In business it is all too easy to think that your peers are your competitors. But they are not necessarily who your potential customer has in the frame as the other firm being considered. It is definitely worth taking a few seconds to Google your own firm and look at the "People also search for" box.
In the instance below, Critchleys, a chartered accountancy, based in Oxford, UK, has the names of several other Accountancy firms shown below their details. It is a very simple (and free) way to assess who the rest of the world think your competitors are.
Note: it seems that this search is very location based so if your customers come from a wide area it would be worth running Google searches from those different locations.