Competitor Analysis can now track businesses that have no physical address. You add them using a virtual address, a service area or just a website URL, and they appear in your ratings and review comparisons alongside everyone else. Online-only rivals no longer sit outside your reporting.

Which competitors can I add now?

You can add any competitor, whether or not they have a shop someone can walk into. Competitor Analysis previously relied on physical map locations, which left whole categories of rival invisible. Now you add them manually using whatever identifies them.

• Virtual addresses
• Service areas
• Website URLs

This suits online-only businesses, service-area businesses that travel to customers, and franchise or multi-region brands operating remotely.

How do I add one?

Adding a competitor now works through a search box with suggestions, so you do not have to type every detail yourself. Start typing and pick from the list to fill in the rest.

1. Go to Reputation, then Competitor Analysis.
2. Click Add a Virtual Business Manually.
3. Start typing the business name and choose from the suggestions that appear.
4. Confirm the details, which populate automatically from your selection.

Are virtual competitors included in the full analysis?

Yes. A virtual competitor is treated the same as a physical one across every part of the report. You are comparing like with like rather than seeing a partial picture.

• Ratings comparison
• Reviews benchmarking
• Keyword share tracking
• Overall competitive insights

Who should use this?

Any business whose real competition does not run a storefront. Consultants, online retailers, delivery-based services and mobile trades all compete with businesses that never appear on a map, and those rivals can now be measured.

You will find this under Reputation, then Competitor Analysis, then Add a Virtual Business Manually.

This update was originally released in March 2026. Menu locations may have changed since.