How to Outrank Your Local Competitors in Google: Tips and Strategies

Considering that it is an aggressive world out there, it would be pretty difficult if local businesses couldn’t understand or do better than their local search competitors. Although important, 58% of businesses still don’t optimize for local search. Business enterprises can identify and analyze local search competitors to obtain proper insights for use in refining their local SEO strategies to boost their online visibility. This guide will give you a detailed insight into how to identify, analyze, and outclass your local search competitors once and for all.

Key Takeaways:

• Understand the importance of local search competitors.
• Learn effective techniques for identifying and analyzing local competitors.
• Discover actionable strategies to outperform local search competitors.
• Implement best practices to improve your online visibility.

Local Search Competitors Analysis

Who Are Your Local Search Competitors?

Local search competitors are not those businesses that happen to be nearby. They are your rivals in cyberspace, fighting for the same local customers you’re trying to entice. These rivals are those clever businesses that have optimized their online presence so when potential customers search for products or services you offer but with that critical addition of a location—like “near me” or the name of your city—they show up right at the top of the search engine results. 61% of consumers prefer purchasing businesses that have physical locations and websites, so you should optimize your local search.

Imagine this: Someone in your neighborhood is craving your signature dish or needs a service that you provide. They probably pull out their phone, and search for it. But if your online presence isn’t strong compared to those around you who are competing against you for that same business, they’ll show up at the top of those search results. You know, that’s like potential customers heading toward their doorstep instead of yours.

Further reading: What Is Local SEO Marketing: Why Does It Matter?

Why Is Analyzing Local Competitors Important?

An in-depth analysis of your local competitors is a non-negotiable cornerstone for building a robust local SEO strategy in 2024. It does far more than just give you a snapshot of the competition; it’s a dynamic tool that unveils actionable insights critical for your growth. Here’s a deeper dive into why this analysis is so important:

1. Unveiling Hyperlocal Market Trends and Customer Preferences
   • Analyzing competitors’ online presence (website, social media) and their interactions with customers reveals the latest trends in your specific locale.
   • This knowledge lets you tailor your offerings, messaging, and even store layout to precisely match what your local audience wants right now.
2. Competitive SWOT Analysis: Your Roadmap to Dominance
   • A meticulous SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of your competitors isn’t just about knowing who they are. It’s about:
     • Exploiting their weaknesses: Identifying gaps in their service, product selection, or online presence where you can swoop in and offer something better.
     • Emulating (and exceeding) their strengths: If they’re excelling at something, figure out how they’re doing it and take it to the next level.
     • Seizing opportunities: Perhaps they’re neglecting a specific niche market or haven’t optimized for voice search – these are your chances to shine.
     • Preempting threats: Are new competitors emerging, or are there shifts in customer behavior that could impact your business? Being aware lets you adapt proactively.
3. Deconstructing Success: Reverse-Engineering Winning Strategies
   • Don’t just admire your successful competitors – learn from them.
   • Meticulously analyze their:
     • Keyword strategies: Which keywords are driving traffic to their site? Are they capitalizing on long-tail keywords specific to your area?
     • Content strategy: What type of content are they producing? How often? Is it resonating with their audience?
     • Backlink profile: Who is linking to them? Can you build relationships with those same sources?
     • Local citations: Are they listed accurately and consistently on major directories (Google My Business, Yelp, etc.)?
   • Use these insights to refine your own strategies, borrowing what works and innovating where you can.
4. Fueling Growth: Identifying White Space Opportunities
   • Competitor analysis isn’t just about catching up – it’s about getting ahead.
   • By spotting unmet needs or underserved segments in your local market, you can create unique value propositions that set you apart.
   • This could mean specializing in a specific product category, offering unique services, or targeting a niche demographic.

Identifying Your Local Search Competitors

Techniques for Identifying Competitors

1. Refined Local Keyword Research

Explore deeper than basic keyword research by utilizing tools like Google Keyword Planner, Ahrefs, or SEMrush. Look beyond the obvious keywords and explore long-tail variations, location-specific terms (e.g., “best coffee shops near [your neighborhood]”), and question-based queries (e.g., “where to find a gluten-free bakery in [your city]”). By analyzing the search terms your ideal customers use, you’ll uncover a wider range of competitors and niche markets. 

2. Advanced Google Maps Exploration

Don’t just search – analyze Google Maps results. Pay close attention to the businesses featured in the Local 3-Pack, as well as the “More places” section. Explore different map views, zoom levels, and search filters to discover competitors that might not be immediately visible. Additionally, consider using Google Maps’ “near me” feature to see how results change based on your location, simulating your customers’ search experience. 

3. Specialized Local Business Directories

Expand your search beyond general directories like Yelp and Yellow Pages. Explore industry-specific directories, niche platforms, and local community websites (e.g., neighborhood Facebook groups and regional news sites). These specialized platforms can reveal competitors who are actively targeting specific audiences or geographic areas. 

4. Social Media Listening

Monitor social media conversations around your industry, location, and relevant hashtags. Platforms like Facebook, Instagram, Twitter, and even TikTok can offer valuable insights into your competitors’ online presence, engagement strategies, and customer sentiment. 

Tips for Analyzing Local Search Results

1. Examine SERP Features in Depth

Go beyond simply identifying businesses in the search results. Analyze the types of results you see. Are competitors utilizing paid ads (marked as “sponsored”) to gain visibility? Are there local packs, organic listings, or even featured snippets (short answer boxes at the top)? This analysis reveals which competitors are investing in various strategies, giving you insights into potential opportunities for your approach.

2. Identify Top Performers and Their Strategies

Pay close attention to the businesses consistently appearing at the top of the search results for your target keywords. These are your primary competitors. Analyze their websites, social media presence, Google My Business listings, and any online reviews. Look for patterns in their content, keywords, backlink profiles, and online engagement. This deep dive will unveil the specific strategies that are driving their success, providing you with a roadmap to emulate and surpass them.

3. Monitor Changes and Trends

Local search is dynamic. Competitor landscapes shift, algorithms change, and new businesses emerge. Make competitor analysis an ongoing process. Set up alerts for your target keywords and brand mentions to stay informed about any changes in rankings or online activity. This vigilance allows you to adapt quickly and remain competitive.

Analyzing Local Search Competitors

Conducting Competitor Analysis

1. Comprehensive Website Evaluation

Explore deeply the website architecture of your competitors and identify the technologies in use, like content management systems or schema markup and mobile optimization techniques. Look at content quality, relevance, and user engagement metrics. All this matches up with the strength of their backlink profiles about local and industry-specific citations. A thorough website analysis exposes the technical SEO strengths, content strategies, and link-building tactics that drive local search success for your competitors.

2. Local Listing Optimization Audit

Don’t just look at the accuracy; see what your competitors have published on their Google Business Profiles. Are they using all the possible features there are? Do they maintain high-quality photos, videos, and virtual tours? Do they submit regular updates and respond to customer reviews? Check their visibility in other local directories and review sites. An in-depth local listing audit illustrates ways you can stand out and beat your competitors in dominating the local search. Find any inconsistencies or a lack of information in their listings; turn that to your advantage in enhancing yours.

3. Sentiment Analysis of Online Reviews

Go beyond the simple reading of reviews. Use some of the sentiment analysis tools so you are fully aware of the pulse of overall customer satisfaction and recurring themes. Observe how the competitors respond to the negative feedback; this also would give a clue about their handling of customer service. Advanced sentiment analysis positions patterns on the opinion of the customers, allowing you to see where the competitors excel or lack, thus letting you work on that area of your customer experience strategy.

Tools for Competitor Analysis

SEMrush

Provides comprehensive data on competitors’ SEO strategies, backlinks, and organic search positions. SEMrush is an essential tool for conducting a thorough local SEO competitive analysis.

Moz

Offers tools for tracking local rankings, analyzing local search visibility, and auditing local listings. Moz’s tools are particularly useful for monitoring changes in local search rankings and search visibility.

Google Alerts

Set up alerts for competitors to monitor their online activities and mentions. Google Alerts helps you stay informed about new developments and marketing strategies used by your local competitors.

Outperforming Your Local Competitors with Local SEO

Effective Strategies

1. Improve Website SEO: Your website is your digital storefront. Optimize it with hyper-local keywords that reflect your city, neighborhood, or even specific landmarks. Go beyond generic terms and target long-tail keywords that match how locals search (“best vegan brunch near [your area],” not just “vegan brunch”). Craft comprehensive business descriptions and service pages that highlight what makes you unique. Ensure your site is lightning-fast on mobile devices and easily navigable, as this is crucial for both users and search engines.
2. Google Business Profile (GBP): Ensure it’s meticulously updated with correct contact information, business hours (including holiday schedules), and high-quality photos and videos that showcase your products/services in action. Utilize Google Posts to share timely offers, events, or news. Actively solicit and respond to customer reviews, thanking positive reviewers and addressing concerns raised in negative ones with empathy and professionalism. Consider adding the “Bookings” or “Services” features to your GBP to streamline customer interactions.
3. Online Reputation Elevation: Encourage satisfied customers to leave reviews on your GBP and other relevant platforms (Yelp, industry-specific review sites). Implement a review management system to monitor feedback across platforms, responding promptly and professionally to all reviews. Actively manage your social media presence, engaging with followers, sharing valuable content, and addressing customer inquiries or complaints swiftly. Consider showcasing positive reviews on your website as social proof.

Further reading: The Ultimate B2B SEO Strategy Guide: Win Organic Traffic & Leads

Tips for Differentiation

1. Unique Value Proposition: Exactly define and communicate the differences that set you apart from others in your competitive space. This could include your unique products or services, area of expertise, and great customer service. Your UVP should be front and center on your website and in marketing materials.
2. Smart Local Partnerships: Join forces with other businesses in your area where their services or products would complement yours. This means more reach in the community by sharing resources and sometimes running co-marketing efforts or campaigns.
3. Hyperlocal Content Marketing: This would mean that you will then be creating highly relevant content for your audience locally. It can be any blog focused on local events, neighborhood guides, or even interviews with people of local authority. Hyperlocal content has a chance of influencing the target market more profoundly and leading to organic traffic.
4. Community Engagement: Engage with the community through sponsorship of local events, involvement in charities, or collaboration with other local organizations. This builds goodwill and makes your brand prominent as a participating and compassionate business within the community.
5. Innovative Customer Experience: Provide customer experiences that go much beyond expectations. This may involve personalized service, loyalty programs, or unique in-store experiences. Enjoyable experiences may encourage word-of-mouth and positive online reviews.

Measuring Success and Iterating Strategies

Key Performance Indicators (KPIs)

• Local Search Rankings: Track your rankings for target keywords in local search results. Monitoring local search rankings helps you assess the effectiveness of your local SEO strategies.
• Website Traffic: Monitor changes in organic traffic from local searches. Increases in website traffic from local searches indicate that your SEO efforts are paying off.
• Customer Engagement: Measure engagement through metrics like click-through rates, conversion rates, and review ratings. High levels of customer engagement suggest that your website and local listings are resonating with your target audience.

Conclusion

Knowing who your local search competitors are and analyzing them is one of the most important steps one can take toward better online visibility and building competitive advantage. Knowing your competitors, the strategies they are implementing, and using effective optimization techniques will help you win over your competitors and attract more customers at a local level. A thorough analysis of local SEO competitors gives you important insights that inform your marketing strategies and lead you toward success in local SEO.

At Polar Mass, we offer comprehensive Local SEO Consulting Services to help our clients identify, analyze, and outmaneuver their local competitors. Our team of experts will guide you through the process of conducting a detailed local competitor analysis, providing actionable recommendations to improve your online visibility and drive more targeted traffic to your business.