If a competitor ranks above you, their website and profile can show you what Google rewards for your keywords. You do not need expensive tools to start.
Step 1: identify real search competitors
Search your top 5–10 keywords in Google and Google Maps. Note who appears repeatedly. They may differ from your offline competitors.
Step 2: compare their pages
| Check | Ask |
|---|---|
| Page type | Do they have a dedicated page for the keyword? |
| Content | What topics, FAQs and details do they cover that you do not? |
| Titles | How are their titles and headings written? |
| Proof | Reviews, case studies, photos? |
| Speed and mobile | Is their site faster or easier to use? |
Step 3: compare Google profiles
- Number and recency of reviews.
- Categories and services.
- Photos and posts.
Step 4: look at links
Search their brand name to see who mentions them: directories, news, associations. Some may suit you too.
Step 5: do it better, not copy
Copying content is a poor strategy and can break copyright. Create something more helpful, more local and more up to date.
Preview your titles against theirs with our search preview. Read how to audit your own site.
Want the full picture? This article is part of SEO: the complete guide, our in-depth guide with everything in one place.
