Ever wondered why other healthcare providers consistently appear at the top of search results while your clinic struggles to gain visibility? The answer lies in strategic competitor analysis—a powerful yet often overlooked aspect of local SEO.

In this episode, we’ll break down exactly how to identify your real competitors, what to look for when analyzing their online presence, and how to use that information to improve your own SEO strategy.

And stick around to the end, because I’ll be giving you three actionable steps you can implement today to gain a competitive edge.

Podcast - How to Spy on Your Competitors' Local SEO Plan| Ep. 109

Listen on...

Apple Podcasts
Google Podcasts
Spotify
Stitcher
Amazon Music

Get our next podcast episode delivered directly to your inbox: 

We'll email you when we release new episodes. 

How to Reverse-Engineer Your Competitors’ SEO Success

Whether you're just beginning your SEO journey or looking to refine your existing strategy, these proven techniques will help you gain the competitive edge your clinic deserves in today's digital landscape.


Step 1: Identifying Your Real Competitors

The first step in competitor analysis is identifying who your real competitors are. Many clinic owners make the mistake of assuming that every other chiropractor, physical therapist, or med spa in their area is their direct competitor. But that’s not necessarily true.

Your real competitors are those who:

  • Rank in the top spots for the keywords you want to target.
  • Serve the same target audience in your geographic area.
  • Have a similar business model or offer overlapping services.


Example:

Let’s say you’re a chiropractor in Austin, TX. You might think your competition is every chiropractor in town. But if you specialize in sports injury rehab, your actual competitors might be a mix of chiropractors, physical therapists, and even orthopedic clinics that offer similar services.

So, how do you find your real SEO competitors? Here are a few quick ways:

  • Google Search: Type in your key services along with your location (e.g., “sports injury chiropractor Austin”) and see who appears in the top search results.
  • Google Maps: Check the top listings in Google Maps for relevant search terms.
  • SEO Tools: Platforms like Ahrefs, SEMrush, or Moz can help you analyze which competitors are ranking for the same keywords as you.

Once you have a list of competitors, it’s time to analyze what they’re doing right.


Step 2: Analyzing Your Competitors’ SEO Strategies

Once you know who your real competitors are, the next step is to analyze what they’re doing to rank well. Here are five key areas to evaluate:

1. Their Website Structure & Content

  • How is their website organized?
  • Do they have service pages optimized for specific keywords?
  • Are they using blog content to answer patient questions?


Example:

If you run an acupuncture clinic and your top competitor has a well-structured site with detailed pages on “Acupuncture for Back Pain” and “Acupuncture for Migraines,” this could be a clue that creating similar, well-optimized pages could help boost your rankings.


2. Google Business Profile (GBP) Optimization

  • Do they have a complete and optimized Google Business Profile?
  • Are they getting a steady flow of positive reviews?
  • How frequently do they post updates and images?


Example:

If you notice a competing physical therapy clinic has 200+ Google reviews with an average rating of 4.9 stars, while you have only 20 reviews, you know you need to focus on getting more patient feedback.


3. Backlinks (Who’s Linking to Them?)

  • Are they getting mentions from local news sites, directories, or industry blogs?
  • Do they have links from local partnerships, like gyms or wellness centers?


Example:

If a competitor’s website is linked from a popular local fitness blog that reviews health and wellness businesses, you might reach out to that same blog for an opportunity to be featured.


4. Local Citations & Directories

  • Are they listed on key directories like Healthgrades, Yelp, and Zocdoc?
  • Is their business information consistent across all listings?


5. Social Media Presence & Engagement

  • Do they have an active social media presence?
  • Are they engaging with their audience through posts, Q&As, and video content?


If your competitors are thriving on Instagram by sharing before-and-after patient success stories, it might be worth incorporating similar content into your strategy.


Step 3: Using Competitive Insights to Improve Your SEO

Now that you’ve gathered all this information, what do you do with it? Here’s how you can turn competitor insights into action:


1. Optimize Your Own Website

  • If competitors have in-depth service pages, create or expand your own.
  • If they have a strong blog strategy, start answering common patient questions in blog posts.


2. Improve Your Google Business Profile

  • Regularly update your GBP with fresh photos, posts, and services.
  • Encourage more patient reviews by setting up an easy review request system.


3. Earn High-Quality Backlinks

  • Reach out to local blogs, news sites, and industry publications for guest post opportunities or features.


4. Stay Active on Social Media

  • Engage with your audience by sharing patient testimonials, case studies, and educational content.


Example:

Let’s say you’re a med spa and you realize a top competitor gets a ton of engagement on Facebook by hosting live Q&A sessions about their treatments. You could start doing the same, positioning yourself as the go-to expert in your area.


Final Takeaways & Action Steps

To wrap things up, here are three quick action steps you can take today to start improving your SEO using competitor insights:

  1. Run a quick Google search for your top services + your location and write down the top three competitors that show up.
  2. Analyze their website, Google Business Profile, and backlink profile to see what they’re doing well.
  3. Implement at least one improvement on your own website or Google Business Profile based on what you’ve learned.


Remember, your goal isn’t to copy your competitors—it’s to learn from them and do it even better.


Related Resources: