Local Business Competitive Audit Spreadsheet
 Share
The version of the browser you are using is no longer supported. Please upgrade to a supported browser.Dismiss

 
View only
 
 
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1
*Make a copy of this spreadsheet for your own use!Business 1 [name here]Business 2 [name here]Business 3 [name here]
2
Basic Business Information
3
4
NAP
5
GMB landing page URL
6
Local Pack rank
7
Organic rank
8
Organic rank among business-owned sites
Remove directories and review platforms from the equation, as they typically shouldn’t be viewed as direct competitors
9
Business model eligible for GMB listing at this address?
Check Google’s Guidelines if unsure: support.google.com/business/answer/3038177?hl=en
10
Oddities
11
12
13
Business Listings
14
15
GMB review count
16
GMB review rating
17
Most recent GMB review
Sort GMB reviews by "most recent" filter.
18
Proper GMB categories?
19
Estimated age of GMB listing
Estimated by date of oldest reviews and photos, but can only be seen as an estimate.
20
Moz Local score (completeness + accuracy + lack of duplicates)
Tool: moz.com/local/search
21
Moz Local duplicate findings
Tool: moz.com/local/search
22
Keywords in GMB name
23
Keywords in GMB website landing page title tag?
24
Spam in GMB title
Look at GMB photos, Google Streetview, and the website to check for inconsistencies.
25
Hours and photos on GMB?
26
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.
27
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.
28
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.
29
30
31
Website
32
33
Age of domain
Tool: smallseotools.com/domain-age-checker/
34
Domain Authority
Tool: moz.com/products/pro/seo-toolbar
35
GMB Landing Page Authority
Tool: moz.com/products/pro/seo-toolbar
36
Links to domain
Tool: moz.com/researchtools/ose/
37
DA/PA of most authoritative link earned
Tool: moz.com/researchtools/ose/
38
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.
39
Evaluation of website design
40
Evaluation of website UX
41
Mobile-friendly
Tool: search.google.com/test/mobile-friendly
42
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.
43
HTML NAP on website?
44
Website NAP matches GMB NAP?
45
46
47
Total Number of Wins
48
49
50
51
52
53
54
Spreadsheet courtesy of https://moz.com/blog/basic-local-competitive-audit and Miriam Ellis
Loading...
Main menu