Free tool
Your profile
against theirs.
To compare your Google Business Profile with competitors, line up what anyone can see on each one: rating, review count, recent reviews, category, photos, replies, hours and website. Google says local results come down to relevance, distance and prominence. This tool compares the visible signals for you and up to three competitors, then gives three fixes ranked by the size of the gap. It doesn't predict rankings: distance depends on where each searcher is.
Made by Dan Picken, founder. Last checked 6 November 2026.You and three competitors, nine visible signals, three fixes. Runs in your browser. Nothing you type is sent anywhere.
Business Profile comparison
Line them up,
side by side.
Search the way a customer would, like 'plumber gosford', on Google Maps. Open your profile and the three that show above or near you. Copy in what each one shows: the rating and review count are at the top, 'Sort by newest' on the reviews shows the last 90 days, and the photos tab shows the count. The starting numbers are made up.
| Signal | You | Competitor 1 | Competitor 2 | Competitor 3 |
|---|---|---|---|---|
| Business name | ||||
| Star rating | ||||
| Total reviews | ||||
| Reviews in the last 90 days | ||||
| Primary category matches the search | ||||
| Photos | ||||
| Owner replies to reviews | ||||
| Hours set, holidays included | ||||
| Website link |
Visible signals, out of 100
Your three fixes, biggest gap first
A comparison of what anyone can see on the profiles, not a ranking prediction. Distance isn't included: it depends on where each searcher is. The weights are my judgement; Google doesn't publish any.
Google's three
factors, plainly.
Relevance is how well a profile matches what someone searched. Distance is how far the business is from them. Prominence is how well-known it is, which Google says is based on things like how many websites link to you and how many reviews you have.
You can't change distance, and Google says there's no way to request or pay for a better local ranking. That leaves relevance and prominence, and most of both shows on the profile itself.
That's why this tool asks for distance nowhere. A business two streets from the searcher can outrank a stronger profile across town, and no amount of photos changes that.
What you can
change this month.
Your primary category. Google says the categories you choose affect your local ranking, and to pick the most specific one that describes the whole business, not one per product or service.
Your reviews. Google lets you share a review link or QR code to make asking easy. Google's policy also bans offering incentives for reviews, and asking only happy customers. Ask everyone, the same way.
Your photos, hours and website link. Google's tips include photos, your business hours including special hours, and complete information. None of these needs a budget, only an hour.
Reading
the comparison.
The score is the visible signals weighted by my judgement, because Google doesn't publish weights. Use it to see where the gaps are, not as a forecast.
Look at the gaps you can close quickly. A Gosford plumber with 38 reviews against a rival with 212 won't catch up in a month. Matching the rival's recent reviews in the same month is realistic, and recent reviews are what customers read first.
If a competitor shows above you with a weaker profile, the difference is probably distance, or prominence from outside the profile: links, mentions, local news and their website. A Newcastle physio or a Sydney café can be beaten on the profile and still lose on those.
Recent reviews,
honest reviews.
Customers check how recent reviews are. In BrightLocal's 2026 survey of US consumers, 74% looked for reviews from the last three months. An Australian survey on the same question would be welcome; I haven't found one.
Replies count too. In the same survey, 80% were more likely to use a business that replies to all its reviews, and templated replies put half of them off.
And the rules apply to every business. The ACCC's guidance on online reviews covers fake reviews and hiding or editing bad ones. A burst of five-star reviews from people who never bought anything is the fastest way to lose the profile and the trust.
What I see most often
The usual
leaks.
- 1
Set up once and left
Old hours, a handful of photos from opening week and no replies, while competitors post and answer every week.
- 2
A category that is too broad
A general category like 'Contractor' when a specific one like 'Electrician' or 'Plumber' exists.
- 3
Reviews in bursts
A rush of reviews after one push, then nothing for months, so the newest review looks old.
The honest bit. Some of the gap is distance, and you can't fix that. Fix what you control, then judge it on calls, website clicks and direction requests in your profile's performance view, not on one search from your desk.
Questions
people ask.
How do I compare my Google Business Profile to competitors?
Search the way a customer would, open the top three profiles and yours, and note the rating, review count, recent reviews, category, photos, replies, hours and website. The tool on this page lines them up and scores the visible signals side by side.
Why does my competitor rank higher on Google Maps?
Google says local results depend on relevance, distance and prominence. They may be closer to the searcher, have a better-matched category, or be better known: more reviews and more sites linking to them.
Can I see a competitor's primary category?
Usually, yes. It normally shows just under the business name on their profile.
Do more reviews help local ranking?
Google says prominence is partly based on how many reviews you have, and that more reviews and positive ratings can help. Recent, genuine reviews also matter to customers deciding who to call.
Can I pay Google for a better local ranking?
No. Google says there's no way to request or pay for a better local ranking. Ads can appear above the map results, but they're labelled as sponsored.
Related
Keep
going.
- ServiceLocal SEOShow up when people search near them.
- IndustryGoogle Business Profile for tradiesReviews, photos and the call button.
- IndustryGoogle Business Profile for venuesMenus, hours and booking links.
- GlossaryRelevance, distance, prominenceGoogle's local ranking factors, in plain English.
- ToolAI visibility checkDoes ChatGPT recommend you, or them?
- Free auditSearch and AI visibility auditI run the checks and send the top 3 fixes.
Want me to
take a look?
Takes a minute. Audits come back within 1 to 2 business days. For anything else, I'll get back to you as soon as possible.
What happens next
- 1I'll ask for read-only access, or just your website for a search audit.
- 2I go through it and write up the 3 biggest fixes.
- 3A 20-minute call to walk you through it. No pitch unless you ask.