results. The businesses in the top spots are likely your main competitors, so it’s important to pay attention to how they’re showing up and what they’re doing well.
Google Maps
Google Maps is a key player in local SEO. When you search for a service in your area, businesses with optimized Google Business Profiles (GBPs) show up right on the map. To find competitors, search for services similar to yours on Google Maps. This will help you find businesses that are ranking well and capturing local traffic.
Competitor Analysis Tools
If you want to dive deeper, tools like SEOptimer, SEMrush, and Ahrefs can give you a clearer picture of who’s ranking for the same keywords. These tools also provide insights into backlinks, rankings, and traffic, all of which can tell you how well your competitors are doing and where there might be room for improvement.
Online Directories
Don’t forget about online directories such as Yelp, TripAdvisor, and Yellow Pages. These sites often rank high in local search results and feature business listings that can give you insight into other competitors in your niche.
2. Analyzing Local SEO Competition
Once you’ve identified your competitors, it’s time to see what they’re doing well and where they may be slipping. Here are the most important areas to focus on when analyzing their local SEO efforts:
Google Business Profile (GBP) Audit
Your Google Business Profile is a major factor in how well your business ranks locally. A deep dive into your competitors’ GBPs can reveal their strengths and weaknesses. Focus on these key areas:
Accuracy of Business Information
Make sure your competitors’ business information—like their name, address, and phone number (NAP)—is consistent across their GBP and other online listings. Inaccurate or inconsistent NAP details can confuse both Google and potential customers, which may hurt their local rankings.
Categories
When setting up a Google Business Profile, businesses choose primary and secondary categories to help Google understand what they offer. Take note of the categories your competitors have chosen, as their choices can give you ideas for niche targeting that they may have missed.
Keyword Usage
Competitors who use relevant keywords in their business descriptions, posts, and responses to reviews may be gaining an advantage in rankings. Review how they incorporate keywords naturally into their content and try to replicate or improve upon their strategies.
Customer Reviews
Customer reviews are a key ranking factor for local SEO. Pay attention to the volume and quality of reviews your competitors have. Are they responding to customer feedback? Are there any patterns you can see in their reviews? Positive reviews, especially when businesses engage with customers, can improve rankings and drive more traffic.
Photos and Media
Images and videos are also important. Take note of the quality and type of photos your competitors are uploading to their Google Business Profile. Businesses that consistently upload fresh, high-quality images tend to see better engagement from potential customers.
Posts and Updates
Google Posts is another feature that lets businesses share updates, promotions, and events directly on their profiles. Check how often your competitors post, and what kind of content they share. Regular posting can help improve your visibility and keep your business top of mind for customers.
Check Local SEO Competitor Rankings
Knowing where your competitors rank for local searches is essential to understanding how you measure up. Here’s how you can track their rankings:
GBP Rankings
Tools like Local Falcon allow you to see how competitors rank for local searches in specific geographic areas. You can view their rankings on a live GeoGrid map, which gives you a clearer picture of where they dominate (or where they’re weak).
Website Rankings
Tracking your competitors’ website rankings will help you discover which keywords they’re ranking for and what kind of traffic they’re attracting. Tools like SEMrush and Ahrefs are useful for seeing which keywords your competitors are using successfully.
3. Strategies to Outrank Competitors
With a solid understanding of your competitors’ strengths and weaknesses, you can create an action plan to outrank them. Here are several effective strategies to implement:
Optimize Your Google Business Profile
Claim and fully optimize your Google Business Profile. Make sure all your business information is accurate, including your NAP, business hours, and website link. Choose the most relevant categories for your business, and upload high-quality photos and videos. Regularly update your profile with Google Posts about promotions, events, or news about your business.
Keyword Research
It’s essential to refine your keyword strategy to target the right terms. Focus on keywords that are relevant to your location and industry. Look for long-tail keywords (those with three or more words) that are more specific and less competitive. You can use tools like Google Keyword Planner or Ahrefs to find keywords that have good search volume but are still manageable in terms of competition.
Local Search Optimizations
Make sure your website is optimized for local search. This includes adding geo-targeted keywords to key areas like your title tags, meta descriptions, and headers. If you have multiple locations, create individual pages for each location with unique content tailored to those areas. Consistency in your NAP information across your website and other online listings is also crucial for local SEO success.
Content Creation
Content marketing is an excellent way to improve local SEO. Create blog posts, articles, and landing pages that focus on topics relevant to your local audience. Use geo-targeted keywords to increase the likelihood of ranking for local searches. Address local issues, events, or topics that are important to your community, and you’ll build authority while attracting local traffic.
Monitor Competitor Activity
Once you’ve started to implement your own strategies, keep an eye on what your competitors are doing. Track changes to their Google Business Profiles, monitor their keyword rankings, and keep tabs on new content or promotions they may be sharing. Knowing what your competitors are doing will help you stay agile and make adjustments to stay ahead.
Hyper-Local Focus
One effective strategy is to go hyper-local. Instead of focusing on a broad city-wide area, narrow your target to specific neighborhoods, commercial districts, or even just a few blocks. By optimizing for hyper-local searches, you can target a more precise audience and avoid the fierce competition in larger areas. This can give you a clear advantage in local search results.
Build High-Quality Backlinks
Backlinks are important for improving your site’s authority and rankings. Reach out to local bloggers, influencers, or other businesses in your area to build relationships and earn quality backlinks. The more local websites that link to you, the more Google will trust your site as an authority on local topics.
4. Common Mistakes to Avoid in Local SEO Competitive Analysis
As you dive into competitive analysis, avoid these common mistakes:
- Skipping Google Business Profile Optimization: Your GBP is one of the most critical factors for local SEO. Don’t leave it incomplete or inaccurate.
- Inconsistent NAP Information: Make sure your Name, Address, and Phone Number match exactly across your website and all online listings. Inconsistencies can confuse both customers and search engines.
- Neglecting Reviews: Customer reviews are vital for local SEO. Engage with your customers by responding to reviews, both positive and negative.
- Focusing Too Much on Keywords: While keywords are important, the quality of your content and user experience matters just as much. Focus on providing value for your audience.
- Ignoring Mobile Optimization: Most local searches are done on mobile devices, so ensure your website is mobile-friendly and loads quickly.
Conclusion
A Local SEO competitive analysis can give you the insights you need to improve your online visibility and outrank local competitors. By identifying your competitors, analyzing their strengths and weaknesses, and applying the right SEO strategies, you can improve your search rankings and drive more customers to your business. Keep your Google Business Profile updated, use local keywords effectively, and consistently create quality content. With ongoing effort and attention to detail, you can surpass your competitors and dominate local search results.
