Want to get ahead of your competitors on Google Maps? Start here. In 2025, Google Maps is a critical tool for local businesses, with 93% of people using it to find services. Competitor analysis can help you improve your visibility, attract more customers, and boost revenue. Here's how to do it:
Key takeaway: Competitor analysis on Google Maps isn’t optional - it’s essential for staying competitive in 2025. Start analyzing today and use these insights to grow your business.
The first step to analyzing your competition is knowing where and how to look. Google Maps provides a great platform to identify businesses competing for the same audience. With the right search strategies, you can uncover valuable insights.
Begin by using targeted keywords that align with your primary services and location. This method helps pinpoint businesses vying for your potential customers' attention.
For instance, if you own a plumbing business in Austin, TX, search for "plumber in Austin" on Google Maps. This will display the top organic listings in the Local Pack and Maps view - these are your key competitors [2]. Focus on the top 3–5 organic results and skip over any paid ads. Dive into these competitors' profiles to examine:
To broaden your understanding of the competition, explore additional keyword variations. A bakery, for example, might search for terms like "bakery", "custom cakes", "wedding cakes", or "fresh bread" to map out the competitive landscape more thoroughly.
Once you’ve gathered this initial data, consider using specialized tools to dig even deeper.
Manual searches are a solid start, but they can miss some competitors or limit the depth of your analysis. Specialized tools, however, can uncover hidden competitors and provide a more detailed look at their strategies. These tools are particularly helpful if you’re analyzing multiple locations or need to monitor trends over time.
GMB Everywhere, a Chrome extension, simplifies competitor analysis by offering insights into competitor profiles. It reveals details like primary and secondary business categories and posting activities, making it easier to identify what helps them rank well [2].
If your business operates in multiple locations or if you’re looking for advanced analytics, third-party tools for Google Business Profile analysis are worth exploring. These tools can evaluate local SEO strategies, highlight competitors’ target keywords, and compare their rankings to yours [3].
These platforms not only help you discover new competitors but also allow you to monitor changes in rankings and ratings over time. Regularly keeping tabs on these shifts ensures you stay ahead in your market.
After identifying your main competitors, dive into their Google Business Profiles to uncover strategies that boost customer engagement and local search rankings. By analyzing their profiles, you can spot opportunities to improve your own listing and understand how their choices influence visibility through categories and service descriptions.
Start by examining the business categories and services your competitors use. These categories directly affect when and where their profiles appear in search results, making this step essential for refining your own strategy.
Primary and secondary categories are the backbone of any Google Business Profile. When reviewing a competitor’s profile, take note of their main category and any additional ones they’ve selected. These choices determine the types of searches that trigger their listing. To get a clearer picture, try searching for service-related keywords as if you were a customer. Observe which categories consistently appear in the results [6].
For instance, in the legal field, some firms might choose "Attorney" as their primary category, while others opt for "Law Firm." This distinction can significantly influence their visibility for specific search terms. BrightLocal’s analysis of a law firm found that it ranked well for "family lawyer" but only seventh for "best lawyer." Adjusting the primary category to "law firm" could potentially improve rankings for that keyword [7].
Also, pay close attention to their service descriptions. Look at how competitors describe their services and the keywords they incorporate. Many businesses skillfully include location-specific terms and variations of their services to attract more traffic. Based on your observations, select up to three popular categories that align with your own offerings [6]. However, make sure these categories accurately represent your business - precision is more effective than trying to manipulate the system.
Customer reviews are a goldmine of insights into competitors’ strengths and weaknesses. Beyond the structural elements of their profiles, reviews can help you better understand their customer engagement strategies and market positioning.
"Google reviews provide a treasure trove of information about your competitor's strengths and weaknesses." - Sophie M, betterbunch [8]
Both the number and quality of reviews impact local search rankings. Check how many reviews your competitors have to gauge a benchmark for your own efforts [6]. With 90% of customers reading at least two reviews before making a decision and nearly 80% of online reviews appearing on Google, this feedback plays a significant role in influencing customer choices [9].
Look at recent reviews to identify recurring praise that highlights what competitors do well. Common themes might include quick response times, competitive pricing, excellent customer service, or specialized expertise. These insights can help you identify areas where your own services or marketing could improve.
"Negative Google reviews often act as illuminating signposts pointing to areas where your competitors might be fumbling or faltering." - Sophie M, betterbunch [8]
Negative reviews are equally revealing. They highlight pain points in your competitors’ operations and present opportunities for your business to stand out [8]. Pay attention to complaints about slow service, poor communication, pricing issues, or unmet expectations. These weaknesses could become your strengths.
Also, observe how competitors respond to reviews - both positive and negative. Their responses can reveal their approach to customer service and indicate their level of professionalism.
Leverage recurring keywords in reviews to enhance your SEO strategy. Customers often use natural language and location-specific terms when sharing their experiences. These phrases can be valuable for your own content and service descriptions [8]. Look for keywords that appear frequently in positive reviews - these are likely the terms that resonate most with your audience.
After analyzing competitor profiles, the next step is to dive into their search rankings and how reviews impact their visibility. This deeper look helps pinpoint where competitors dominate geographically and highlights areas where your own local presence could improve. It’s a natural progression from reviewing competitor profiles and gives you a clearer picture of the competitive landscape.
Google Maps rankings can change drastically depending on location, so it’s crucial to track competitor visibility across multiple areas rather than relying on results from a single spot. Google ranks listings based on relevance, distance, and prominence, which means a competitor could rank first in one neighborhood but barely show up a few blocks away [9].
Tools designed for rank tracking can provide precise data on where competitors appear in Google Maps, breaking down results on a block-by-block level [10]. This detailed view can uncover blind spots and help you compare your performance with competitors across different locations. For instance, a dental clinic might dominate rankings in its immediate vicinity, but competitors could be leading just a mile or two away.
The competition becomes especially fierce in the Google Local 3-Pack, where nearly half of local searchers - 42–44% - click on one of the featured results [2]. Tools like BrightLocal, Semrush, and GeoRanker are excellent for monitoring rankings across Google Search, Maps, and Business Profiles [12]. By using location-specific keywords, you can track how competitors perform in various areas and identify opportunities to improve your own rankings.
Many businesses keep a close eye on their competitors by using tools like GMB Everywhere. This tool allows you to quickly audit competitors’ categories, photos, and review counts, helping you stay informed and competitive [2].
Apart from geographic tracking, reviews play a critical role in shaping a business's visibility. Positive reviews account for 17% of local ranking factors, making them a key driver of search performance [11]. Businesses with higher ratings tend to attract significantly more attention - 17 times more clicks - compared to those with lower ratings [11]. On the flip side, only 13% of customers are willing to engage with businesses that have a 1–2 star rating [16].
Higher ratings also boost visibility in searches using terms like "best" or "top", especially for businesses rated 4.0 stars or higher [14]. A study by Sterling Sky in 2025 highlighted how reaching a 10-review threshold can improve rankings. For example, three businesses with 9 reviews each saw a noticeable jump in their Maps rankings for a primary keyword after gaining just one additional review [13].
Competitors who actively engage with customer reviews often see better results. Responding to reviews is a factor Google values, and 56% of customers prefer brands that take the time to reply [16].
It’s also worth noting that Google dominates the review space, accounting for nearly 80% of all online reviews as of 2024 [15]. This makes Google Maps review performance a crucial part of your business’s online reputation and search visibility. Analyzing how competitors handle reviews can provide valuable insights into improving your own strategy and staying ahead in the game.
Once you've tracked your competitors' rankings and reviews, it's time to identify opportunities to stand out. By analyzing their weaknesses, you can position your business as the obvious choice. This section will show you how to turn those insights into actionable strategies.
One of the easiest ways to get ahead is to offer what your competitors don’t. Start by comparing your services to theirs. Customer reviews can be a goldmine for spotting gaps - repeated complaints often highlight unmet needs.
For example, a home goods retailer discovered that their main competitor had a slow 48-hour email response time, as mentioned in reviews. By introducing live chat with instant responses, they showcased superior customer service and gained an edge [20]. Similarly, a tire shop owner found a clever way to stay competitive: instead of undercutting rivals by $10 per tire, they charged $15 for installation, boosting overall profit while keeping main service pricing competitive [18].
Technology can also set you apart. A Portland furniture retailer noticed none of their competitors offered augmented reality tools for visualizing furniture in a room. By adding this feature, they increased their conversion rates by 24% [20]. Another business saw a 15% sales boost after enabling guest checkout when competitors required account creation [20].
Operational weaknesses are another area to exploit. A salon rolled out instant booking after finding "long wait time" complaints in competitor reviews [18]. A gym tripled its signups by adding a "Book Free Trial" button to its website, something competitors lacked [18]. Even small changes can have a big impact - a pizza shop owner noticed their rival didn’t offer gluten-free crusts, so they added the option and prominently advertised it, leading to a 20% sales increase [18].
Beyond services, look for gaps in geography or demographics that competitors are overlooking. Google Maps can help identify neighborhoods where competitors are absent or underperforming. You can also use review data to spot underserved demographics or missing services [19].
Sometimes, service quality gaps reveal opportunities. For instance, if a popular restaurant struggles with mixed reviews about vegetarian options, opening a vegetarian-friendly restaurant nearby could fill that void [19]. A Portland apparel business noticed their competitor was often out of stock in certain sizes. By ensuring better availability, they attracted frustrated customers [20].
Convenience is another area where you can shine. Mobile services, faster shipping, or other time-saving options can help you stand out - 43% of shoppers are willing to pay more for convenience [20]. A vet clinic capitalized on this by launching "Rescue Pet Fridays" after seeing competitors ignore community-focused initiatives [18].
Improving your online presence is another way to leap ahead. A roofing company added before-and-after photo galleries to their website, something their competitors lacked, which helped them rank higher in search results [18]. Businesses that respond to at least 25% of their reviews see 35% more clicks [18]. If your competitors aren’t engaging online, this is your chance to make an impression.
"It helps to identify who your actual competitors are and what keywords they are targeting. It also helps to find your 'blue ocean' in terms of untapped keywords, and strategies that you could explore to your advantage." - Brian Ferritto, Digital Marketing Strategist, 42Connect [17]
Don’t stop at Google Business Profiles - keep an eye on competitors’ social media, ads, and even customer interactions [18]. Whether it’s service quality, pricing, technology, or customer engagement, every gap you find is a chance to gain the upper hand.
Now that you've analyzed your competitors, it's time to put that knowledge into action. These strategies will help you boost your Google Maps presence, outshine competitors, and attract more customers.
Think of your Google Business Profile as your digital storefront - it’s often the first impression customers get of your business. Use the insights you’ve gathered to fine-tune your profile. For example, if you noticed keyword gaps, address them immediately by adding missing services or products.
Take Dulce Vegan Tenerife, for instance. They initially didn’t rank for “Organic Bakery.” After adding it as a custom service to their profile, their ranking jumped to 1.1 in just nine days [4]. This shows how powerful targeted updates can be.
Start by selecting up to three of the most popular categories that align with your services - categories your top competitors are already using [6]. Then, go the extra mile to ensure your profile is complete and stands out. Add high-quality product photos, keep your business details up to date, and include relevant attributes that your competitors highlight [9].
When it comes to service descriptions, clarity and detail are key. Study how competitors describe their offerings, but aim to do better. Use customer-friendly language - borrow phrases from positive reviews - and incorporate relevant keywords to make your descriptions both engaging and search-friendly.
Once your profile is optimized, it’s time to focus on another critical factor: reviews.
Reviews play a huge role in determining your success on Google Maps. Businesses with at least 4-star ratings get 2.7 times more clicks than those with lower ratings, and those with over 100 reviews are 2.4 times more likely to rank in the top three local search results [22].
Start by analyzing how competitors handle reviews. If they’re neglecting negative feedback, use that as an opportunity to stand out. Respond to every review - positive or negative - with professionalism and care.
Timing is everything when asking for reviews. Request feedback immediately after a positive interaction, when customers are most satisfied. Make it easy for them by sharing direct review links through your website, email signatures, or even on receipts [23].
Remember, 97% of consumers read how businesses respond to reviews [23]. Thoughtful replies can make a lasting impression. Thank happy customers personally, and address concerns in negative reviews with a solution-oriented approach.
Another tip: use the exact words customers use in positive reviews to shape your marketing. For instance, include their language in your Google Business Profile posts or website copy [21]. It’s a simple way to connect with future customers in a way that feels authentic.
If juggling all these tasks feels like too much, consider seeking professional assistance.
While competitor analysis gives you a clear path, executing a full Google Maps optimization strategy takes time and expertise. If it feels overwhelming to manage everything - profile updates, reviews, and local SEO - professional help can make a big difference.
Humble Help specializes in Google Maps SEO and Google Business Profile optimization for small businesses. They combine AI-driven tools with human expertise to simplify your local marketing efforts. Their services include local SEO strategies, profile optimization, and personalized dashboards to track your progress against competitors.
Analyzing competitors on Google Maps isn't a one-and-done task - it’s an ongoing effort that can significantly enhance your local visibility in 2025. With 40% of Google searches carrying local intent, understanding your competition has become a critical part of staying relevant and growing your business [5]. By taking a closer look at your competitors, you can refine your approach and achieve better results.
Start by identifying your actual competitors through strategic keyword searches and a deep dive into their Google Business Profiles. Look closely at how they categorize their business, respond to customer reviews, and showcase their services. This kind of analysis can help you uncover opportunities, address potential threats, and strengthen your position in the market. It provides insights into gaps in service offerings, geographic coverage, and customer engagement strategies that you can leverage to your advantage [1].
Keep an eye on algorithm updates, competitor keywords, and emerging trends. Regularly tracking their keyword performance, review strategies, and new services can help you stay ahead of shifts in the market.
Armed with these insights, you can fine-tune your own Google Business Profile. Include detailed and accurate business information, upload high-quality visuals, and incorporate strategic keywords. Managing reviews effectively and maintaining consistency across all business details is equally important. If you need additional support, consider working with experts like Humble Help (https://humblehelp.studio), which specializes in Google Maps SEO and optimizing Google Business Profiles.
Success on Google Maps in 2025 will belong to businesses that take the time to set up their profiles correctly, monitor the right keywords, and apply lessons learned from competitor analysis [24]. Whether you handle this in-house or bring in professional help, investing in competitive analysis can lead to greater visibility, more customer inquiries, and overall growth. Start implementing these strategies now to secure your spot in the market.
Your competitors are already using these tactics - don’t let them leave you behind. Take action today.
To get a better grasp of your competitors on Google Maps, start by using GMB Everywhere, a Chrome extension designed to give you an in-depth look at competitor categories, their Google Business Profiles, and customer reviews. Simply search relevant keywords to spot competitors, then dive into their rankings and reviews for actionable insights.
Another valuable tool is Moz Local, which helps you monitor local rankings and examine citation profiles. By analyzing how competitors handle their listings and manage reviews, you can pinpoint areas where you can improve. It also sheds light on key factors that influence local search rankings, allowing you to refine your approach.
Using these tools together provides a clearer picture of the competition, enabling you to make smarter decisions to boost your visibility on Google Maps.
Want to get your business noticed on Google? Follow these practical strategies to make your Google Business Profile (GBP) stand out and attract more customers:
By consistently applying these strategies, you’ll make your GBP more visible and appealing to potential customers, giving your business an edge in local search results.
Customer reviews are a big deal when it comes to how your business ranks on Google Maps. They’re not just about gaining trust - they’re also a major factor in local SEO. Businesses with more reviews, especially detailed ones, tend to rank higher and enjoy better conversion rates. While having at least 10 reviews can give your ranking a noticeable lift, the key is to keep collecting new ones to stay credible and relevant.
To handle reviews effectively, ask satisfied customers to share detailed feedback. If they can mention specific experiences or even include photos, that’s even better. Make sure to respond to reviews - whether they’re glowing or critical. Engaging with feedback shows you care and helps build a solid reputation. Don’t forget to keep your Google Business Profile up to date; it’s essential for staying visible and earning trust. If you need extra help, companies like Humble Help offer services tailored to local SEO and optimizing your Google Business Profile.
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