How to Spy on Local Competitors in Google Maps(Step-by-Step)2025

Your Competitors Are Winning The Local SEO Game Because They Know What You Don’t!

If you’re wondering why your business doesn’t show up when someone searches for your service on Google, here’s the hard truth:

Your local competitors are ranking not because they’re better, but because they’re more optimized.

They’re doing things you’re not.

They’ve figured out how Google Maps works and how to make their profile check all the right boxes.

The best part is that you can see exactly what they’re doing right now by looking at their Google Business Profile.

If you want to outrank your competitors in Google Maps, Learn how to audit their Google Business Profile to find their strategy using a free Chrome tool. Discover what top local businesses are doing and how to beat them with data, not guesswork.

In fact, 42-44% of local searchers click on a result from the Google Local 3-Pack, and 80% of U.S. consumers search online for local businesses at least once a week in 2025, with 32% searching daily or multiple times a day, according to the SOCi Consumer Behavior Index (2024)

In this guide, I’ll show you exactly how to spy on your local competitors in Google Maps ethically and effectively so you can reverse-engineer what’s working and use it to your advantage.

Why Spying on Local Competitors Gives You an Unfair Advantage

Google doesn’t rank the “best” business.
It ranks the most relevant and complete profile based on its algorithm.

So if your competitors are showing up ahead of you, it’s because they’ve:

• Chosen the right categories.
  
• Collected better reviews.
• Posted consistently.
  
• Uploaded high-quality photos.
  
• And kept their profile more active.
  

And all of that is visible to you. You just need to know where to look and what to do with that information.

Step-by-Step: How to Find Your Top Competitors in Google Maps

Before you can audit anyone, you need to know who your top competitors are in your location and niche.

Here’s how:

Step 1: Open Google Maps

Search for your main service keyword + your city or area
(e.g., “plumber in Port Harcourt” or “coffee shop Lekki”)

Let me use “plumber in Port Harcourt” for example

Step 2: Write Down the Top 3–5 Listings

Ignore the ads. Focus on the top organic listings in the Local Pack and Maps view. These are your real competitors.

Step 3: Click on Each Business Profile

Open them one by one and start taking notes on:

• Business categories
  
• Review count and quality
  
• Number and quality of photos
  
• Frequency of posts
  
• Business description and keywords used
  

This is your competitor data set. But instead of doing this manually forever, there’s a better way.

Use GMB Everywhere to Audit Competitors in 1 Click

Here’s what I tell every business owner and freelancer I mentor:
Stop guessing. Start auditing to be sure of what you are up against.

GMB Everywhere is a GMB optimization and GBP audit tool Chrome extension for local SEO  that lets you instantly see:

• Primary and secondary categories that your competitors are using.
  
• Total number of reviews.
  
• Number of photos uploaded
  
• Posting activity (how recently and how often)
  
• Keywords used in the business title.
  
• Profile completeness.
  
• Direct comparison between your listing and theirs.
  
• Exportable reports
  

This is how you spy smart, and it’s 100% ethical because it’s all public data.

👉 Try GMB Everywhere Free

So, as soon as I installed the GMB Everywhere Chrome extension, it gave me these audit features directly on the map without logging. That is one tool I love about this tool.

Click on each of the features to get a detailed report about what the business does right.

What to Look for in a Competitor’s Profile (And How to Use It Against Them)

Once you’ve identified your top-ranking competitors in Google Maps, the next step is to analyze why they’re ranking.

and what they’re doing better than you.

Below are the 5 most important factors to benchmark against, and how you can turn their strengths into your action plan.

1. Business Categories (Primary + Secondary)

Most business owners don’t realize this, but your primary category is one of the biggest ranking factors for local search.

According to Moz’s Local Search Ranking Factors, “Proper category associations” is one of the top 3 factors that influence your local pack rankings.

Take This Action:
Use GMB Everywhere to reveal:

• Their primary category (e.g., “Plumber”)
  
• Any secondary categories (e.g., “Water heater repair service,” “Emergency plumber”)

Click on “Find more” to see secondary categories.

Then:
Compare with your listing. Are they more specific? 

Are you using the same categories?

More aligned with the main search terms in your area? If so, adjust yours accordingly in Google Business Profile settings.

Don’t forget to add only categories related to services you offer, since we are talking about a Plumber here, the categories you need to pick are the ones related to Plumbing.

Any mistake in your categories will make you invisible in that area, but visible in the wrong service.

2. Review Quantity and Quality

Google favors businesses with:

• A high number of reviews
  
• Recent reviews
  
• Keyword-rich review content (yes, reviews that mention “same-day plumbing” help)
  

Action:
Use GMB Everywhere to compare by clicking on “Review” and check:

• Total number of reviews.
• Average star rating.
• How often new reviews come in.

Then:

• Launch a simple review collection strategy using email/SMS or in-person requests
• Include specific service cues in your request to encourage keyword inclusion.
• Respond to every review (it helps rankings and builds trust).
  

For a full strategy, check out the guide on How to Get More Google Reviews (And Respond Like a Pro)

3. Photo Volume and Quality

Photos aren’t just for looks.
They signal activity, trust, and customer interaction.

A Google case study found that businesses with photos get 42% more direction requests and 35% more click-throughs to their websites than those without.

Action To Take:
Look at:

• How many photos your top competitors have.
  
• Whether they include staff, location, services, or behind-the-scenes shots.
  

Then:

• Upload at least 1–2 new photos weekly.
• Use high-quality images (real photos over stock)
• Categorize them (interior, exterior, team, logo, etc.)
  

4. Posting Frequency and Recency

GBP Posts work like mini ads inside your business profile.
Posting frequently shows Google that your business is active and engaged.

Action To Take:
Audit, don’t guess:

• When was their last post?
  
• What are they posting: offers, updates, events?
  

Then:

• Create a content calendar and post at least once per week.
  
• Focus on value: offers, seasonal content, tips, and testimonials.
  
• Add CTAs like “Call now” or “Book online”.
  

For content ideas, read a detailed guide: How to Use Google Posts to Drive Local Sales

5. Business Description and Use of Keywords

Your competitor’s business description is another clue to how they’re signaling relevance to Google.

Action To Take:
Review their:

• Business description tone and length.
  
• Use of relevant keywords (e.g., “affordable,” “same-day,” “24/7,” “certified,” etc.)
  

Then:

• Update your description to naturally include primary services and location
  
• Avoid keyword stuffing, write like you’re talking to a real person.
  

6. Opening Hours and Availability

Check if your competitors list extended hours, weekend availability, or 24/7 service. Google rewards profiles that match what users are searching for, especially for “open now” filters.

If your business is open more hours than your competitors (or during peak demand times), that’s a ranking advantage.

Action To Take:

• Audit and compare business hours
  
• Set special hours for holidays and seasonal changes
  
• Consider testing extended hours (if practical)

7. Adding Keywords to Business Name (If Applicable)

Some top-ranking businesses include service keywords in their GBP name, like:
“LagosFix – AC Repair Experts”, “LagosFix”, or “Chike Plumber Wuse”  instead of just 

Note: This can help rankings, but it violates Google’s guidelines unless it’s your real-world business name. 

Only use this tactic if your signage, branding, and legal documents support it; otherwise, competitors may report it.

7. Opening Hours and Availability

Check if your competitors list extended hours, weekend availability, or 24/7 service. Google rewards profiles that match what users are searching for, especially for “open now” filters.

If your business is open more hours than your competitors (or during peak demand times), that’s a ranking advantage.

Action:

• Audit and compare business hours
  
• Set special hours for holidays and seasonal changes
  
• Consider testing extended hours (if practical)
  

How to Use Competitor Data to Beat Them (Your Local SEO Action Plan)

Now that you’ve gathered the facts, categories, reviews, photos, posts, and keywords, it’s time to turn those insights into action.

Here’s a practical, step-by-step playbook you can use to outperform your top 3 local competitors in Google Maps:

1. Match Then Outdo Their Primary Category

• If they’re ranking with a more specific category than you (e.g., “Family Dentist” vs “Dentist”), change yours to match or get even more precise.
  
• Use GMB Everywhere’s AI category tool to find the most relevant and high-performing categories in your niche.

Expert Tip: Google only allows one primary category. Choose the one aligned with your most searched service.

2. Launch a 7-Day Review Campaign

• Ask 5 happy customers per day to leave a Google review.
  
• Use a short, direct link like g.page/yourbusinessname/review.
  
• Text it, email it, or print it on receipts.
  

Want to take it further? Include phrases like:

“If you loved our same-day AC service, mention that in your review!”
These keywords help you rank for those exact phrases.

Also, respond to all new and old reviews, including negative ones. Google rewards engagement.

3. Upload 10–15 New Photos Over the Next Week

• Add real photos: team, customer work, store, behind-the-scenes
  
• Don’t just add logos or stock imagery; use your smartphone if needed.
  
• Add EXIF data (location tags) if possible to reinforce local relevance
  

Then, make it a habit: 1 new photo every Monday.

This signals activity and freshness,  both are ranking factors.

4. Post Weekly to Stay Ahead of Competitors

• If your competitors post occasionally, you need to post consistently
  
• Use GBP posts to highlight offers, share announcements, or educate
  

Sample ideas:

• “10% off emergency repairs this weekend.”
  
• “Here’s how to prep your HVAC for the rainy season.”
  
• “New team member alert: Meet Funke, our head stylist!”
  

Posts stay live for 7 days, so weekly posting keeps your profile fresh.

5. Improve Your Description With What They Missed

Use what you noticed from competitor descriptions and improve on it:

• Be clear, keyword-relevant, but human
  
• Mention your unique services, location, and values
  
• Use this real estate to connect, not just stuff keywords
  

Example:

“We’re a family-owned plumbing business serving Ikeja and surrounding areas. Known for same-day response and fair pricing, we’ve helped over 1,000 homeowners since 2010.”

Do you want to Stay Ahead? Use the Same Tool Weekly

Once you’ve made these updates, don’t stop there.

Use GMB Everywhere weekly to:

• Re-audit competitors.
  
• Track changes to their categories, photos, or review count.
  
• Stay on top of trends they’re adopting (so you don’t fall behind).
  

That’s how serious local businesses win the top spots and stay there.

Conclusion 

Local SEO Isn’t About Guessing, It’s About Outperforming.

If you’ve ever wondered why your competitors keep showing up ahead of you on Google Maps, now you know:

They’ve earned their spot by optimizing smart, and you can too.

Here’s what we’ve covered:

• How to identify and study your top-ranking competitors in Google Maps.
  
• What specific elements to spy on (categories, reviews, photos, posts, opening hours, keywords)
  
• How to use GMB Everywhere to make this process fast and effortless.
  
• And how to turn that data into a clear action plan to beat them
  

Local SEO is no longer just about having a listing, it’s about being the best listing in your area.

And the businesses that do this weekly? They don’t just rank,  they dominate local search.

Ready to Take the Lead in Google Maps?

Start now with the free Chrome tool that shows you exactly what your competitors are doing and how to outrank them.

👉 Install GMB Everywhere (Free)

I recommend it to every client I coach, and I use it to manage and audit GBP listings for better visibility.

Frequently Asked Questions

Recommended Reading 

Continue building your competitive edge by reading these related guides:

• Google Business Profile Optimization: The Only Complete Guide That Works in 2025
• How to Check Competitor Google Business Categories (Fast & Free) 
• Best GMB Audit Tools for Local SEO 
• What Are Google Business Profile Categories? (Beginner’s Guide)
• How to Rank in Google’s Local 3-Pack 
• Best Chrome Extensions for Local SEO in 2025