Competitor Analysis
Direct vs. SEO Competitors
First, you must understand that your real-world competitors aren't always your search competitors.
- Direct Competitors: The bakery three blocks away that sells similar cupcakes.
- SEO Competitors: A food blogger or a national directory (like Yelp) that takes up space on the first page of Google for the term "best cupcakes near me."
- The Strategy: We analyze both. We want to beat the local shop in the Map Pack and outshine the blogs in the Organic Results.
5 Areas of Competitor Analysis
A. Keyword Gap Analysis
- "Missing Keywords" - the phrases your competitors rank for that you don't.
- The Opportunity: If three competitors all have a page about "Gluten-Free Custom Cakes" and you don't, you are losing 100% of that specific local traffic.
B. Google Business Profile (GBP) Audit
- How many reviews do they have? (What is their "velocity"—how fast are they getting new ones?)
- Which "Categories" did they select? (Often, a competitor is ranking because they chose a specific sub-category you missed).
- Are they using Google Posts or the new WhatsApp integration?
C. Content & "Vibe" Check
- Word Count: If the top-ranking site has 1,500 words on their homepage and you have 200, you have a "thin content" problem.
- Tone: Are they formal? Casual? AI-generated? (Human-centric, personality-driven copy is a huge "win").
D. Backlink Profile
- I look for local mentions: Did they get featured in the local paper? Are they on the Chamber of Commerce site? If they are, we can usually get you on those same lists.
E. Technical Speed & UX
- Does their site load faster than yours?
- Is it easier to book an appointment on their mobile site? Google favors the path of least resistance for the user.
Why This Matters for Small Businesses
- Stop the Guesswork: You stop wasting money on "random" keywords and start spending on what is already proven to drive calls.
- Finds Low-Hanging Fruit: Sometimes a competitor is ranking for a high-value term with a very poor-quality page. That is an "easy win" where we can create something better and take their spot.
- Budget Efficiency: For small businesses with limited funds, we focus only on the 20% of the competitor's strategy that is driving 80% of their results.