LocalU Advanced Workshop Competitive Analysis

How to do
Competitive Analysis
for Local Search

Choosing Competitors
& Analyzing Keywords
Mary Bowling
Co-founder – Ignitor Digital
@MaryBowling

SERPs the same except for news items

@MaryBowling : Ignitor Digital

Apartments
Craigslist
For Rent
Zillow.com
Rent.com
Apartment Guide
Apartment List
Realtor
Trulia
Milwaukee Journal
Sentinel

Mandel Group?
Meet guidelines
for a listing?

Snack pack

Can I get this listing
removed from GMB?

Apartments.oodle.com
Milwaukee.apartmenthomeliving.com
Rentlinx.com

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>

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/vie
w_location/Franklin.html
<title>The Franklin apartments in
Milwaukee </title>

The Mandel Group
Boston Lofts
Park Lafayette Towers
MKE Lofts

SUMMARY
Located:
Downtown
East Side
Attributes:
Luxury
Studio
1 Bedroom
2 Bedroom
Main Competitors:
The Moderne
The Grand Wisconsin
Yankee Hill
The Franklin
Additional Competitors:
The Mandel Group (includes Boston Lofts)
Park Lafayette Towers
MKE Lofts

Technical, Onpage &
Content Analysis
Aaron Weiche
CMO - 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 wins
4. CTA of “Schedule a tour”

Thank You!

Competitive Usability
Analysis
Ed Reese
Analytics & 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 information
needs dictate the website.
Think about the users 1st!

Thank You!
@EdReese : Sixth Man Marketing

Link Research &
Analysis
Mike Ramsey
Founder & President – Nifty Marketing
@MikeRamsey

Moz didn’t have much
on The Buckler.
@MikeRamsey : Nifty Marketing

A few easy link wins.

Citations + Link To Website
= Linktation

Pay for some links ;-)

Thank You!

Reviews Analysis
Aaron Weiche
CMO - 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

Citation
Analysis
Darren Shaw
Founder & President - Whitespark
@DarrenShaw_

Local U
Competitive
Citation Analysis
for
The Buckler
@DarrenShaw_ : Whitespark

The Competitors

Gather NAP
Data01

The Buckler
401 W. Michigan St.
Milwaukee, WI 53203
(414) 301-6697
The Grand Wisconsin
720 N. Old World
Third St. Milwaukee,
WI 53203
(414) 272-3980
The Moderne
1141 North Old World
Third Street
Milwaukee, WI 53203
(414) 659-2190

Find NAP
Variations02

Find NAP variations
using Moz Local and
Google searches.

Any variations on the business name?

Any phone number variations?

And here’s another

And another

See my Whiteboard Friday
on finding NAP variations

Any address variations?
No

Names
The Buckler
NAP Variations
Phone 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 a
different phone # than the majority of citations

They’re using Yext

But the “fix my listings” part isn’t
working 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 competitors
winning 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

Set up Moz Local for
consistency and
distribution at core data
sources
02

Build missing citations
on the comparison
report from the Local
Citation Finder
03

Thank You!

bit.ly/localubook
WiFi: MozEvent
Password: roger512

LocalU Advanced Workshop Competitive Analysis

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