With local SEO and researching and comparing to competitors, is it better to compare with the sites appearing near the top for a keyword or companies nearest geographically to the site I’m doing the SEO for?
For local SEO, the ideal approach is actually a blend of both – comparing your site to those that rank near the top for targeted local keywords as well as to the businesses that are geographically closest to you. Here’s why each perspective is important:
Top-Ranking Competitors:
Why?
These are the businesses that are dominating the search engine results pages (SERPs) for the keywords you’re targeting. Analysing their websites can reveal why they’re ranking highly and provide insight into their SEO strategies, such as their use of keywords, content quality, backlink profile, and on-page optimisation techniques.
How?
Use SEO tools to analyse the top-ranking websites for your target keywords. Look at the keywords they rank for, their content structure, meta tags, and backlinks. This can give you a roadmap to what Google is rewarding in your niche for those particular search queries.
Geographically Closest Competitors:
Why?
These are your direct local market competitors. Customers searching for local services or products might prefer proximity and convenience, factors which Google also takes into consideration for local searches. Understanding how these businesses present themselves online and how they’re perceived in local citations and reviews is crucial.
How?
Conduct searches as if you are a customer in your local area. Check Google Maps and local directories to see which businesses show up. Review their Google My Business profiles, customer reviews, local citations, and any local backlinks they might have.
Combining Both Approaches:
Perform keyword research to identify the terms that are most relevant to your local audience.
Analyse the top-ranking sites for these keywords, regardless of their geographical location, to understand broader SEO strategies.
Research geographically close competitors to understand the local landscape—this includes NAP consistency (Name, Address, Phone Number), local reviews, local backlinks,
Google My Business optimization, and local content.
Identify gaps in your strategy and areas where you can outperform both top-ranking and geographically close competitors.
Remember that local SEO also hinges on localised content and community involvement. Be active locally and encourage reviews from local customers. Ensure your local listings are accurate and optimised, and consider creating content that resonates with the local community or addresses local issues.
Ultimately, for the most effective local SEO, keep abreast of how Google updates its local search algorithms and adjust your strategies accordingly.
