How to Check Your Local SEO Competitors: Complete Guide for 2026

You're trying to rank in a new market. Maybe it's Federal Way, Washington for a used car dealership. Or Fresno for an HVAC company. The first question: Who's already winning in local search, and how are they doing it?

After analyzing hundreds of local markets for contractors and service businesses, I've developed a systematic framework for competitor analysis that reveals exactly what's working in your market—and how to outrank them.

The Quick Answer

Part 1: How to Check Your Local SEO Competitors

Most businesses make the mistake of analyzing competitors based on who they think is competing, not who Google actually ranks. Here's the systematic approach that reveals your true local SEO competitors. For comprehensive local SEO strategies, see our Local SEO for Contractors guide and Google Business Profile Optimization guide.

Step 1: Identify Your True Local Competitors (Google Maps Method)

Your real competitors aren't necessarily your business competitors—they're whoever ranks in the Google Map Pack for your target keywords.

Why this works: The Map Pack is where 44% of local search clicks go. If you're not in the top 3, you're invisible to most searchers.

Example: Used Car Dealer in Federal Way, WA

Keywords to test:

• "used car dealer federal way"
• "used cars federal way wa"
• "buy used car federal way"
• "pre-owned vehicles federal way"
• "car dealership federal way"

Track which businesses appear most frequently across these searches—those are your real competitors.

Step 2: Analyze Competitor Google Business Profiles

Once you've identified your top 3-5 competitors, systematically analyze their Google Business Profiles. Here's what to look for:

Pro Tip: Create a spreadsheet with these metrics for each competitor. Update monthly to track their growth and identify opportunities.

Step 3: Analyze Competitor Websites

Google's local algorithm heavily weighs on-page SEO signals. Here's what to analyze on competitor websites:

Title Tags & Meta Descriptions

Right-click on their homepage → View Page Source → Look for <title> and <meta name="description"> tags.

Content Depth & Structure

Analyze their key pages:

• Homepage: How much content? What sections? (Services, testimonials, about)
• Service Pages: Do they have dedicated pages for each service?
• Location Pages: Do they have city-specific pages? What's the content structure?
• Blog: Are they publishing content? How frequently? What topics?

Local SEO Signals

Check for these on-page local signals:

• NAP (Name, Address, Phone) in footer or header
• Embedded Google Map on contact page
• Schema markup (use Google's Rich Results Test tool)
• City/neighborhood names in headings and content
• Service area pages for nearby cities

Step 4: Check Competitor Backlinks

Backlinks remain one of the strongest ranking factors for local SEO. Use these free/affordable tools to analyze competitor backlinks:

What to analyze:

• Total referring domains: How many unique websites link to them?
• Domain Authority: What's their overall site authority? (Moz DA or Ahrefs DR)
• Link sources: Where are their backlinks coming from? (Local directories, news sites, industry blogs)
• Anchor text: What keywords are used in links pointing to them?
• Local citations: Are they listed on Yelp, BBB, industry directories?

Actionable Insight: The "Steal Their Links" Strategy

Identify high-quality local backlinks your competitors have that you don't. Examples:

• Local chamber of commerce listings
• Industry association directories
• Local news site mentions
• Sponsorships (little league, charity events)
• Supplier/partner pages

Create a list and systematically reach out to get your business listed on the same sites.

Step 5: Monitor Competitor Review Velocity

Review velocity (how quickly they're getting new reviews) is a critical ranking factor. Here's how to track it:

Example: If your top competitor gets 15 reviews/month and you're getting 3, you need a systematic review generation process to compete.

Part 2: How to Set Location Parameters in SEO Tools (Mangools Example)

One of the most common mistakes in local SEO research: using the wrong location parameter. Let's break down exactly how to set location for accurate local keyword and SERP data.

The Federal Way, WA Example

Question: "If you need to track ranking in Federal Way, Washington for a used car dealer, should you set the location to Seattle-Tacoma?"

Answer: No. Always use the most specific location possible.

Why Seattle-Tacoma is Wrong

• Different search intent: Someone searching in Seattle wants Seattle results, not Federal Way
• Different competitors: Seattle dealerships won't show up for Federal Way searches
• Skewed keyword data: Search volume for "used cars" in Seattle is 10x higher than Federal Way—not useful for local targeting
• Inaccurate rankings: Your Federal Way business might rank #1 locally but not show up at all in Seattle

How to Set Location in Mangools (KWFinder & SERPChecker)

Method 1: City-Specific Location (Recommended)

This gives you keyword data and rankings specific to Federal Way, which is exactly what you need.

Method 2: Zip Code Targeting (Most Precise)

For even more precise local data, use the zip code:

• Federal Way primary zip: 98003
• Other Federal Way zips: 98001, 98023, 98063

In Mangools, you can enter the zip code directly in the location field. This is especially useful if your business serves a specific neighborhood within a larger city.

When to Use Broader Locations

There are rare cases where a broader location makes sense:

• Very small towns: If your city has <10,000 people and isn't in the tool's database, use the nearest larger city
• Regional targeting: If you serve an entire metro area and want to see aggregate data
• Competitive analysis: To see how you compare to competitors in nearby cities

But for rank tracking and keyword research, always start with the most specific location.

How to Handle "Nearby Areas"

The question mentioned tracking "Federal Way and nearby areas." Here's the right approach:

Option 1: Create Separate Location Profiles

Set up individual tracking for each city you serve:

• Federal Way, WA
• Auburn, WA
• Kent, WA
• Des Moines, WA
• Tacoma, WA

Track the same keywords in each location. This shows you exactly where you rank in each market.

Option 2: Use Radius Targeting (If Available)

Some tools (like BrightLocal) let you set a radius around a specific address. Example: "Track rankings within 10 miles of [your address]."

This is useful for service area businesses (plumbers, HVAC) that don't have a physical storefront.

Mangools Location Best Practices

Putting It All Together: The Local SEO Competitor Analysis Framework

Here's the complete workflow for analyzing local competitors and setting up proper tracking:

Common Mistakes to Avoid

Next Steps: Turn Analysis Into Action

Competitor analysis is only valuable if you act on it. Here's what to do with your findings:

1. Set Review Generation Goals: If top competitor gets 15 reviews/month, aim for 20
2. Build Content Gaps: Create pages/posts for topics competitors are ranking for but you're not
3. Replicate Their Backlinks: Reach out to the same local directories, associations, and news sites
4. Optimize Your GBP: Match or exceed competitor photo count, post frequency, and Q&A activity
5. Track Progress Monthly: Update your competitor spreadsheet every 30 days to measure your gains

Conclusion

Local SEO competitor analysis isn't about copying what others do—it's about understanding the baseline of what it takes to rank in your market, then exceeding it.

The businesses that win local search are the ones that systematically analyze their market, set precise location parameters in their tools, and execute consistently on the fundamentals: reviews, content, backlinks, and GBP optimization.

Start with the Map Pack test. Identify your real competitors. Analyze their strengths. Then build a plan to surpass them in every metric that matters.

And remember: Always set your location to the specific city where you want to rank—not the broader metro area. Your data is only as good as your targeting.