Financial Industry Website Audit

An Audit of a Financial & Investment Industry Website

When Google-searching keywords ‘pension financial services actuarial atlanta employers,’ one of the top results is TowersWatson.com. Following pages show more stats revealing the digital footprint of that site.

Jake Aull | Zen of Brand | Websites & SEO | Social Media & Branding 404.259.5550 | zenofbrand.com | @jakeaull

High Impact Search Queries Note that search engines attribute TowersWatson.com with traffic via keywords surrounding “salary survey.” Good for them that their online brand reputation is relatable to such a powerful, ubiquitous keyword phrases as this and the aforementioned. However, although non-brand-name keywords are affiliated with the site, note they are not the primary keywords resulting in TowersWatson.com hits.

Primary Keyword Hits In spite of Towers Watson’s high website traffic and website full of content, it’s primary search engine hits are surrounding its brand name (shown below), leaving opportunity for a competitor to focus on, and own, other industry relevant keywords in demand (e.g., “retirement 401k planning”)

Uniques (First-Time Visitors) & Primary Online Competitors

Towers Watson’s website

Smart Navigation Usability & Architecture

Competitive Observations

  Many industry niche websites achieve their highest search hits based on their brand name entered into search engines by users.

  This typically equates to good niche-industry brand recognition (“long-tail” search), but poor broad industry keyword ownership (“head” terms searched).

  Towers Watson has good website usability navigation and content, and a digital footprint achieving brand-name search affiliations with industry general terms.

  However there are SEO opportunities to compete against TowersWatson.com with industry-relevant niche keywords.

  Note following pages show the websites which SEO and web analysis tools consider to be primary online competitors of TowersWatson.com.

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Towerswatsontowerswatson.comGlobal professional services company that helps organizations improve performancethrough effective people, risk and financial management.

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