Competitor analysis is a cornerstone of local SEO, but too many business owners and agencies guess at what their competitors are doing right. They assume it's reviews, or links, or maybe just luck. The truth is, with the right tools, you can see exactly what your competitors have set up in their Google Business Profile and across the web. PlePer is one such tool—a free Chrome extension that pulls back the curtain on your competitors' local SEO tactics.

What PlePer Does

PlePer is a Chrome extension designed for local SEO. Once installed, you can visit a competitor's Google Maps listing and the extension overlays additional data directly on the page. It reveals details that aren't immediately visible to the average user, such as:

  • Business categories – Both primary and secondary categories, which are critical for relevance.
  • Services – The specific services they list, which can help you match or exceed them.
  • Claimed profiles – Which platforms they've claimed, like Apple Maps, Bing, Yelp, and others.
  • Other hidden gems – Sometimes including attributes, products, or even ad data.

This isn't just data for data's sake. It gives you a concrete checklist of what your competitors have done to signal relevance to Google.

Why This Matters for Local Rankings

Google's local algorithm relies heavily on relevance, distance, and prominence. Relevance is largely determined by your business categories and the completeness of your profile. If a competitor ranks higher than you, there's a good chance they've optimized their categories and services more thoroughly. By using PlePer, you can see exactly which categories they've chosen and which services they list. Then you can mirror those on your own profile.

For example, if you're a plumber and your competitor lists "water heater installation" as a service, but you only have "plumbing" as a category, you're missing out on relevant searches. PlePer shows you that gap instantly.

How to Use PlePer for Competitor Analysis

Here's a step-by-step process to get the most out of PlePer:

  1. Install the extension – Go to the Chrome Web Store and search for "PlePer." It's free, so just add it to your browser.
  2. Open Google Maps – Search for a competitor in your area. Ideally, pick one that's ranking on the first page for your target keywords.
  3. Click on their listing – The PlePer data will appear as an overlay on the right side of the screen.
  4. Review the data – Note their categories, services, and claimed profiles. Look for anything you haven't done.
  5. Take action – Update your own Google Business Profile to match or improve upon what you find. Add missing categories, list the same services, and claim profiles on platforms like Bing, Apple Maps, and Yelp.

Repeat this for your top 3-5 competitors. Over time, you'll build a clear picture of what's working in your market.

Beyond the Basics: Advanced Tips

PlePer is a starting point, not a complete strategy. To truly close the gap, consider these additional steps:

  • Audit your own profile – Use PlePer on your own listing to see how you compare. You might discover gaps you didn't know about.
  • Monitor changes – Competitors update their profiles regularly. Check back monthly to stay ahead.
  • Combine with other tools – PlePer is great for on-page data, but pair it with tools like Ahrefs for backlink analysis and review monitoring to get the full picture.
  • Don't copy blindly – Use PlePer to identify what's proven to work, but always tailor it to your unique business. If a competitor has a category that doesn't apply to you, don't add it just because they have it.

Conclusion

PlePer is a powerful, free tool that turns competitor analysis from guesswork into a systematic process. By seeing exactly what your competitors have done—categories, services, claimed profiles—you can replicate their success and close the ranking gap quickly. The key is to use it consistently and act on the data you find.

Want to take your local SEO further? Start by auditing your own profile with PlePer, then build a complete strategy around your findings. And when you're ready to dive deeper into keyword research and backlink analysis, Try Ahrefs free for 7 days.