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Each WSI Franchise is an independently owned and operated business.
COMPETITIVE ANALYSIS
REPORT For Reliance Home Comfort
Created By: Bob Smith www.wsiworld.com
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COMPETITIVE ANALYSIS REPORT
Table of Contents
Executive Summary .............................................................................................................................................. 3
Data Analyzed ...................................................................................................................................................... 5
Website Audit ........................................................................................................................................................ 6
Site Speed .......................................................................................................................................................... 6
Cross-Platform Responsiveness ....................................................................................................................... 8
Broken Links ........................................................................................................................................................ 9
Site Analytics Detection ................................................................................................................................. 10
Contact Details Detection ............................................................................................................................ 11
Organic Search Audit ........................................................................................................................................ 12
Keyword Research .......................................................................................................................................... 12
Google Trends ................................................................................................................................................. 13
Your Google Resume ..................................................................................................................................... 14
Website XML Sitemap ..................................................................................................................................... 18
Pages Indexed by Google ............................................................................................................................ 19
Backlinks ........................................................................................................................................................... 20
Organic Search Traffic ................................................................................................................................... 21
Local Presence Audit ......................................................................................................................................... 22
Local Search Directory Listings ...................................................................................................................... 23
Online Reviews ................................................................................................................................................ 26
Paid Search Audit ............................................................................................................................................... 27
Paid Per Click Activity..................................................................................................................................... 27
Estimated Pay Per Click Budget ................................................................................................................... 28
Organic vs Paid ............................................................................................................................................... 29
Social Audit ......................................................................................................................................................... 30
Social Media Followers ................................................................................................................................... 31
Social Media Frequency ................................................................................................................................ 32
Social Engagement ........................................................................................................................................ 33
Competitive Analysis Recommendations ....................................................................................................... 35
Why Choose WSI For Your Digital Marketing Needs? .................................................................................... 37
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COMPETITIVE ANALYSIS REPORT
Executive Summary
Dear Andrew,
Thank you for this opportunity to develop and present this Competitive Analysis for your company,
Reliance Home Comfort
This competitive analysis report has been produced after an in-depth analysis of Reliance Home
Comfort and your direct competition in your industry. It analyzes important online marketing channels
as well as providing you conclusions of the data. Our further recommendations contained in this
report, are to effectively support the marketing of your key products and services as part of digital
marketing strategy on the internet.
At WSI, we understand how to leverage digital media. While creating this report, we put significant
effort into identifying the online opportunities for your company. They are real and we have the
capacity and expertise to implement the required program to capitalize on them.
We look forward to discussing the findings of this competitive analysis report and partnering with you
and to help your business harness the power of the Internet further.
Yours Sincerely,
Bob Smith
WSI Digital Marketing Consultant
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COMPETITIVE ANALYSIS REPORT
Client Information
The competitive analysis is the first step to building your Online Business! Implementing these strategies
will help you achieve your online business goals.
Business Name: Reliance Home Comfort
Contact Name: Bob Smith
Contact Phone Number: (905) 864-5555
Contact Email: [email protected]
Website Address: www.reliancehomecomfort.com
Competition Analyzed
Climate Sound -www.climatesound.com
Dr HVAC - www.drhvac.ca
Evam Canada - www.evamcanada.com
Furnace King - www.furnaceking.ca
GM Air 121 -www.gmair121.ca
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COMPETITIVE ANALYSIS REPORT
Data Analyzed
We gather and interpret the following data and use our findings as the basis of our
recommendations:
Website Performance - We test the technical performance of each website as well as other
technical factors that can affect customer usability and business conversions.
Organic Search - We test and analyze a number of key factors that directly contribute to a
website's ability in being indexed by the search engines and found by web visitors.
Paid Search - We test and analyze the level of paid search advertising activity all sites are
currently engaged in.
Local Search- We test and analyze how visible each business is within local search directories
like Google My Business and Yelp. We also inspect whether online reviews are available for
prospective customers to read.
Social Media - We test and analyze the level of social media engagement, the frequency of
content posted, as well how often the businesses are being shared socially.
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COMPETITIVE ANALYSIS REPORT
Website Audit What we test and why
Having a website that has excellent technical performance, as well as being designed to convert
visitors into customers is paramount. We test critical website factors that have a deep impact on the
overall integrity of your online marketing strategy - your website. Having your website technically
tuned and ready to convert web traffic to customers is critical to maintain.
Site Speed
Having a website load and respond quickly to visitors is a critical requirement when operating your
business online. Not only does it create a negative impression of your company and its brand, but it
also severely impacts how the website ranks within the search engines.
Desktop and Mobile Score
Google Page Speed Insights measures the performance of a page for mobile devices and desktop
devices. It fetches the url twice, once with a mobile user-agent, and once with a desktop user agent.
The PageSpeed Score ranges from 0 to 100 points. A higher score is better and a score of 85 or
above indicates that the page is performing well.
Page Load Time
According to surveys done by Akamai and Gomez.com, nearly half of web users expect a site to load in 2
seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds. Not only do site
visitors leave if the site doesn’t load quickly - so do the search engines. Today, Google and the other
search engines penalize any site’s search ranking due to having poor speed scores.
Server Response Time
Long web server response times delay page loading speeds. Page Speed expects your server to
begin responding to resource requests quickly to ensure a quick page load time. Google
recommends a server response time under 200ms.
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COMPETITIVE ANALYSIS REPORT
Company Name Desktop Score Mobile Score Avg Page Load
Time
Avg Server
Response Time
Reliance Home
Comfort 44 /100 39 / 100 2.16 sec 0.425 sec
Climate Sound 73 / 100 58 / 100 3.64 sec 1.315 sec
Dr. Hvac 67 / 100 53 / 100 1.32 sec 0.076 sec
Evam Canada 56 / 100 60 / 100 2.19 sec 2.299 sec
Furnace King 63 / 100 54 / 100 973 ms 0.472 sec
GM AIR 121 77 / 100 69 / 100 935 ms 0.305 sec
Conclusion
The site speed analysis suggests your website can be further enhanced by resolving many network-
independent aspects of page performance: the server configuration, the HTML structure of a page,
and its use of external resources such as images, JavaScript, and CSS. Implementing the suggestions
should improve the relative performance of the site.
The good news is that your competition is also suffering from many of the same issues, all resulting in
low desktop and mobile performance scores as rated by Google.
By improving load times of your site web pages, you will not only improve the visitor experience and
usability of your site, but it will also have a direct influence on your search engine ranking.
The hosting environment that your website is currently on is performing well. For some of your
competition, having a server response time of 200ms or higher is creating a bottleneck approach in
their overall site speed.
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COMPETITIVE ANALYSIS REPORT
Cross-Platform Responsiveness
A comScore report says smartphones and tablets combined now account for 6o percent of all online
traffic - this number is increasing every year. Today, having a website respond to the user’s behavior
and environment based on screen size, platform and orientation is not only critical - it’s today’s norm.
Having your website configured for mobile devices is one thing, but ensuring they provide a good
user experience whilst using the mobile site is another.
There are five rules that impact the mobile-friendly score received from Google:
1. Viewport Configuration - Triggered when Google detects your page does not specify a viewport or
specifies a viewport that does not adapt to different devices.
2. Font Legibility - Triggered when Google detects that text in the page is too small to be legible.
3. Use of Incompatible Plugins - Triggered when Google detects the use of plugins on your page.
4. Content to Viewport - Triggered when Google detects that the page content does not fit
horizontally within the specified viewport size, thus forcing the user to pan horizontally to view all the
content.
5. Size and Proximity of Links - Triggered when Google detects that certain tap targets (e.g., buttons,
links, or form fields) may be too small or too close together for a user to easily tap on a touchscreen.
Company Name Mobile User
Experience Score
Mobile Friendly Tablet Friendly
Reliance Home
Comfort 87 / 100
Climate Sound 92 / 100
Dr. Hvac 97 / 100
Evam Canada 100 / 100
Furnace King 95 / 100
GM AIR 121 62 / 100
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COMPETITIVE ANALYSIS REPORT
Conclusion
The cross-platform responsiveness test concluded that your website does respond to a variety of
different screen sizes and devices correctly. As you saw in the test results, some of your competitors
websites are not as technically proficient as you, leaving them vulnerable to poor visitor usability
experiences. Not only that, Google and other search engines will also penalize websites that do not
respond correctly on different screen sizes and devices.
One area to improve is the user experience within your mobile sites. Google now uses this score as a
“signal” to which site ranks where in the search engines.
Maintaining your website at it’s current technical ability is key. However, you must constantly stay
abreast of the ever-changing technical website landscape to ensure your website adheres to new
technical requirements in the future.
Broken Links
Broken links within a website have a hugely negative effect on a variety of aspects - Search Engine
ranking, Visitor Usability and eventually Lost Revenue. Fixing broken links is critical to ensuring your
website remains professional and usable at all times.
Company Name Amount of Broken Links
Reliance Home Comfort 0
Climate Sound 1
Dr. HVAC 0
Evam Canada 0
Furnace King 1
GM AIR 121 0
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COMPETITIVE ANALYSIS REPORT
Conclusion
The broken link test concluded that 0 links are currently broken within your website. Your competition,
however, did have a couple of issues with links being broken.
Continuous maintenance of the internal and external hyperlinks inside of your website most remain a
priority of your organization. Should broke links appear, the professionalism and overall usability of
your website will be compromised.
Site Analytics Detection
Installing and correctly setting up website analytics is very important for tracking many aspects of
your website. More importantly, it delivers key business intelligence that you can use to track your
marketing efforts and ROI. Without website analytics, it becomes near impossible to track the
effectiveness of any online and offline marketing strategy.
Company Name Analytics Tracking Installed?
Reliance Home Comfort
Climate Sound
Dr. HVAC
Evam Canada
Furnace King
GM AIR 121
Conclusion
Our website analytics test confirms that your website, as well as competitors’ websites, are correctly
set up with website analytics. However, our tests do not conclude on whether the analytics is being
correctly analyzed and interpreted to make better business decisions.
Having website analytics installed on the website is only the first step to truly analyzing your online and
even offline marketing strategy. By correctly setting up and tracking conversions, events, and other
offline marketing initiatives, you can truly establish a 360-degree view of all marketing investments
you make.
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COMPETITIVE ANALYSIS REPORT
Contact Details Detection
Consumers surfing the web today seek instant gratification. Should they be looking for information, a
particular product, or just a telephone number - if they don’t get almost instantly, they have a high
chance of abandoning the website in search of somewhere else that will give the information they
seek - quicker, easier. Having contact details, present and consistent on every page of a website
virtually guarantees a happy customer.
Company Name Contact Details Present?
Reliance Home Comfort
Climate Sound
Dr. HVAC
Evam Canada
Furnace King
GM AIR 121
Conclusion
Our Contact Detail Detection analysis has concluded that your website, as well as your competitors,
have contact details present on the websites.
Making your contact details visible throughout your website is a simple way to guarantee user
satisfaction, as they look for those details.
By adding further methods of communication on the website, you can further increase your lead
conversion as well as providing an excellent user experience.
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COMPETITIVE ANALYSIS REPORT
Organic Search Audit What we test and why
Being found by a prospective or existing customer, easily and efficiently through a simple search of a
search engine, has now become the required default standard of operating a business online. If you
cannot be found online, your business is virtually invisible to the mass majority of people looking for a
business like yours.
We test a number of key factors that directly contribute to a website's ability in being indexed by the
search engines and found by web visitors.
Keyword Research
There are literally thousands of “keyword phrases” that site visitors can type into a search engine.
Being able to identify the keyword phrases that will bring targeted site visitors to your website is very
important for the success of a search marketing strategy.
Here is a very brief list of keyword phrases and their monthly search volumes. This is intended to
demonstrate that web users are actively searching for your products and services online.
Keyword Phrase Avg. Monthly Searches
Tankless water heater
90,500
Water heater repair 12,100
Furnace repair 8,100
HVAC contractor 4,400
HVAC repair contractor 1,600
Heating and air conditioning contractors 1,000
Heating contractors 720
Air conditioner service 180
Furnace repair 140
Gas furnace repair
120
Total Avg Searches Per Month 118,860
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COMPETITIVE ANALYSIS REPORT
Conclusion
The keyword phrases that we have researched, are only a very small cross-section of the keyword
phrases your potential customers are searching when looking for companies like yours.
As you can see from the 10 keyword phrases, there are on average 118,860 searches each month,
conducted by website users in your area, looking for the services you offer.
I’m sure you’ll agree, that potential volume of new visitors to your online properties can lead to
significant new and repeat business for your company.
At WSI World, we would continue our keyword research analysis to determine even more potential
keyword phrases that would drive web traffic to your website and other web properties.
Google Trends
As a further insight, we have taken your top products/services and can reveal trending search
interest throughout the year for them. This information verifies possible seasonal interest in your
products/services, but more importantly it illustrates the search popularity for these search terms over
time.
Air Conditioner Repair Furnace Repair Water Heater Repair
Conclusion
Further analysis of trending search interest, would provide a fantastic insight into the general intent of
your prospects and customers whilst looking for you and your products/services.
On only looking at 3 of your top products/services, it would be a strong marketing tactic to adjust
your marketing focus towards the search trend interest dynamically throughout the year. This would
ensure that you're online, as well as offline marketing initiatives would correctly align with the search
intent of your prospects and customers.
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COMPETITIVE ANALYSIS REPORT
Your Google Resume
Over the last 15+ years, profound shifts have occurred in the way we actively seek out businesses,
their products, and services. The Internet, but more specifically search engines have truly
revolutionized the way your prospective customers look for you.
Today, web users practically complete their entire buying cycle online, and in many cases, all without
stepping away from a computer.
Awareness → Research → Comparison → Purchase.
In short, if you cannot be found within the main search engines when a prospective customer
searches a relative keyword phrase - you’re invisible. You don’t exist.
The following examples are screenshots of the 1st page of Google when typing in the following
keywords into Google Search.
HVAC contractor
Furnace repair
Air conditioner service
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COMPETITIVE ANALYSIS REPORT
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COMPETITIVE ANALYSIS REPORT
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COMPETITIVE ANALYSIS REPORT
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COMPETITIVE ANALYSIS REPORT
Conclusion
After inspecting the 1st pages of Google’s Search Engine Results Pages (SERP), it appears that your
company can vastly improve on its 1st-page presence.
By ranking on the 1st pages of SERPs, you are increasing your business visibility significantly. This in turn,
increases the volume of traffic to your website and eventually lead and sale conversions.
By looking at your “Online Google Resume”, it can easily illustrate the reality that your “real”
competition is dominating the search engines and taking valuable market share away from your
company.
By investing in a long-term search optimization strategy, as well as other digital marketing activities,
you can increase your search saturation, making it easier for your prospects and customers to find
you, no matter what they type into the search engine.
Website XML Sitemap
For Search Engines to find the pages contained within a website - they need a map. The XML
sitemap is an essential component that must be present on a website, so that when the search
engine “robots”, arrive at the site, they can easily navigate it and more importantly, determine what
the site and its pages are all about. This critical element can be the difference to being found on the
internet or not.
Company Name XML Sitemap Present?
Reliance Home Comfort
Climate Sound
Dr. HVAC
Evam Canada
Furnace King
GM AIR 121
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COMPETITIVE ANALYSIS REPORT
Conclusion
After analyzing your web property, we can conclude the presence of the XML sitemap on your
website. Some of your competition, however, have not correctly set up this critical component to
maximizing their search engine visibility and ranking.
As your website changes and grows, please be sure to check and validate that the XML sitemap
continues to reflect the correct pages currently existing on the website. Having a broken or out of
date XML sitemap will damage your reputation with search engine spiders, causing further harm to
search engine positioning.
Pages Indexed by Google
Having more pages available for the search engines to index, provides a solid indicator that your
website contains content - the more content the better. By increasing your content volume within
your website - you’ve effectively increased the chances of your web pages being displayed for an
ever increasing amount of keywords the web user can type in order to search for you.
Also, having unique content on the website, provides a much better “targeted” experience for the
end user. Having content that matches their original search query only enhances the user
experience with your website and company.
Company Name Amount of Pages Indexed?
Reliance Home Comfort 10,700
Climate Sound 43
Dr. HVAC 39
Evam Canada 58
Furnace King 55
GM AIR 121 68
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COMPETITIVE ANALYSIS REPORT
Conclusion
After analyzing the page indexed volume for your website, we can safely conclude that your
company far exceeds that of your competitors.
You have clearly invested in continuous content development, adding it to your website for the end
users to read and for the search engines to index.
Be sure to maintain a constant content marketing strategy and further grow the page volume within
your website with the new content. Ensure you maintain a finger on the pulse, with constant research
on what web users are searching for and delivering targeted content that matches their search
intent.
Backlinks
Having a high volume of links linking to your website (backlinking), is another critical factor search
engines use to determine a website's popularity on the web. A backlink to a website is seen as a vote
of popularity - the more votes you get, the higher you climb in the search engines.
Having a large volume of backlinks to your website is important, but what is equally important, if not
more, is how unique websites in total are actually linking to you.
Company Name Total Active Backlinks Unique Referring Websites
Reliance Home Comfort 17,495 443
Climate Sound 857 51
Dr. HVAC 294 47
Evam Canada 158 39
Furnace King 40 15
GM AIR 121 5 2
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COMPETITIVE ANALYSIS REPORT
Conclusion
After analyzing the volume of links and a number of unique websites linking to your website, we can
safely conclude that you are actively engaged in quality link building strategies. Not only do you
have a significant volume of backlinks to your website - but a number of unique websites linking to
you will have a positive impact on your search engine rankings.
A continuous quality link building strategy must be maintained to enforce a dominant search engine
ranking. Gone are the days of attributing random backlinks to your website. Building and maintaining
a strategy that delivers genuine and highly influential backlinks to your website is a priority.
Organic Search Traffic
Optimizing a website for a variety of target keyword phrases is the goal. By identifying which way
prospective customer searches for you, and building content to support the search query virtually
guarantees search dominance. Being found for a wide variety of keyword phrases, increases your
search engine traffic to your website. Not only will you increase lead and sales conversations by
increasing search traffic, you will also be taking valuable search visibility away from your competition.
Company Name Estimated Traffic from Search
Engines
Estimated Number of keywords
Ranked For
Reliance Home Comfort 35,000 / month 1,500
Climate Sound < 50 / month 15
Dr. HVAC 250 / month 20
Evam Canada < 50 / month < 10
Furnace King < 50 / month < 10
GM AIR 121 < 50 / month < 10
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COMPETITIVE ANALYSIS REPORT
Conclusion
After analyzing how many keywords your website is ranked for, we can conclude that you receive a
much better share of search engine traffic - well above your competition.
Your competition lacks a significant search strategy, hindering their ability to rank for a variety of
different keyword phrases their prospects and customers are using when looking for them. As a result,
the amount of visitor traffic to their websites is also significantly lower.
Be sure to maintain and improve on the volume of different keywords the website can be found on.
By doing so, you will continue to grow the volume of web traffic as well as the conversions within the
website.
Local Presence Audit What we test and why
According to Google, 43% of total Google search queries are for local businesses - and that number
has been climbing each year. 50% of those searches are done on a mobile phone - And in a further
survey, 80% of local business searched from a mobile phone convert into a lead or a sale.
Your business must be found when someone locally searches for your products/services. Any business
not showing up is losing a significant amount of business.
On top of being found within local search results, having online reviews is now equally important.
Users looking to do business with you read reviews and absorb feedback made about many aspects
of your business operations, products, and services. If you have no reviews, this can make it harder for
prospective customers to consider doing business with you. Negative reviews will naturally repel
business away from you, whilst positive reviews will attract customers to you.
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COMPETITIVE ANALYSIS REPORT
Local Search Directory Listings
We test four main local directories, Facebook, Google My Business, Yelp, and Foursquare. They serve
as the most popular destinations people rely on when looking for a business in their local area. These
popular local search directories provide so much information about local businesses, from map
location to reviews, it’s all critical information a person needs today to find a local business for their
needs.
Reliance Home Comfort
Climate Sound
Page 24
COMPETITIVE ANALYSIS REPORT
Evam Canada
Dr. HVAC
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COMPETITIVE ANALYSIS REPORT
GM Air 121
Furnace King
Conclusion
After analyzing your local presence, we can conclude that further effort should be considered to
better optimize your local search visibility. It’s important to have a listing with the local search
directories, but it’s equally important to follow their editorial guidelines, to ensure you maximize your
exposure within them. Foursquare is the only local directory you did not display in. By having a profile
on Foursquare, you will further maximize your local search reach.
Your competition has a mixed amount of local search optimization with no real dominant leader.
By further optimizing your existing local search directories with further information, photos and
reviews, you will continue to enhance your local search visibility and value to your end customers.
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COMPETITIVE ANALYSIS REPORT
Online Reviews
Having a positive online reputation has become a critical component in securing trust with prospects
and customers. Today, reading online reviews about a business, prior to contacting and visiting them,
has become part of the everyday process online. By accumulating positive reviews about your
business online, it will further increase your online and even offline lead and sales conversions.
We inspect if you have any reviews online, especially within Google’s own directory “Google My
Business” which is a prime destination for company reviews.
Company Name Reviews Online? Reviews Published on Google
Business?
Reliance Home
Comfort
Climate Sound
Dr. HVAC
Evam Canada
Furnace King
GM AIR 121
Conclusion
After our investigation, we can conclude that you do have online reviews available and searchable
from within the search engines. However, no reviews were present within Google’s own central
location for reviews.
Some of your competition, however, have taken better advantage of the situation, by having their
customers write reviews within Google’s local listing of the company.
By asking your customers to write their reviews in Google, you will not only maximize visibility of the
reviews being written but will also benefit from the further search factors given to companies that
have reviews written on the Google platform.
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COMPETITIVE ANALYSIS REPORT
Paid Search Audit What we test and why
Paid Search marketing can significantly increase a company's online presence, displaying paid
advertisements that are highly targeted and relevant to web users. By using paid search advertising,
you are able to display your ads not only within the search engines but throughout a variety of “ad
networks” consisting of many other online properties.
Alongside search engine optimization, paid search advertising can garner more real estate for your
brand on the results page — and if you’re not there, your competition surely will be.
We investigate and analyze the level of paid search advertising activity your competitors are
currently engaged in. This, compared to your own paid search activity will give you an indication of
aggressiveness of their own paid search advertising activities.
Paid Per Click Activity
Similar to organic search strategies, optimizing your paid search advertising to appear for a variety of
different targeted keywords, will net greater amounts of clicks on the adverts themselves. In turn, this
leads to increased website traffic being sent from the ads.
Company Name Estimated Paid
Keywords Volume
Estimated Monthly
PPC Clicks
Reliance Home Comfort 536 1.3k
Climate Sound 14 197
Dr. HVAC 3 0
Evam Canada n/a n/a
Furnace King 5 0
GM AIR 121 8 99
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COMPETITIVE ANALYSIS REPORT
Conclusion
After our analysis of your paid search advertising, we can conclude that you have a good amount of
keywords being used within your campaigns. This variety of keywords demonstrates to us you will gain
a good average amount of traffic to your website as a result of a number of different keywords used.
Your competition looks like they are not actively leveraging the power of paid search advertising. This
naturally gives you an immediate advantage over them.
Constant management of paid search advertising campaigns is required at all times. Ensuring that
only targeted keywords are being used, as well as keywords that are clearly demonstrating
conversions within your website. Be sure to constantly monitor and manage your active paid search
campaigns to maintain good advertising visibly and existing conversion rates.
Estimated Pay Per Click Budget
As with all forms of marketing, having a dedicated budget to invest is important. Without a
sustainable investment within paid search advertising, the results may not provide a sizeable return on
investment to justify the strategy.
Company Name Estimated Monthly Ad Budget
Reliance Home Comfort $4.9k
Climate Sound $615
Dr. HVAC n/a
Evam Canada n/a
Furnace King n/a
GM AIR 121 $88
Conclusion
Our analysis has identified that you have a consistent monthly investment being made towards paid
search advertising - Your competition, however, is not.
It’s important that you constantly look at your budget allocation to paid search advertising, and
ensure you are maximizing your return on your investment.
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COMPETITIVE ANALYSIS REPORT
Organic vs Paid
Diversifying your organic and paid advertising efforts is very important. Being found within the organic
search results is a desirable outcome of any online marketing strategy. However, augmenting
organic search with the compounding effects of paid advertising can yield more than double the
search traffic for any business. Next, we look at the mix of organic and paid advertising.
Reliance Home Comfort
Climate Sound
GM Air 121
Dr. HVAC
Evam Canada - Inconclusive
Furnace King - Inconclusive
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COMPETITIVE ANALYSIS REPORT
Conclusion
After our analysis of paid and organic search investments, we’ve concluded that you have had a
good mix of activity between the online marketing strategies. You have a significant amount of
good organic search traffic, providing you the luxury of reducing the budget and activity related to
paid search advertising.
Your competition, however, does not have great organic search results and, therefore, depends
more on the investment of paid search advertising.
It is important to continually invest in your organic search strategies, but equally having a paid search
strategy to complement it. Having a mix of both paid and organic strategies will ensure a formidable
dominance in the search engines.
Social Audit What we test and why
There’s no denying, being visible and active within social media has become a critical playing field
for companies to acknowledge and participate in.
Social media has revolutionized business, to the point where it can be a primary destination where
prospects and customers first learn about your products and services. It’s the digital equivalent of the
water cooler, where everyone stands around and engages in some form of communication about
the business and everything else in between.
If you’re not found in social the social media landscape, you are quite possibly invisible to the masses.
More importantly, if your company is on social media, but no conversations or engagement is
happening within them, your business is potentially being perceived as the ghost town nobody wants
to visit - why?
Looking at the level of social media engagement, the frequency of content posted, as well how
often the business is being shared socially are all indicators that confirm a good social media strategy
is in place within an organization.
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COMPETITIVE ANALYSIS REPORT
Social Media Followers
As a result of a company's social media activities, how many people are interested? Social media
engagement is a measurement of how many people have pro-actively joined and are willing to
receive information from your social media accounts.
Reliance
Home
Comfort
Likes:
11,590
Followers:
1,140
Followers:
5
Followers:
4,643
Subscribers:
195
Followers:
14
Climate
Sound
Likes:
998
Followers:
27
Followers:
0
Followers:
527
Subscribers:
44
Followers:
1
Dr. HVAC
Likes:
108
Followers:
133
Followers:
24
Followers:
0
Subscribers:
0
Followers:
8
Evam
Canada
Likes:
64
Followers:
84
Followers:
46
Followers:
78
Subscribers:
0
Followers:
0
Furnace
King Likes:
n/a
Followers:
162
Followers:
107
Followers:
22
Subscribers:
0
Followers:
0
GM AIR
121
Likes:
Followers:
Followers:
Followers:
Subscribers:
Followers:
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COMPETITIVE ANALYSIS REPORT
unknown unknown 0 0 0 0
Conclusion
After reviewing the main social media properties, we can conclude that across the majority of them,
you have a good level of engagement from a large number of web users wanting to engage
directly you.
Your competition does also have good social media penetration but lacks the engagement levels of
people wishing to join and participate with their brand in a social media space.
It’s important to recognize that by simply having a social media account, does not guarantee
people willing to join and engage you in it. Continue to use your social media accounts as
continuous communication channels for your brand. Always look for unique ways to attract new
followers to your accounts as well as keeping them engaged when they join.
Social Media Frequency
Continuous posting of engaging content into your social media channels is paramount. A company
that neglects their social media account, by not posting frequently and consistently will turn off many
social media users. Needless to say, the social media engagement will start to dwindle and die off
completely.
Company Name Twitter:
Average Between Posts
Facebook:
Average Between Posts
Reliance Home Comfort 12 hours 20 hours
Climate Sound 1 day 2 days
Dr. HVAC > 1 week > 3 weeks
Evam Canada > 2 weeks > 3 days
Furnace King n/a n/a
GM Air 121 n/a n/a
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COMPETITIVE ANALYSIS REPORT
Conclusion
After our analysis of your social media frequency, we can conclude that your organization has a
good level of posting frequency within your social media account.
Your competition, however, does not have a consistent frequency of posting into their social media
accounts.
Maintaining your frequency levels will be key moving forward. Continue to look for any ways you can
increase your social media frequency to gain further engagement from your customers in social
media.
Social Engagement
When visitors come to your website, they not only consume information on it, but they also judge its
content on the value of being able to share it with their own social followers. This level of social
syndication is deeply sort-after, as your company and website are passively promoted by site visitors
to literally thousands of other potential customers. Getting site visitors to share your content within
their social circles is a good measure of the quality of content you are publishing.
The better the quality + more social sharing = more traffic & sales.
Reliance Home
Comfort 114
Facebook Mentions
190
Twitter Tweets
9
Google +1’s
Climate Sound
4,130
Facebook Mentions
14
Twitter Tweets
110
Google +1’s
Dr. HVAC
0
Facebook Mentions
6
Twitter Tweets
1
Google +1’s
Evam Canada
9 1 1
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COMPETITIVE ANALYSIS REPORT
Facebook Mentions Twitter Tweets Google +1’s
Furnace King
9
Facebook Mentions
1
Twitter Tweets
1
Google +1’s
GM AIR 121
0
Facebook Mentions
0
Twitter Tweets
0
Google +1’s
Conclusion
After analyzing how many web visitors post to Facebook, Twitter and Google+ about your company,
we can conclude that a good level of content is being perceived as good viral information to
spread into social media channels by your website visitors.
Your competition is certainly lagging behind. This indicates that the content they post inside their
website is not worthy material to be shared within social circles.
It’s important to continue to output informative and valuable content within your website. Always
consider the quality of the material by how likely it is to be shared by your site visitors to their social
circles.
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COMPETITIVE ANALYSIS REPORT
Competitive Analysis Recommendations
Website
Throughout our website audit tests, your websites ranked very well in comparison to your competition.
Our only recommendation in this area is to inspect and fix the websites current speed score issues.
Your current website speed score is not great, and will quite possibly deteriorate further if further
action is not taken. As a result of ongoing speed related issues, you may see penalties imposed by
the search engines on your website, as well as a reduction of leads and sales as a response to poor
usability of the site.
Organic Search
Your current organic search strategy appears to be dominating your nearby competition. However,
our tests did reveal that you may not be ranking high enough for some of your critical keyword
phrases that can provide significant web traffic to your website.
Being found in the search engines for a multitude of keyword phrases is critical and must become a
continuous task within your online marketing strategy. WSI specializes in Adaptive SEO, which is a
comprehensive approach to search optimization and the many tactics needed to rank naturally and
highly in the search engines today.
We recommend that that a deeper analysis of your keywords takes place, coupled with a strategic
content marketing strategy to further develop valuable content for website visitors and search
engines to index.
The long-term goal would be to rank an increasing amount of targeted keywords on the 1st pages of
the search engines.
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COMPETITIVE ANALYSIS REPORT
Local Search
As we inspected the 4 main local search directories, we did discover that Reliance Home Comfort is
not fully leveraging these key, high-traffic local directories that users are visiting to discover local
business like yours.
Your competition analyzed have done a better job in reflection, of setting profiles on the 4 main local
directories as well as further maximizing their profile information within the directories.
In addition to the main local search directories, we also inspected online reviews for the companies.
Although Reliance Home Comfort has excellent online reviews, no reviews have been published in a
critical area – Google Online Reviews directory.
We recommend that you fully leverage the 4 local search directories as well as developing a
strategy to ensure online reviews are leveraging Googles own online review area.
Paid Search
Our analysis of your website’s paid search strategy, compared to that of your competition, shows you
are dedicating a healthy budget towards this online marketing tactic and are well ahead of their
involvement in paid search advertisement.
However, we would recommend that a more in-depth audit of your Paid Search campaigns take
place, in order to discover further cost savings in your paid advertising spending.
It’s a further recommendation to ensure that that constant maintenance of your campaigns is taking
place, to further ensure that the keywords used in your campaigns, match the ads being displayed
and are also relevant to the landing pages the ads are driving your traffic too. Should any of your
campaign components be misaligned, it would be likely you are paying more for your paid
advertising as a result.
Social
Reliance Home Comfort has great social media penetration, compared to that of your competition.
In addition, the frequency that you posts to your social media channels is a further indication that
you are managing your social marketing strategy very well.
Our only recommendation would be to develop stronger content marketing strategies and initiatives
to drive social sharing from within your website. This will inadvertently promote your brand and drive
more traffic to your website and services you offer.
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COMPETITIVE ANALYSIS REPORT
Why Choose WSI For Your Digital
Marketing Needs?
If you want results-driven solutions and unmatched client services, you can count on us. We have the
experience and proven track record to help your company establish its authority in your specific
market vertical. What sets WSI apart from other Internet consulting companies? Our extensive
experience, customized solutions, and converting online visitors to customers for outstanding results
separate us from the pack!
Experience:
With more than 20 years of experience in Internet marketing, WSI has the knowledge and tools to
take your brand to the next level. Unlike many other Digital Marketing agencies, we provide a full
suite of digital marketing products and services – making WSI your one-stop shop team for
exceptional online marketing services.
Products and Services:
Digital Marketing Consulting
Creative Web Designs
Responsive Website Development
Mobile Development
Paid Search Marketing (PPC, Display Advertising, Re-Marketing)
Search Engine Optimization
Email Marketing Campaigns
Social Media Optimization
Online Reputation Management
Customized Solutions:
Our creative Internet marketing solutions are individually formulated to make your brand stand out
from the crowd. We develop a plan that works for you and continue to provide ongoing support to
ensure that your plan is carried through to its potential.
Results:
Over the past 20 years, WSI has constantly increased its client’s online presence by successfully
converting website visitors to customers and doubling traffic to clients’ websites. Our Digital Marketing
Lifecycle methodology maintains consistency of all deliverables. It allows us to track and manage
results while keeping all parties on target. Our innovative designs and outstanding results have
received numerous awards year after year!
If you want Internet marketing that works, chose WSI and our team.
