How to Audit Your Los Angeles Competitor’s SEO Strategy for Free (Without Hacking Their Website)
Let’s be real—we’ve all secretly wondered what our competitors are doing to dominate Google in Los Angeles. Are they sprinkling magic SEO dust? Paying off the algorithm? Or just actually knowing what they’re doing? Spoiler: It’s probably the last one. But here’s the good news: you don’t need a secret handshake or a big budget to figure out their game plan. Today, we’re breaking down how to audit your competitor’s SEO strategy for free, step by step. And hey, if you get overwhelmed, we’ll casually mention why our team at Sitelinx Organic SEO Agency (your friendly LA-based SEO company) exists. Let’s roll.
Why Bother Auditing Competitors? (Besides Schadenfreude)
Imagine this: You’re running a boutique coffee shop in Venice Beach, but the spot down the street keeps popping up first on Google. Annoying, right? Auditing their SEO isn’t about copying them—it’s about learning what gaps they’re leaving open for you to exploit. Maybe their “best SEO company in LA” title is just smoke and mirrors. Or perhaps their “local SEO” strategy is weaker than a decaf espresso. Either way, knowledge is power. And free tools? They’re your new best friends.
Step 1: Peek Under the Hood of Their Website
Websites are like cars—some look shiny but have a busted engine. Let’s start with the basics.
Check Their On-Page SEO (Without Breaking a Sweat)
- Title Tags & Meta Descriptions: Right-click their homepage, hit “View Page Source,” and search for
<title>ormeta name="description”. Are keywords stuffed like a Thanksgiving turkey, or do they read like a human wrote them? - Headers (H1, H2, etc.): Use a tool like Screaming Frog’s free version (crawl up to 500 URLs) to see if their headers are logical or just keyword salad.
- Content Quality: Skim their blog or service pages. Is it helpful, or does it sound like a robot wrote it after three energy drinks?
Pro Tip: If they’re on WordPress (and let’s face it, half of LA is), check if they’re using plugins like Yoast SEO. It’s like peeking at their homework.
Crawl Like a Bot: Technical SEO Basics
Grab a free site crawler (Screaming Frog, again) or use Google Search Console’s URL Inspection Tool (if you have access to their site—which you don’t, so maybe skip that). Look for:
- Broken links: 404 errors galore? Their site’s usability is probably a mess.
- Page speed: Use Google PageSpeed Insights. If their site loads slower than LA traffic at 5 PM, that’s a weakness.
- Mobile-friendliness: Google’s Mobile-Friendly Test will tell you if their site works on phones or just… doesn’t.
Why This Matters: Technical SEO services are where many businesses (even the “best SEO companies”) cut corners. If your competitor’s site is held together with digital duct tape, you’ve found an opportunity.
Step 2: Keyword Espionage (The Fun Part)
Ever wondered why their site ranks for “organic juice bar Los Angeles” but yours doesn’t? Let’s reverse-engineer their keyword strategy.
Free Tools for Keyword Intel:
- Google Keyword Planner: Plug their URL into this free tool. It’ll show you what keywords they’re bidding on (and which ones they’re ranking for organically).
- Ubersuggest: Type in their URL and get a list of their top keywords. Bonus: It shows their “SEO difficulty” score—aka how hard it’ll be to steal those rankings.
- AnswerThePublic: See what questions their content is answering. If they’re ignoring “Where’s the nearest vegan bakery in LA?”, that’s your cue.
Quick Takeaway: If their keywords are as generic as “best coffee shop,” they’re probably wasting money. Long-tail keywords (e.g., “cold brew near Culver City”) are where the real traffic hides.
Step 3: Backlink Sleuthing—Who’s Vouching for Them?
Backlinks are like Yelp reviews for Google. The more reputable, the better. Use these tools to see who’s linking to them:
- Ahrefs Backlink Checker (Free Version): Limited but still gold.
- Link Explorer by Moz: Free tier gives you a snapshot.
- Google “site:competitor.com”: Not fancy, but it works.
Red Flags: If their backlinks come from spammy directories or “buy essay” sites, their SEO agency isn’t earning their fee.
Step 4: Local SEO Showdown (Because LA Is Huge)
Local SEO is where small businesses win. Here’s how to check if your competitor’s “local dominance” is legit:
Google Business Profile Audit
- Search for their business name + “Los Angeles.” Does their profile pop up?
- Check their Google Business reviews: Are they responding to them? Do they have photos that aren’t stock images of palm trees?
- Look for local keywords in their posts: “Hollywood,” “DTLA,” “Santa Monica”—if they’re missing these, their marketing consultant needs a wake-up call.
FYI: At Sitelinx, we’ve turned local SEO into a science for LA businesses. Missing local keywords? That’s like forgetting to add avocado to your toast.
Step 5: Content Strategy—Decode Their Playbook
Content is king, but only if it’s not boring. Use these tricks:
- SEMrush’s Content Analyzer (Free Trial): See their top-performing blogs.
- BuzzSumo: Find their most-shared content.
- Check their blog frequency: Posting once a year? That’s not a strategy—it’s a hobby.
WordPress Users: If they’re on WordPress, peek at their blog structure. Are categories a mess? Tags nonexistent? That’s low-hanging fruit for you.
Step 6: Technical SEO Checkup (The “Boring” Stuff That Matters)
Technical SEO services separate the pros from the amateurs. Here’s what to look for:
- XML Sitemap: Is it submitted to Google Search Console?
- Canonical Tags: Are they avoiding duplicate content?
- SSL Certificate: Does their site start with “https” or just “http” (yikes)?
Fun Fact: 40% of small businesses ignore technical SEO. Don’t be like them.
When to Call in the Pros (Shameless Plug Alert)
Look, auditing competitors is fun—until it’s not. If you’re thinking, “I’d rather binge Netflix than fix canonical tags,” that’s where we come in. At Sitelinx Organic SEO Agency, we’re all about stress-free website management, technical SEO, and making sure your Google Business profile doesn’t look like a ghost town.
Why us? We’re one of the best SEO companies for small businesses in LA because:
- We speak human (no jargon, promise).
- We’ve fixed more WordPress SEO disasters than we can count.
- We’ll make your competitors audit you for once.
Free Tools Comparison Table
| Tool | Purpose | Why It’s Useful |
|---|---|---|
| Google Keyword Planner | Keyword Research | Reveals paid & organic keywords competitors target |
| Screaming Frog | Technical SEO Audit | Crawls sites for errors like a boss |
| Ubersuggest | Backlink & Keyword Analysis | Free competitor intel without the upsell |
| AnswerThePublic | Content Ideas | Uncovers questions your audience is asking |
FAQs (Because We Read Your Mind)
1. “Can I really do this without paying for tools?”
Absolutely. Free tools have limits, but they’re enough to spot glaring weaknesses. For deeper dives, though, even the best SEO companies use paid tools.
2. “How often should I audit competitors?”
Every 3-6 months. SEO moves fast—like LA drivers when they see a yellow light.
3. “What if I find technical issues I can’t fix?”
That’s what we’re here for. Sitelinx handles everything from WordPress SEO services to untangling backlink messes.
Wrapping Up (Go Forth and Conquer)
Auditing competitors isn’t about playing dirty—it’s about playing smart. Use these free tactics to find gaps, refine your strategy, and maybe even gloat a little when you outrank them. And hey, if you’d rather leave the sleuthing to an SEO specialist who actually sleeps, hit up Sitelinx Organic SEO Agency. We’re in LA, we love tacos, and we’re weirdly passionate about meta tags.
Final Thought: SEO isn’t a sprint; it’s a marathon with occasional traffic jams. Keep optimizing, stay curious, and remember—your competitors aren’t superheroes. They just haven’t met us yet. 😉
