Your secret weapon lies in competitor gap analysis - something 83% of local consumers are waiting for you to tap into. These consumers rely on Google Search to find local businesses, and 90% make their purchases within a week of their original search.
The numbers paint an interesting picture. Most businesses - 58% to be exact - still don't optimize for local search. This creates a golden chance for your business to shine. Google handles two trillion searches annually, and almost half of these are local queries. On top of that, "available near me" searches saw a 100% jump in 2021 alone.
Local SEO success often comes down to outranking nearby competitors - the difference between visibility and obscurity. A detailed local SEO competitive analysis reveals exactly where your business stands against local rivals. Your business name needs to appear first that potential customers see during their area-specific searches.
This piece walks you through the steps to conduct an effective competitor gap analysis. You'll find a practical competitor gap analysis template and proven strategies for local competitor research. Our 30-day plan helps you spot weaknesses in your competitors' strategies and turn them into your strengths. Time to dive in!
Identify Your Local Competitors
The digital world needs a fresh take on finding competitors compared to traditional market research. Your real competitors online are the ones ranking for the same keywords and showing up in local search results - whatever their physical distance from your business.
Identify Your Local Competitors
Your true local competitors are the foundations of a good competitor gap analysis. The businesses competing for online visibility might not be the ones you'd call rivals at first glance.
Use local keyword searches to find top players
Start with a list of your main products and services, then search these terms plus your location. To cite an instance, if you own a beauty salon in Los Angeles, try searching "hair extensions los angeles" or "women's perm los angeles" [1]. This simple method shows you which businesses dominate the search results for your key offerings.
Google Adwords Keyword Planner is a great tool, even if you don't run Google ads. The tool looks at your website and suggests relevant keywords with their monthly search volumes and competition levels [2]. You can also type in your target keywords to find related terms that might point to more competitors.
Pick your top 5-10 most relevant keywords and search them on Google. Watch out for businesses that pay for Google ads. These companies put money into their marketing goals, which makes them important competitors to watch [2].
Check Google Maps and local packs
Google's map pack shows the top three business listings in a box with a map above organic search results. The businesses you see here are your toughest competition since they grab the top spots on the page [1]. You can find them by searching your main products or services with your location in Google Maps.
Local businesses need Google Maps visibility to get calls, visits, and bookings. The competitors who keep showing up in the Local Pack for your target keywords often steal your potential customers [3]. A good analysis helps you:
-
Find neighborhoods where competitors dominate
-
See which keywords boost their visibility
-
Learn what profile elements they use well
-
Focus on fixing specific geographical gaps
Explore niche directories and social platforms
Google isn't everything. Niche directories and social media can show you competitors who shine in other digital spaces. Get into industry-specific directories, Yelp, Yellow Pages, and TripAdvisor to spot businesses in your category and location [4]. These platforms often have reviews that offer great insights for your competitive analysis.
Social media platforms paint a different competitive picture. Search your keywords on Instagram and check the "For you" feed to spot trending brands. The younger crowd now uses TikTok as their go-to search engine [2]. Facebook Audience Insights and X (Twitter) Analytics can also show you which similar brands your target audience follows.
Note that competitors come in three types:
-
Direct competitors: Businesses offering similar products/services
-
Indirect competitors: Companies achieving the same customer need differently
-
Replacement competitors: Businesses offering different solutions that compete for the same consumer dollars [4]
This detailed approach helps you spot all potential competitors across the digital ecosystem. It creates a strong foundation for your competitor gap analysis.
Analyze Competitor Strategies
Image Source: LinkedIn
You need to know what makes your local competitors tick after you spot them. A good competitor gap analysis helps you learn about their digital presence and shows where your business can step in.
Review their website structure and content
Start by getting into your competitors' websites to see how they optimize their content. Visit each site and notice how they organize their content around local keywords. Their titles, page headings, and link anchor text will show you which local terms they target [5]. This helps you spot keyword gaps you can fill with your own content.
Watch if they create pages for specific neighborhoods or landmarks. These location-specific pages help businesses rank better for searches in different local areas [5]. On top of that, check their site's technical side by running Google PageSpeed Insights reports. This lets you see how their mobile-friendliness and page load speed stack up against yours [5].
Their content strategy tells a lot. Looking at blog posts, service pages, and other content shows who they want to reach and what their brand stands for [6]. All but one of these competitors often follow similar content patterns—any deviation usually means something [6].
Audit their Google Business Profile
Your competitors' Google Business Profiles (GBP) are packed with strategic information. A Brightlocal survey shows GBP optimization ranks as the most valuable local SEO service [5]. Your audit should look at:
-
Their primary and secondary category selections
-
Keyword usage in business descriptions
-
Quality and quantity of photos (businesses that add photos receive 42% more direction requests on Google Maps) [5]
-
Posting frequency and engagement
-
Reviews volume and management
Look at their business hours, services, and unique selling points [3]. See how they present themselves through descriptions and which products or services they highlight [3]. This shows where your profile might need work.
Review backlink and citation sources
A competitor's backlink profile reveals their digital authority. Looking at their backlinks shows you:
-
Websites that link to competitors but not to you (potential link opportunities)
-
High-authority domains in your industry
-
Content types that naturally attract links
-
Patterns in their link-building strategy [7]
Research from Backlinko shows the number of domains linking to a page has the strongest correlation to higher rankings on Google [8]. You should also check citation sources like industry directories, Yelp, Facebook, and other platforms where competitors appear [3]. Keeping Name, Address, and Phone number (NAP) information consistent across these citations boosts local SEO by proving geographic relevance [5].
Get into sentiment analysis on reviews
Reviews tell you what works and what doesn't for your competitors. Sentiment analysis looks at customer feedback's tone and content to reveal their strengths and weaknesses [9]. This approach finds positive and negative language in reviews and connects it to specific business aspects [9].
Sentiment analysis lets you:
-
Spot common customer complaints
-
See what services people praise
-
Find customer needs that aren't being met [10]
-
See how customer opinions change over time [1]
To cite an instance, see how you can promote your quick service if reviews often mention a competitor's "long wait times." If customers praise certain features, you might want to think over how to make these aspects even better in your business [10].
A detailed analysis of these four areas gives you a clear picture of the competitive landscape and shows where you can improve.
Find Gaps Using Competitor Gap Analysis
Image Source: SE Ranking
You've looked at your local competition, and now it's time to spot the opportunities they missed. A competitor gap analysis will show exactly where your business can get ahead in the local search world.
Use tools like SEMrush and Ahrefs
SEO tools make it easy to find competitive gaps. SEMrush and Ahrefs lead the industry, and each brings its own strengths to the table.
SEMrush's Keyword Gap tool lets you compare up to five domains at once and shows which keywords your competitors rank for but you don't [4]. This tool gives you a complete view of traffic sources, competitor SEO tactics, and site performance trends [11]. Its Traffic Analytics suite shows both organic search and core website traffic data, including how users interact with sites [11].
Ahrefs shines at backlink analysis and has a feature called Link Intersect that compares up to 10 competitors to find shared backlinks you don't have [11]. Its Site Explorer shows everything from organic traffic to backlink profiles and search performance in one place [11]. Most professionals call Ahrefs the gold standard for SEO competitor analysis [12].
Compare keyword rankings and content depth
The data you've gathered will show which keywords your competitors rank for that you don't. You should narrow down results to keywords that have higher search volume and competition levels you can handle.
Rankings tell only part of the story—you need to see how deep their content goes. Their top pages will show you:
-
The content assets they've built
-
Their resource offerings
-
Content that keeps bringing traffic and backlinks [2]
Your website's structure plays a vital role in SEO results and affects how users engage and convert [2]. Take a close look at your competitor's content organization and internal linking strategy.
Spot missing or weak keyword opportunities
SEMrush's "Missing" filter shows keywords where all your competitors rank but you don't—these usually matter a lot to your business [4]. The "Untapped" option reveals keywords where at least one competitor ranks but you don't, which might uncover hidden opportunities [4].
Quick wins come from keywords that aren't too hard to rank for but still get decent search volume. You should also look for local content gaps where competitors haven't created pages about specific neighborhoods or local landmarks.
Download a competitor gap analysis template
A gap analysis template turns your findings into applicable information. A well-laid-out template helps you see what competitors do now, what works for them, what doesn't, and what they've completely missed [2].
This template replaces guesswork with solid answers and clear action plans [2]. Your template should keep track of key metrics like keyword positions, content gaps, backlink opportunities, and steps to take action.
Note that a good gap analysis works like reading your competitor's SEO playbook—it shows the tactics behind their results and helps you separate your business from the pack [2].
Implement Local SEO Improvements
You need to act quickly once you spot gaps in your competitors' strategies. Quick implementation of targeted local SEO improvements will help you outrank local competitors in search results.
Optimize your Google Business Profile
Your Google Business Profile works like your business's digital storefront. A complete and accurate profile substantially increases your chances to show up in local searches [13]. You should provide detailed information about your address, phone number, business category, and extras like parking or Wi-Fi availability [13]. Businesses with photos on their profiles get 42% more direction requests [14]. Your profile needs verification to prevent unauthorized changes and access advanced features [6].
Add long-tail local keywords to your content
Your website should include location-based keywords that connect your services with your location [14]. These local terms belong in title tags, meta descriptions, URLs, headers, and naturally within your content. Local keywords work best when placed early on your pages, especially in main headlines and above the fold [14]. Businesses with multiple locations should create separate landing pages that target specific neighborhoods with unique sets of localized phrases [15].
Build consistent local citations
Citations work as digital proof of your legitimacy by mentioning your business's name, address, and phone number (NAP) online [16]. Your NAP information should stay similar across online platforms to boost your credibility with search engines [14]. You should look beyond Yelp and TripAdvisor to find industry-specific citations that strengthen your local SEO profile [16]. Regular citation checks help you spot inconsistencies that could hurt your rankings [17].
Encourage and manage customer reviews
Reviews play a crucial role in local SEO performance, and 95% of customers read them before buying [18]. You should actively ask happy customers for reviews and simplify the process with direct links [18]. More reviews mean better credibility, so you want to gather dozens of positive testimonials instead of just a few [18]. Most importantly, respond to every review—good or bad—since 63% of reviews got responses in 2024, up 10% from 2023 [19].
Track Progress and Iterate
Local SEO success demands continuous tracking and adaptation. Your competitive edge depends on clear measurement protocols and strategy refinements based on real data.
Set KPIs like local search rankings and traffic
Your local SEO performance needs baseline measurements first. Track position changes in local SERPs for targeted keywords, visibility in both map packs and organic listings, and the number of keywords ranking in top positions [20]. Local-specific KPIs need monitoring - Google Business Profile insights (views, calls, direction requests), organic traffic from local searches, and visitor conversion rates [21].
Use Google Search Console and Analytics
Google Search Console is a great way to get insights about your search performance. The Performance area displays your impressions and clicks, which shows visibility before traffic materializes [22]. Different data segments can be filtered - viewing all pages ranking for "near me" terms or analyzing neighborhood-specific page performance as a group [22]. GA4 presents challenges, but the Landing Page report (under Reports > Engagement > Landing Pages) with organic traffic filters helps track progress effectively [23].
Monitor competitor changes regularly
Monthly check-ins should happen since SEO never stays still. Deeper competitive audits work best once or twice yearly [24]. SE Ranking tools can track competitors' Share of Voice (SoV) and detect meaningful changes in their strategies [25]. A competitor's sudden visibility increase might signal new SEO initiatives - giving you a chance to respond quickly [25].
Adjust strategies based on performance
Analytical insights help create useful strategies from your data [21]. Your competitors' sustained gains deserve attention. Look at their different approaches and think over whether similar improvements could boost your efforts [24]. Local SEO works as an iterative process - regular analysis and optimization are the foundations of long-term success [21].
Conclusion
Competitor gap analysis serves as your best weapon against local business rivals. This piece walks you through a detailed process to understand your competition and gain an edge in local search. A clear path toward SEO dominance emerges when you identify true local competitors, analyze their strategies, find gaps, implement improvements, and track results.
Note that local SEO success needs original research and continuous optimization. Your competitors will without doubt change their strategies over time. Regular monitoring helps you retain control. SEMrush, Ahrefs, Google Search Console, and Analytics give you all the data you need to be proactive.
Competitor gap analysis shows what others do well and what they completely miss. These overlooked opportunities represent your fastest path to increased visibility. Our 30-day plan will help you see most important improvements in your local search rankings, map pack presence, and you'll end up acquiring more customers.
The digital world changes faster each day. Businesses that analyze competitors and adapt will thrive. These strategies, when implemented today with meticulous progress tracking, will help your business rise above local competition in search results. Your customers search right now—they should find you first.
Key Takeaways
Master these essential competitor gap analysis strategies to dominate local search results and outrank your rivals within 30 days.
• Identify true digital competitors through local keyword searches and Google Maps analysis - Your real competitors are those ranking for your target keywords, not just nearby businesses.
• Use SEMrush and Ahrefs to discover keyword gaps where competitors rank but you don't - Focus on "missing" and "untapped" keywords with decent search volume and lower difficulty scores.
• Optimize your Google Business Profile completely with photos, consistent NAP data, and regular posts - Businesses with photos receive 42% more direction requests on Google Maps.
• Build consistent local citations across directories and encourage customer reviews actively - 95% of customers read reviews before purchasing, making review management crucial for local SEO success.
• Track progress monthly using Google Search Console and Analytics while monitoring competitor changes - Regular analysis and optimization are fundamental to maintaining your competitive advantage in local search.
The key to beating local rivals lies in systematic analysis and consistent implementation. By following this 30-day framework, you'll transform competitor weaknesses into your greatest strengths and capture more local customers searching for your services.
FAQs
Q1. How can I identify my true local competitors for SEO? Use local keyword searches, check Google Maps and local packs, and explore niche directories and social platforms. Your real competitors are those ranking for the same keywords and appearing prominently in local search results, regardless of physical proximity.
Q2. What are the key components of analyzing competitor strategies? Focus on reviewing their website structure and content, auditing their Google Business Profile, evaluating backlink and citation sources, and performing sentiment analysis on customer reviews. This comprehensive approach helps identify strengths and weaknesses in their digital presence.
Q3. How do I use SEO tools to find gaps in competitor strategies? Utilize tools like SEMrush and Ahrefs to compare keyword rankings, analyze content depth, and spot missing or weak keyword opportunities. These tools can reveal keywords your competitors rank for but you don't, helping you identify potential areas for improvement.
Q4. What are some effective local SEO improvements I can implement? Focus on optimizing your Google Business Profile, adding long-tail local keywords to your content, building consistent local citations, and encouraging and managing customer reviews. These tactics can significantly boost your visibility in local search results.
Q5. How often should I track progress and adjust my local SEO strategy? Set up monthly check-ins to track KPIs like local search rankings and traffic using tools such as Google Search Console and Analytics. Conduct deeper competitive audits once or twice yearly. Regularly monitor competitor changes and adjust your strategies based on performance data to maintain your competitive edge.
References
[1] - https://insight7.io/tracking-competitor-sentiment-trends-through-customer-reviews-and-tickets/
[2] - https://revenuezen.com/competitive-gap-analysis-free-template/
[3] - https://direction.com/how-to-analyze-local-seo-competition/
[4] - https://www.semrush.com/blog/keyword-research/
[5] - https://www.searchenginejournal.com/competitor-analysis-local-seo-gain-an-edge/542070/
[6] - https://www.wordstream.com/blog/ws/2020/06/03/google-my-business-optimization
[7] - https://agencyanalytics.com/blog/competitor-backlink-analysis
[8] - https://www.competitiveintelligencealliance.io/competitor-backlink-analysis/
[9] - https://www.netowl.com/sentiment-analysis-for-competitive-analysis
[10] - https://localranking.com/blog/analyze-local-seo-competition
[11] - https://seranking.com/blog/ahrefs-vs-semrush/
[12] - https://zapier.com/blog/competitor-analysis-tools/
[13] - https://support.google.com/business/answer/7091?hl=en
[14] - https://backlinko.com/local-seo-guide
[15] - https://lseo.com/seo-services/local-seo/long-tail-keywords-the-key-to-local-seo-success-now/
[16] - https://www.brightlocal.com/learn/local-citations/building-citations/what-is-local-citation-building/
[17] - https://www.localfalcon.com/blog/where-why-and-how-to-build-local-citations
[18] - https://www.uschamber.com/co/grow/marketing/tips-for-encouraging-positive-customer-reviews
[19] - https://birdeye.com/blog/review-management/
[20] - https://lseo.com/seo-services/local-seo/key-performance-indicators-kpis-for-local-seo-success/
[21] - https://analytics.co.uk/news/mastering-local-seo-kpis-the-ultimate-guide-to-measuring-local-search-success/
[22] - https://www.localvisibilitysystem.com/2023/11/30/why-google-search-console-is-the-best-way-to-measure-track-and-troubleshoot-your-local-seo/
[23] - https://searchengineland.com/local-seo-tools-you-should-use-444604
[24] - https://www.highervisibility.com/seo/learn/monitoring-competitor-seo/
[25] - https://seranking.com/blog/monitor-your-competitors-with-se-ranking/
