Want to rank higher on Google and attract more local customers? Competitor analysis for your Google Business Profile (GBP) is the key. Here's what you need to know:
Takeaway: Competitor GBP analysis helps you stand out in local search results by identifying what works and where others fall short. Start now to see results.
When it comes to understanding your competitors' strategies on Google Business Profile (GBP), there are three key areas to focus on. These areas directly influence local search performance and can reveal ways to elevate your own profile, helping you outrank competitors.
Categories are the backbone of how Google identifies and displays your business in search results. By examining the categories your competitors use, you can uncover missed opportunities and refine your own profile for better visibility.
Google provides over 4,000 categories in the U.S. for local businesses to choose from [4]. Many competitors may overlook valuable secondary categories that could significantly improve their rankings - and yours, if used strategically.
"Your primary category is going to hold the most weight by far; you want that to be the most important service category for you. The other nine all hold the same weight, but they are going to directly impact your ability to rank for queries related to that category." - Elizabeth Rule, SEO Analyst at Sterling Sky [3]
Start by reviewing the primary categories of your top five competitors. Are they using general terms like "Restaurant" when they could be more specific, such as "Mexican Restaurant"? Specificity matters - a study found that businesses with four additional categories in their profiles achieve an average map ranking of 5.9 [3].
Next, look at their secondary categories. For instance, department stores typically use 4.7 additional categories, while electricians average just 1 additional category [3]. If competitors in your industry aren’t fully utilizing secondary categories, this gives you a clear edge.
Take note of service-specific categories that competitors might neglect. For example, in 2023, PinMeTo helped MCOUTINHO, a car dealership in Portugal, by tailoring their GBP categories for different car brands. Within three months, this strategy led to a 50% increase in direction clicks and views [5].
While analyzing competitors’ choices can provide inspiration, don’t simply mimic them. Choose categories that truly represent your business and revisit them every few months to ensure they align with your offerings. Combined with insights from reviews and content, category analysis can give you a complete picture of your competitors' GBP strategies.
Once you’ve assessed categories, shift your attention to competitor reviews and ratings. Reviews aren’t just about customer feedback - they’re a goldmine of information about your competitors' strengths and weaknesses.
99% of U.S. consumers check local business reviews before making a decision, and 85% trust them to some extent [6]. This makes reviews a critical factor in building customer trust and improving your profile.
Start by comparing the volume and frequency of reviews. For example, if a competitor has 812 reviews and you have only 50, it’s time to focus on strategies to encourage more feedback.
Next, evaluate how competitors handle their reviews. Do they respond promptly? Do they address negative feedback or ignore it? Pay attention to whether they include relevant keywords in their responses - this can improve their search relevance while showcasing their attentiveness.
Look for recurring themes in competitor reviews. Are customers complaining about slow service or poor communication? These are areas where your business can stand out. Similarly, take note of what customers consistently praise about competitors and ensure your business meets or exceeds those standards.
Watch for mentions of key employees or standout services in reviews. If a competitor’s customers frequently highlight a specific service, consider how you can emphasize similar offerings on your profile. Also, track seasonal trends - do competitors receive more reviews during certain times of the year?
Businesses with optimized GBPs are 2.7 times more likely to be seen as reputable [8]. Use this as a benchmark to refine your own review management approach.
The final piece of the puzzle is analyzing competitors’ content strategies. Posts, photos, and Q&A sections on GBP can reveal how they engage with customers and where you can fill gaps.
Google Business Profile posts allow businesses to share updates, offers, events, and more directly on Google Search and Maps [9]. Many businesses don’t take full advantage of this feature, leaving an opening for those who post consistently.
Adding photos to your profile can also make a big difference. Businesses with photos receive 42% more requests for directions and 35% more website clicks than those without [2]. Study the quality and frequency of competitor photos. Are they using polished, professional images or casual smartphone shots?
Check how often competitors post. Do they update weekly, monthly, or rarely? Regular updates signal to Google that your business is active and engaged [10]. Also, analyze the types of posts they create. For example, a plumbing company might use "Offer" posts to highlight discounts, while a law firm might share case wins in "What's new" posts [9].
Dive into competitor Q&A sections to identify common customer questions and concerns. Use this information to create a proactive FAQ section on your own profile, showing potential customers that you’re attentive and detail-oriented.
Pay attention to the types of posts that generate the most engagement for competitors. This can help you identify gaps where your business can provide more value or information. Whether it’s through better photos, more frequent updates, or targeted Q&A, there’s always room to improve your GBP content strategy.
Diving into advanced competitor analysis requires the right tools and strategies to uncover trends that can set you apart. These methods not only reveal what competitors are doing but also help you understand how to refine your own approach.
The right tools can turn hours of research into actionable strategies. Platforms like BrightLocal, SEMrush, and Ahrefs are excellent for analyzing competitor keywords, backlinks, and overall search performance [1]. These tools give you a clear picture of what's working for your competitors and how you can adapt those insights to your advantage.
For more specific insights into Google Business Profile (GBP) strategies, GMB Everywhere is a standout option. This browser extension digs deep into competitors' GBP categories, business details, and ranking factors [1]. It reveals information that’s often hidden, such as the exact categories competitors use and how they structure their business information.
If local rankings are your focus, Local Falcon offers a visually intuitive grid-based tracking system. Starting at $24/month, it allows you to see exactly where you and your competitors rank across different geographic areas. This mapping approach makes it easy to identify gaps and opportunities in local search [12].
For businesses managing multiple locations, GMB Briefcase is a must-have. With plans starting at $99/month, it simplifies bulk analysis and updates, making it a powerful tool for understanding how competitors handle multi-location strategies [12].
SEMrush, with its Pro plans starting at $139.95/month, provides an all-in-one solution. It offers tools for website analysis, listing management, and rank tracking, making it a comprehensive choice for local SEO efforts [25, 27].
"Consider your competition as an extension of your team. They're testing out new approaches and generating free SERP data you can use to adjust your strategy." – Search Engine Land [16]
These tools not only track competitor performance but also monitor customer actions like website visits, calls, and direction requests [1]. Selecting the right tools based on your budget and needs is the first step toward crafting a data-driven strategy.
Artificial intelligence is reshaping how businesses analyze competitor GBP strategies. By identifying patterns and trends that might go unnoticed, AI offers a fresh perspective on optimization.
With predictive analytics, raw data is transformed into actionable insights. AI tools can analyze competitors’ online activities - like content updates and review responses - and predict their next moves [14]. This allows you to stay ahead by anticipating market trends and adjusting your GBP strategy accordingly [11].
A particularly powerful use of AI is in analyzing customer behavior. By examining search queries, social media discussions, and review data, AI uncovers what matters most to customers in your area [14]. For instance, a local bakery in 2024 used AI-driven insights to optimize their Google Business Posts. The result? A 30% boost in social media interactions and a 20% increase in monthly sales [15]. AI revealed content patterns that resonated with their audience - insights that would have taken months to uncover manually.
AI also excels in sentiment analysis, offering a deeper understanding of customer experiences compared to traditional review analysis tools [13]. It can detect subtle trends in competitor reviews, revealing emerging customer preferences or service challenges.
For small businesses, platforms like Humble Help combine AI with human expertise to simplify GBP optimization. Their predictive analytics not only identify optimization opportunities but also ensure a personal touch that resonates with local customers.
AI tools can even pinpoint peak engagement times, helping you time your GBP posts and updates for maximum impact [11]. By analyzing when competitors’ customers are most active, you can strategically plan your own updates to capture attention.
And don’t forget: 89% of consumers expect businesses to respond to online reviews, with 63% wanting a response within two to three days [13]. AI can track competitor response times and help you stand out by exceeding customer expectations in your market.
Once you've gathered insights from competitor analysis, the next step is putting them into action. But this isn’t about copying what others are doing. Instead, it’s about identifying gaps in their strategies and leveraging those opportunities, all while tailoring their successful tactics to suit your business.
Start by choosing a primary category that best represents your business, then add secondary categories to capture additional search opportunities [1].
Write a concise business description that highlights your unique selling points and incorporates keywords uncovered during your competitor analysis [1].
Consider creating hyperlocal content, such as community-focused guides or regional highlights, to connect with local customers [2].
Collaborating with other local businesses can also boost your visibility. For example, a coffee shop might team up with a nearby bakery to offer a "coffee and pastry" deal or feature a local artist’s work in their space. If competitors are thriving through partnerships like these, think about co-creating content, hosting community events, or offering promotions with local partners. Track their success using unique promo codes [2].
To keep your profile engaging, update it regularly with high-quality visuals and timely posts. Study how often competitors post and the types of content they share, then aim to match - or exceed - their activity. Use updates to promote events, share offers, and include strong calls-to-action [1][2].
Once your categories, content, and partnerships are in place, turn your attention to managing reviews and customer engagement.
Competitor reviews can reveal a lot about what customers value. Analyze their reviews for volume, sentiment, and response times. Use this information to refine how you handle feedback, ensuring you respond quicker and more effectively than your competitors [2].
Timing is everything when requesting reviews. Asking for feedback immediately after providing a service can significantly increase response rates [20]. According to data, 68% of customers leave reviews when asked, and 81% read Google reviews before choosing a business. Plus, 58% of consumers are willing to pay more or travel farther for businesses with strong reviews [17].
Responding to reviews within 24 hours can improve both your ratings and lead conversion rates [18][17]. But don’t stop there - extend the life of your positive reviews by showcasing them on your website, sharing them on social media, and using them in ad campaigns to boost credibility and click-through rates [17]. Train your team to ask for reviews through email, social media, or even in-store reminders [19].
Interestingly, businesses with ratings in the 4 to 4.5-star range often outperform those with perfect 5-star ratings. This highlights the value of authentic feedback over perfection [17]. Make it a habit to review your feedback profile monthly, addressing any outdated or unresolved reviews. Using review management tools can help streamline this process [17].
The key to success lies in consistently monitoring your progress and making adjustments based on real data. Keep an eye on metrics like search queries, customer actions, photo views, and engagement levels to refine your strategy over time [1].
For small business owners who need expert support, working with a marketing agency like Humble Help can provide tailored strategies to optimize your Google Business Profile and improve your local SEO efforts.
When analyzing competitor Google Business Profiles (GBPs), businesses often make mistakes that can derail their local SEO efforts. Missteps not only waste valuable time but also lead to missed opportunities. By understanding these common pitfalls, you can refine your approach and make your analysis more effective.
One frequent error is focusing too much on surface-level data while ignoring deeper insights like review velocity and category relevance. Review velocity tracks how often a business receives new reviews over time. For example, a competitor might have a high total review count, but if they’ve received few recent reviews, it could indicate declining customer engagement. On the other hand, category relevance helps you determine whether competitors are using the most effective categories that align with customer search behavior. Identifying gaps here can help you position your business more strategically.
"Google Business Profile has quickly become one of the most important SEO ranking factors on Google. That means, the better your business profile, the more likely your company is to appear ahead of competitors in local searches."
- Ryan Burch, Managing Partner, Tobie Group [25]
Tracking these metrics consistently is critical. For instance, 84% of Google Business Profile views come from discovery searches, highlighting the need for regular keyword and category optimization [26]. Monitoring competitor metrics on a monthly or yearly basis can reveal trends and help you adjust your strategy in real time [25].
Layne Sparks, Head of SEO at Kiwi Website Design, emphasizes the importance of reviews:
"The Google Business Metric our agency cares the most about is reviews as this can also help with website SEO as well as brand trust. Reviews come from real customers of yours and give the best insight to Google (plus potential new customers) if you're the right fit and are going to give the best service for them." [25]
Another common mistake is failing to account for the differences in business types, which can lead to flawed analysis.
Many businesses fall into the trap of treating all competitors the same, regardless of their operational model. This approach overlooks key distinctions between service-area businesses (SABs) and brick-and-mortar businesses. SABs deliver services at the customer’s location and don’t operate from a physical storefront, allowing them to target larger geographic areas. In contrast, brick-and-mortar businesses operate from fixed locations, benefiting from foot traffic and appearing in multiple location-based searches [22][23][24].
Applying a one-size-fits-all strategy to these different business models can result in misguided insights [21]. To avoid this, it’s essential to define service areas clearly in your analysis and differentiate between storefront, service-area, and hybrid operations [23]. Recognizing these distinctions ensures your GBP strategy is tailored to the specific needs of your business, giving you a better chance to compete in local search.
Keeping tabs on your competitors' Google Business Profile (GBP) is not a one-time task - it’s an ongoing effort. By routinely analyzing their categories, reviews, content, and local engagement strategies, you can uncover actionable opportunities to improve your visibility in local search results.
Refining your profile can lead to a noticeable boost in engagement. Even small tweaks can make a big difference. It’s also essential to customize your approach based on your business model. For instance, service-area businesses have different needs compared to brick-and-mortar stores. Focus on identifying where competitors are falling short and prioritize updates that will have the greatest impact on your rankings.
With these insights, you’re ready to take targeted actions to strengthen your local presence and stand out in your market.
Now it’s time to put these strategies into action. Start by creating a detailed plan with clear deadlines and assigning responsibilities to your team. Make it a habit to review key metrics - like keyword rankings, organic traffic, and review volume - every month. Use these insights to refine your approach and stay ahead of the competition.
Take inspiration from successful strategies. For example, a local fitness studio noticed their competitor’s popular "healthy meal prep" blog posts and created their own version. They added video tutorials, printable shopping lists, and interviews with local nutritionists to provide even more value [2]. Similarly, a neighborhood bookstore stood out by launching a "Neighborhood Spotlight" blog series, featuring interviews with locals about their favorite books and reading habits. This helped position the store as a trusted community resource [2].
Collaborating with other local businesses can also amplify your reach. For instance, a coffee shop teamed up with a bakery and a local artist to host events, boosting their visibility in the community [2].
If you’re looking for more hands-on support, services like Humble Help offer tailored marketing solutions. They specialize in Google Business Profile optimization and local SEO, blending AI-driven insights with expert guidance to streamline your efforts.
The most important thing is to start now. Monitor your performance regularly, track how new strategies affect your key metrics, and adjust as needed based on what the data tells you. Staying consistent and adaptable will keep you ahead in the competitive local search landscape [7].
To get the most out of your Google Business Profile (GBP), secondary categories can make a big difference. Start by checking out what categories your competitors in the area are using. This can give you valuable insight into what might work for your business. Google allows you to choose up to nine secondary categories, so make sure to pick ones that align closely with your services or products. This helps boost your visibility in local search results.
Once you've added or updated your categories, give it a few weeks to see how it affects your local rankings. Keep an eye on your performance and adjust your categories as needed, especially if your offerings change or Google rolls out updates. Keeping your profile accurate and up-to-date is key to staying competitive in local searches.
To effectively manage and respond to Google Business Profile reviews, make it a priority to reply to every review - whether it's glowing praise or critical feedback. Responding quickly and professionally signals to customers that their opinions matter and that you genuinely care about their experience. This can go a long way in building trust and boosting your business's reputation.
When addressing negative reviews, stay composed and courteous. If an apology is warranted, offer one sincerely, and suggest resolving the issue offline by sharing your contact information. This approach not only shows accountability but also reassures potential customers that you’re proactive and responsible when handling concerns. Plus, there’s an added bonus - engaging with reviews can improve your local SEO, as Google tends to favor businesses that actively manage their online interactions.
By maintaining consistent communication with reviewers, you’re not just nurturing customer loyalty - you’re also increasing your visibility in local search results. It’s a simple yet powerful way to benefit both your customers and your business.
AI and predictive analytics can transform how you manage your Google Business Profile (GBP), offering insights and streamlining tasks that might otherwise take hours. By analyzing data like profile views and customer interactions, AI tools help you spot trends and refine your content strategy. For instance, AI can craft tailored business descriptions or posts that resonate with your local audience, increasing both engagement and visibility.
Predictive analytics takes this further by anticipating local search trends and customer behavior. This means you can adapt your strategies ahead of time - whether it's gearing up for seasonal demand or addressing specific customer preferences. When combined, AI and predictive analytics make your GBP approach smarter, more efficient, and better equipped to stand out in local search results.
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