In this article · 9 sections
- Step 1: Pick the right searches
- Step 2: Identify your real competitors
- Step 3: Compare Google Business Profiles
- Step 4: Compare the landing pages
- Step 5: Compare authority and links
- Step 6: Turn findings into a plan
- What not to copy
- Frequently Asked Questions
- How often should I do competitor analysis?
- Why does a competitor with fewer reviews rank above me?
- Do I need paid SEO tools?
- Can I report a competitor breaking Google's rules?
- Want a professional comparison?
When a business owner asks "Why is my competitor above me on Google?", the honest answer is usually a mix of small things: a better category, more recent reviews, a page that matches the search more closely, a few local links. You don't need expensive tools to find these gaps. You need a structured comparison.
Here is the method we use at Joboo Web for local SEO audits. It takes about two hours and tells you exactly what to work on first.
Step 1: Pick the right searches
Write down 5–10 searches real customers use, for example:
- "taxi service in Ludhiana"
- "Ludhiana to Delhi airport taxi"
- "dentist near Model Town Ludhiana"
Use our keyword research guide if you're unsure. Include both "service + city" and "near me" style searches.
Step 2: Identify your real competitors
For each search, note the top three Google Maps results and the top five website results. Search from a phone in your area, or use incognito mode, because results change with location. The businesses that appear repeatedly are your real search competitors — even if they aren't your biggest competitors offline.
Step 3: Compare Google Business Profiles
| Check | What to look for |
|---|---|
| Primary category | Is theirs more specific or more relevant than yours? |
| Secondary categories | Do they list services you also offer but haven't added? |
| Review count and recency | How many reviews in the last 3 months, not just total |
| Review content | Do reviews mention services and areas naturally? |
| Photos | Real photos of work, team, vehicles — and how recent |
| Distance | Is their location simply closer to where most searches happen? |
| Business name | Does the name include a keyword? (Note: only legitimate if it's their real registered name) |
Tip: to see a competitor's categories, look at the label under their name on Maps, or use a free browser extension that reveals categories.
Step 4: Compare the landing pages
Open the page Google ranks for each competitor — not just their homepage. Check:
- Title and H1: do they match the search more directly than yours?
- Depth: do they explain process, pricing factors, areas covered, FAQs?
- Proof: photos, reviews, certifications, years in business, case studies.
- Speed and mobile layout: test with PageSpeed Insights.
- Calls to action: click-to-call, WhatsApp, forms.
- Dedicated pages: do they have a separate page for each service or route while you have one general page?
Step 5: Compare authority and links
Free tools such as Ahrefs' free backlink checker or Moz's free tools give a rough view of who links to a site. Look for local and relevant links: city directories, associations, newspapers, suppliers, sponsorships. You don't need to match link counts — you need to see which realistic links they have that you could also earn. Our safe link building guide lists ideas.
Step 6: Turn findings into a plan
Put everything in a simple sheet with columns for you and each competitor, then mark the gaps. Typically we prioritise:
- Quick wins (week 1): categories, services list, business description, photos, title tags.
- Content (month 1–2): dedicated service or area pages, FAQs, better proof.
- Reviews (ongoing): a system to request reviews after every job.
- Authority (ongoing): local mentions and links.
What not to copy
- Keyword-stuffed business names or fake addresses — they risk suspension.
- Fake reviews — they can be removed and damage trust.
- Copied text — it rarely ranks and can create legal issues.
Learn from what competitors do well, then do it better and honestly.
Frequently Asked Questions
How often should I do competitor analysis?
A full review every 3–6 months is enough for most local businesses, with a quick check if rankings drop suddenly.
Why does a competitor with fewer reviews rank above me?
Distance, category choice and website relevance can outweigh review count. Recent reviews also matter more than an old total.
Do I need paid SEO tools?
Not to start. Google Maps, Search Console, PageSpeed Insights and free backlink checkers cover most local analysis.
Can I report a competitor breaking Google's rules?
Yes. You can suggest edits on Maps or use Google's Business Redressal Complaint Form for clear violations such as fake addresses or keyword-stuffed names.
Want a professional comparison?
Joboo Web prepares local competitor reports with a prioritised action plan. See SEO services, read how long SEO takes, or contact us.