Local SEO is no longer optional—it’s survival. With more than 46% of all Google searches having local intent, businesses that fail to prioritize local SEO risk becoming invisible in their own neighborhoods. Whether you’re a dentist, a florist, or a law firm, your visibility in local search determines your foot traffic and, ultimately, your revenue. That’s where competitor analysis in local SEO steps in as a powerful equalizer.

Understanding your competitors’ digital strategies not only exposes your blind spots but also reveals valuable growth opportunities. Let’s dive into how you can perform a thorough analysis and gain a real edge in your local market.

What Is Competitor Analysis in Local SEO?

Competitor analysis in local SEO is the process of identifying, analyzing, and evaluating your local online competitors to discover actionable insights. This goes beyond simple keyword matching—it involves understanding how your competitors are ranking in local search, what strategies they’re using, and how users are engaging with their listings.

Here’s what you can gain:

• Insight into local keyword gaps
• Evaluation of backlink and citation profiles
• Understanding of customer engagement on review platforms
• Strategic clues from social and content presence

Why Local SEO Matters More Than Ever

In the past, just having a website and some keywords could get you noticed. But now, with the rise of mobile-first indexing, voice search, and the coveted Google 3-Pack, local SEO has evolved into a game of precision.

Consider this:

• 78% of local mobile searches result in an offline purchase.
• Local reviews are among the top ranking factors for the local pack.
• More than 50% of consumers visit a store within a day of performing a local search.

Identifying Your Real SEO Competitors

Your biggest competitors might not be who you think they are. In local SEO, your top competitors are:

• Ranking in the top 3 of the Google local pack
• Present on Google Maps for your keywords
• Sharing the same service area and target audience

Use tools like BrightLocal, Google Maps, and incognito search to uncover your top local rivals. Analyze what makes them rank: Is it their reviews? Their backlinks? Their content strategy?

Tools to Spy on Local Competitors

You don’t need a magnifying glass and a trench coat—just some solid SEO tools:

• SEMrush Local SEO Toolkit – For position tracking and citation audits
• Ahrefs – To spy on backlinks and content
• Moz Local – Great for citation consistency
• BrightLocal – Local rank tracking, reputation management
• Google Business Profile Audit Tool – For GMB analysis

Analyzing Google Business Profiles

The Google Business Profile (GBP) is the cornerstone of local SEO. When analyzing your competitors:

• Look at their primary and secondary categories
• Check the frequency of posts and updates
• Review the photos added by them and customers
• Note their business descriptions, Q&A responses, and opening hours

Understanding Local SERP Features

Understanding the local search engine results page (SERP) is critical. Local SERPs are packed with features like:

• The local map pack
• Review snippets
• Ads with location extensions
• People Also Ask boxes

Keyword Gap Analysis for Local Terms

You can’t win a race if you don’t know the track. Use tools like Ahrefs or SEMrush’s Keyword Gap Analysis to:

• Discover keywords your competitors rank for—but you don’t
• Identify location-specific long-tail keywords
• Analyze content clusters around these keywords

Audit Their Online Reviews

What customers say is gold. When analyzing competitors:

• Study their review volume, frequency, and star ratings
• Identify common compliments and complaints
• Look for unanswered negative reviews—these are windows of opportunity

Assessing Social Media Presence

Social proof is powerful. Look at your competitors’ social platforms:

• Are they active on Instagram or Facebook?
• Do they engage with local communities?
• Are they using video content or local event promotions?

Backlink Profile Comparison

Local backlinks are a treasure. With Ahrefs or Moz, explore your competitors’ backlinks:

• Are they featured on local blogs, newspapers, or community websites?
• Do they sponsor local events or charities?
• Are they part of local business associations?

GMB Category and Attribute Analysis

Often overlooked but powerful—your GBP category directly influences where you appear. For example:

• A plumber listed under “Plumber” will outperform one listed under “Home Services”
• Use Pleper’s category tool to uncover hidden categories used by competitors

Content Marketing Strategies of Competitors

Your competitors are either writing their way to the top—or giving you an opening. Analyze:

• Blog post frequency
• Local event coverage
• FAQ usage
• Resource guides

How to Use Schema Markup Locally

Schema helps search engines understand your content. Examine if competitors use:

• LocalBusiness schema
• Review schema
• FAQ schema

Website Performance and UX Signals

User experience isn’t a “nice-to-have”—it’s a ranking factor. Test competitor sites for:
You can use Google PageSpeed Insights or GTmetrix to compare.

• Mobile-friendliness
• Page speed
• Navigation ease
• Core Web Vitals

Conversion Optimization on Competitor Sites

Sometimes, it’s not about traffic—it’s about conversions.

• Do they have clickable phone numbers?
• Are there trust badges or reviews?
• How strong is their call-to-action?

Local Ad Strategies of Competitors

Check if your rivals are running:

• Google Local Services Ads
• Geo-targeted Facebook campaigns
• YouTube or TikTok local promos

Analyzing Local PR and Events

Look into whether your competitors are:

• Sponsoring community events
• Participating in local fairs
• Hosting webinars or workshops

Leveraging Customer Feedback for Ideas

Customer reviews reveal what people care about. Explore:

• What services are praised?
• What problems are repeated?
• What could be improved?

Local SEO KPIs to Track

Your success depends on what you measure. Benchmark against:

• Google Map pack position
• Review quantity and quality
• Local organic clicks
• Phone calls and website actions from GBP

How to Benchmark SEO Metrics

Using Moz or Ahrefs, compare:

• Domain authority
• Referring domains
• Top-performing pages
• Anchor text distribution

Create a Unique Selling Proposition (USP)

Competitor analysis should guide your differentiation. Define:

• What you do better or differently
• Why customers should choose you over others
• Your story, mission, or local connection

Developing a Local Content Plan

Local content goes beyond “service in city name.” Include:

• Area-specific FAQs
• Local case studies
• Guides like “Top 5 Pet-Friendly Parks in [City]”

Improving Your Google Business Profile

Regular updates can skyrocket your rankings. Don’t forget to:

• Add weekly photos
• Post events, offers, or updates
• Respond to all reviews, good or bad
• Fill out every field completely

Building Local Backlinks with Precision

• Local news sites
• Niche directories
• Local bloggers or influencers
• Alumni groups

Staying Ahead with Continuous Monitoring

Competitor strategies change fast. Use:

• Google Alerts for brand mentions
• Visualping for GBP changes
• Quarterly rank audits

Common Mistakes in Competitor Analysis

Avoid these traps:

• Obsessing over big brands with huge budgets
• Ignoring businesses outside your niche that rank
• Assuming what works for others will work for you

Conclusion: Outrank with Smart Local Strategy

Mastering competitor analysis in local SEO is about observation, interpretation, and action. When you analyze and implement smarter—not just harder—you gain a real edge over businesses flying blind. You don’t need a bigger budget to win. You need better insights.