|*Make a copy of this spreadsheet for your own use!||Business 1 [name here]||Business 2 [name here]||Business 3 [name here]|
|Basic Business Information|
|GMB landing page URL|
|Local Pack rank|
|Organic rank among business-owned sites|
Remove directories and review platforms from the equation, as they typically shouldn’t be viewed as direct competitors
|Business model eligible for GMB listing at this address?|
Check Google’s Guidelines if unsure: support.google.com/business/answer/3038177?hl=en
|GMB review count|
|GMB review rating|
|Most recent GMB review|
Sort GMB reviews by "most recent" filter.
|Proper GMB categories?|
|Estimated age of GMB listing|
Estimated by date of oldest reviews and photos, but can only be seen as an estimate.
|Moz Local score (completeness + accuracy + lack of duplicates)|
|Moz Local duplicate findings|
|Keywords in GMB name|
|Keywords in GMB website landing page title tag?|
|Spam in GMB title|
Look at GMB photos, Google Streetview, and the website to check for inconsistencies.
|Hours and photos on GMB?|
|Proximity to city centroid|
Look up city by name in Google Maps and see where it places the name of the city on the map. That’s the city "centroid." Get driving directions from the business to an address located in the centroid.
|Proximity to nearest competitor|
Zoom in on Google map to surface as many adjacent competitors as possible. Can be a Possum factor in some cases.
|Within Google Maps boundaries?|
Look up city by name in Google Maps and note the pink border via which Google designates that city’s boundaries.
|Age of domain|
|GMB Landing Page Authority|
|Links to domain|
|DA/PA of most authoritative link earned|
|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.
|Evaluation of website design|
|Evaluation of website UX|
|Evaluation of overall onsite SEO|
A first-pass visual look at the page code of top-level pages, checking for titles, descriptions, header tags, schema, and the presence of problems like Flash.
|HTML NAP on website?|
|Website NAP matches GMB NAP?|
|Total Number of Wins|
|Spreadsheet courtesy of https://moz.com/blog/basic-local-competitive-audit and Miriam Ellis|