smAlbany 2013 presentation http://ww.smAlbany.org

1.
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

2.
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

3.
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

4.
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

5.
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

6.
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

7.
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

8.
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

9.
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

10.
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

11.
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

12.
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

13.
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
?
?
?
?
?
?

14.
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

15.
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

16.
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.
16
*Uses
BuzzBoard
Technology
About
SMB
DigitalScape

17.
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

18.
SMB
DigitalScape
|
Seven
Verticals
in
USA
–
April
2013
|
EXCERPT
© 2013, vSplash 18
©
2013
vSplash.
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Rights
Reserved.
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published
material
is
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Any
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warran&es
regarding
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accuracy
of
the
informa&on
herein
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similarly
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for
direct,
indirect
or
consequen&al
damages
that
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from
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or
interpreta&on
of
this
informa&on.
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