Competitor Monitoring
Keeping an eye on your competitors helps you understand what's working in your market and where you need to improve. You don't need to obsess over competitors, but periodic checks are valuable.
Why Monitor Competitors?
What to do
Understand the value of competitor awareness.
Step by step
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Understand your benchmark. How many reviews do top competitors have? What rating? This tells you what it takes to compete.
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Spot opportunities. If competitors have poor photos or few reviews, that's your opportunity to stand out.
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Learn from their success. What are they doing well? Good descriptions? Effective posts? Learn and adapt.
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Understand your market. What services do competitors emphasise? What areas do they target? This informs your own strategy.
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Don't obsess. Check occasionally for insights, but focus most of your energy on your own business.
Identifying Your Key Competitors
What to do
Know who you're really competing against in local search.
Step by step
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Search your main keywords. Search "[your service] [your town]" and see who appears in the Local Pack.
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These are your GBP competitors. The businesses appearing for the same searches you want to rank for.
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They might not be who you expect. Your traditional business competitors and your local search competitors aren't always the same.
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Focus on the top 3-5. You don't need to monitor every competitor. Focus on the ones consistently ranking well.
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Note any national chains. Big chains with many locations often dominate some searches. Different competitive dynamic than local competitors.
What to Check on Competitor Listings
What to do
Here's what to review when analysing competitor GBP listings.
Step by step
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Review count and rating. How many reviews? What rating? This is your target to match or beat.
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Review quality. Are their reviews detailed? Recent? Do they respond to reviews?
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Photos. How many? What quality? Professional or amateur? What types (exterior, interior, team, work)?
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Categories. What primary category do they use? What secondary categories?
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Services listed. What services do they emphasise? Are there services you offer that they don't highlight?
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Posts. Are they posting regularly? What kind of content?
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Description. How do they describe themselves? What do they emphasise?
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Website. Do they have one? How good is it?
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Q&A. Have they seeded questions? Are questions answered?
Simple Competitor Analysis
What to do
Create a quick reference comparing you to key competitors.
Step by step
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Create a simple comparison. Table with columns: Business Name | Reviews | Rating | Photos | Posts | Categories | Notes
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Include yourself. First row should be your business.
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Add top 3-5 competitors. One row per competitor.
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Fill in the data. Takes about 15 minutes to review all competitors.
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Identify gaps. Where are competitors ahead of you? That's where to focus improvement.
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Identify advantages. Where are you ahead? Protect and emphasise these strengths.
How Often to Monitor Competitors
What to do
Set a reasonable schedule for competitor checks.
Step by step
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Full analysis: Quarterly. Do a thorough competitor review every 3 months.
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Quick check: Monthly. When you do your monthly metrics review, glance at competitor review counts.
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Rankings: With your rank checks. Note which competitors appear above and below you.
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Don't overdo it. Checking competitors weekly is overkill and takes time from improving your own listing.
**Learn from competitor reviews.** Read what customers say about competitors. What do they praise? What do they complain about? This reveals what customers in your market care about — and opportunities for you to do better.
Acting on Competitor Insights
What to do
Turn your competitor analysis into action.
Step by step
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If competitors have more reviews: Reinvigorate your review-asking process. This is usually the biggest differentiator.
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If competitors have better photos: Schedule a photo session. Quality photos are a quick win.
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If competitors post regularly and you don't: Start a simple posting schedule.
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If competitors emphasise services you also offer: Update your services list to be more competitive.
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If competitors are weak somewhere: Capitalise. If no one has good photos, great photos help you stand out.
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Don't copy — improve. Learn from competitors but make it your own. Be better, not the same.
Examples by industry
Competitor has 200 reviews to your 50? Long-term goal: match them. Short-term: ensure you're asking every customer. Competitor has no photos of completed work? Add before/after photos to stand out.
Competitor posts weekly with specials? Start your own posting routine. Competitor has poor food photos? Invest in better photography to make your food look more appealing.
Competitor doesn't respond to reviews? Make responsive communication your advantage. Competitor has no virtual tour? Consider adding one if your premises are nice.
Competitors focus on one area of law? Diversify your services listing if you offer more. Competitor has testimonials on their GBP? Focus on getting more detailed reviews.