1. Alinga Consulting Group
Search Engine Optimization
Market Analysis of
Competitor Web Presence
Ruslan Lucero
July 27, 2016
2. Roadmap of Study
GOAL
• Determine Alinga’s weaknesses and decide best path for solution
• Optimize Website to match and exceed competitors’ strengths
PLAN
• Conduct most efficient and effective way to collect, observe, analyze data
and results
ANALYZE
• Use quantitative and qualitative measurements to understand the data
• Consider any gaps in data, what is not shown
CONCLUSIONS
• Decide on most cost-efficient way to maximize our web presence to
compete in our target market
3. Find Target
Analyze top
competitors’
websites to
determine
what they are
doing that we
are not
Find Target, Aim
Aim
Focus on
elements we
have not
considered
earlier given
competitors’
strengths
4. Find Target, Aim, Shoot?
INVEST?
NOT
INVEST?
Measure benefits and
advantages to Alinga in
investing in Search Engine
Optimization and other new
marketing strategies
Measure risks to Alinga
involved in investing and
spending on SEO
5. Process of Study
Collected Data
Searched 62 Russian key
words/ phrases in Google
and Yandex
Noted for each search
result the top 3
competitors for both
organic and paid groups
Counted the frequency of
the total 152 firms in the
four categories: YO, YP,
GO, GP
Conducted
Analysis
Conducted Quantitative
Analysis of All Firms
Determined the Top 15
Competitors
Conducted Quantitative
and Qualitative Analysis
of Top Competitors
Observations
Conclusions
Observed potential
improvements for
Alinga’s Webpage
Suggested possible next
steps to improve web
presence
6. Key Words/ Phrases Searched
аутсорсинг кадрового администрирования
аутсорсинг кадрового учета
аутсорсинг кадрового делопроизводства
аутсорсинг кадровых услуг
кадровый аутсорсинг стоимость
аутсорсинг расчета зарплаты
аутсорсинг зарплаты
стоимость аутсорсинга по расчету заработной платы
аутсорсинг расчета заработной платы -стоимость
аутсорсинг бухучета
аутсорсинг бухгалтер -+на -главный -москве -цены ведение
бухгалтерского учета аутсорсинг аутсорсинг бухгалтерского учета
в москве бухгалтерия на аутсорсинге компании
аутсорсинг кадрового управления
аутсорсинг кадровой службы
бухгалтерский аутсорсинг компании бухгалтерский аутсорсинг
цены
бухгалтерский аутсорсинг стоимость -услуга -учета аутсорсинг
бухгалтерского +и налогового учета
юридический +и бухгалтерский аутсорсинг бухгалтерский
аутсорсинг организации -услуга бухгалтерский аутсорсинг ооо
аутсорсинг главный бухгалтер
бухгалтер аутсорсинг цены
бухгалтерия аутсорсинг москва
передача бухгалтерии +на аутсорсинг
аутсорсинг финансовых услуг
услуги кадрового аутсорсинга
аутсорсинг расчета зарплат
кадровый аутсорсинг организация
кадровый аутсорсинг +как комплекс работы +с кадрами
ведение кадрового аутсорсинга
бухгалтерских услуг аутсорсинг
аутсорсинг бухгалтерских услуг
аутсорсинг бухгалтерские услуги
бухгалтерские услуги аутсорсинг
услуги бухгалтерского аутсорсинга
аутсорсинг бухгалтерии
аутсорсинг бухгалтерий
бухгалтерий аутсорсинг
бухгалтерского учета аутсорсинг
бухгалтерский аутсорсинг учет
бухгалтерский учет на аутсорсинге
бухгалтерский учет аутсорсинг
аутсорсинг бухгалтерский учет
аутсорсинг бухгалтерского учёта
аутсорсинг бухгалтера
аутсорсинг бухгалтер
бухгалтер аутсорсинг
финансовый аутсорсинг
бухгалтерский аутсорсинг москва
бухгалтерский аутсорсинг в москве
бухгалтерское обслуживание аутсорсинг
аутсорсинг учетных функций
аутсорсинг ведение бухгалтерского учета
бухгалтерский аутсорсинг фирмы
аутсорсинг бухгалтерского и налогового учета
аутсорсинг бухгалтерское сопровождение
аутсортинг бухгалтерских услуг
аутсорсинга бухгалтерского и налогового учета
ведение бухгалтерии аутсорсинг
7. Data
179
183
362
183
182
365
0 50 100 150 200 250 300 350 400
Total Yandex Paid Results
Total Yandex Organic Results:
Total Yandex Results:
Total Google Paid Results:
Total Google Organic Results:
Total Google Results:
Number of Results
Source: Google,
Google and Yandex Search Results
for All Competitors
8. Data
Google: 50 Yandex: 8121
Total Firms Represented: 152
Firms w/out Yandex Results: 71 Firms w/out Google Results: 102
Source: Google,
13. Firms
Total
Organic and Paid
Google
Total
Organic and Paid
Yandex
%
Google
Intensity
Search
Engine
Group
Buh.Cliff 6 4 60,0 Balanced BOTH Bottom 5
Mosjurgarant 2 8 20,0 Yandex BOTH Bottom 5
Intercomp 9 2 81,8 Google BOTH Bottom 5
Glavbuh2000 2 10 16,7 Yandex BOTH Bottom 5
Nordoutsourcing 10 2 83,3 Google BOTH Bottom 5
Cbscg 0 13 0,0 Yandex Yandex ONLY Middle 5
Proffresh 0 15 0,0 Yandex Yandex ONLY Middle 5
Amberltd 7 9 43,8 Balanced BOTH Middle 5
Finwave 0 21 0,0 Yandex Yandex ONLY Middle 5
Buhgalteria-Plus 19 12 61,3 Balanced BOTH Middle 5
Knopka 28 3 90,3 Google BOTH Top 5
Pravomochie 25 6 80,6 Google BOTH Top 5
My-Buh 44 0 100,0 Google
Google
ONLY
Top 5
Ucmsgroup 34 19 64,2 Balanced BOTH Top 5
1C-Wiseadvice 63 47 57,3 Balanced BOTH Top 5
Source: Google,
Yandex
Top 15 Competitors
14. Source: Google,
Yandex
Type of
Search Engine Intensity
Bottom 5 Firms :
All Combined
Middle 5 Firms :
2 Combined, 3 Yandex
Top 5 Firms :
4 Combined, 1 Google
Intensity Totals
Balanced 1 2 2 5
Google Intensive 2 0 3 5
Yandex Intensive 2 3 0 5
Average Search
Results per Group
11 19.2 53.8 15
Balanced Google Intensive Yandex Intensive
Average Search
Results
per type of Intensity
44 25.8 14.2
Top Competitor’s Search Engine
Averages
TOP 5 FIRMS % OF RESULTS
64.1
16. Firms Google Paid Google Organic
Paid/
Organic
Search Engine
Intensity
Search Engine
Used
Group
Buh.Cliff 6 0 Paid Balanced BOTH Bottom 5
Mosjurgarant 0 2 Organic Yandex BOTH Bottom 5
Intercomp 9 0 Paid Google BOTH Bottom 5
Glavbuh2000 0 2 Organic Yandex BOTH Bottom 5
Nordoutsourcing 0 10 Organic Google BOTH Bottom 5
Cbscg 0 0 n/a Yandex Yandex ONLY Middle 5
Proffresh 0 0 n/a Yandex Yandex ONLY Middle 5
Amberltd 0 7 Organic Balanced BOTH Middle 5
Finwave 0 0 n/a Yandex Yandex ONLY Middle 5
Buhgalteria-Plus 0 19 Organic Balanced BOTH Middle 5
Knopka 1 27 Organic Google BOTH Top 5
Pravomochie 25 0 Paid Google BOTH Top 5
My-Buh 43 1 Paid Google Google ONLY Top 5
Ucmsgroup 16 18 Balanced Balanced BOTH Top 5
1C-Wiseadvice 44 19 Paid Balanced BOTH Top 5
Top Competitor Google
Results
18. Firms Yandex Paid Yandex Organic Paid/ Organic
Search Engine
Intensity
Search Engine
Used
Group
Buh.Cliff 4 0 Paid Balanced BOTH Bottom 5
Mosjurgarant 0 8 Organic Yandex BOTH Bottom 5
Intercomp 1 1 Balanced Google BOTH Bottom 5
Glavbuh2000 0 10 Organic Yandex BOTH Bottom 5
Nordoutsourcing 0 2 Organic Google BOTH Bottom 5
Cbscg 13 0 Paid Yandex Yandex ONLY Middle 5
Proffresh 15 0 Paid Yandex Yandex ONLY Middle 5
Amberltd 0 9 Organic Balanced BOTH Middle 5
Finwave 21 0 Paid Yandex Yandex ONLY Middle 5
Buhgalteria-Plus 0 12 Organic Balanced BOTH Middle 5
Knopka.Com 0 3 Organic Google BOTH Top 5
Pravomochie 6 0 Paid Google BOTH Top 5
My-Buh 0 0 n/a Google Google ONLY Top 5
Ucmsgroup 12 7 Balanced Balanced BOTH Top 5
1C-Wiseadvice 37 10 Paid Balanced BOTH Top 5
Top Competitor
Yandex Results
19. Firms
Yandex Paid/
Organic
Google Paid/
Organic
Search Engine
Intensity
Search Engine
Used
Group
Overall Paid/
Organic
Buh.Cliff Paid Paid Balanced BOTH Bottom 5 Paid
Mosjurgarant Organic Organic Yandex BOTH Bottom 5 Organic
Intercomp Balanced Paid Google BOTH Bottom 5 Paid
Glavbuh2000 Organic Organic Yandex BOTH Bottom 5 Organic
Nordoutsourcing Organic Organic Google BOTH Bottom 5 Organic
Cbscg Paid n/a Yandex Yandex ONLY Middle 5 Paid
Proffresh Paid n/a Yandex Yandex ONLY Middle 5 Paid
Amberltd Organic Organic Balanced BOTH Middle 5 Organic
Finwave Paid n/a Yandex Yandex ONLY Middle 5 Paid
Buhgalteria-Plus Organic Organic Balanced BOTH Middle 5 Organic
Knopka.Com Organic Organic Google BOTH Top 5 Organic
Pravomochie Paid Paid Google BOTH Top 5 Paid
My-Buh n/a Paid Google Google ONLY Top 5 Paid
Ucmsgroup Balanced Balanced Balanced BOTH Top 5 Balanced
1C-Wiseadvice Paid Paid Balanced BOTH Top 5 Paid
Top Competitor
Yandex/ Google : Paid/ Organic
20. Strongest 5
competitors from
Top 15 all use
Google
4 of top 5 use a
combination of
Google/ Yandex
3 of Top 5 invest
in paid SEO
Only one,
Knopka, is strictly
using ogranic.
Only one,
My-Buh, is strictly
using paid.
Aim for Alinga is to use
both Search Engines, but
with greater Google
intensity and invest in
Google Paid marketing
Results of Quantitative Analysis
25. Qualitative Analysis:
Pravomochie
• Site visitors attracted by
• Videos of client testimonials (visual effect)
• Entire page displaying: Guarantees,
discounts, deals (content)
• No other competitor has such features ***
Key features
unique to
competitor:
• Contact information (email, main office phone
number, hours of operation, etc) as well as all
social media presence located in top right
hand corner or at very top of page to be easily
and quickly visible
• “Send Us Your Question” or similar window
that is easily visible
General features
common to all
competitors,
including
Pravomochie:
31. Qualitative Analysis:
My-Buh
• However, a visually flawless, clean and easily navigable
site due to effective use of webpage space thanks to
“узнать больше” links
• Instead of simply including icons/ symbols of social media
channels, competitor includes images of actual social
media pages, thereby displaying number of followers and
actual proof and maintenance of their social media activity
No Key features
unique to
competitor:
• Image of map with marked company location in addition to
addresses of company locations
• Easy to use calculator of company services
General features
common to all
competitors,
including
My-Buh:
34. Qualitative Analysis:
Alinga Comparison
• Social media presence icons (but poor
placement)
• Send us your question window (but takes up too
much space)
• Two languages (but poor use of space)
Pros/ cons of
Main site:
• Updated and modernized to match vast majority
of strongest competitors’ sites (but lacks content
of main site)
• Only one link brings visitor from main site to
landing page (lack of sufficient exposure and
access to modernized landing page)
Pros/ cons of
Landing page:
35. Results of Qualitative Analysis
Exclusive
content/
features
Full
optimization
of space
Full
optimization
of location
Main site vs.
Landing page
Aim for Alinga is to optimize space and location of
allocated content on main site, to match as closely
as possible the style of modernized landing page
36. Alinga Problem 1:
Three Different Identities
Current Address 1:
Бауманская ul., 6,
строен. 2, офис 910,
Москва, 105005
+7 (495) 256 34 00
Address 3:
Malaya Pochtovaya
ul., 26В, строен. 2,
офис 409, Moscow,
105082
8 (495) 223-65-95
Address 2:
Bolshaya
Pochtovaya ul., 26
в, строение 2,
Moscow, 105082
8 (495) 223-65-95
Searching
“Alinga Consulting
Group” or
“Алинга Консалтинг
Груп” in Google,
yields:
Current Address 1
and
Address 2
37. Current Address 1:
Бауманская ul., 6,
строен. 2, офис 910,
Москва, 105005
+7 (495) 256 34 00
Address 3:
Malaya Pochtovaya
ul., 26В, строен. 2,
офис 409, Moscow,
105082
8 (495) 223-65-95
Address 2:
Bolshaya
Pochtovaya ul., 26
в, строение 2,
Moscow, 105082
8 (495) 223-65-95
Searching
“Alinga Consulting
Group” or
“Алинга Консалтинг
Груп” in Yandex,
yields:
Current Address 1
Alinga Problem 1:
Three Different Identities
38. Current Address 1:
Бауманская ul., 6,
строен. 2, офис 910,
Москва, 105005
+7 (495) 256 34 00
Address 3:
Malaya Pochtovaya
ul., 26В, строен. 2,
офис 409, Moscow,
105082
8 (495) 223-65-95
Address 2:
Bolshaya
Pochtovaya ul., 26
в, строение 2,
Moscow, 105082
8 (495) 223-65-95
Searching
“Alinga Consulting
Group”
in Google Maps,
yields
Address 3
Alinga Problem 1:
Three Different Identities
39. Current Address 1:
Бауманская ul., 6,
строен. 2, офис 910,
Москва, 105005
+7 (495) 256 34 00
Address 3:
Malaya Pochtovaya
ul., 26В, строен. 2,
офис 409, Moscow,
105082
8 (495) 223-65-95
Address 2:
Bolshaya
Pochtovaya ul., 26
в, строен. 2,
Moscow, 105082
8 (495) 223-65-95
Searching
“Alinga Consulting
Group”
or
“Алинга Консалтинг
Груп”
in Yandex Maps,
yields:
Current Address 1
Alinga Problem 1:
Three Different Identities
42. Identity Problem 1:
Accuracy of Google vs. Yandex
Google/ Google Maps causes
problems by displaying two
different addresses and
varying contact information
Yandex/ Yandex Maps
displays one correct
address and contact
information
44. Identity Problem 2:
Different Domains
PROBLEM:
Modernized
Landing
Page inside
of outdated
website
Only one link
[blog] sends
client from
old main
website to
new landing
page
Two
domain
names is
confusing
for clients
When searching “alinga
consulting group” or
“алинга консултинг
групп” in either Google
or Yandex
the newer landing page
does NOT appear at top
of search results list.
Only the outdated main
website appears at top
of list
45. Immediate Short Term Steps for Present
• Update main (old) website to as closely as possible
match the style, format of the modernized landing page
• Create a background video for both landing page and
old site
• Increase back links and index for landing page
• Include a visual map of address/ location
• Update contact information, making sure it is constant
across all search engine platforms and pages.
• Upload scanned copies of client testimonials and letters
of gratitude or better include a unique/ exclusive feature
Long Term Steps for Future
• Create a completely new main website to match
the landing page in style and format, while
transferring all data, history, content from old site to
new site. (this may mean that once new site is fully
complete, the old site and landing page would be
deleted)
Recommendations and Solutions:
Option 1
46. Immediate Short Term Steps for Present
• Update main (old) website to as closely as possible
match the style, format of the modernized landing page
• Create a background video for both landing page and
old site
• Increase back links and index for landing page
• Include a visual map of address/ location
• Update contact information, making sure it is constant
across all search engine platforms and pages.
• Upload scanned copies of client testimonials and letters
of gratitude or better include a unique/ exclusive feature
Long Term Steps for Future
• Keep the updated main site and landing page, but
increase marketing efforts at the California, USA
site location perhaps through other channels of
communication other than internet (radio
broadcasts, TV commercial, meet and greets with
clients, conferences, posters) that could be
integrated with and into the website and landing
page.
Recommendations and Solutions:
Option 2
47. Alinga
Consultin
g Group
Accounting
Machine
Mean
Lean
Create Catchy Slogans
Source: http://moscowexpatlife.ru/2015/12/chet-bowling-managing-partner-alinga-consulting-group/
Lean: mid-sized co.
Mean: dedicated,
hardworking team
of specialists
Machine: produce
trusted results
Give life to
website by
streamlining web
design to
slogan’s key
message
Data shows an equal split between Google and Yandex in total results, as well as an equal split between Organic and Paid for each Search Engine.
The question is which of the competitors or group of competitors makes up majority of data results for Google, Yandex, and organic and paid categories.
Looking at Data a different way, focusing on overlap, we observe that Firms have a higher preference for Yandex over Google.
Out of 152 firms, only 21 use BOTH Google and Yandex.
BUT, our previous chart showed equal splits in no. of search results for Google and Yandex. This signifies that some firms are outliers, or our strongest competitors. We focus on the Top 15 competitors based on the data collected from Key Word search.
78 of the 152 Firms yielded ONLY 1 search result. OVER HALF of firms are insignificant.
23 Firms yielded 2 search results.
125 of 152 Firms yielded search results with count between 1 – 5.
Strongest Competitors are the Top 15 Firms, selected with search results of 10 and above.
CBSCG, Proffresh, Finwave: 3 of 15 Firms ONLY use Yandex
My-Buh: 1 of 15 Firms ONLY use Google.
11 Firms use Combined Google and Yandex
The Combined Only Firm Average is right up there with the All Firm Average
In contrast, the Yandex Only Firm Average is significantly below the Combined Only And All Firm Averages
The Google Only Firm Average is above the Combined Only and All Firm Averages, but this does not signify that Firms using only Google Search Engine have higher web presence, because only one firm, My-Buh represents the entire average.
Observing these averages, we can state that using BOTH search engines is most optimal and efficient for a firm’s web presence amidst competitors in target market
Out of these Top 15 competitors, only two Firms are new from the Top 5. The two unfamiliar firms are Pravomochie and My-Buh.
1-C Wiseadvice and UCMS Group are familiar to us, based on the market analysis conducted on English Industry Key Word Search. They make up the two top positions.
Knopka is a small-sized firm that provides services to clients smaller than those of Alinga; therefore, we can ignore Knopka because we do not compete within the same target market.
Our focus will be on the two unfamiliar firms: Pravomochie and My-Buh. However, it is still important to have a comprehensive grasp of the entire playing field.
5/11 Firms that use BOTH Search Engines have Balanced Intensity.
All Firms (3) that use ONLY Yandex Search Engine are in the Middle Top 15.
3/5 Firms in Top 5 are Google Intensive, none are Yandex Intesive.
Web Presence increases to Top 5 Firm Group if firm uses both Search Engines, with greater Google Intensity.
Breaking down the Top 15 Firms into 3 Groups of 5, based on increasing search results, we make a key observation:
1). The average no. of search results more than doubles between the Middle 5 and Top 5 Firm Groups due to prevalence of Google Intensive Firms, with constant of Balanced Firms. Ratio of balanced to intensive (Google or Yandex) is 2:3 for BOTH the Middle 5 and Top 5 Firms.
What is the key difference? Intensity.
Same number of balanced firms, but the intensity for the remaining 3 firms completely switches from yandex to google. Again, this supports the claim that in order to be a Top 5 Firm, it is highly advised that the firm focus on Google ( paid or organic).
Breaking down the Top 15 Firms into 3 Groups, not based on increasing search results, but on search engine intensity, we make a key observation:
1). The highest average among the top 15 Firms belongs to those firms with a balanced search engine intensity.
2). Firms that are Google Intensive perform better in web presence (almost twice) than Yandex Intensive Firms.
Thus, this second quantitative observation supports our first claim- that the most efficient and effective firms are Google intensive.
The Google centered firms graph displays a breakdown of organic vs. paid concentrations. Our two firms of interest, Pravomochie and My-Buh, both highly concentrate on Paid.
This table shows the exact breakdown of the piad vs. organic concentrations. Pravomochi is Google and paid intensive, despite using both search engines. My-Buh uses only Google and is paid intensive.
The Yandex centered graph shows that My-Buh and Pravomochie do not stack up to the Top 2 Firms, but as we saw in the previous table and graph, they make up for it with the Google Search Engine.
This table displays the overall paid vs. organic intensity for each firm, taking into account the firms’ use of both search engines and the respective intensities. 3 of the top 5 firms are overall paid intensive.
Social media presence icons are on site, but are poorly allocated on webpage space. (current location is on main central space of webpage where information about company should be; icons should be in top left or right hand corner. They should be smaller in size – right now they are the same size as “Our Clients,” which is more important information and thus should be larger.)
Send us your question window is takes up a portion of the horizontal width of webpage but the whole vertical length, the text of which only takes up a little space within this blue banner – all other space is wasted.
Two language options is good, however a lot of space is wasted because both English and Russia translations of “Latest News” is displayed as side banners on both the English and Russian version of the homepage.
Large bold text under menu bar (Accounting and Payroll, Audit, Tax, and Assurance, Legal Support, Consulting Services) does not have a clear purpose. It is not clear that visitor must click on them to then read about these services. It would be better to show icons of such services with brief description and have small text windows “more information.”
According to observations of competitors’ web pages, it is recommended that Alinga try to include some sort of exclusive feature or content focused on either/ both visual and/or content effect (such as a video about company, about successful clients, or testimonials, an attractive deal or discount). The content (images and text) should be better allocated around the web page space on main site to optimize clarity and easy navigability for the viewer.
The Landing page is a stronger visual presentation of Alinga, however it lacks content found on the main site. Thus the company has two faces, which may cause confusion for possible clients. This issue of duality is exacerbated by inaccuracies of address and contact information, as will be observed now.
Option 1: Keep but Update old website : Possible additions/ work
- integrate the main website more with the landing page
Simple, short term improvements:
- add contact information in top right hand corner (email, phone number) ***
- add bios and success stories of clients and add pdf format testimonials
Long term improvements:
- complement bios/ success stories of clients with recorded audio/ video
testimonials
- add video introducing company (in style of a 1 min elevator pitch)
- create mobile application
•Immediate Short Term Steps for Present
•Update main (old) website to as closely as possible match the style, format and content of the modernized landing page
•Create a background video for both landing page and old site
•Increase back links and index for landing page
•Include a visual map of address/ location
•Update contact information, making sure it is constant across all search engine platforms and pages.
•Upload scanned copies of client testimonials and letters of gratitude
•Long Term Steps for Future
•Create a completely new main website, transferring all data, history, content from old
site
Attractive Features from sites:
discounts and deals
a). Attractive, attention grabbing center-positioned windows advertising to viewer
various discounts image changes automatically every 5 seconds; 4 offers in all), such as tell your friend about us and receive a discount on your own services in amount of your friends’ bill/ charges (Proffresh)
b). Guarantees -- page displaying various guarantees such as 110% refund for incompleteness of services, guarantee of contact (same address for 15 years) (Pravomochie)
c). Attractive statement - “Free consultation for the first month” (FinWave)
Use of careful Word Choice:
instead of having a section titled “Our Partners” - have section with Partner logos under title “We are trusted by” (Нам доверяют) (CBSCG)
The Lean Mean Accounting Machine, a fantastic slogan that could be used to redesign the site or at least be used to lead new marketing efforts, does not appear at all on the main website or the landing page. I did not notice other companies with such slogans, so this could one of the “exclusive and unique features” of ACG.
