In today’s competitive digital landscape, local businesses must focus on optimizing their Google My Business (GMB) profile to stand out. With over 80% of consumers using search engines to find local businesses, having a well-optimized GMB profile is crucial for attracting potential customers. One of the most effective strategies to enhance your GMB ranking is by analyzing your competitors. By understanding what works for them, you can implement similar strategies to improve your visibility and drive more traffic to your business.
In this article, we’ll break down how to perform a detailed competitor analysis for your Google My Business ranking, offering practical steps you can take to gain an edge in the local search results.
Step 1: Identify Your Competitors
Before you can analyze your competitors, you need to identify who they are. Start by searching for your business keywords on Google to see who appears in the Local Pack (the map section at the top of the search results). These businesses are your direct competitors and show up for the same search terms. Take note of businesses that have similar offerings, serve the same geographic area, and target a similar audience.
Tips for Identifying Competitors:
Use Google search terms like “near me,” “best,” or specific service keywords combined with your location.
Look for businesses that consistently show up in the top 3 spots in the Local Pack.
Identify both direct and indirect competitors — businesses offering complementary services could be important competitors.
Step 2: Review Google My Business Profiles
Once you’ve identified your competitors, the next step is to thoroughly review their GMB profiles. A well-optimized GMB profile is essential for higher visibility in local lead generation. Here are some critical elements to review:
Profile Completeness:
Make sure your competitors’ GMB profiles are complete and up-to-date. Check whether they have:
- Accurate business name, address, and phone number (NAP consistency).
- A detailed business description that includes keywords relevant to their products or services.
- Business hours, including holiday or special hours.
- Categories that best describe their business (e.g., restaurant, dentist, plumber).
- Photos and videos that showcase their business.
A fully optimized profile enhances your chances of ranking higher, so make sure your GMB profile is as comprehensive and accurate as your competitors’.
Business Categories:
The categories chosen by your competitors are essential for ranking. For example, if you run a bakery, your competitors may have selected “Bakery” and “Café” as primary categories. Ensure that your business is categorized similarly, and don’t hesitate to add secondary categories that better describe your business.
Step 3: Analyze Reviews and Ratings
Customer reviews play a significant role in local search ranking, as Google values customer feedback. To get a competitive edge, take a close look at your competitors’ reviews and ratings.
Review Volume and Recency:
- How many reviews do your competitors have? A higher review volume tends to correlate with higher rankings.
- How recent are their reviews? Google rewards businesses with fresh, recent reviews. If your competitors have been accumulating reviews regularly, it’s time to encourage your own customers to leave feedback.
Review Responses:
- Are your competitors responding to customer reviews? Engage with both positive and negative reviews. A timely and professional response to reviews can increase customer trust and improve your ranking.
Step 4: Investigate Local Citations and Backlinks
Local citations (mentions of your business on other websites) and backlinks (links from authoritative websites to your site) are crucial ranking factors. Google uses these to determine the credibility and prominence of your business.
NAP Consistency:
Check how consistent your competitors’ Name, Address, and Phone number (NAP) is across various directories (Yelp, YellowPages, BBB, etc.). NAP consistency across the web signals to Google that your business is legitimate.
Local Citations:
Review how many and which local directories your competitors are listed on. Some common directories to check are Yelp, Angie’s List, and local Chamber of Commerce websites. Getting listed in these directories can improve your local SEO and GMB ranking.
Backlinks:
Examine the type of backlinks your competitors are acquiring. Are they getting mentions from local publications or industry-related websites? Backlinks from trusted local sources contribute significantly to your business’s authority, and building your own network of backlinks can boost your GMB ranking.
Step 5: Monitor Engagement and Media
A business that actively engages with its audience tends to rank higher in local search results. Here’s what you should review for each competitor:
Photos and Videos:
Check how many photos and videos your competitors have uploaded. Listings with images tend to receive more clicks. The more visual content your GMB profile has, the better it is for attracting potential customers. Make sure to include high-quality, relevant photos of your business, products, or services.
Q&A Section:
Your competitors may already be answering questions in the Google Q&A section. This is an excellent opportunity for you to engage with potential customers and address common queries. Regularly monitor your own Q&A section and provide clear, helpful answers to keep your profile active.
Google Posts:
Google Posts let businesses share offers, updates, or events directly on their GMB profiles. Review your competitors’ use of Google Posts to see if they are regularly posting. Posts can increase visibility and engagement with customers, so consider using them to highlight promotions or special announcements.
Step 6: Implement Your Findings
Once you’ve analyzed your competitors, it’s time to implement the insights you’ve gained into your own GMB profile. Here are the key steps to take:
- Complete Your Profile: Ensure your GMB profile is fully filled out with accurate information, including business name, address, phone number, business hours, and categories.
- Get More Reviews: Encourage customers to leave reviews and respond to them promptly to show engagement.
- Focus on Citations and Backlinks: Submit your business to local directories and work on acquiring high-quality local backlinks to improve your authority.
- Post Regularly: Use Google Posts and share photos, videos, and updates to keep your profile active and engaging.
Conclusion Improving your GMB ranking requires more than just filling out your profile; it involves understanding your competitors’ strategies and taking proactive steps to stand out. By analyzing their GMB profiles, reviews, citations, and local SEO efforts, you can implement best practices that will help your business rank higher in local searches. With dedication and continuous monitoring of your competitors, you can stay ahead of the curve and capture more local customers.