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All lessons in Local SEO Lesson 7.5 of 61

Module 1: Introduction to Local Search

  1. 1.1What is local search marketing?
  2. 1.2How does Google local search work?
  3. 1.3Google Search vs. Google Maps: what's the difference?
  4. 1.4How does Google determine local rankings?
  5. 1.5What is the local search customer journey?

Module 2: Google Business Profile

  1. 2.1How to set up a Google Business Profile
  2. 2.2How to verify a Google Business Profile
  3. 2.3How to choose the right business categories
  4. 2.4How to optimize business information and services
  5. 2.5How to add photos, videos, products, and updates
  6. 2.6How to manage multiple locations in Google Business Profile
  7. 2.7Service-area businesses vs. storefronts

Module 3: Local Keyword Research and Search Intent

  1. 3.1How to find local keywords
  2. 3.2City, neighborhood, and service-based keywords
  3. 3.3Understanding near me searches
  4. 3.4Transactional vs. informational local intent
  5. 3.5How to research local competitors and keywords
  6. 3.6How to map keywords to locations and services

Module 4: Local Landing Pages and Website Optimization

  1. 4.1How to create location landing pages
  2. 4.2How to optimize local service pages
  3. 4.3How to write location-relevant titles and content
  4. 4.4How to build location and service page architecture
  5. 4.5How to avoid duplicate and thin location pages
  6. 4.6Local business schema and structured data
  7. 4.7How to keep your website and Business Profile consistent

Module 5: Reviews and Reputation Management

  1. 5.1Why do reviews matter for local businesses?
  2. 5.2How to build a customer review generation process
  3. 5.3How to respond to positive and negative reviews
  4. 5.4How to handle fake or policy-violating reviews
  5. 5.5Review policies and ethical reputation management
  6. 5.6How to monitor review trends and customer sentiment

Module 6: Local Citations and Business Listings

  1. 6.1What are local citations?
  2. 6.2Name, address, and phone number consistency
  3. 6.3How to find relevant business directories
  4. 6.4How to create and update business listings
  5. 6.5How to identify duplicate and incorrect listings
  6. 6.6Industry-specific and local directory opportunities

Module 7: Local Authority and Competitive Visibility

  1. 7.1How to analyze local search competitors
  2. 7.2How to earn local links through community partnerships
  3. 7.3Local sponsorships, organizations, and media
  4. 7.4How to build local brand recognition
  5. 7.5How to evaluate competitor reviews and business profiles
  6. 7.6How to identify local visibility gaps

Module 8: Local Search Tracking and Reporting

  1. 8.1How to track local rankings across geographic areas
  2. 8.2Understanding Google Business Profile performance
  3. 8.3How to measure calls, website visits, and direction requests
  4. 8.4How to track local leads and conversions
  5. 8.5How to use Google Search Console and Analytics for local SEO
  6. 8.6How to create local search performance reports

Module 9: Local Search Strategy by Business Type

  1. 9.1Local search for restaurants and retail stores
  2. 9.2Local search for service-area businesses
  3. 9.3Local search for professional services
  4. 9.4Local search for healthcare and other regulated industries
  5. 9.5Local search for multi-location businesses
  6. 9.6Local search for new and small businesses

Module 10: Local Search Audits and Practical Projects

  1. 10.1How to conduct a local search audit
  2. 10.2How to audit a Google Business Profile
  3. 10.3How to check local landing pages and citations
  4. 10.4How to evaluate reviews and competitor visibility
  5. 10.5How to build a prioritized local search action plan
  6. 10.6How to create a 30-day local search improvement plan

How to evaluate competitor reviews and business profiles

In this lesson

  • What to check in a competitor's profile
  • How to measure competitor review velocity
  • How to find themes in competitor reviews
  • How to use findings ethically

Short answer

To evaluate competitor reviews and business profiles, check their categories, services, photos, posts, and attributes, then study their reviews. Count recent reviews to estimate review velocity, note average ratings, and tag common praise and complaints. Use what you learn to improve your own profile and service, never to post fake or attacking reviews.

Audit the profile

Open each competitor’s Google Business Profile and note:

  • primary category, and additional categories if you can see them
  • services and products listed
  • number and quality of photos
  • recent updates and offers
  • attributes, like payment options or accessibility
  • whether they reply to reviews

This profile audit shows where they are more complete than you.

Measure review velocity

Sort their reviews by newest. Count how many arrived in the last 30 days. This is their review velocity.

If a rival gets 25 reviews a month and you get 5, you know the gap to close.

Find review themes

Read 20 to 30 recent reviews per competitor. Tag:

  • Praise themes: “fast delivery,” “friendly staff,” “big servings”
  • Complaint themes: “long wait,” “no parking,” “rude guard”

Complaints are opportunities. If customers say a rival’s resort has slow check-in, make fast check-in your strength and say so on your profile.

Use findings ethically

Use what you learn to improve. Never post fake reviews, report honest reviews on a competitor, or attack them in public. These actions break Google’s policies and can damage your reputation.

Try it

Sort each competitor review quote.

Is this a praise or complaint theme?

  • 'The staff remembered my order!'

  • 'Waited 40 minutes for a table.'

  • 'Huge servings for the price.'

  • 'No parking nearby.'

Quick quiz

1. How do you estimate review velocity?
2. What is a complaint theme good for?
3. Which action is ethical?

Common mistakes

  • Only checking ratings. Read the words for themes.
  • Copying competitor profiles exactly. Show your own strengths.
  • Unethical tactics. They risk your profile and reputation.

Your action

Evaluate one competitor for your chosen business. Your progress saves on this device.

Key terms

Profile audit
A structured check of a Business Profile's fields and activity.
Review velocity
How many new reviews a business gets in a period.
Praise theme
Something customers often compliment.
Complaint theme
Something customers often criticize.
Opportunity
A customer need competitors fail to meet.

Questions beginners ask

Can I see competitors' categories?

The primary category shows on their profile. Browser extensions can show additional categories.

How do I estimate review velocity?

Count reviews posted in the last 30 or 90 days.

Is it okay to reply to a competitor's review?

No. Focus on your own profile and customers.

Related lessons

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