Insurance Market Competitor Analysis (Redacted)

The information contained in this document is confidential. If this document has been created at either at the request of above business or as

part of an ongoing relationship it is solely for the review of said business.. This document and its contents shall not be shared, copied, distributed

or otherwise re-produced or altered.

Prepared by: WSI Winnipeg

Winnipeg Insurance Industry

Market Analysis

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THIS REPORT IS REDACTED TO SHOW YOU THE DEPTH OF ANALYSIS OF ALL COMPETITORS.

YOU MAY ORDER THE FULL NON-REDACTED REPORT FOR FREE AT

http://whywsi.com/Downloads/InsuranceBrokersWinnipeg

Use Code : WSIWPG1483

Executive Summary

This online competitor analysis provides detailed information on how Insurance Brokers in Winnipeg are using the Internet to promote their products and services.

We uncover the competition landscape by revealing their online strategies and provide you with a plan and realistic budget to compete effectively, almost

immediately.

This report will help you understand your competitors’ strengths and weaknesses. Strategic use of this online business intelligence will strengthen your competitive

advantage and will improve your business decisions.

Key benefits:

Pinpoint exactly, the profitable keyword and ad-copy combinations of your competitors

Identify all the keywords that provide them with online visibility

Identify how many incoming links need to be created to gain search engine advantage

Craft a step by step plan to achieve your online marketing objectives

http://whywsi.com/Downloads/InsuranceBrokersWinnipeg

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Competitors Analysed

We report on 13 competitors.

Winnipeg Insurance Brokers Ltd. www.winnipeginsurancebrokers.com

Coughlin – Winnipeg Insurance Brokers www.coughlin.com

Garriock Insurance www.garriock.ca

Reider Insurance Services www.reider.ca

King Insurance www.kinginsurance.com

Ranger Insurance www.rangerinsurance.ca

Horizon Insurance www.horizoninsurance.ca

Wyatt Dowling Insurance www.wyattdowling.ca

Team Insurance Brokers www.teamib.com

Valour TriWest www.valourtriwestins.com

Cox Morris www.coxmorris.com

Crossroads Insurance www.crossroadsinsurance.ca

Plezia Insurance www.pleziainsurance.ca

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Data Analysed We gather and interpret the following data and use our findings as the basis of our recommendations:

Google Pay Per Click campaigns including Ad copy, Landing Pages & keywords

Organic keywords that rank in Google top 20 positions

Social Media strategies of competitors

Number of Pages indexed by Google

Number of incoming links to each website

Online strategy per competitor

Included in this report are the following documents:

PPC keyword spreadsheet - contains all the keywords that your competitors bid on. In addition, you can view each ad copy and specific landing page and

make improvements

Organic keyword spreadsheet - contains your competitor’s “keyword phrases” that rank in Google’s top 20 search results. The actual landing page URL’s so

that you can review persuasion & call to action techniques

Incoming links spreadsheet - contains the number of links that are pointing to your competitors’ website. We use this information to identify the actual link text used. This information identifies whether the competition has valuable links and where they get them.

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Website audit

Score explanation:

Score Accessibility Score Content Score Marketing Score Technology Score Overall Score

Definition

How accessible the

website is to people with

disabilities, users on

mobile phones and other

devices.

Accessible websites are a

legal requirement for

organizations in some

countries, and poor

accessibility leaves a

website open to bad press

and potential legal action.

The quality of the content

of this website.

This includes the quality

and volume of text and

imagery used by this

website and whether it is

kept up to date. This test

specifically focuses on

content which is often the

responsibility of distinct

individuals from the

technology.

How well this website is

marketed online.

This covers Search Engine

Optimization (SEO) and

social marketing.

How well designed and

built the website is.

This focuses on the purest

technology aspects of this

website, independently of

the content or design of

the website, which are

often the responsibility of

distinct individuals.

Average of the other

Scores.

Comprises W3C compliance, Link

states, Headings, Search

engine results, URL format,

Readability, Amount of

content, Image usage,

Links, Broken links, Speed,

Alternative text,

Redirections, Site structure,

Flash, Stylesheets,

Spiderability

Spelling, Headings, Visual

interest, Search engine

results, Readability,

Freshness, Amount of

content, Links, Broken links,

Alternative text, Site

structure

W3C compliance, URL

format, URL chopping,

Twitter, Stylesheets,

Spiderability, Speed, Search

engine results,

Redirections, Readability,

Popularity, Links, Incoming

links, Headings, Freshness,

Broken links, Analytics,

Amount of content,

Alternative text

W3C compliance.

Printability, Link states,

Headings, Search engine

results, URL format, Image

usage, Links, Broken links,

Speed, Alternative text,

Analytics, Stylesheets,

Flash, URL chopping,

Spiderability, Site structure,

Redirections

All items as shown

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The Web audit dashboard below shows how each competitor’s website stacks up against each other.

Web Scan Audit Overview

Accessibility Score Content Score Marketing Score Technology Score Overall Score

Winnipeg Insurance Brokers Ltd. 4.0 2.5 3.5 4.5 3.9

Coughlin – Winnipeg Insurance Brokers 7.0 5.0 4.0 4.5 3.7

Garriock Insurance 6.2 4.7 5.3 5.3 5.7

Reider Insurance Services 3.6 2.0 0.0 1.8 3.6

King Insurance 5.4 3.3 1.3 3.8 3.9

Ranger Insurance 4.4 3.8 2.9 3.9 4.8

Horizon Insurance 7.1 4.5 5.6 6.8 5.5

Wyatt Dowling Insurance 3.0 5.8 4.2 4.4 5.0

Team Insurance Brokers 5.5 2.2 1.3 2.0 2.1

Valour TriWest 5.0 1.1 2.0 4.1 4.3

Cox Morris 1.7 4.6 4.7 3.3 5.1

Crossroads Insurance 5.3 2.9 3.9 4.2 3.5

Plezia Insurance 3.2 1.8 0.3 2.8 2.7

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

Sco

re

Website Audit

Search Engine Positioning

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# PPC Keywords # Google Top 20 # Pages Indexed # inbound Links

Winnipeg Insurance Brokers Ltd. 0 6 18 33

Coughlin – Winnipeg Insurance Brokers

0 10 23 73

Garriock Insurance 0 29 21 47

Reider Insurance Services 0 3 23 147

King Insurance 1001 18 64 55

Ranger Insurance 0 24 63 377

Horizon Insurance 0 12 309 684

Wyatt Dowling Insurance 0 0 37 33

Team Insurance Brokers 0 5 13 14

Valour TriWest 0 5 10 1

Cox Morris 0 20 39 61

Crossroads Insurance 0 20 96 85

Plezia Insurance 0 3 42 42

0

50

100

Nu

mb

er

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Social Media Positioning

Blog PostsTwitter

FollowersTwitter

FollowingFacebook

LikesLinkedIn

ConnectionsYouTube

Subscribers

Winnipeg Insurance Brokers Ltd. 0 0 0 0 0 0

Coughlin – Winnipeg Insurance Brokers

0 9 16 61 0 0

Garriock Insurance 0 2 0 0 0 0

Reider Insurance Services 0 2 0 0 0 0

King Insurance 0 0 0 0 0 0

Ranger Insurance 0 7 6 17 0 0

Horizon Insurance 24 58 60 27 0 0

Wyatt Dowling Insurance 0 16 8 95 0 0

Team Insurance Brokers 0 0 0 0 0 0

Valour TriWest 0 0 0 0 0 0

Cox Morris 0 0 0 0 0 0

Crossroads Insurance 1 62 335 0 0 0

Plezia Insurance 0 0 0 0 0 0

0

20

40

60

80

100

120

140

160

180

200

Nu

mb

er

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The Web Presence Effective Chart compares all competitors in a 2 dimensional diagram.

0

1

2

3

4

5

6

Website score

Search Score

Social Score

Content Score

Web Presence Effective ChartWinnipeg Insurance BrokersLtd.Coughlin – Winnipeg Insurance BrokersGarriock Insurance

Reider Insurance Services

King Insurance

Ranger Insurance

Horizon Insurance

Wyatt Dowling Insurance

Team Insurance Brokers

Valour TriWest

Cox Morris

Crossroads Insurance

Plezia Insurance

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Competitor Positioning Chart So

cial

Im

pac

t

Search Visibility

High Search Visibility, High Social

High Search Visibility, Low Social

Low Search Visibility, High Social

Low Search Visibility, Low Social

Bubble Size = based on# pages indexed in Google

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Competitor Audit

This area details all the findings and recommendations for the Website Audit for all competitors in the market. This will help you identify where you need to put

some resources for your website. There is only one sample shown below while the full report contains details for all competitors tested.

Description of Best Practices Rating Comments

Visitors know who you are, what you do, & how you can

help; in 30 secondsPass Ok

The main objective of the website is clearly defined Pass Ok

Your target market or audience that visit the website is

clearly defined.Pass Ok

There are call-to-actions, free trial, download

resources, visit our business etc.Attention

There are no clear call to actions on the

homepage

All information is relevant & every page has valuable

content. Attention

Can be improved. Some pages either have

too much or too little content

The right amount of information is provided: not too

little; or worse, too much.Attention

Can be improved. Some pages either have

too much or too little content


Site load time is reasonable Pass Ok

Adequate text to background contrast Pass Ok

Font size/spacing is easy to read Attention Not easy to read.

Flash & add ons are used sparingly Pass Ok

Images have appropriate ALT tags Fail Images do not have ALT tags


Company logo is prominently placed. Pass OK

Tagline makes company purpose clear. Pass Ok

Home-page is digestible in 5 seconds. Attention Too much text on the homepage

There is a clear path to your company information Pass Ok

There is a clear path to contact information Attention

Your web pages follow a consistent layout, color

scheme, title/heading structure, and brand style.Pass Ok

Website visitors are encouraged to do business with

you through clear marketing messages. Attention Website lacks call to actions

The website is visually appealing and easy on the eyes AttentionThere is room for improvement by utilising

latest web technologies

Website looks professional with good design. FailThere is room for improvement by utilising

latest web technologies

Brand identity & Aesthetic appeal

Website accessibility

Website communication is clear


Main navigation is easily identifiable Fail Internal linking can be improved

Navigation labels are clear & concise Fail Internal linking can be improved

Number of buttons & links are reasonable Pass Ok

Company logo is linked to the home page Fail not linked

Links are consistent & easy to identify Pass Ok

Site search is easy to access Fail no search


Major headings are clear & descriptive Attention Not all web pages have headings

Critical content is above the fold Pass Ok

Styles & colors are consistent Pass Ok

HTML page titles are explanatory Pass Ok

We provide value added content (whitepapers, case

studies) in exchange for contact information.Fail no

Content on our website is organized by industry or

market segment.Pass Ok


User-friendly URLs leveraging top keywords. Keywords

are short, descriptive and memorable.Pass Ok

A sitemap with text-links to each page is available &

navigation to any page can be done in 3 clicksAttention There is no sitemap

There are clear keyword-rich meta descriptions (page

descriptions) for all pages.Fail

Not all pages have optimised description

tags

Google Analytics has been installed on the website. Fail There is no Google Analytics on website

Content

Search Engine Optimization

Website Navigation

Website Program Success DriversWinnipeg Insurance

Brokers Ltd.

Coughlin – Winnipeg

Insurance Brokers

Garriock

Insurance

Reider Insurance

ServicesKing Insurance

Ranger

Insurance

Horizon

Insurance

Wyatt

Dowling

Insurance

Team

Insurance

Brokers

Valour

TriWestCox Morris

Crossroads

Insurance

Plezia

Insurance

Website communication is clear 4.0 5.0 5.0 2.0 4.7 5.0 5.0 4.7 4.7 4.0 4.3 5.0 2.8

Website accessibility 3.6 4.0 4.2 4.0 4.6 4.6 3.6 4.0 4.6 4.6 4.0 5.0 3.6

Brand identity & Aesthetic appeal 3.6 5.0 3.0 3.1 4.0 4.8 4.8 4.6 4.4 2.4 5.0 4.4 3.2

Website Navigation 1.7 4.2 3.8 3.2 4.7 4.2 5.0 4.2 3.0 3.3 4.2 4.2 3.8

Content 3.8 4.3 3.3 3.2 4.7 4.2 5.0 3.5 4.2 3.5 3.8 4.7 4.2

Search Engine Optimization 2.0 3.8 3.8 0.8 3.8 4.5 2.5 2.5 1.3 0.8 3.8 2.5 0.0

5 10

Website Program Benchmark (out of 30)

18.7 26.3 23.1 16.2 26.4 27.2 25.9 23.4 22.1 18.6 25.1 25.8 17.7

0.0

1.0

2.0

3.0

4.0

5.0

Website communication

is clear


Brand identity & Aestheticappeal

Website Navigation

Content

Search Engine

OptimizationWinnipeg InsuranceBrokers Ltd.Ranger Insurance

0.0

1.0

2.0

3.0

4.0

5.0


is clear



Website Navigation

Content

Search Engine

OptimizationCoughlin – Winnipeg Insurance Brokers

Ranger Insurance

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0.0

1.0

2.0

3.0

4.0

5.0


is clear



Website Navigation

Content

Search Engine

OptimizationReider InsuranceServices

Ranger Insurance

0.0

1.0

2.0

3.0

4.0

5.0


is clear



Website Navigation

Content

Search Engine

OptimizationWinnipeg InsuranceBrokers Ltd.Ranger Insurance

0.0

1.0

2.0

3.0

4.0

5.0


is clear



Website Navigation

Content

Search Engine

Optimization

Garriock Insurance

Ranger Insurance

0.0

1.0

2.0

3.0

4.0

5.0


is clear



Website Navigation

Content

Search Engine

Optimization

King Insurance

Ranger Insurance

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Recommendations: (This area will be customized with recommendation for your website )

Continue and improve on Current SEO Strategy but expand optimized Keywords Create a Content Blueprint and add “good optimized content on a continuous basis. Engage in a PPC campaign targeting the best performing keywords (50-75) – This is to ensure that all Web Properties are covered as well as searches

for competitors. Goal must be top visibility.

Create a visitor conversion strategy by improving conversion offers on the site .

Recommended Pay Per Click budget

Focus on the top 20 performing competitor keywords to achieve immediate results

A good Pay Per Click campaign can yield a 4% click through rate

The average cost per click for the top 20 keyword phrases is $0.36

A budget of $100 per month can yield a minimum of 300 visitors although we expect that that will not be used initially.

Increase your online brand and extend your visibility – we will continue with directory submissions. To improve your online visibility in line with your competitors we recommend creating 60 links per month for the next 12 months currently we are only building 75 links /year .

Search Engine Optimization:

We suggest to continue with your Search Engine Optimization BUT more original content needs to be created around the most important keywords. Off Page optimization is where improvements can be made by building incoming links with targeted “anchor text” to pages that you wish to promote.

Content Marketing Blueprint for 24 content pages that outline all the relevant content that your target audience searches for. This blue print includes

keyword research, meta tags, headings and sub headings with “call to actions” and copywriter instructions

Content marketing to increase ‘organic’ traffic and keep the web site regularly updated. Add 2 pages per month. Being recognized as a resource website by Google will continue to improve your organic website traffic and improve search engine rankings. Examples of generic pages you can add include;

o How to select an insurance policy.

o What to know when you travel abroad.

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o Does an alarm system really save you insurance cost?

o Why every company needs group insurance.

o So you have insurance – Are you really covered?

Claim your Web Properties: Facebook, Twitter, YouTube, Slideshare, Flickr, Linked In etc

Social Media Technology – Social Media brings ‘word of mouth’ to the internet. You are in a “Word of Mouth Business! By engaging your audience, you will increase your conversion rates. We need to create a Social Media Plan that is comprehensive and includes all social media activities for the next 12 month. It will integrate the details of all important social media

o Facebook - Create a custom Facebook page to engage with your community o Twitter - Twitter Profile to send out regular updates & tips on maternity hospitals

Monitor Social Media and Internet Mentions – It is crucial to know when people are talking about you or your competitors. You need to know and you

need to react.

Blog – Implement a blog to engage socially with your clients and to support your search engine strategy. This requires commitment to writing regular blog posts to engage with your community

Review monthly management reports and use analytic dashboards to monitor performance of the website and implement continuous improvements.

Conduct a quarterly competitor analysis to ensure that your company tracks their performance against your competitors

Add a mobile portal to your site for access form the ever increasing internet connected mobile devices ( iPad, iPad, iPhone, Blackberry, Android Phones and Tablets etc.)

Documents

Insurance Market Competitor Analysis (Redacted)