COMPETITIVE ANALYSIS

REPORT
For Reliance Home Comfort
Created By: Bob Smith www.wsi-iwm.com

Copyright ©2016 Integrated Web Marketing. All rights reserved.

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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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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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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Data Analyzed
We gathered and interpreted the following data and use our findings as the basis of our
recommendations:

Website Performance - We tested the technical performance of each website as well as

other technical factors that can affect customer usability and business conversions.

Organic Search - We tested and analyzed a number of key factors that directly contribute to
a website's ability to be indexed by the search engines and found by web visitors.

Paid Search - We tested and analyzed the level of paid search advertising activity with which
all sites are currently engaged.

Local Search- We tested and analyzed 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 to make a decision on whether to engage with that company.

Social Media - We tested and analyzed 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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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 to any business’ success. We test critical website factors that
have a deep impact on the overall integrity of a company’s online marketing strategy - your and
your competitors’ websites. Having a website that is technically tuned to today’s standards and
ready to convert web traffic to customers is critical to your business’ success.

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 with
your prospects and customers, 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 very well with both searchers and search engines.

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 if they have 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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Company Name Desktop Score Mobile Score Avg Page Load Avg Server
Time Response Time

Reliance Home
44 /100 39 / 100 2.16 sec 0.425 sec
Comfort

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 these
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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Cross-Platform Responsiveness
A comScore report says smartphones and tablets combined now account for 6o percent of all online
traffic – and 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 while using the mobile site is another altogether.

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 Mobile Friendly Tablet Friendly

Experience Score

Reliance Home
87 / 100
Comfort

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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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 yours, leaving them vulnerable to poor visitor usability
experiences. Not only that, Google and other search engines also penalize websites that do not
respond correctly on different screen sizes and devices.

One area to improve upon is the user experience within your mobile site. Google now uses this score
as a “signal” to determine which site ranks where in the search engines results pages (SERPs).

Maintaining your website at its current technical ability is important, however, you must constantly
keep your site current with the ever-changing technical website landscape to ensure it 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 of 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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Conclusion
The broken link test concluded that 0 links are currently broken within your website. Excellent! 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 must remain a
high priority of your organization. Should broke links appear, the professionalism and overall usability
of your website will be compromised with both visitors and search engines.

Site Analytics Detection

Installing and correctly setting up website analytics is very important for tracking and optimizing 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 all your competitors’ websites, are
correctly set up with website analytics. However, our tests do not conclude on whether the analytics
are being correctly analyzed and interpreted (and how often) 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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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 ands 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 those of your
competitors, have contact details present.

Making your contact details visible throughout your website is a simple way to guarantee user
satisfaction, as this is one of the most frequent reasons people visit a website.

By adding additional methods of communication on the website, you can further increase your lead
conversion as well as provide a better user experience.

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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 vast majority of people looking for a
business like yours.

We test a number of key factors that directly contribute to a website's ability to be 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 Average Searches Per Month 118,860

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Conclusion
The keyword phrases 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 on the previous page, there are on average 118,860
searches each month, conducted by website users in your area, looking for the services you offer.

Of course, that potential volume of new visitors to your online properties can lead to significant new
and repeat business for your company.

At Integrated Web Marketing, we would continue our keyword research analysis to determine even
more potential keyword phrases that would drive web traffic to your website as well as your other
web properties to uncover even more opportunities for revenue generation.

Google Trends
As a further insight, we have taken your top products/services and uncovered search trends interest
for these products and services throughout the year. This information verifies possible seasonal interest
in your products/services, but more importantly, it illustrates the search popularity for these search
terms over time. This information could guide your marketing strategy 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 while looking for you and your products/services.

While we only looked at 3 of your top products/services, it would be a wise marketing strategy to
adjust your marketing focus toward the search trend interest dynamically throughout the year. This

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would ensure that your online, as well as offline, marketing initiatives would correctly align with the
search intent of your prospects and customers.

Your Google Resume

Over the last 15+ years, profound shifts have occurred in the way people 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, many web users 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 search results when typing in the
following keywords.

 HVAC contractor
 Furnace repair
 Air conditioner service

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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 the SERPs, you increase your business visibility significantly. This in turn,
increases the volume of traffic to your website and eventually your lead and sales conversions.

Your “Online Google Resume” 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 engine results 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 and return those as results on the SERPs. 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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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 may 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 greatly 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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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.

We’re confident you have found this effective and will be sure to maintain this constant content
marketing strategy to further grow the page volume within your website with 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 from other websites (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 many different 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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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 must be a priority of
any Search Engine Optimization (SEO) strategy.

Organic Search Traffic

Optimizing a website for a variety of targeted keyword phrases is the goal. By identifying which way
prospective customers search for you, and building content to support the search query virtually
guarantees search dominance. Being found for a wide variety of keyword phrases increases the
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 Estimated Number of keywords

Engines 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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Conclusion
After analyzing the number of keywords for which your website is ranked, we can conclude that you
receive a much better share of search engine traffic than your competition.

Your competition apparently 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 for which your website can be
found. 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 before making a decision to do business with you.
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, while positive reviews will
attract customers to you.

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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 upon when looking for a business in their local area.
These popular local search directories provide a great deal of information about local businesses --
from map locations to reviews – that are all critical information a person needs today to find a local
business for their needs.

Reliance Home Comfort

Climate Sound

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Evam Canada

Dr. HVAC

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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. While your Google Maps and Yelp listings need work, Foursquare is the only
local directory where you did not have a listing. 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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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. Accumulating positive reviews about your business
online further increases 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
Our investigation concludes 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 on the Google platform.

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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 in which you and your
competitors are currently engaged. This gives you an indication of aggressiveness of their own paid
search advertising activities and how you stack up.

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 advertisements themselves. In
turn, this leads to increased website traffic being sent from the ads, and ultimately, more sales.

Company Name Estimated Paid Estimated Monthly

Keywords Volume 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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Conclusion
After our analysis of your paid search advertising, we can conclude that you have a good number of
keywords in your campaigns. This variety of keywords demonstrates to us you will gain a good volume
of traffic to your website as a result of the 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 to maximize the
efficiency of the budget spent. It’s critical to ensure that only targeted keywords and those that are
clearly demonstrating conversions within your website are utilized. 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 toward paid
search advertising - Your competition, however, is not. You certainly have the advantage here.

It’s important that you constantly look at your budget allocation to paid search advertising and
ensure you are maximizing the return on your investment.
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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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Conclusion
After our analysis of paid and organic search investments, we’ve concluded that you have had a
good mix of activity between the two 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 to 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 that visibility and activity on social media has become a critical playing field for
companies.

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 as well as everything else in between.

If you’re not found in 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 are
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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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: Followers: Followers: Followers: Subscribers: Followers:
11,590 1,140 5 4,643 195 14

Climate
Sound
Likes: Followers: Followers: Followers: Subscribers: Followers:
998 27 0 527 44 1

Dr. HVAC

Likes: Followers: Followers: Followers: Subscribers: Followers:

108 133 24 0 0 8

Evam
Canada
Likes: Followers: Followers: Followers: Subscribers: Followers:
64 84 46 78 0 0

Furnace
King
Likes: Followers: Followers: Followers: Subscribers: Followers:
n/a 162 107 22 0 0

GM AIR
121
Likes: Followers: Followers: Followers: Subscribers: Followers:
unknown unknown 0 0 0 0

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COMPETITIVE ANALYSIS REPORT

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 simply having a social media account does not guarantee people
are willing to join and engage with 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: Facebook:

Average Between Posts 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

Conclusion
Our analysis of your social media frequency indicates 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.

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COMPETITIVE ANALYSIS REPORT

Maintaining your frequency levels will be key moving forward. Continue to look for any ways you can
to 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 actively 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 114 190 9
Facebook Mentions Twitter Tweets Google +1’s

Climate Sound
4,130 14 110
Facebook Mentions Twitter Tweets Google +1’s

Dr. HVAC
0 6 1
Facebook Mentions Twitter Tweets Google +1’s

Evam Canada
9 1 1
Facebook Mentions Twitter Tweets Google +1’s

Furnace King
9 1 1
Facebook Mentions Twitter Tweets Google +1’s

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COMPETITIVE ANALYSIS REPORT

GM AIR 121
0 0 0
Facebook Mentions Twitter Tweets 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 create 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 website and social properties ranked very well in comparison
to your competition. Our only recommendation in this area is to inspect and fix the website’s 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 engine 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 well for an increasing number of targeted keywords on the 1 st
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
businesses like yours.

The competitors we analyzed have done a better job of setting profiles on the 4 main local
directories as well as further maximizing their profile information within those 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 develop 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 toward this online marketing tactic and are well ahead of their
involvement in paid search advertising.

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.

We further recommend that you ensure constant maintenance of your campaigns to further ensure
that the keywords used in your campaigns match the ads being displayed and are relevant to the
landing pages to which the ads are driving your traffic. If any of your campaign components are
misaligned, you are likely paying more for your paid advertising than you should be and getting
fewer leads and sales as a result.

Social
Reliance Home Comfort has great social media penetration compared to that of its 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 prestigious awards year after year!

If you want Internet marketing that works, chose WSI and our team.
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