LocalU Advanced Workshop Competitive Analysis

How to do Competitive Analysis

for Local Search

Choosing Competitors & Analyzing Keywords

Mary BowlingCo-founder – Ignitor Digital

@MaryBowling

http://www.thebuckler.com/

Competitors?

http://www.thebuckler.com/

Which Categories?

apartment vs

apartments

apartment

&

apartments

SERPs the same except for news items

No snack pack

No individual apts

Apartments

No snack pack

No individual apts

@MaryBowling : Ignitor Digital

Barnacle

onto these sites:

ApartmentsCraigslistFor RentZillow.comRent.comApartment GuideApartment ListRealtorTruliaMilwaukee Journal Sentinel

Mandel Group?Meet guidelines

for a listing?

Does The

Buckler

satisfy any

related

queries?@MaryBowling : Ignitor Digital

Google Keyword

Planner by topic

Search volume

for fat head

terms

What’s offered?


DowntownEast sideThird Ward

Where is it?

Search volume by

applicable topics

Downtown

apartments

Individual apartments

ranking in SERPs

Snack pack


Luxury

apartments


ranking in SERPs

Snack pack


Studio

apartments

= one box

Why?

No URL or other

info

Can I get this listing removed from GMB?


Apartments.oodle.comMilwaukee.apartmenthomeliving.comRentlinx.com

Add to

barnacle

list:

East side

apartments


ranking in SERPs

Snack pack


The Grand Wisconsin

http://thegrandwisconsin.com/

</script><title>Downtown Milwaukee Luxury Apartments</title>

The Moderne

http://www.themoderne.net/

<title>Milwaukee Luxury Apartments and Luxury Milwaukee Condos | The Moderne</title>

http://thegrandwisconsin.com/

http://www.themoderne.net/

Yankee Hill Apartments

http://www.yankeehillapartments.com/

<title>Apartments in Milwaukee For Rent | Yankee Hill</title>

The Franklin

http://liveatthefranklin.com redirects to:http://www.metapts.com/pa_search/view_location/Franklin.html

<title>The Franklin apartments in Milwaukee </title>

http://www.yankeehillapartments.com/

http://www.metapts.com/pa_search/view_location/Franklin.html

http://www.metapts.com/pa_search/view_location/Franklin.html

The Mandel GroupBoston LoftsPark Lafayette TowersMKE Lofts

Additional Competitors


SUMMARYLocated:

DowntownEast Side

Attributes:LuxuryStudio1 Bedroom2 Bedroom

Main Competitors:The ModerneThe Grand WisconsinYankee HillThe Franklin

Additional Competitors:The Mandel Group (includes Boston Lofts)Park Lafayette TowersMKE Lofts


Technical, Onpage & Content Analysis

Aaron WeicheCMO - GetFiveStars

@AaronWeiche

@AaronWeiche : GetFiveStars

Technical Analysis


Technical Analysis


ScreamingFrog


Structured Data Testing Tool

Additional Tech Audit Tools

+ SEM Rush Site Audit+ Siteliner.com+ Raven Site Auditor+ PingdomTools+ WebPageTest.com


URL Structure

No 404’s

HTTPS

Use of Schema

Canonical

XML Sitemap

URL Structure

No 404’s

HTTPS

Use of Schema

Canonical

XML Sitemap

URL Structure

No 404’s

HTTPS

Use of Schema

Canonical

XML Sitemap

Bing Webmaster Tools & Google Search Console



Mobile-friendly tag


69 Desktop

61 Mobile

99 Mobile UX


Google Page Speed Insights

29 Desktop

49 Mobile

100 Mobile UX

74 Desktop

48 Mobile

99 Mobile UX


Onpage Analysis

Onpage – Titles, Semantic & More



Quick Review of Mary’s topics & keywords


META Page Titles+ Grand Wisconsin home page makes best use of terms

+ The Buckler lacks location terms & descriptors + The Moderne uses luxury in 26 page titles

+ The Grand has home page nailed, sub pages stink


META Descriptions+ The Buckler lacks detail, depth and CTA in their descriptions

What highways, what community, what type? Stop by? For what?

Too short, what’s the goal, view what (media types)?


META Descriptions+ The Moderne has numerous duplicate descriptions

+ The Grand Wisconsin is missing META descriptions on over 90% of their pages.


H1 Headers & H2 Sub-headers+ The Buckler pages lack location and descriptors in h1 and h2’s

+ The Moderne has used the h1 for the logo on all pages

+ The Grand Wisconsin executes on a few h1’s and lacks h2’s almost completely


Content Analysis


Landing Pages Needed+ The Buckler lacks pages that drill home the luxury and the differentiators

+ The location … location, location, location

+ The Moderne executes well on outlining all of the amenities within walking distance of the location




Landing Pages Needed+ The Buckler’s “search” for available apartment types is over-built. Section off apartment types as potential landing pages (studios, 1 bedroom, 2 bedrooms)


Luxury Apartment on a Details Budget


Call To Action



Create a “Schedule A Tour” CTA

The Buckler To-Do’s

1. Optimize - Meta, XML sitemap, h1’s 2. Create landing pages and valuable content for location and luxury 3. Simplify the apartment finder by floor plan type for SEO & user wins4. CTA of “Schedule a tour”


Thank You!


Competitive Usability Analysis

Ed ReeseAnalytics & Optimization – Six Man Marketing

@Ed_Reese

What’s the 1st Impression?

@Ed_Reese : Sixth Man Marketing










*Look for inspiration everywhere (not just in your local market)

*Site looked great on mobile. Nice work!

*Do everything you can to make it easy & helpful for potential renters


Don’t let internal informationneeds dictate the website.Think about the users 1st!


Thank You!

@EdReese : Sixth Man Marketing

Link Research & Analysis

Mike RamseyFounder & President – Nifty Marketing

@MikeRamsey

Moz didn’t have much on The Buckler.

@MikeRamsey : Nifty Marketing

Ahrefs.com


Very few listing sites

news



A few easy link wins. @MikeRamsey : Nifty Marketing




Citations + Link To Website= Linktation


Pay for some links ;-) @MikeRamsey : Nifty Marketing

Thank You!


Reviews Analysis

Aaron WeicheCMO - GetFiveStars

@AaronWeiche


Who has what


Google Reviews

Zero Six Two





What Review Sites Matter?

+ Google For Rankings+ Sites ranking for “Milwaukee Apartment Reviews”+ Sites appearing for “The Buckler (brand) Apartment Reviews”





What Should The Buckler Do?

1. Start Asking & Making It Easy

Target and ask for FEEDBACK from your tour participants

Request reviews from happy/excited tour participants

Use a feedback platform


2. Easy pickings – Facebook Reviews


3. Get The Stars In Google

+ Work HARD to get those first 5 Google reviews

+ Then diversify to the other review sites that matter


4. Remind Residents In Their Cycle

+ Add Your “Review Ask” to all other communications

+ 30 Days – 90 Days – 6 months – Year

+ CTA in your Resident Portal


Thank You!


CitationAnalysis

Darren ShawFounder & President - Whitespark

@DarrenShaw_

Local UCompetitive Citation

Analysis forThe Buckler

@DarrenShaw_ : Whitespark

The Competitors


Gather NAP Data01@DarrenShaw_ : Whitespark

The Buckler401 W. Michigan St.Milwaukee, WI 53203(414) 301-6697

The Grand Wisconsin720 N. Old World Third St. Milwaukee, WI 53203(414) 272-3980

The Moderne1141 North Old World Third StreetMilwaukee, WI 53203(414) 659-2190


Gather NAP Data

Find NAP Variations02


Find NAP variations using Moz Local and Google searches.



Any variations on the business name?


Any phone number variations?


Yep


And here’s another


And another


See my Whiteboard Fridayon finding NAP variations


Any address variations?

No


Names

The Buckler

NAP VariationsPhone Numbers

(414) 301-6697(312) 550-9435 (414) 301-6429(414) 930-2399(414) 301-7691(414) 768-3231

Addresses

401 W. Michigan St.Milwaukee, WI 53203


Gather Citation Data03


Tools to use


Compare their citations with their competitors


Run the comparison report

to see which citations their

competitors have that they don’t

have.

Run ALL the phone # variations


The website and Google listing are using adifferent phone # than the majority of citations


They’re using Yext


But the “fix my listings” part isn’tworking out so well


Compare citation consistency with Moz Local


City specific and industry specific citations04


Ctrl-f through LCF results for opportunities


SUMMARY


Where is The Buckler winning with citations?


Where are the competitorswinning with citations?

#1 – Citation consistency#2 – Number of citations#3 – City and industry citations


Citation Improvement Action Plan

Go through LCF results with wrong phone numbers and manually fix

01@DarrenShaw_ : Whitespark


Set up Moz Local for consistency and distribution at core data sources02



Build missing citations on the comparison report from the Local Citation Finder03


Thank You!


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Date post:	14-Apr-2017
Category:	Marketing
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