Understanding what competing salons are doing online reveals opportunities to differentiate and outperform. Competitor analysis isn't about copying—it's about understanding the competitive landscape, identifying gaps, and developing strategies that give your salon an advantage in search results and attract more clients.
Identifying Your SEO Competitors
Your SEO competitors may differ from your traditional business competitors:
Types of Competitors
- Direct competitors: Similar salons in your local area
- Chain salons: National franchises with local presence
- Directory sites: Yelp, StyleSeat, Vagaro
- Content competitors: Sites ranking for your target keywords
- Specialty competitors: Niche services (bridal, barbershops, etc.)
Finding SEO Competitors
- Search your target keywords and note who ranks
- Use SEO tools to identify ranking competitors
- Check local map pack results
- Analyze who appears for different service searches
Keyword Gap Analysis
Discover keywords your competitors rank for that you don't:
Gap Analysis Process
- Export competitor keyword rankings
- Compare to your current rankings
- Identify valuable keywords you're missing
- Prioritize by search volume and relevance
- Create content to target gaps
Tools for Gap Analysis
- Ahrefs Content Gap
- SEMrush Keyword Gap
- Moz Keyword Explorer
Content Analysis
What to Analyze
- Content types: Blogs, galleries, videos, tutorials
- Content depth: Word count, comprehensiveness
- Content topics: What subjects they cover
- Content quality: Photography, writing, usefulness
- Content frequency: How often they publish
- Social content: Instagram, TikTok, Pinterest strategies
Identifying Content Opportunities
- Services or trends they've missed
- Topics you can cover better
- Formats they don't use (video tutorials, transformation galleries)
- Questions they don't answer
- Local content gaps
Backlink Analysis
Understanding competitor link profiles reveals link building opportunities:
Backlink Metrics to Review
- Total referring domains
- Domain authority distribution
- Types of linking sites
- Anchor text patterns
- Link velocity over time
Link Opportunity Discovery
- Local sites linking to competitors but not you
- Directories and listings they use
- Local blog and media features
- Industry associations
- Product brand partnerships
Technical SEO Comparison
Technical Factors to Compare
- Page speed scores
- Mobile usability
- Core Web Vitals
- Site structure and architecture
- Schema markup implementation
- Booking system integration
Identifying Technical Advantages
- Areas where competitors are weak
- Technical innovations they use
- User experience differences
- Functionality gaps (online booking, virtual consultations)
Local SEO Analysis
Google Business Profile Comparison
- Categories used
- Review counts and ratings
- Post frequency
- Photo quantity and quality
- Response practices to reviews
- Special offers and promotions
- Q&A activity
Local Presence Analysis
- Citation presence and accuracy
- Local content depth
- Location page optimization
- Local link profiles
- Community involvement
Social Media Analysis
Social media is crucial for salons—analyze competitor strategies:
Platforms to Analyze
- Instagram: Posting frequency, engagement, hashtags
- TikTok: Video content, trends, virality
- Facebook: Community engagement, reviews
- Pinterest: Style boards, traffic generation
What to Track
- Follower counts and growth
- Engagement rates (likes, comments, shares)
- Content types that perform best
- Posting frequency and timing
- Influencer partnerships
- User-generated content strategies
Website Analysis
User Experience Factors
- Design quality and professionalism
- Navigation structure
- Service menu presentation
- Booking system ease of use
- Mobile experience
- Before/after gallery quality
Conversion Elements
- Booking button placement and visibility
- Chat functionality
- Click-to-call implementation
- Trust signals (certifications, awards)
- Social proof (reviews, testimonials)
- Stylist bios and credentials
Pricing and Service Analysis
What to Compare
- Service menu breadth and depth
- Pricing transparency
- Package and promotion offerings
- Specialty services
- Product retail integration
Creating a Competitor Analysis Report
Key Components
- Competitor overview and positioning
- Keyword comparison and gaps
- Content analysis and opportunities
- Backlink profile comparison
- Technical SEO comparison
- Local SEO analysis
- Social media performance
- SWOT summary
- Actionable recommendations
Turning Analysis into Action
Priority Actions
- Quick wins: Low-effort, high-impact opportunities
- Content gaps: Services and topics to create content for
- Link opportunities: Sites to pursue links from
- Technical fixes: Speed, mobile, schema issues to resolve
- Differentiation: Unique services or angles to emphasize
Ongoing Competitor Monitoring
Competitor analysis isn't a one-time task:
- Set up ranking tracking for competitors
- Monitor new content they publish
- Track their backlink growth
- Watch for website and service changes
- Follow social media activity
- Review quarterly and adjust strategy
Compete Strategically
Competitor analysis reveals the competitive landscape, but the goal isn't to copy what others do. Use these insights to find your unique advantages—services you can offer better, audiences you can serve more specifically, and approaches that differentiate your salon.
The most successful salon SEO strategies combine competitive intelligence with original thinking. Understand what's working for competitors, then find ways to do it better, differently, or in areas they've overlooked. That's how you build sustainable search visibility in a competitive local beauty market and attract clients who are the perfect fit for your salon.