Local SEO competitor analysis is about understanding why businesses rank higher than you in local search results. By analyzing their strategies, you can identify areas to improve your visibility on Google Maps, local packs, and organic listings. Here’s why it matters:
- 46% of Google searches are location-based, and 80% of local searches lead to conversions.
- 68% of clicks go to the top 5 results, making high rankings critical.
Key steps include:
- Find competitors using Google Search, Maps, and SEO tools like Semrush or BrightLocal.
- Analyze their websites, Google Business Profiles (GBP), and backlinks.
- Use tools like Ahrefs for backlink insights and BrightLocal for citation audits.
Focus on missing keywords, GBP optimization (categories, reviews, photos), and securing better backlinks. Tools like Semrush and Ahrefs can help track progress. Regular updates are essential as local search trends evolve.
If managing this feels complex, services like RedShift Local can simplify the process, offering audits, GBP optimization, and link-building strategies to improve rankings.
How To Do A Competitive Analysis For Local SEO – Expert Tutorial
Finding Your Local SEO Competitors
The first step in improving your local SEO is pinpointing the businesses that rank for your target local keywords. Keep in mind, your SEO competitors might not align with your traditional business competitors.
SEO Competitors vs. Business Competitors
Your business competitors are the companies you go head-to-head with in your local market – those offering similar products or services at comparable prices. However, SEO competitors are the businesses that rank higher than you in local search results for the keywords you’re targeting.
For example, a high-end restaurant may compete with other upscale dining spots for foot traffic, but online, it might find itself competing with any venue that’s optimized for local search – regardless of the quality or type of food they serve.
"Local competitor analysis includes all businesses that rank for your target (local) keywords in maps and organic results (including the local pack)." – Ann Smarty, Brand and Community Manager at InternetMarketingNinjas
This distinction is important because smaller businesses with strong local SEO practices can often outrank larger companies that haven’t prioritized their online presence.
How to Find Local SEO Competitors
Identifying your local SEO competitors involves using a mix of tools and techniques:
- Google Search: Start by typing your target keywords along with your location (e.g., "plumbers in Dallas"). Focus on the businesses that show up in the local pack (the map section with three listings) and in the top organic search results. For instance, a plumbing business in Dallas searching in January 2025 might find competitors like Public Service Plumbers, Pure Plumbing, and Metro Flow Plumbing dominating the rankings.
- Google Maps: Search for your services directly on Google Maps. Businesses with well-optimized Google Business Profiles – high ratings, numerous reviews, and complete details – are likely strong SEO competitors.
- SEO Tools: Platforms like SEOptimer, Semrush, or Ahrefs can uncover competitors you might overlook in manual searches. These tools provide insights into their traffic, backlinks, and keyword strategies, giving you a clearer picture of their strengths.
- Directory Research: Browse directories like Yelp to find active local businesses. Companies that invest in maintaining a strong presence on these platforms often prioritize local SEO, making them potential competitors.
Once you’ve gathered a list of competitors, narrow it down to the top 5–10 businesses that consistently appear across these methods. Use this focused group to fine-tune your local SEO strategy and close the gap in rankings.
What to Analyze in Local SEO
Digging into your competitors’ local SEO strategies can reveal valuable ranking tactics and highlight areas for improvement. These foundational elements set the stage for actionable insights discussed later.
On-Page SEO Elements
Your competitors’ websites are a treasure trove of SEO clues. Look at their title tags, headings, and URLs to understand their keyword strategy. Check for structured data, which helps search engines interpret their content.
Pay attention to how detailed and locally focused their content is. For instance, a plumbing company might create pages like "Emergency Plumbing in Downtown Austin" or "Water Heater Repair in South Austin." This hyper-local approach often leads to better rankings by targeting specific neighborhoods or landmarks.
Also, don’t overlook mobile-friendliness and site speed – both are critical for local search rankings.
Google Business Profile Setup
A well-optimized Google Business Profile (GBP) can make or break local SEO success. Look at how competitors manage their profiles. Do they keep their information accurate and up-to-date? Are they selecting the right business categories?
Reviews play a huge role here. Check how many reviews they have and their average ratings. Businesses with a steady stream of positive, recent reviews often dominate local search results.
Photos are another area to analyze. Competitors who consistently update their profile with quality images – like storefronts, teams, or work samples – can attract more clicks and build trust with potential customers.
Also, take note of how they use posts. Updates featuring special offers, events, or helpful tips can improve visibility. Choosing the right business categories ensures their profile aligns with local customer searches.
Backlink and Citation Analysis
Off-site factors like backlinks and citations are key to understanding your competitors’ local SEO strength. Look at the quantity and quality of their local citations and backlinks. These often come from sources like news sites, community organizations, and official local directories.
Directories like Yelp, Yellow Pages, and the Better Business Bureau are common starting points. Tracking which directories are most effective in your niche can guide your own citation strategy.
Additionally, partnerships and sponsorships – like supporting local events, charities, or sports teams – can secure high-quality backlinks that improve rankings.
Lastly, consistency is crucial. Competitors who maintain uniform business names, addresses, and phone numbers (NAP) across all their citations and backlinks send stronger local SEO signals. Any inconsistencies could hurt their rankings, so this is worth monitoring closely.
Tools for Local SEO Competitor Analysis
The right tools can turn competitor research into actionable insights. Each serves a unique purpose, so understanding their strengths helps you choose the best combination for your needs. Below, we’ll explore tools that can refine your local SEO strategy and how they fit into your overall approach.
Start with the basics – Google’s free tools. Google Business Profile Manager provides essential competitor data, while Google Search Console and Google Analytics offer a solid foundation for tracking your performance. These tools should be the backbone of any competitor analysis strategy.
For more advanced insights, paid tools come into play:
- Semrush Local: Known for its extensive SEO capabilities, Semrush also shines in local SEO. Starting at $20/month, it includes features like the Map Rank Tracker, which visualizes local search visibility with heatmaps. One example of its impact? In 2017, KuchyneValent, a local kitchen and furniture manufacturer, leveraged Semrush to generate over $400,000 in annual revenue by focusing on SEO strategies. Semrush also ranked first in G2’s list of top marketing products.
- BrightLocal: Specializing in local SEO auditing and citation management, BrightLocal starts at $39/month with a 14-day free trial. Its Citation Builder and Local Rank Tracker offer detailed insights into how competitors handle citations and rankings.
- Ahrefs: When it comes to backlink analysis, Ahrefs is a leader. According to Editorial.Link, 68.1% of SEO experts consider it the most accurate for backlink data. This makes it ideal for uncovering competitors’ link-building strategies and identifying valuable local partnerships.
- SE Ranking: Starting at $62/month, SE Ranking excels in keyword position tracking. It’s particularly useful for monitoring how competitors adapt to algorithm updates or seasonal trends.
Other specialized tools include Whitespark, which focuses on citation research, and Moz Local, starting at $14/month per location, which automates listing management across directories.
Here’s a quick comparison of key tools and their features:
| Tool | Best For | Key Feature | Cost |
|---|---|---|---|
| Google Business Profile | Basic competitor profiling | Free access to competitor data | Free |
| Semrush Local | Keyword and traffic analysis | Map Rank Tracker heatmaps | $20/month |
| BrightLocal | Citation and local audits | Citation Builder | $39/month |
| Ahrefs | Backlink analysis | Comprehensive link data | Varies |
| SE Ranking | Rank tracking | Keyword position tracking | $62/month |
To get the most out of your analysis, combine tools strategically. Start with Google’s free tools to establish a baseline, then layer on paid tools tailored to your goals. For instance, use BrightLocal for citation audits, Semrush for keyword research, and Ahrefs for backlink analysis.
The key is consistency. The best insights come from tracking competitor performance over time, not just from one-off snapshots. By leveraging these tools effectively, you’ll be better equipped to refine your keyword targeting and backlink strategies – topics we’ll delve into in the next section.
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Using Analysis Results to Improve Your SEO
Once you’ve completed your competitor analysis, the next step is turning those insights into actionable SEO strategies. Gathering data is just the first piece of the puzzle; the real impact comes from using that information to improve your local search rankings.
Targeting Missing Keywords and Content
A keyword gap analysis is one of the quickest ways to identify growth opportunities. When you spot keywords your competitors rank for but you don’t, you’re uncovering untapped potential for local traffic.
Focus on keywords with strong local intent and significant search volume. For example, if a competitor ranks for "emergency plumbing in Dallas" and you’re a Dallas-based plumber without a dedicated page for that service, you’re likely missing out on customers who need help fast. Create pages tailored to these specific searches.
When developing content, go beyond the basics. Include local references, customer testimonials, and detailed service information. For instance, if competitors rank for "teeth whitening specials", don’t settle for a generic page. Add details like nearby landmarks, mention local events, or explain what sets your service apart in the area.
Real-world results back this up – targeted landing pages have been shown to significantly boost local traffic.
To make your content even more effective, use structured data markup. Adding schema markup helps search engines better understand your local relevance, increasing the likelihood of appearing in rich snippets or local pack results.
As you optimize your content, don’t forget to refine your Google Business Profile.
Improving Your Google Business Profile
Competitor analysis often highlights areas where your Google Business Profile (GBP) could improve. Surprisingly, the most impactful changes often involve simple adjustments that many businesses overlook.
Categories and reviews deserve particular attention. If competitors use business categories that you haven’t, add them to your profile. Each relevant category increases your visibility in local searches. For reviews, take note of how competitors encourage feedback – whether through follow-up emails, checkout prompts, or in-store signage.
Engage with all reviews, responding promptly and professionally. Address negative feedback constructively, as businesses that actively manage reviews often maintain higher ratings and more consistent activity – both of which influence local rankings.
Visual content also plays a big role in local search performance. Look at the types of images your competitors post and how often they update them. High-quality photos showcasing your location, team, or work examples can make your profile stand out. Regular updates signal to Google that your business is active and engaged.
SE Ranking shared an example of a client whose mobile ranking lagged behind their desktop ranking (#7 vs. #1). After optimizing their Google Business Profile and website for mobile, they saw a 40% increase in mobile leads.
With a polished Google Business Profile in place, the next step is boosting your backlink profile.
Getting Better Backlinks
Backlink analysis reveals the partnerships and citations that give your competitors an edge. But your goal shouldn’t just be to match their efforts – it should be to surpass them with higher-quality, more relevant links.
Start with local directories and associations. If competitors are listed in local business directories, industry groups, or chamber of commerce sites that don’t include your business, make getting listed a priority. These citations not only improve your local authority but can also drive referral traffic.
Community partnerships offer even stronger link-building opportunities. Look for local organizations, charities, or events that link to your competitors. Reach out with genuine proposals to collaborate, sponsor events, or support community initiatives.
For long-term gains, invest in content-driven backlinks. Create resources that other sites want to link to, such as neighborhood guides, local market reports, or educational content addressing common industry questions. Local media outlets and bloggers often link to businesses that provide valuable, shareable information about the community.
Remember, quality matters more than quantity. A single backlink from a respected local news site can carry more weight than dozens of low-quality citations. Keep an eye on your competitors’ newest backlinks – they can reveal opportunities you might not have considered, like partnerships with emerging local publications.
Use the same tools you relied on for competitor analysis to track your progress. Regular monitoring helps you identify which strategies are working and refine your approach. Businesses that see the biggest improvements treat competitor analysis as an ongoing process, not a one-time effort.
How RedShift Local Can Help Your Local SEO
After analyzing competitor strategies, RedShift Local steps in to turn those insights into practical, results-driven actions. While competitor analysis highlights opportunities, achieving measurable growth requires expertise and a focused approach.
Digital Marketing Essentialism Approach
RedShift Local’s Digital Marketing Essentialism™ (DME) strategy zeroes in on the 20% of actions that produce 80% of results, ensuring every effort counts.
This method becomes especially powerful when applying findings from competitor analysis. Instead of trying to replicate every competitor move, RedShift Local uses its VTC Framework™ to prioritize efforts around three key goals: Visibility, Traffic, and Conversions.
Here’s how the VTC Framework™ works:
- Visibility: Boosting presence through optimized Google Business Profiles and consistent local citations.
- Traffic: Filling keyword gaps identified in competitor research via paid and organic search strategies.
- Conversions: Turning increased traffic into tangible results like calls, appointments, and sales.
"At RedShift, we believe nothing is more important than setting the foundational structure for a results-driven digital marketing game plan to simplify, strengthen and scale your business."
This targeted approach has delivered real-world results. For instance, RedShift Local helped an interior designer in Pittsburgh achieve a 110% improvement in keyword rankings, increased Google Business Profile interactions by 89% in just 90 days for a food manufacturer representative, and drove a 154% year-over-year boost in organic traffic for a hair salon.
The difference lies in their precision and speed. While many businesses get bogged down trying to implement every competitor tactic, RedShift Local focuses on high-impact actions first. This approach has led to an average 150% increase in leads for numerous businesses.
With this framework in place, RedShift Local addresses every gap revealed by competitor analysis, ensuring businesses see results quickly.
Services That Support Competitor Analysis
RedShift Local’s services are designed to translate competitor insights into immediate, impactful actions. It all starts with their free local SEO audit, which identifies foundational issues and benchmarks your performance against local competitors.
Their Google Business Profile optimization ensures your business stands out in the Map Pack – an essential step when nearly 80% of people search for local businesses weekly, and over 70% of Google traffic comes from mobile devices.
For businesses struggling with NAP (Name, Address, Phone number) inconsistencies, RedShift Local offers a local citation audit and cleanup service. This not only fixes errors but also builds citations in relevant directories, helping you match or surpass competitor visibility.
Additionally, their link building service focuses on securing high-quality partnerships within your geographic area or niche. By targeting the same valuable sources your competitors use – and finding opportunities they’ve overlooked – this service strengthens your website’s authority and local relevance.
To keep clients informed, RedShift Local provides a monthly performance dashboard that tracks key metrics like calls, form submissions, and engagement. This transparency ensures you see the progress being made as your local SEO gaps close.
"We simplify the digital marketing process, ensuring clients understand what’s being done, why it matters, and how it will drive growth."
Their approach also blends paid search campaigns with organic optimization. Paid ads help identify high-performing keywords, while content creation builds lasting organic rankings for those same terms. This dual-channel strategy often gives businesses an edge over competitors who rely on just one approach.
In short, RedShift Local acts as a dedicated partner, taking care of the technical complexities so you can focus on running your business. By using analytics to guide every decision, they ensure that actions are based on proven competitive advantages – not guesswork.
Next Steps
You’ve completed your local SEO competitor analysis – now it’s time to take action. Research shows that keeping an eye on local SEO metrics can increase search visibility by 30% within six months.
Start by focusing on the areas with the biggest potential impact. If your analysis revealed that competitors have more consistent NAP (Name, Address, Phone) citations, make correcting those discrepancies your top priority. For instance, a dental clinic that improved its citation consistency and reviews saw a 30% jump in search visibility and a 20% boost in appointment bookings in just three months.
Once you’ve tackled these quick wins, shift your attention to on-site and off-site improvements. Look for high-value keywords your competitors rank for but you don’t – especially those with strong local intent and less competition. Update your Google Business Profile using ideas from competitor strengths, and resolve any technical SEO issues that could be holding your site back.
Use tools like Semrush, Moz Local, and Google Search Console to track your progress. These platforms can help you monitor keyword rankings, backlinks, and overall search visibility.
Keep in mind that 46% of all Google searches are for local information, and 88% of people who perform a local search on their smartphone visit or call a business within a day. Delaying action only gives your competitors more time to stay ahead.
Set a clear timeline with measurable goals. For example, aim to secure 10 new local backlinks next month or increase interactions on your Google Business Profile by 25% within 90 days. Assign specific tasks and deadlines to stay on track.
Stay proactive by revisiting your strategy regularly. Plan to review your competitor analysis in three months. The local search environment evolves quickly, and consistent monitoring helps you adapt to new competitors or algorithm updates before they affect your rankings.
If managing these tasks feels overwhelming, consider getting expert help. RedShift Local offers a free local SEO audit to help you identify and prioritize the most impactful actions based on your competitor analysis. Their team can handle the technical details, so you can focus on running your business.
Don’t let your insights gather dust – start with one high-priority action today. The data you’ve collected is only valuable if you put it to work.
FAQs
How do I identify my local SEO competitors if they aren’t the same as my traditional business competitors?
To figure out who your local SEO competitors are, start by running searches for your target keywords from your business location. Check the businesses that show up in the local pack and Google Maps – these are likely your main competitors when it comes to local search rankings.
Once you’ve identified them, dig into why they’re performing well. Use local SEO tools to evaluate key factors like how they’ve optimized their Google Business Profile, the quality and quantity of their online reviews, and their backlink profiles. Don’t stop there – look into their content strategies, social media activity, and any standout tactics they use to connect with local customers.
Keep in mind that your local SEO competitors might not be the same as your traditional competitors. These businesses are focused on dominating local search results, which is a different game than just competing for customers in person. By studying their methods, you can refine your own strategy to boost your visibility and draw in more local traffic.
What should I focus on when analyzing a competitor’s Google Business Profile for local SEO?
When reviewing a competitor’s Google Business Profile, pay close attention to these elements:
- Keywords: Take note of the specific terms they include in their business name, description, and posts. These can reveal how they’re targeting their audience.
- Ratings and Reviews: Examine their average rating, the number of reviews they’ve received, and how they handle feedback – both positive and negative.
- Categories: Look at their primary and secondary categories to understand how they’ve positioned their business within their industry.
- Photos and Media: Assess the quality and quantity of their uploaded photos and videos. Visual content can play a big role in attracting potential customers.
- Services and Attributes: Review the services they’ve listed and any additional attributes they’ve highlighted to appeal to their audience.
- Consistency: Check if their business details – like name, address, and phone number – are accurate and match across their profile.
By comparing these aspects to your own profile, you’ll likely spot areas where you can fine-tune your local SEO approach and make your business more visible in search results.
What are the best tools for conducting a thorough local SEO competitor analysis?
To dive into a detailed local SEO competitor analysis, consider using tools like BrightLocal, Whitespark, and Semrush. These platforms are designed to meet the needs of local businesses and offer some standout features:
- BrightLocal and Whitespark are particularly useful for tracking local map pack rankings and keeping tabs on citations. They can help you see how your competitors are boosting their local presence.
- Semrush goes beyond local insights, offering tools for keyword research, backlink analysis, and a broader look at competitors’ SEO strategies. It’s a versatile choice for uncovering actionable data.
With these tools, you can uncover what’s working for your competitors, spot opportunities to improve, and fine-tune your approach to climb higher in local search results.