Quick takeaway: Your competitors might be outranking you because they’re optimizing parts of their Google Business Profile that you’re overlooking. The good news? You can easily spy on their strategies and steal their best tactics (legally, of course).
Here’s what you’ll learn: how to manually audit competitor profiles, which specific elements to check, what tools make this process easier, and how to turn your findings into actionable improvements for your own GBP.
Start with Simple Google Maps Detective Work
The easiest way to see what your competitors are doing is right there in Google Maps. Here’s my favorite method: search for your main service or business type without adding your city name. So if you’re a plumber, just search “plumbers” while you’re physically located near your business area.
Google will show you the local results including the coveted map pack – those top 3 businesses that show up first. These are your main local competitors, and they’re doing something right to earn those spots.
But here’s where most business owners stop looking. Don’t make that mistake.
Uncover Their Hidden Business Categories
This is where things get interesting. Your competitors might be using business categories you didn’t even know existed, and these categories could be giving them a serious edge.
Here’s a ninja trick that most people don’t know about: Open Google Maps on your desktop, search for your competitor’s exact business name, and click on their listing. You’ll see their primary category listed clearly.
Now right-click in the white space next to their business name and select “view page source.” Use Ctrl+F (PC) or Command+F (Mac) to search for their primary business category. Wait about a minute, then use the search toggle to find the 2nd or 3rd mention of that same category.
Near that text, you’ll discover their additional categories – the ones they don’t advertise publicly but are using to capture more search traffic.
Google has over 300 business categories available. If your competitors are targeting niche categories that perfectly describe their services, they might be appearing in searches you’re completely missing.
What to Actually Look For in Their Profiles
When you’re auditing competitor profiles, don’t just glance at their star rating and call it a day. You need to dig deeper.
Business Information Accuracy
Check if they maintain rock-solid consistency with their Name, Address, and Phone number (NAP) across their profile. Look at whether they’re strategically placing keywords in their business descriptions, posts, and even in their review responses.
Review Management Game
This is huge. Look at how many reviews they have, how recent they are, and most importantly – how they respond to them. Are they actively engaging with customers by responding to both good and bad feedback?
A competitor who responds to reviews regularly is sending strong signals to Google that they care about customer service. Plus, those responses often include keywords that help with rankings.
Visual Content Strategy
Scroll through their photos. What types of images are they uploading? High-quality product shots? Behind-the-scenes team photos? Before and after pictures?
If you see competitors with professional-looking photos while yours are blurry smartphone shots, that’s a clear area for improvement. Google loves profiles with fresh, relevant photos.
Content and Posting Strategy
Check their Google Posts section. Are they regularly sharing updates about promotions, events, or business news? How often are they posting? What type of content gets the most engagement?
Regular posting increases visibility and keeps your profile active in Google’s eyes.
Tools That Make Competitor Analysis Easier
Let’s be honest – manually checking every competitor profile is time-consuming. That’s where some helpful tools come in.
GMB Everywhere Chrome Extension
This free browser extension is a game-changer. Install it, and you’ll instantly see competitor business categories displayed right on Google Maps and search results. No more digging through page source code to find hidden categories.
Professional Analysis Tools
If you’re serious about competitor research, tools like Moz Local offer competitive analytics features. Their GeoRank feature measures your local keyword rankings against competitors within specific geographic areas.
You get interactive heatmaps that show exactly where you’re winning and losing against competitors in your local market. It’s like having a bird’s eye view of the local SEO battlefield.
LocalRanking is another solid option that provides comprehensive GBP audits. It analyzes competitor profiles across all major areas – Info, Posts, Reviews, Messages, Photos – and gives you an overall score with specific improvement recommendations.
Create Your Systematic Competitor Analysis
Here’s how to turn this detective work into a system that actually improves your rankings:
Step 1: Identify Your Top 5 Competitors
Don’t just pick the biggest names in your industry. Focus on businesses that consistently appear in local search results for your target keywords.
Step 2: Create a Comparison Spreadsheet
Document each competitor’s optimization tactics across these categories:
- Business categories (primary and secondary)
- Review volume and response rate
- Posting frequency and content types
- Photo quality and quantity
- NAP consistency
- Keyword usage in descriptions
Step 3: Find the Gaps
Look for patterns in what successful competitors are doing that you’re not. Maybe they’re all using a specific secondary category, or they’re posting certain types of content that get great engagement.
Step 4: Implement and Monitor
Start implementing their best tactics on your own profile. But don’t copy everything blindly – adapt their strategies to fit your brand and audience.
Turn Analysis into Action
The whole point of competitor research is to improve your own Google Business Profile performance. Here’s what to focus on first:
If multiple competitors are using business categories you haven’t considered, add relevant secondary categories to your profile immediately. This is often the fastest way to start appearing in new searches.
If they’re consistently posting content while you’re not, start a simple posting schedule. Even once a week makes a difference.
If their photos look more professional than yours, schedule a quick photo shoot or start taking better pictures with your smartphone.
The key is picking one area where competitors are clearly winning and focusing your improvement efforts there first.
Keep Watching the Competition
Competitor analysis isn’t a one-time thing. Set a reminder to check your top competitors’ profiles monthly. Look for new strategies they’re testing, changes in their posting frequency, or updates to their business information.
When you spot a competitor trying something new that seems to be working, you can quickly adapt that strategy for your own profile.
Remember, the goal isn’t to copy everything your competitors do – it’s to identify opportunities you’re missing and make sure you’re not leaving easy wins on the table.
Ready to start outranking your competition? The strategies above will help you identify exactly what your competitors are doing right, but implementing them effectively takes expertise. If you want professional help analyzing your local competition and creating a winning Google Business Profile strategy, reach out to our team at LocalBizGuys. We’ll help you turn competitor insights into higher rankings and more customers.
