Author: Miriam Ellis / Source: Moz
“Why are those folks outranking me in Google’s local pack?”
If you or a client is asking this question, the answer lies in competitive analysis. You’ve got to stack Business A up against Business B to identify the strengths and weaknesses of both competitors, and then make an educated guess as to which factors Google is weighting most in the results for a specific search term.
Today, I’d like to share a real-world example of a random competitive audit, including a chart that depicts which factors I’ve investigated and explanatory tips and tools for how I came up with the numbers and facts. Also included: a downloadable version of the spreadsheet that you can use for your own company or clients. Your goal with this audit is to identify exactly how one player is winning the game so that you can create a to-do list for any company trying to move up in the rankings. Alternatively, some competitive audits can be defensive, identifying a dominant player’s weaknesses so that they can be corrected to ensure continued high rankings.
It’s my hope that seeing this audit in action will help you better answer the question of why “this person is outranking that person,” and that you may share with our community some analytical tips of your own!
The scenario:
Search term: Chinese Restaurant San Rafael
Statistics about San Rafael: A large town of approximately 22 square miles in the San Francisco Bay Area with a population of 58,954 and 15+ Chinese restaurants.
Consistency of results: From 20 miles away to 2000+ miles away, Ping’s Chinese Cuisine outranks Yet Wah Restaurant in Google’s local pack for the search term. We don’t look closer than 20 miles, or proximity of the searcher creates too much diversity.
The challenge: Why is Ping’s Chinese Cuisine outranking Yet Wah Restaurant in Google’s Local Pack for the search term?
The comparison chart
*Where there’s a clear winner, it’s noted in bolded, italicized text.
Basic business information |
||
NAP |
Ping’s Chinese Cuisine |
Yet Wah Restaurant |
GMB landing page URL |
||
Local Pack rank |
1 |
2 |
Organic rank |
17 |
5 |
Organic rank among business-owned sites |
8 |
1 |
Business model eligible for GMB listing at this address? |
Yes |
Yes |
Oddities |
Note that Ping’s has redirected pingschinesecuisine.com to pingsnorthgate.com. Ping’s also has a www and non-www version of pingsnorthgate.com. |
A 2nd website for same business at same location with same phone number: http://yetwahsanrafael.com/. This website is ranking directly below the authoritative (GMB-linked) website for this business in organic SERP for the search in question. |
Business listings |
||
GMB review count |
32 |
38 |
GMB review rating |
4.1 |
3.8 |
Most recent GMB review |
1 week ago |
1 month ago |
Proper GMB categories? |
Yes |
Yes |
Estimated age of GMB listing |
At least 2 years old |
At least 6 years old |
Moz Local score (completeness + accuracy + lack of duplicates) |
49% |
75% |
Moz Local duplicate findings |
0 |
1 (Facebook) |
Keywords in GMB name |
chinese |
restaurant |
Keywords in GMB website landing page title tag |
Nothing at all. Just “home page” |
Yes |
Spam in GMB title |
No |
Yes: “restaurant” not in website logo or street level signage |
Hours and photos on GMB? |
Yes |
Yes |
Proximity to city centroid |
3.5 miles |
410.1 feet |
Proximity to nearest competitor |
1.1 mile |
0.2 miles |
Within Google Maps boundaries? |
Yes |
Yes |
Website
|
||
Age of domain |
March 2013 |
August 2011 |
Domain Authority |
16 |
8 |
GMB Landing Page Authority |
30 |
21 |
Links to domain |
53 |
2 |
DA/PA of most authoritative link earned |
72/32 |
38/16 |
Evaluation of website content *This is a first-pass, visual gut check, just reading through the top-level pages of the website to see how they strike you in terms of quality. |
Extremely thin, just adequate to identify restaurant. At least has menu on own site. Of the 2 sites, this one has the most total text, by virtue of a sentence on the homepage and menus in real text. |
Extremely thin, almost zero text on homepage, menu link goes to another website. |
Evaluation of website design |
Outdated |
Outdated, mostly images |
Evaluation of website UX |
Can be navigated, but few directives or CTAs… |
Peter Bordes Jr
Founder & Managing Partner Trajectory Ventures. Lifetime entrepreneur, CEO, Board Member, mentor, advisor and investor.
Obsessed with the infinite realm of possibility in disruptive innovation driving global digital transformation in technology, cloud-based infrastructure, artificial intelligence, data, DevOps, fintech, robotics, aerospace, blockchain and digital media and advertising.