Fluxx Tech
If a competitor ranks above you for your most valuable keywords, they are doing something Google prefers. Competitor analysis shows you what that is, so you can improve where it matters instead of guessing.
Step 1: Identify your real search competitors
Your search competitors may differ from your business competitors. Search your top five to ten keywords and list:
• Businesses in the Maps pack
• Websites in the top organic results
• Directories and listing sites that rank (these show which platforms matter for listings)
Step 2: Compare Google Business Profiles
Factor | You | Competitor A | Competitor B |
Primary category |
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Number of reviews |
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Average rating |
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Photos |
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Posts in last month |
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Services listed |
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Step 3: Compare ranking pages
For each keyword, open the competitor’s ranking page and note:
• Page type: service page, guide, list, location page
• Title and H1
• Content depth: sections, FAQs, word count
• Proof: reviews, case studies, photos
• Pricing information
• Calls to action
• Speed and mobile experience
Step 4: Find content gaps
• Topics competitors cover that you don’t
• Questions they answer that you don’t
• Services or locations with dedicated pages on their site but not yours
Step 5: Compare authority and links
Use SEO tools to see competitors’ referring domains and where their links come from: directories, associations, local news, partners. Look for relevant sources you could also earn.
Step 6: Turn findings into actions
Gap found | Action |
Competitor has 3× more reviews | Start a review system with monthly targets |
Their service page has pricing and FAQs | Add pricing guide and FAQs to yours |
They have pages for each treatment | Create dedicated treatment pages |
They’re listed in industry directories | Add accurate listings |
Their site is faster | Fix speed issues |
Prioritise actions with the biggest impact on your most valuable keywords.
What not to do
• Copy competitors’ content
• Imitate spammy tactics you see working briefly
• Chase every competitor in every area
Frequently asked questions
How often should I analyse competitors? Every few months, or when rankings change noticeably.
What if competitors use spam and still rank? It often doesn’t last. Focus on sustainable quality; you can report clear spam to Google.
Do I need paid tools? Manual review of search results covers a lot. Paid tools add backlink and keyword data.
