When it comes to dominating local search results, ignoring the competition isn’t an option. Every neighborhood has a digital turf war. Businesses compete for clicks, visibility, and customers in the same zip code. You need more than just a Google Business Profile and a few good reviews to win that battle. You need to understand precisely what your competitors are doing—and how to do it better.
That’s where local SEO competitor analysis comes in. It’s not just about spying on the competition. It’s about gathering useful information, spotting market gaps, and creating a strategy that boosts your business in local search.
Let’s explore how to study your local competitors. We’ll see what to focus on and how to use that info to stand out in search results.
Step 1: Find out who your real local competitors are.
The business across the street could be your biggest rival. However, they might not be ahead of you online. Your real online competitors can be big brands, e-commerce sites, or niche blogs in your field.
To find your real search competitors, open an incognito window. Then, search for your top local keywords. For example, if you run a plumbing business in Mesa, AZ, search “emergency plumber Mesa” or “water heater repair Mesa.”
Watch which businesses appear in the local pack, map listings, and organic results. These are your real competitors online. Tools like Semrush and Ahrefs can show you who ranks for your keywords. They help you find competitors you might not have thought about.
Step 2: Analyze their on-page SEO.
Once you’ve got a list of competitors, start with the basics—their websites.
Look at the structure and content of the pages that rank well. Check the title tags, headings, and meta descriptions. Are they using local keywords strategically? Are they making landing pages for different neighborhoods, services, or use cases?
If a competitor is ranking above you, there’s a good chance they’ve nailed something in their on-page optimization. But don’t just look for what they’re doing right—look for what they’re missing.
Are their pages slow to load? Are they keyword stuffing? Are they missing schema markup or poorly optimized for mobile?
Use tools like PageSpeed Insights and Google’s Mobile-Friendly Test. They help you check your competitor’s performance. Review their structured data using Google’s Rich Results Test. Every weakness is an opportunity for you to outperform them.
If you don’t have experience using these tool to gauge your competition, you should explore the option of partnering with an Orange County SEO agency to assist you. Rankwise has helped countless clients dominate their local search engine results.
Step 3: Break down their Google Business Profile.
In local SEO, your Google Business Profile (GBP) can be even more important than your website. A well-optimized GBP can land you in the local pack and drive tons of traffic, without a single click.
That’s why analyzing your competitors’ GBPs is essential.
Look at their chosen categories. Are they targeting categories you missed? Are they using service areas to show up in nearby towns? How many reviews do they have? How often are they posting updates, offers, or events?
Pay attention to their photo game, too. Businesses with high-quality images get more clicks and calls. Are they uploading regularly? Showing team members or real locations?
Use all of this intel to strengthen your own profile.
- Choose the right primary and secondary categories.
- Respond to every review.
- Upload photos weekly.
- Post updates consistently.
If they’re not posting, this is a gap you can exploit.
Step 4: Study their local citations.
Citations—your business name, address, and phone number listed across the web—are a core part of local SEO. They help search engines verify your business’s location and legitimacy.
Run a citation audit for your competitors using tools like Whitespark or BrightLocal. Where are they listed? Are those directories relevant to your industry? Are their listings consistent?
Check for accuracy, too. Inconsistent NAP data confuses Google and can hurt rankings. If your competitors have better citation consistency or are in directories, you’re not, you can catch up and get ahead.
Step 5: Reverse engineer their local backlinks.
Local backlinks carry serious weight in local SEO. When trusted websites link to your business, they support your credibility in the community.
Use a backlink analysis tool to check out your competitors’ profiles. Check for patterns: Are they receiving links from local blogs, newspapers, chambers of commerce, or business directories?
Check if the backlinks are earned from content or placed through profiles or partnerships. Are they sponsoring local events? Getting mentioned in press releases? Partnering with local nonprofits?
If they’re securing local backlinks and you’re not, that’s a gap. Build relationships, create valuable content, and pitch your story to local publications.
Step 6: Read their reviews like a detective.
Online reviews tell more than just how customers feel—they reveal how well your competitors manage their reputations, how often they get feedback, and how they respond.
Examine the number of reviews, their sentiment, and how recent they are on Google, Yelp, and other industry-specific sites. Look at how they respond to praise and criticism. Are they engaging with customers or ignoring feedback?
Pay attention to patterns in the reviews themselves. Do customers often mention strengths like quick response time or friendly service? Those are selling points you can counter or emphasize in your own messaging.
If your competitor has hundreds of 5-star reviews and you don’t, focus on this area.
Step 7: Evaluate their content strategy.
Local content boosts your authority, draws in links, and engages your audience. So it’s worth dissecting what your competitors are doing on their blogs, social media, and GBP posts.
Are they publishing guides about local events or seasonal tips? Do they have content that answers common customer questions? Are they embedding local keywords naturally into blog posts, videos, and FAQs?
Check which content types get engagement, like comments, shares, and backlinks. Then, find topics they haven’t covered. That’s your opportunity.
A pizza shop can attract attention by writing about the “best places to eat in Anaheim.” But if no one talks about “family-friendly spots near Disneyland,” you have a great chance to stand out.
Step 8: Spot the gaps and build a plan.
Now that you’ve collected all this intel, the next step is action.
Lay out the gaps in your competitors’ local SEO strategy. Are they missing content around certain topics? Is their GBP outdated or inactive? Are their backlinks weak?
Prioritize the opportunities based on what will move the needle the fastest. Maybe it’s time to:
- Create new service area pages
- Launch a hyperlocal blog series
- Update all your local citations
- Add video content to your GBP posts
- Start a review generation campaign
Whatever it is, make sure you’re not just playing catch-up—you’re aiming to leap ahead.
Step 9: Create hyperlocal content that connects.
Your competitors might be writing about general topics. That’s your cue to go hyperlocal.
Write about your community, not just your product. Highlight local events. Partner with nearby businesses. Make neighborhood guides. Share stories that matter to your audience.
A dog groomer could share “Top Pet-Friendly Trails in LA.” A dentist might write “How to handle a toothache during the summer.”
Content like this builds community connection—and search engines notice it, too.
Step 10: Keep monitoring and adapting.
Local SEO isn’t a one-time job. Your competitors will adapt, new ones will pop up, and algorithms will change.
Set up tracking using your SEO tool of choice. Check keyword positions often. Look at counts, traffic sources, and backlink growth.
If a competitor suddenly starts ranking above you, investigate. Did they publish new content? Update their GBP? Get a wave of backlinks?
Stay alert, be flexible, and adjust your strategy as needed. That’s how you stay ahead.
Final Thoughts From Noah: Turn Insights into Local Dominance
Competitor analysis is not just about what others are doing. It’s about using that knowledge to gain a strategic edge.
Study your competitors’ local SEO strategies. Find their strengths and weaknesses. Fill in the gaps. This way, you can help your business rise in the rankings. You’ll attract more customers and gain lasting visibility.
Local SEO is a marathon, not a sprint. The businesses that win are the ones that watch the landscape, take action, and continuously improve.