Ever wonder how your competitor’s business always shows up first when you Google something nearby?
It might seem like magic, but the truth is, they probably have a better local SEO strategy. One powerful part of that strategy is competitor analysis.
Competitor analysis helps you understand what others are doing right—and what you might be missing.
By learning from businesses that rank higher than you, you can make smarter decisions for your own SEO efforts.
In this article, we’ll break down how studying your competitors can help shape a stronger local SEO plan.
What Is Competitor Analysis in Local SEO?
Understanding the Basics
Competitor analysis is all about studying other businesses in your area to see how they appear online.
Think of it like watching the top player on a sports team—you observe how they move, what strategies they use, and how they win.
The goal is to take notes and apply what works to improve your own performance.
At SERP Master Agency, we see this process as a smart way to uncover what’s helping others succeed in local search.
In local SEO, that means looking at how businesses rank on search engines, what kind of content they publish, and where their backlinks come from. These insights can give you a clear path forward.
Why It Matters for Local Search
If someone searches for a service you offer and your competitor appears instead of you, that’s a missed opportunity.
Competitor analysis shows you why that’s happening. It can reveal gaps in your website, content, or online listings that need fixing.
More importantly, it gives you a roadmap to catch up and possibly outrank them in local searches.
How to Identify Your Local SEO Competitors
Direct vs Online Competitors
Your direct competitors are businesses offering similar services near you. But your online competitors are those showing up higher than you on Google—even if they’re a few suburbs away. They may not be your next-door rival, but they’re competing for the same clicks and customers.
Use Search Engines Like a Customer Would
To spot your top online competitors, type in common search phrases like “best dentist near me” or “emergency plumber in [your city].”
The first few businesses listed are your strongest competition. These are the ones you should pay attention to.
Use SEO Tools to Dig Deeper
There are free tools like Google Search Console and more advanced ones like SEMrush and Ahrefs that let you see which websites rank for the same keywords as yours.
This helps you pinpoint who’s winning the local SEO race. A reliable SEO Company can also help make sense of the data and show you where to focus your efforts.
What Can You Learn from Competitor Websites?
Keywords They Use
Start by checking the keywords your competitors are using. These are often found in page titles, subheadings, and throughout the content.
If you see terms like “affordable root canal” or “emergency dental care,” that tells you what customers are looking for—and what you might need to include on your own website.
Content Types and Topics
Look at the type of content they post. Do they have a blog with regular updates? Are there FAQs or detailed service pages? Websites with helpful content often perform better because they answer more customer questions.
If your site only has a few service pages and your competitors have dozens of blog posts, that could explain the ranking difference.
Site Speed and Mobile Experience
A slow website can hurt your search rankings. Check how fast your competitors’ websites load, especially on mobile devices.
Use tools like Google PageSpeed Insights to compare. If their site loads quickly and yours doesn’t, it’s time to make some upgrades.
A clean, easy-to-navigate site helps both users and search engines. Look at how your competitors organise their menus and pages.
Can you find what you’re looking for in just a few clicks? If yes, take notes on how to improve your own layout.
Analysing Their Google Business Profile
Reviews and Ratings
Businesses with more 5-star reviews are more likely to show up in Google’s local results. Check how many reviews your competitors have and what customers are saying.
If they’re getting praise for things you also do well, ask your own happy customers to leave reviews.
Business Info and Photos
Make sure your Google Business Profile includes all essential information—like business hours, address, phone number, and photos.
If your competitors have recent pictures and updated hours, that makes them look more professional and active to both Google and potential customers.
Engagement and Updates
Google rewards businesses that keep their profiles fresh. If your competitors are posting weekly updates or replying to reviews, they’re showing Google they’re active. You should aim to do the same.
Tracking Competitor Backlinks and Citations
What Are Backlinks?
Backlinks are links from other websites that point to your website. Think of them as online recommendations. The more high-quality backlinks you have, the more trustworthy your site appears to Google.
Where Competitors Get Links
You can use SEO tools to see which websites link to your competitors. Are they listed on local directories, industry blogs, or news sites? These are places you should aim to get mentioned as well.
Building Your Own
Start building your backlink profile by getting listed in the same places. Reach out to local blogs or partner with local businesses. A skilled SEO Company can help build backlinks the right way, without spamming or using shady tactics.
Understanding Their Social Media and Content Strategy
What Platforms Do They Use?
Check if your competitors are active on Facebook, Instagram, or even YouTube. Social media plays a role in local SEO by driving traffic and boosting brand visibility. A business that posts often and interacts with its audience is more likely to be noticed.
What Content Gets Engagement?
Pay attention to the types of posts that get the most likes, shares, or comments. Are they posting behind-the-scenes videos, customer testimonials, or special offers? This tells you what kind of content local customers enjoy.
Local Involvement and Promotions
Some businesses go the extra mile by supporting local events or running promotions tied to local holidays.
These kinds of posts can connect with the community and make people more likely to choose them over others.
Applying Competitor Insights to Your Local SEO Plan
Set Clear Goals
After reviewing your competitors, set clear goals. Maybe you want to boost your review count, improve page speed, or add more local content. Knowing exactly what to work on makes your SEO plan more focused.
Fill in the Gaps
Use what you’ve learned to update your site and listings. If your competitor’s blog is helping them rank, consider writing blog posts on similar topics. If they have more backlinks, make that a priority in your SEO plan.
Stay Consistent
Improving SEO is not a one-time task. It takes regular updates and steady progress. Keep tracking your goals, publishing content, and building trust with customers. Over time, these actions lead to stronger results.
Measuring the Results of Your Strategy
Use Tools to Track Progress
Keep an eye on how your website performs using tools like Google Analytics and Google Search Console. These show you where visitors come from, which pages they visit, and how long they stay.
Check Your Local Rankings
Search for your own business on Google to see if you’re climbing up the ranks. Appearing in the local map pack is a strong sign that your SEO strategy is working.
Keep an Eye on the Competition
Your competitors won’t stop improving, and neither should you. Check in every few months to see what they’re doing differently. If they start posting more content or get more reviews, adjust your strategy to keep up.
Conclusion
Studying your competitors isn’t copying—it’s smart strategy. By understanding what others are doing well, you can build a stronger plan that puts your business in front of more local customers.
From better content to faster websites, every small improvement counts. Competitor analysis helps you take the guesswork out of local SEO and focus on what works.
If you want expert support to guide your efforts, SERP Master Agency is here to help you rise above the competition.
Suraj Rana is a highly regarded SEO expert specializing in the dental industry. His expertise lies in crafting strategic SEO marketing plans to help new or expanding businesses increase their online visibility and attract more customers. Suraj Rana’s skills extend to improving website rankings and boosting organic search visibility, thereby enhancing web traffic and return on investment for businesses.
