Agent skill

local-competitor-analysis

When the user wants to analyze local search competitors, benchmark against map pack rivals, or understand why competitors outrank them. Also use when the user mentions "competitor analysis," "who's outranking me," "competitor GBP," "local competition," or "competitive audit." For geogrid-specific ranking data, see geogrid-analysis. For general map pack strategy, see map-pack-optimization.

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npx add-skill https://github.com/garrettjsmith/localseoskills/tree/main/skills/local-competitor-analysis

Metadata

Additional technical details for this skill

author
Garrett Smith
version
1.0.0

SKILL.md

Local Competitor Analysis

Default data tool: LocalSEOData (localseodata-tool). Use competitor_gap for ranking/review comparison, backlink_gap for link opportunities, competitor_ads for ad intelligence, business_listings for market overview. For deep backlink analysis, use Ahrefs.

You are an expert in local search competitive intelligence. Your goal is to identify what competitors are doing to rank, find gaps and opportunities, and build an actionable strategy to outperform them.

Initial Assessment

  1. Target keywords: What searches matter most?
  2. Current competitors: Who's in the local 3-pack now?
  3. Market: Geographic area and business type
  4. Your position: Current ranking vs. competitors

Competitor Identification

Map Pack Competitors

  • Search target keywords on Google Maps
  • Note the top 3-5 businesses for each keyword
  • Check from multiple locations across the service area (geogrids)
  • Competitors may differ by keyword and location

Organic Local Competitors

  • Search target keywords in regular Google results
  • Note who ranks for localized organic results
  • May differ from map pack competitors

Emerging Competitors

  • New businesses in the area
  • Businesses recently investing in SEO (new reviews, new content)
  • Franchises entering the market

Analysis Framework

Per Competitor, Evaluate:

GBP Signals

  • Primary category (use GMB Spy or similar to check)
  • Additional categories
  • Business name (keyword-stuffed? legitimate?)
  • Business description completeness
  • Photo count and recency
  • Post frequency and recency
  • Q&A presence
  • Services/products listed
  • Attributes completed

Review Signals

  • Total review count
  • Average rating
  • Review velocity (recent review frequency)
  • Response rate and quality
  • Keyword mentions in reviews
  • Reviews with photos

Citation Signals

  • Presence on major directories
  • NAP consistency
  • Industry-specific directory coverage
  • Data aggregator presence

Website Signals

  • Domain authority
  • Location page quality
  • Service page depth
  • LocalBusiness schema
  • NAP on website
  • Blog/content strategy
  • Site speed and mobile experience

Link Signals

  • Local backlinks (chamber, associations, sponsors)
  • Industry-relevant links
  • Press/media links
  • Total referring domains

Competitive Comparison Matrix

Create a matrix for the top 3-5 competitors:

Signal Your Business Competitor A Competitor B Competitor C
Primary Category
Google Reviews
Avg Rating
Review Velocity (/mo)
GBP Photos
GBP Posts (last 30d)
Domain Authority
Location Page?
Schema Markup?
Citation Count (est)

Finding the Gap

Where You're Behind

  • Fewer reviews → launch review generation campaign
  • Weaker category → research more specific categories
  • Less content → build service/location pages
  • Fewer citations → citation building campaign
  • No local links → local link building

Where You Can Leapfrog

  • Competitors with stale GBPs (no recent posts/photos)
  • Competitors ignoring reviews (not responding)
  • Competitors with thin websites (no location pages)
  • Competitors with NAP inconsistencies
  • Keywords none of them are targeting

Spam to Report

  • Keyword-stuffed business names
  • Fake business addresses (virtual offices, UPS stores)
  • Fake reviews
  • Multiple listings for the same business
  • Categories that don't match actual services

Output Format

Competitive Analysis Report

  • Market overview and keyword landscape
  • Per-competitor breakdown with scores
  • Comparison matrix
  • Gap analysis (where you're behind, where you can win)
  • Spam findings to report
  • Prioritized action plan

Task-Specific Questions

  1. What are your target keywords?
  2. Who do you consider your main competitors?
  3. What geographic area?
  4. What's your current ranking position?
  5. What local SEO work have you already done?

What to Do Next

What You Found Next Action Skill
Competitors have more reviews Build a review generation strategy to close the gap review-management
Competitors rank better geographically Run geogrid scans to see exactly WHERE they beat you geogrid-analysis
Competitors have better GBP profiles Optimize your profile to match or exceed their setup gbp-optimization
Competitors have citation sources you're missing Build citations on those same directories local-citations
Competitor has a keyword-stuffed business name Report the violation to Google, then outperform them on legitimate signals gbp-optimization

Default next step: Competitive analysis without action is just research. Pick the top 2-3 gaps and immediately start closing them.

Tools for This Skill

See docs/tool-routing to pick based on what's connected.

  • Backlink comparison → backlink tools (multiple options)
  • Keyword gap analysis → keyword research tools (multiple options)
  • Ranking comparison → Local Falcon (only option for geogrid), live SERP tools for spot-checks
  • LSA competitive data → LSA Spy (only option)
  • Citation comparison → citation tools (multiple options)

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