📌 What the competitor benchmark does
GBP Audit compares your Google Business Profile with selected local competitors. These businesses influence benchmark scores and help show where your profile may need improvement.
🔍 Why the competitors may be incorrect
Competitor suggestions can include businesses that are not the right fit for your scope of work, service area, or industry. This may happen when businesses rank for similar local searches but do not offer the same services.
⚙️ How to change the benchmark
Competitors in a GBP Audit can be updated directly from the audit section of your project. Follow these steps to remove out-of-scope businesses and benchmark against the right ones.
- Open the project that contains the GBP Audit.
- Go to the GBP Audit section and open the competitor list used for the benchmark.
- Remove every business that is outside your scope of work, service area, or industry.
- Add the competitors you actually want to compare against by entering their business name or their Google Business Profile listing.
- Save the updated competitor list.
- Rerun the audit so the benchmark scores recalculate against the new competitor set.
After saving your changes, always rerun or refresh the audit before reviewing scores — the updated competitor list applies to audits generated after the change.
✅ Choosing relevant competitors
- Offer similar products or services.
- Serve the same local area.
- Target similar customers.
- Have a comparable business category.
- Compete for the same Google local searches.
Avoid selecting businesses that only appear nearby but do not provide comparable services or compete for the same customers.
🔄 When changes appear
After updating competitors, refresh or rerun the audit before reviewing scores. Previously generated reports and PDF exports may continue to show the earlier benchmark until a new audit is completed.
💬 Need help updating competitors?
If a specific business cannot be added or removed from your competitor list, have your project name, the GBP Audit you are working in, and the exact competitor names you want added or removed ready so our team can update the benchmark for you. If you need further assistance, open the chat widget in the bottom-right corner of the platform and type human teammate to be connected with a member of our team.