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SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash 1

SMB DigitalScape Analysis | April 2013 (EXCERPT)!

Digital Presence of Seven Verticals in USA


Verticals Analyzed

Tax Prepares Tire Stores Building Contractors Insurance Providers

Pizza Shops Salons Spa/Massage

SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash

Summary of Findings

3

Website Redesign

Mobile Website

SEO Services

SMO Services Local OpBmizaBon

•  Widespread deficiencies in digital presence/performance elements. •  $3.8B opportunity for digital markeBng service providers.

www


Site Robustness – Critical Success Factors

4

No Meta DescripBon Not op&mizing snippets

to maximize click-‐through rates.

Slow Page Load Increasing bounce rates by taking more than 2 seconds to load.

No Headers Content not organized for search engines and

users .

No Embedded Video Not engaging users

and boos&ng SEO value.

84% 82% 85% 80% 84% 83% 81%

Tax Preparers Tire Stores Building Contractors

Insurance Providers

Salons & BeauBficaBon

Spa & Massage Pizza Shops

Average percentage of sites that need help


Site Robustness – Standards/Best Practices

5

No Map/DirecBons Not helping poten&al customers reach the

loca&on.

No Privacy Policy A mandatory element. These sites are barred from PPC campaigns.

No AnalyBcs No inclina&on to analyze website traffic and take correc&ve measures.

84% 71%

85% 72%

82% 83% 78%


Insurance Providers





No Contact Form/Email* Not encouraging

enquiries/feedback.

No Spam ProtecBon Leads could be

geKng lost amongst spam.

Site Robustness – Lead Generation

*On Home page

82% 81% 85% 81% 85% 82% 83%


Insurance Providers





SEO – Critical Success Factors

7

No XML Site Map Not informing search engines on pages that need to be crawled.

Poor Page Rank Need to increase

back-‐links to the site.

No LocaBon in Meta Title

Not leveraging an important keyword.

84% 73%

87% 86% 82% 80% 83%


Insurance Providers





SEO – Standards/Best Practices

8

Duplicate Content Canonicaliza&on issues not resolved. Google will

penalize.

No Microformats Not leveraging Google

rich snippets.

90% 80%

91% 88% 88% 86% 85%


Insurance Providers





Social Presence

9

Not promoBng the business, not engaging with users and not increasing back-‐links to the site.

96% 93% 95% 92% 92% 92% 91%


Insurance Providers





Localization – Local Markers

10

No Local Contact Number* No Local Address*

Help search engines and users find a local business.

*On Home page

65% 60% 68% 62% 65% 59% 62%


Insurance Providers





67% 57% 57% 63%

54% 61% 62%


Insurance Providers



Localization – Directory presence

11

Google Places

Yahoo Local

Bing Local

Citysearch

Yellow Pages

PotenBal customers look up a business in directories for informaBon, contact details and user reviews.



Mobile Presence

12

Not accessible to the growing number of mobile/tablet users.

98% 88%

98% 96% 96% 95% 95%


Insurance Providers



Percentage of sites not mobile ready


A Peek into Digital Presence of Big Box Peers

13

Company Website SEO SMO Local Mobile

H&R Block

Big O Tires

ABC American Building Contractors

Progressive Insurance

Super Cuts

Massage Envy

Domino’s

Most elements present Some opportuniBes for improvement Most elements missing

? ?

?

?

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Vertical Population

14

VerBcal No. of Businesses

Tax Prepares 80,052

Tire Stores 46,933

Building Contractors 58,688

Insurance Providers 324,139

Salons 253,354

Spa & Massage 33,919

Pizza Shops 70,000

Sources: Salesgenie Your Guide to PizzamarketPlace, via Sta&s&cBrain.com


Revenue Opportunity for Service Providers

15

$140M $211M $148M

$1.5B $1.2B $309M

$3.8B Total Opportunity

$262M

Based on SMB DS stats and number of businesses data from Salesgenie


§  Automated* digital presence audit engine. §  Provides market intelligence for SMB digital marke&ng

solu&ons. §  Audits millions of live SMB websites worldwide. §  Analyzes 90 digital presence and performance parameters. §  Generates a granular picture of characteris&cs and

capabili&es of SMB websites to iden&fy opportuni&es for mone&za&on.

§  Regional subsets of data distributed to partners and clients.

16

*Uses BuzzBoard Technology

About SMB DigitalScape


§  Sizing overall market opportuni&es for SMB digital marke&ng solu&ons.

§  Making strategic decisions. §  Alloca&ng resources at a top-‐level. §  Iden&fying business development needs and key partnership

opportuni&es.

17

Audit Reports Used For


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