How To Audit Competitor Google Business Profiles
Last Updated on 30 September 2025 by Dorian Menard
Here’s what you’ll learn:
- Key areas to analyse: Business details, reviews, categories, and visual content.
- How to spot competitors: Use Google Maps and tools like SEMrush or Moz Local.
- Use Chrome extensions such as GMB Everywhere or GMBSpy.
- Actionable tips: Improve your categories, manage reviews better, and post engaging photos.
Quick insight: Businesses with optimised profiles can see up to a 70% increase in local visibility. Start by identifying your competitors, studying their profiles, and applying the best practices to your own.
Keep reading for a detailed step-by-step guide to stand out locally.
GMB Competitors Audit Using Google Sheet Template
How to Spot Your Local Competition
Finding the right competitors is a key step in refining your Google Business Profile.
Search Google Maps for Competitors
Start by searching Google Maps with specific industry keywords and your location. For instance, if you’re a plumber in Perth, try searching for “emergency plumber Perth” or “commercial plumber Perth.” Pay close attention to businesses that appear in the Google Maps 3-pack, as these are highly visible to local customers.
When reviewing the search results, focus on businesses that:
- Operate within your service area
- Offer similar services
- Have strong review ratings
- Attract your target customer base
“Ranking in Google Maps 3 pack is critical if you want to get some hot leads.” – Search Scope SEO Agency
While Google Maps is a great starting point, specialised tools can provide deeper insights into your competitors.
Tools for Finding Local Competitors
To go beyond manual searches, consider using these platforms:
| Tool | Primary Function | Key Benefits for Competitor Analysis |
|---|---|---|
| SEMrush (full test) | Local Pack tracking | Tracks competitor rankings and visibility changes |
| Moz Local | Competitor analysis | Monitors competitor citations and local presence |
| Ahrefs | Local SEO metrics | Examines competitor backlinks and keyword strategies |
These tools let you:
- Monitor how competitors’ rankings shift over time
- Keep an eye on their review growth
- Analyse their local SEO strategies
- Spot weaknesses in their Google Business Profiles
What to Check in Competitor Profiles
When analysing competitor Google Business Profiles, focus on elements that show their market position and how they engage with customers.
Check Business Details Accuracy
Start by ensuring these details are correct:
- Operating hours, including extended and holiday schedules
- Active phone numbers and email addresses
- Verified physical address and clearly defined service areas
- Working website links
“Accurate business details on Google My Business can significantly impact your visibility and customer engagement.” – Dorian M., SEO Expert, Local SEO Agency
Review Business Categories
Once you’ve confirmed the basic details, look into how competitors categorise their services. Categories play a big role in local search rankings.
| Category Type | What to Check | Why It Matters |
|---|---|---|
| Primary Category | Main business focus | Drives relevance in primary searches |
| Secondary Categories | Additional services offered | Increases visibility for related terms |
| Special Attributes | Unique business features | Highlights what makes them stand out |
Research indicates that businesses with complete and accurate Google Business Profiles are 70% more likely to attract in-person visits from searchers.
Examine Profile Descriptions
The profile description provides a window into a competitor’s marketing strategy. Look for localised language, clearly defined service areas, and what makes their business stand out.
Pay attention to:
- How they use strategic keywords for local searches
- Which services they highlight most prominently
- The unique selling points they emphasise
For instance, Search Scope SEO Agency saw a 50% boost in local inquiries within three months after optimising their profile in March 2023 to highlight their local SEO services.
Interestingly, 56% of local businesses still haven’t claimed their Google Business Profile.
sbb-itb-c74901f
Review Analysis and Management
Competitor review management can provide insights to improve your Google Business Profile.
Review Numbers and Quality Check
The number and quality of reviews play a big role in shaping your reputation and influencing local search rankings. Analysing reviews can help you identify what competitors are doing well and where they’re falling short.
| Review Aspect | Impact on Business | Metrics to Monitor |
|---|---|---|
| Volume | Affects search visibility | Total reviews compared to competitors |
| Quality | Builds customer trust | Details and sentiment in feedback |
| Frequency | Reflects profile activity | Monthly review acquisition rate |
| Keywords | Improves relevance in searches | Mentions of services or products |
Review Reply Methods
Look at how competitors handle review responses to find effective engagement strategies. Many successful businesses reply within 24–48 hours, using a consistent tone and addressing specific customer concerns.
“Managing your online reputation is not just about responding to negative reviews; it’s about creating a culture of customer feedback that drives improvement.”
– Dorian, SEO Consultant, Search Scope SEO Agency
Adopting these practices can help you turn star ratings into a more refined strategy.
Star Rating Analysis
Star ratings are powerful trust indicators that influence search rankings and customer decisions. For example, businesses with a 5‑star rating can charge up to 31% more for their services compared to those with lower ratings.
“A high star rating not only enhances your visibility in search results but also builds trust with potential customers.”
– Dorian, SEO Expert, Search Scope SEO Agency
Examine trends in ratings, distribution patterns, recurring themes, and response tactics. Use these findings to optimise your review and rating strategy, keeping ahead of the competition.
Photo and Post Review
Image and Video Check
Take a close look at your image and video assets to see what clicks with your audience.
| Content Type | Key Evaluation Points | Engagement Impact |
|---|---|---|
| Product Photos | Quality, lighting, angles | Drives customer interaction |
| Team Images | Professional appearance, genuineness | Builds trust |
| Behind-the-Scenes Images | Candid feel, real-world perspective | Boosts click-through rates |
| Testimonial Videos | Quality of testimonials, production | Enhances engagement levels |
“Visual content is essential for businesses looking to engage customers effectively online.” – Marketing Expert, Search Scope SEO Agency
Also, take note of how often your competitors post and the kind of results they get.
Post Schedule and Results
Consistency in posting is a game-changer. Research indicates that businesses posting regularly can achieve up to 70% higher engagement rates compared to those with irregular activity.
| Posting Aspect | What to Monitor | Why It Matters |
|---|---|---|
| Frequency | Number of posts per week/month | Helps establish a steady posting rhythm |
| Timing | Day and time of posts | Identifies peak engagement periods |
| Engagement | Likes, comments, shares | Measures how well content is performing |
| Content Mix | Balance of promotional vs informational | Shows what resonates with your audience |
Content Type Analysis
Here’s what to assess to fine-tune your content:
- Compare professional photos to casual snapshots.
- Look at engagement on behind-the-scenes content.
- Analyse how testimonial videos perform.
- Review results from seasonal and promotional posts.
Did you know? Visual content is 40 times more likely to be shared online, making it a key factor in optimising your profile.
By tracking engagement trends across different content types, you’ll uncover what resonates most in your industry. Posts that generate strong customer interaction often highlight formats worth revisiting.
Use these findings to shape your Google Business Profile content strategy, staying true to your brand while keeping it relevant and engaging.
Apply Findings to Your Profile
Update Categories and Features
Use the competitor insights shared earlier to fine-tune your profile’s categories and features. Check your primary and secondary business categories to ensure they accurately represent what you offer. Add attributes that help your profile stand out.
| Category Type | What to Update | Impact on Visibility |
|---|---|---|
| Primary Category | Most specific business type | Improves search relevance |
| Secondary Categories | Related services or offerings | Expands audience reach |
| Business Attributes | Special features and amenities | Attracts customer interest |
Once your categories and features are up to date, focus on improving your visual content and profile description.
Improve Photos and Text
Aim to match or surpass your competitors’ quality with these improvements:
- Use high-resolution, well-lit photos that highlight your business effectively.
- Include a mix of exterior, interior, team, and product images to create a balanced gallery.
- Write a 750-1,000 character business description that naturally includes relevant keywords.
In addition to enhancing visuals and text, managing reviews effectively can make a big difference in how your profile performs.
Better Review Management
Data shows that 70% of consumers are more likely to choose a business that responds to reviews. Here’s how to handle reviews effectively:
| Response Type | Best Practice | Expected Outcome |
|---|---|---|
| Positive Reviews | Thank customers specifically | Encourages repeat business |
| Negative Feedback | Address concerns promptly | Shows commitment to service |
| Questions | Provide detailed information | Builds trust with potential customers |
“Your online reputation can make or break your business. Our Reputation Management services help you build a positive online image by promoting good reviews and addressing negative feedback.” – Search Scope SEO Agency
Adopt the best practices from competitors’ review responses to strengthen your profile and stand out.
Conclusion: Profile Audit Checklist
Here’s a streamlined checklist to help you stay ahead in optimising your profile. It pulls together the key areas and practical steps we’ve covered, so you can ensure your profile stands out from the crowd.
Main Steps Review
Use this checklist to methodically evaluate competitor profiles and refine your own:
| Audit Area | Key Elements to Check | Priority |
|---|---|---|
| Business Details | Accurate name, address, phone, website | High |
| Categories | Correct primary and secondary classifications | High |
| Profile Description | Clear services, effective keyword use | Medium |
| Reviews | Speedy responses, sentiment trends | High |
| Visual Content | Quality photos, consistent posting | Medium |
Tick off each item to ensure no detail is overlooked before making improvements.
Success Tips
- Stay alert to competitors’ updates for fresh ideas.
- Keep your profile updated and visually consistent.
- Respond to reviews quickly and professionally.
- Monitor engagement on posts and photos to gauge performance.
“A well-optimised Google Business Profile can significantly increase local visibility and drive more traffic to your business.” – Dorian, Search Scope SEO Agency
“Optimising your Google My Business profile is crucial for local businesses, as it can significantly enhance visibility and local lead generation.” – Search Scope SEO Agency
The goal isn’t to mimic competitors but to understand the market’s baseline and go beyond it. Focus on showcasing what makes your business stand out while ensuring your profile ticks all the boxes for local search success.
Regular SEO audits are critical. Keep an eye on metrics like profile views, customer actions, and search visibility. Use them to fine-tune your strategy and keep your edge in the local market.
Related Blog Posts
Dorian Menard
https://searchscope.com.auI’m Dorian, founder of Search Scope and an SEO obsessed with ROI and lead generation. After a decade in the trenches, I’ve built and ranked digital assets for businesses across the world. I cut through the noise with data, automation, and strategies that actually convert. When I’m not scaling rankings, you’ll find me on a motorbike or setting chess traps — always planning three moves ahead.