Methodology · What we check
All 68 checks we run on every competitor.
The full competitor analysis checklist. Every business in your market gets the same checks, every check is ranked against your local competitors, and every number shows its source and date.
- 68
- Checks per competitor
- 6
- Areas
- 11
- Data sources
How the areas are weighted (roofers)
- Reputation 25%
- Search visibility 25%
- Website 20%
- Google profile 15%
- Ads & offers 10%
- Social & brand 5%
Showing 68 of 68 checks
01 / 06
Reputation
Reviews decide who gets the call.
12
Checks
25%
Weight
- REP-01Google Places
Google star rating
Average rating, ranked against every competitor in your market.
- REP-02Google Places
Total review count
How many Google reviews the business has in total.
- REP-03Google Places
New reviews per month
Review velocity over the last 90 days.
- REP-04Google Places
Review growth trend
Whether review velocity is speeding up or slowing down over 6 months.
- REP-05Google Places
Owner reply rate
Share of reviews that got a reply from the owner.
- REP-06Google Places
Owner reply speed
Median days between a review and the owner's reply.
- REP-07Google Places
Star mix
Share of 1 and 2-star reviews versus 4 and 5-star.
- REP-08Google Places
Recent negative reviews
1 and 2-star reviews posted in the last 90 days.
- REP-09Google Places
Review recency
Days since the most recent review.
- REP-10AI review analysis
What customers praise AI, verified
Positive review themes, grouped with counts and real quotes.
- REP-11AI review analysis
What customers complain about AI, verified
Negative review themes, grouped with counts and real quotes.
- REP-12Review platforms
Reviews on other sites
Ratings and counts on Yelp, Facebook and BBB.
02 / 06
Search visibility
Being seen comes before being chosen.
11
Checks
25%
Weight
- VIS-01Local grid scan
Map-pack rank per keyword
Position in Google's top 3 map results for each money search.
- VIS-02Local grid scan
Grid coverage
In how many of 49 points across your area the business is top 3.
- VIS-03Local grid scan
Average grid rank
Average map position across all grid points and keywords.
- VIS-04Local grid scan
Share of search
Share of all map appearances across keywords and grid points.
- VIS-05Search results
Organic rank per keyword
Position in normal (non-map) Google results.
- VIS-06Search results
Keywords in the top 10
How many money searches the website ranks on page one for.
- VIS-07Search results
Pages that rank
Which pages of the site bring in search traffic.
- VIS-08Search results
Brand search result
Whether searching the business name shows a full profile panel.
- VIS-09Search results
Lead-site listings
Presence on Angi, HomeAdvisor and similar sites that rank.
- VIS-10Local grid scan
Service-area coverage
Cities in the service area where the business appears at all.
- VIS-11Local grid scan
Visibility trend
Month-over-month change in grid coverage and share of search.
03 / 06
Website
The website decides whether a visitor calls.
14
Checks
20%
Weight
- WEB-01PageSpeed Insights
Mobile speed score
Google PageSpeed performance score on mobile.
- WEB-02PageSpeed Insights
Desktop speed score
Google PageSpeed performance score on desktop.
- WEB-03PageSpeed Insights
Core Web Vitals
Pass or fail on loading, layout shift and responsiveness.
- WEB-04PageSpeed Insights
Mobile friendly
Readable text and tappable buttons without zooming.
- WEB-05Website crawl
Secure site (HTTPS)
Valid SSL certificate, no browser warnings.
- WEB-06Website crawl
Phone above the fold
Phone number visible without scrolling on mobile.
- WEB-07Website crawl
Click-to-call
Phone number is a tappable link on mobile.
- WEB-08Website crawl
Quote or contact form
A form to request a quote, and how far down the page it is.
- WEB-09Website crawl
Licence & insurance shown
Licence number or proof of insurance on the site.
- WEB-10Website crawl
Warranty & guarantees
Workmanship warranty or satisfaction guarantee stated.
- WEB-11Website crawl
Service pages
Number of dedicated pages for individual services.
- WEB-12Website crawl
City & location pages
Number of pages targeting specific cities in the area.
- WEB-13Website crawl
Reviews on the website
Testimonials or a review widget on the site.
- WEB-14Website crawl
Project photo gallery
Before-and-after or project photos on the site.
04 / 06
Google profile
A complete profile ranks and converts better.
11
Checks
15%
Weight
- GBP-01Google Business Profile
Primary category
Whether the main category matches what customers search for.
- GBP-02Google Business Profile
Secondary categories
Extra categories that widen the searches the profile shows for.
- GBP-03Google Business Profile
Photo count
Total photos on the profile, from owner and customers.
- GBP-04Google Business Profile
Photo freshness
Age of the newest owner-uploaded photo.
- GBP-05Google Business Profile
Posts in the last 30 days
How actively the owner publishes Google posts.
- GBP-06Google Business Profile
Hours completeness
Regular and holiday hours filled in.
- GBP-07Google Business Profile
Services listed
Number of services listed on the profile.
- GBP-08Google Business Profile
Business description
Description present and mentions key services and cities.
- GBP-09Google Business Profile
Q&A answered
Customer questions on the profile that have an answer.
- GBP-10Google Business Profile
Booking or quote link
A direct link to book or request a quote.
- GBP-11Google Business Profile
Profile attributes
Attributes like online estimates, veteran-owned or 24/7.
05 / 06
Ads & offers
Shows who buys their leads, and how they win on value.
11
Checks
10%
Weight
- ADS-01Google Ads Transparency
Google Search ads
Whether the business is running Google ads right now.
- ADS-02Google Ads Transparency
Google ad volume
Number of active ads and the searches they target.
- ADS-03Search results
Local Services Ads badge
Google Guaranteed or Screened badge shown above the map.
- ADS-04Meta Ad Library
Facebook & Instagram ads
Active ads on Meta platforms.
- ADS-05Google Ads Transparency
Ad offers & messaging AI, verified
The hooks used in ads, such as discounts or free estimates.
- ADS-06Website crawl
Free inspection or estimate
Whether a free inspection or estimate is offered.
- ADS-07Website crawl
Financing offered
Payment plans or financing options mentioned.
- ADS-08Website crawl
Warranty length
Years of warranty offered, compared side by side.
- ADS-09Website crawl
Public prices
Whether prices or price ranges are published.
- ADS-10Website crawl
Current promotions
Seasonal deals or discounts on the site or in ads.
- ADS-11Website crawl
Emergency service
24/7 or same-day emergency service offered.
From check to score
How one check becomes your market score.
Worked example from the sample report: Summit Ridge Roofing's review count.
01
131reviews
Collect the raw number
Pulled from Google for you and every competitor, with the date it was collected.
02
48percentile
Rank it against your market
131 reviews is below the middle of this market. In a smaller town it could be the top.
03
48reputation
Roll checks into an area
All 12 reputation checks combine into one area percentile.
04
62/ 100
Weight areas into one score
Six areas, weighted for your trade. Reputation counts for 25% for roofers.
06 / 06
Social & brand
Trust and staying top of mind.
9
Checks
5%
Weight
Facebook page
An active Facebook business page exists.
Facebook posting rate
Posts per month over the last 90 days.
Instagram activity
Instagram presence and posts per month.
Followers
Combined followers, ranked against the market.
Social links on website
Website links to the business's social profiles.
Years in business
How long the business has been operating.
Awards & certifications
Manufacturer certifications, trade awards and memberships.
BBB accreditation
Better Business Bureau accreditation and grade.
Video presence
YouTube channel or videos on the website.