smalbany 2013 times union smb ds seven verticals-v3
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smAlbany 2013 presentation http://ww.smAlbany.orgTRANSCRIPT
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
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash 2
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
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
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
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
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%
Tax Preparers Tire Stores Building Contractors
Insurance Providers
Salons & BeauBficaBon
Spa & Massage Pizza Shops
Average percentage of sites that need help
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash 6
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%
Tax Preparers Tire Stores Building Contractors
Insurance Providers
Salons & BeauBficaBon
Spa & Massage Pizza Shops
Average percentage of sites that need help
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
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%
Tax Preparers Tire Stores Building Contractors
Insurance Providers
Salons & BeauBficaBon
Spa & Massage Pizza Shops
Average percentage of sites that need help
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
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%
Tax Preparers Tire Stores Building Contractors
Insurance Providers
Salons & BeauBficaBon
Spa & Massage Pizza Shops
Average percentage of sites that need help
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
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%
Tax Preparers Tire Stores Building Contractors
Insurance Providers
Salons & BeauBficaBon
Spa & Massage Pizza Shops
Average percentage of sites that need help
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
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%
Tax Preparers Tire Stores Building Contractors
Insurance Providers
Salons & BeauBficaBon
Spa & Massage Pizza Shops
Average percentage of sites that need help
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
67% 57% 57% 63%
54% 61% 62%
Tax Preparers Tire Stores Building Contractors
Insurance Providers
Salons & BeauBficaBon
Spa & Massage Pizza Shops
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.
Average percentage of sites that need help
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
Mobile Presence
12
Not accessible to the growing number of mobile/tablet users.
98% 88%
98% 96% 96% 95% 95%
Tax Preparers Tire Stores Building Contractors
Insurance Providers
Salons & BeauBficaBon
Spa & Massage Pizza Shops
Percentage of sites not mobile ready
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
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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SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
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
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
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
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
§ 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.
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*Uses BuzzBoard Technology
About SMB DigitalScape
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash
§ 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
SMB DigitalScape | Seven Verticals in USA – April 2013 | EXCERPT © 2013, vSplash 18
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