How to Perform a Basic Local Business Competitive Audit
Author: Miriam Ellis / Source: Moz
“Why are those folks outranking me in Google’s local pack?”
If you or a client is asking this question, the answer lies in competitive analysis. You’ve got to stack Business A up against Business B to identify the strengths and weaknesses of both competitors, and then make an educated guess as to which factors Google is weighting most in the results for a specific search term.
Today, I’d like to share a real-world example of a random competitive audit, including a chart that depicts which factors I’ve investigated and explanatory tips and tools for how I came up with the numbers and facts. Also included: a downloadable version of the spreadsheet that you can use for your own company or clients. Your goal with this audit is to identify exactly how one player is winning the game so that you can create a to-do list for any company trying to move up in the rankings. Alternatively, some competitive audits can be defensive, identifying a dominant player’s weaknesses so that they can be corrected to ensure continued high rankings.
It’s my hope that seeing this audit in action will help you better answer the question of why “this person is outranking that person,” and that you may share with our community some analytical tips of your own!
The scenario:
Search term: Chinese Restaurant San Rafael
Statistics about San Rafael: A large town of approximately 22 square miles in the San Francisco Bay Area with a population of 58,954 and 15+ Chinese restaurants.
Consistency of results: From 20 miles away to 2000+ miles away, Ping’s Chinese Cuisine outranks Yet Wah Restaurant in Google’s local pack for the search term. We don’t look closer than 20 miles, or proximity of the searcher creates too much diversity.
The challenge: Why is Ping’s Chinese Cuisine outranking Yet Wah Restaurant in Google’s Local Pack for the search term?
The comparison chart
*Where there’s a clear winner, it’s noted in bolded, italicized text.
Basic business information
NAP
Ping’s Chinese Cuisine
248 Northgate Dr.
San Rafael, CA 94903
(415) 492–8808
Yet Wah Restaurant
1238 4th St.
San Rafael, CA 94901
(415) 460–9883
GMB landing page URL
Local Pack rank
1
2
Organic rank
17
5
Organic rank among business-owned sites
*Remove directories and review platforms from the equation, as they typically shouldn’t be viewed as direct competitors
8
1
Business model eligible for GMB listing at this address?
*Check Google’s Guidelines if unsure: https://support.google.com/business/answer/3038177...
Yes
Yes
Oddities
Note that Ping’s has redirected pingschinesecuisine.com to pingsnorthgate.com. Ping’s also has a www and non-www version of pingsnorthgate.com.
A 2nd website for same business at same location with same phone number: http://yetwahsanrafael.com/. This website is ranking directly below the authoritative (GMB-linked) website for this business in organic SERP for the search in question.
Business listings
GMB review count
32
38
GMB review rating
4.1
3.8
Most recent GMB review
*Sort GMB reviews by “most recent” filter
1 week ago
1 month ago
Proper GMB categories?
Yes
Yes
Estimated age of GMB listing
*Estimated by date of oldest reviews and photos, but can only be seen as an estimate
At least 2 years old
At least 6 years old
Moz Local score (completeness + accuracy + lack of duplicates)
*Tool: https://moz.com/local/search
49%
75%
Moz Local duplicate findings
*Tool: https://moz.com/local/search
0
1 (Facebook)
Keywords in GMB name
chinese
restaurant
Keywords in GMB website landing page title tag
Nothing at all. Just “home page”
Yes
Spam in GMB title
*Look at GMB photos, Google Streetview, and the website to check for inconsistencies
No
Yes: “restaurant” not in website logo or street level signage
Hours and photos on GMB?
Yes
Yes
Proximity to city centroid
*Look up city by name in Google Maps and see where it places the name of the city on the map. That’s the city “centroid.” Get driving directions from the business to an address located in the centroid.
3.5 miles
410.1 feet
Proximity to nearest competitor
*Zoom in on Google map to surface as many adjacent competitors as possible. Can be a Possum factor in some cases.
1.1 mile
0.2 miles
Within Google Maps boundaries?
*Look up city by name in Google Maps and note the pink border via which Google designates that city’s boundaries
Yes
Yes
Website
Age of domain
*Tool: http://smallseotools.com/domain-age-checker/
March 2013
August 2011
Domain Authority
*Tool: https://moz.com/products/pro/seo-toolbar
16
8
GMB Landing Page Authority
*Tool: https://moz.com/products/pro/seo-toolbar
30
21
Links to domain
*Tool: https://moz.com/researchtools/ose/
53
2
DA/PA of most authoritative link earned
*Tool: https://moz.com/researchtools/ose/
72/32
38/16
Evaluation of website content
*This is a first-pass, visual gut check, just reading through the top-level pages of the website to see how they strike you in terms of quality.
Extremely thin, just adequate to identify restaurant. At least has menu on own site. Of the 2 sites, this one has the most total text, by virtue of a sentence on the homepage and menus in real text.
Extremely thin, almost zero text on homepage, menu link goes to another website.
Evaluation of website design
Outdated
Outdated, mostly images
Evaluation of website UX
Can be navigated, but few directives or CTAs…