How to find local SEO competitors using Google Maps and Semrush

Executive overview

Most local businesses know their obvious rivals, but miss competitors in adjacent categories — a pizza place competes with every restaurant on Google Maps, not just other pizza places. Semrush's Listing Management tool surfaces who is actually ranking for your keywords in your area.

Tracking a mix of broad and specific keywords reveals the full competitive landscape you're invisibly fighting for.

Setting up and finding competitors

• Add your business to Semrush's Listing Management tool so it knows your location and category.
• Use at least one broad keyword (e.g. "restaurant" not just "pizza") — customers search both ways.
• Hit the heat map view to see who ranks for that keyword in your geographic area.
• Add specific keywords too (e.g. "wood fired pizza") — results will differ and reveal a different competitor set.
• Note the overlap across keyword searches; recurring names are your real rivals.

Expanding your keyword list

• Track up to 10 keywords inside the tool for maximum coverage.
• Use the built-in ChatGPT feature to surface keywords you haven't considered.
• Think beyond product terms — "family restaurant" or "best pizza in town" are search-intent keywords worth owning.
• Use competitor profiles and reviews to spot optimisation opportunities for your own listing.