LOCAL HOWL · WORKSHEET

Local SEO competitor worksheet

Record the exact query and search conditions. Keep Maps visibility separate from organic website rankings and business outcomes.

Download the editable worksheet (.xlsx)

Use the worksheet

Open the Audit log tab and enter your own source-backed records. Yellow cells are editable. Use one record per row.
Keep unknown information and dates blank until checked. Choose the appropriate status and record who owns the next action.
Use the Illustrative examples tab for format guidance, then keep those demonstration rows separate from your actual findings.

Process examples

Illustrative entries only. These are not client records, verified source checks or measured ranking results.

The competitor appears in the top three at more sampled points.

Location / device / grid settings: Record grid center, spacing, point count and cutoff
Source URL / export: Example grid export; no live source
Business / competitor: Illustrative business / competitor
Recommended action: Check matching scan settings and profile accuracy; do not infer the cause from coverage alone.
Confidence / basis: Unverified: demonstration, no actual scan
Action status: Needs source review

The competing service page explains a job type in more detail.

Location / device / grid settings: Record search location and device
Source URL / export: Example service page; no live source
Business / competitor: Illustrative business / competitor
Recommended action: Confirm customer need and actual service scope, then improve the relevant existing page.
Confidence / basis: Unverified: demonstration, no page check
Action status: Needs source review

A competitor appears in a relevant trade resource.

Location / device / grid settings: Record market and comparison period
Source URL / export: Example referring page; no live source
Business / competitor: Illustrative business / competitor
Recommended action: Inspect editorial relevance and eligibility before individual outreach; do not copy every link.
Confidence / basis: Unverified: demonstration, no backlink check
Action status: Needs source review

What to verify

For a Maps scan, save center, spacing, point count and rank cutoff. For an organic check, save location and device. Compare only matching conditions.
Confidence describes confidence in the observation, not proof that it caused a ranking difference.
Retain source URLs or export references. A single snapshot does not establish progress, traffic, requests or customers.