If you notice that your competitors have a much higher average number of links than your business in the Links & Authority section of your Local Search Audit report, don’t worry.
We get the data about the average number of links your competitors have from Moz, which looks at the URL or website that your competitors’ Google My Business profiles link to.
In some cases, the website or URL that your competitors have added to their Google My Business listing is actually part of a larger network and therefore has hundreds of links that won’t all be attributed to them. So you’ll need to take this data in context.
Take this cafe for example:
They have 7,359 links but their competitors have 60,451. In this instance, it’s likely that their competitors have added a website to their Google My Business profile that’s skewing this data.
If we scroll down to the Google My Business section and click on the names of each competitor (as shown below in the red box) we can check.
When we click on a competitor in the Google My Business section, a new webpage will open displaying their Google My Business profile (as shown in the red box below).
If we click on the button called ‘Website’ in their Google My Business listing (as shown in the red box below) we’re able to see which website they’re linking to and if it’s their actual website or a different one that’s skewing the data.
In this instance, it’s a shopping mall website which is likely to be skewing the number of links this competitor has in the Links & Authority section of this report.