Competitor analysis for local SEO is a crucial aspect of any successful local marketing strategy.

I state this confidently having offered SEO services for the past 7 years, most of which I spent optimizing businesses for local search.

Despite the growing importance of local SEO, many businesses fail to recognize the significance of competitor analysis in their overall strategy.

In fact, a recent study found that only 44% of local businesses actively monitor their competitors’ local SEO efforts.

Mind you, 46% of all Google searches are seeking local information, and 88% of consumers who perform a local search on their smartphone visit a related store within a week.

That’s enough to emphasize the importance of Local SEO for local businesses.

In this blog post, I will let you in on:

• What local SEO competitor analysis is all about,
• What you and your business stand to gain for doing competitor analysis,
• A step-by-step guide to performing a comprehensive competitor analysis for local SEO, and
• How to identify opportunities for improvement based on your findings

By the end of this article, you’ll have a clear understanding of how to effectively analyze your local competitors and optimize your local SEO strategy for maximum impact.

Let’s dive in!

What is Local SEO Competitor Analysis?

Let’s get this straight first, Local SEO is crucial for any businesses looking to attract customers in their immediate vicinity. This could either be in cities, towns, or a specific region.

And unless you are a monopoly, you will have some businesses offering what you offer. Be it a product or a service. They are what we are considering as competitors and keeping tabs on them will ensure you stay ahead of them in business.

Local SEO competitor analysis is the process of identifying and evaluating the strategies employed by businesses that rank for the same local keywords as your own.

To bring this close home, imagine you offer tour services in Florida. You will find that some tour operators and businesses might be ranking higher than you on Google. This directly translates to more businesses to them.

By understanding how your competitors are approaching local SEO, you can gain valuable insights into their strengths, weaknesses, the tactics they use to attract local customers, and how you can outdo them.

So, what are the benefits of carrying out competitive analysis for local SEO?

Benefits of Competitor Analysis for Local SEO

By understanding what your competitors are doing, you can make informed decisions that will boost your online presence and help you stay ahead in your market.

Here’s how competitor analysis benefits your business:

• By analyzing what your competitors are ranking for, you can identify areas where they may be weak, giving you the chance to fill those gaps and target keywords or strategies they’re missing.
• Competitor analysis for Local SEO lets you compare your efforts with others in your industry. This benchmarking helps you see where you stand and measure how effective your optimization strategies are.
• The insights gained from analyzing competitors provide valuable data that helps you refine your local SEO strategy. This means better allocation of your time and resources to what truly works.
• Understanding what your competitors are achieving allows you to set realistic and attainable goals for your SEO campaigns, ensuring you don’t overreach but still aim for growth.
• By keeping an eye on competitors, especially those who are ranking above you, you can adjust your strategy to counter their tactics and protect your online visibility.
• And finally, with the right analysis, you can fine-tune your SEO to target specific local areas, helping you outrank competitors in those key locations and dominate the local search results.

But you can’t get all these benefits without picking the right competitors to compare yourself against. I have had several clients who provide me with businesses who they perceive as competitors, but on digging deep we identify other competitors who are a bigger threat to them.

The first step to carrying out an effective competitor analysis for local SEO is picking the right competitors.

Here’s how to do it right:

How to Determine Your Local Competitors

Knowing who your real competitors are helps you focus your efforts on those businesses that are directly competing with you for local customers.

Here’s how you can determine your local competitors effectively:

1.      Start with Local Keyword Research:

Begin by searching for keywords that your potential customers are likely to use when looking for your services.

For example, if you own a tour services business in Florida, you might search for keywords like “Florida walking tours” or “Florida food tours.”

The businesses that appear in the search results for these keywords are your direct competitors.

Be careful though to focus on actual businesses, not directories or review sites like Yelp or TripAdvisor which often dominate the top spots. These sites are not your competitors; instead, they are platforms where your business should also be listed.

Also, ensure the businesses you identify offer similar services. If you provide a wide range of tours, don’t focus on a competitor that only offers niche services like ghost tours.

While they may compete for certain keywords, they’re not a direct competitor for all your services.

2.      Analyze Google’s Local Pack:

When you search for your primary keywords, Google’s Local Pack (the map and list of businesses that appear at the top of search results) provides a clear view of who your top local competitors are.

These are the businesses that Google considers most relevant for local searches in your area.

Look closely at these businesses and see if they match the core services you offer.

If they do, they’re worth analyzing further. However, if you see businesses that don’t align with your offerings—for example, if you offer adventure tours and the Local Pack features a historical museum—you can exclude them from your competitor list.

The Local Pack can also help you spot competitors you might not have considered before, especially those with strong local SEO.

These are the businesses that consistently appear in the top positions and are likely drawing a significant share of local traffic.

3.      Use SEO Tools:

SEO tools like Ahrefs, Moz, and SEMrush are invaluable for identifying and analyzing your local competitors.

These tools can show you who is ranking for the keywords you want to target, how well their websites are optimized, and what backlinks they’re using to boost their rankings.

Use these tools to go beyond surface-level analysis. For example, you can see which keywords your competitors rank for that you don’t, identify gaps in their strategy that you can exploit, and even discover who their top-performing competitors are.

Additionally, these tools can help you avoid focusing on the wrong competitors. For instance, a business might appear in your keyword search results because they have a strong national or international presence, but they’re not competing with you for local customers.

These are not your direct competitors, so you should focus your analysis on businesses that are truly competing for the same local audience.

These steps allow you to identify the businesses that are directly competing with you for local customers.

After identifying who your real competitors are, you are now ready to do a competitor analysis for your local SEO efforts.

Here are the 7 easy steps you will follow to successfully find out how to beat your competitors in the SEO game:

7 steps to conducting a competitive analysis for local SEO

After carrying out these 7 steps, you will get to know how your business stacks up against the competition and where you can improve:

1.      Identify Your Local Competitors

The first step in any competitive analysis is identifying who your real competitors are. Follow the 3 steps outlined above to ensure that these competitors are targeting the same customer base with you.

2.      Analyze Their Local SEO Strategies

Once you’ve identified your competitors, dive into their local SEO strategies. Here are the key areas to analyze:

• Google Business Profile (GBP) – Check how your competitors are optimizing their GBP listings. Look at their business descriptions, categories, photos, and the frequency of updates. A well-optimized GBP listing can significantly impact local search rankings.
• Reviews – How many reviews do they have? How recent are they? Are they descriptive of the products or services they offer? Reviews are a major factor in local SEO, as they influence both rankings and customer trust. Also pay attention to how they respond to reviews, as this can also affect customer perception.
• Local Keywords – Identify the local keywords they are targeting, both in their content and in their meta tags. This will give you insights into which keywords are driving traffic to their site and where you might be missing out.
• Local Schema Markup – Ensure to also check if they are using local schema markup to enhance their visibility in search results. This type of markup is important as it helps search engines understand the local context of a business, which can improve rankings in local searches.
• Local Backlinks: Examine the backlinks they are acquiring from local websites. Local backlinks can significantly boost a site’s authority and improve local search rankings. Identify where these backlinks are coming from and consider how you can acquire similar links.
• Local Listings: Look at how consistently your competitors are listed across local directories (like Yelp, Yellow Pages, and local business directories). Consistent NAP (Name, Address, Phone number) information across listings helps in ranking higher in local searches.

3.      Compare Their Strategies to Yours

After analyzing your competitors’ strategies, compare them with your own.

This comparison should pinpoint the areas where your competitors are outperforming you and where you have the advantage.

For instance, if your competitors have more reviews or better local backlinks, these might be areas where you need to focus more effort.

Also, assess the quality of their content, the effectiveness of their keywords, and how well their GBP is optimized compared to yours.

4.      Analyze On-Site Landing Pages and On-Page SEO

Dig into your competitors’ websites to analyze their on-site landing pages and on-page SEO.

How have they structured their content? Which keywords are they targeting? Also take note of their use of on-page SEO elements like title tags, meta descriptions, header tags, and internal linking.

Remember to check the load speed, mobile responsiveness, and overall user experience of their landing pages as these are also crucial for ranking well in local searches.

5.      Analyze Conversion Funnels

Understanding how your competitors convert visitors into customers is key to improving your own conversion rates.

Analyze their conversion funnels by tracking the customer journey on their site—from the landing page to the point of conversion.

Pay attention to the calls to action (CTAs), the design of their forms, and the ease of navigating their site.

This analysis can reveal what’s working for them and will put you a step ahead since they already did the research to find out what’s working. Be careful though not to copy their strategy, but to improve it.

6.      Analyze Their Social Media Activity

Social media plays a significant role in local SEO by driving traffic, generating engagement, and improving brand visibility.

Evaluate their social media presence, including the platforms they use, the frequency of their posts, the type of content they share, and the level of engagement they receive.

Remember in the current digital market, you go out to meet with your potential clients where they hang out(online), so be it Facebook, Instagram, X(formerly Twitter), or Linkedin, you should be there with them.

Also, look at how they interact with their audience, respond to comments, and use social media to promote their local presence.

7.      Identify Opportunities for Improvement

Based on your analysis, identify areas where you can improve your local SEO strategy. This could include:

• Optimizing your GBP listing,
• Targeting new local keywords,
• Acquiring more local backlinks,
• Or enhancing your social media activity.

The goal is to find gaps in your competitors’ strategies that you can exploit and areas where you can improve your own performance to gain a competitive edge.

8.      Create a Local SEO Competitor Analysis Report

Finally, compile all your findings into a comprehensive Local SEO Competitor Analysis Report.

In this report, summarize your competitors’ strengths and weaknesses, compare them to your own strategies, and outline the opportunities for improvement.

Use this report as a roadmap to guide your local SEO efforts, ensuring that your strategies are aligned with your goals and informed by the competitive landscape.

FAQ on Local SEO Competitor Analysis

Q: What is the first step in conducting a competitor analysis for Local SEO?

A: The first step is to identify your local competitors by performing local keyword research. Be sure to focus on direct competitors that offer similar products or services, rather than directories like Yelp or TripAdvisor.

Q: How do I analyze my competitors’ Local SEO strategies?

A: Start by examining their Google Business Profile (GBP), then the local keywords they target, their use of local schema markup, their local backlinks and local listings to understand how they are building their local authority.

Q: What should I compare between my competitors and my own Local SEO efforts?

A: Compare landing pages, keyword usage, content structure, conversion funnels, and social media activity.

Q: Why is it important to analyze competitors’ on-page SEO and landing pages?

A: It allows you to see what’s working for them and allows you to identify gaps in your own approach to improve your ranking and conversion rates.

Q: How can I use social media activity in my competitor analysis?

A: Use social media activity to see how they engage with their local audience, the type of content they share, and the platforms they prioritize.

Q: What should be included in a Local SEO competitor analysis report?

A: Include a detailed comparison of your competitors’ and your own Local SEO strategies, findings from your analysis of their GBP, reviews, local keywords, schema markup, backlinks, social media activity, and opportunities for improvement.

Q: How often should I conduct a competitor analysis for Local SEO?

A: I recommend to conduct a competitor analysis for Local SEO at least once every quarter.

Local SEO is not something to be wished away. And to do it effectively, you need someone who knows what they are doing.

That is why you should entrust your local SEO optimization to us at Kiprono Writes, here’s why:

Why You should Entrust Your Local SEO Optimization to Kiprono Writes

Having a strong online presence is no longer optional—it’s essential.

As a business owner, you understand the importance of being found by potential customers in your local area. That’s where we come in.

With 7 years of experience in SEO and a proven track record as a direct response copywriting, I offer a comprehensive Local SEO service that not only enhances your online visibility but also drives tangible results.

Here’s what you stand to gain by entrusting your Local SEO to Me:

1. With 7 years of hands-on experience in SEO, I have the skills to optimize your business for local search. This will ensure that your business rank higher, get more traffic, leads, and customers directly to your door.
2. I understand that every business is unique, which is why I develop a customized Local SEO strategy tailored to your specific needs.
3. Local SEO isn’t just about ranking; it’s about converting visitors into customers. As a skilled direct response copywriter, I create compelling content that not only attracts but also persuades your audience to take action—whether that’s making a purchase, booking a service, or contacting you directly.
4. Transparency is key to a successful partnership. With Kiprono Writes, you’ll receive detailed monthly reports that track your progress, along with weekly updates to keep you informed of any new developments. This consistent communication ensures you’re always in the loop and confident in the direction we’re heading.
5. My services go beyond just keywords and rankings. I provide a holistic content strategy that integrates seamlessly with your overall SEO efforts, ensuring that your website, social media, and other online assets work together to enhance your local presence.
6. Ignoring Local SEO means missing out on a significant number of potential customers who are searching for your products or services online. Without proper optimization, your competitors will continue to capture the local market share that could be yours. By entrusting Kiprono Writes with your Local SEO, you’re making a proactive investment in your business’s growth and success.
7. The digital landscape is constantly evolving, and so are your competitors. With my finger on the pulse of the latest SEO trends and techniques, I ensure your business stays ahead of the curve, giving you a competitive edge in your local market.

Conclusion

Local SEO is not just an option—it’s a necessity for businesses looking to succeed in today’s competitive environment.

By choosing Kiprono Writes, you’re partnering with an expert who is committed to driving results, enhancing your online presence, and ultimately growing your business.

Let’s take your business to the next level with a Local SEO strategy that delivers real, measurable outcomes. Contact me today.