1. An Audit of a Financial &
Investment Industry Website
When Google-searching keywords ‘pension financial services actuarial
atlanta employers,’ one of the top results is TowersWatson.com.
Following pages show more stats revealing the digital footprint of that site.
Jake Aull | Zen of Brand | Websites & SEO | Social Media & Branding
404.259.5550 | zenofbrand.com | @jakeaull

2. High Impact
Search Queries
Note that search engines
attribute TowersWatson.com
with traffic via keywords
surrounding “salary survey.”
Good for them that their online
brand reputation is relatable to
such a powerful, ubiquitous
keyword phrases as this and the
aforementioned.
However, although non-brand-
name keywords are affiliated
with the site, note they are not
the primary keywords resulting
in TowersWatson.com hits.

3. Primary Keyword Hits
In spite of Towers Watson’s high website traffic and website full of content, it’s primary search
engine hits are surrounding its brand name (shown below), leaving opportunity for a competitor to
focus on, and own, other industry relevant keywords in demand (e.g., “retirement 401k planning”)

4. Uniques (First-Time Visitors) &
Primary Online Competitors

5. Towers Watson’s website

6. Smart Navigation Usability
& Architecture

7. Competitive Observations
 Many industry niche websites achieve their highest search hits based
on their brand name entered into search engines by users.
 This typically equates to good niche-industry brand recognition (“long-
tail” search), but poor broad industry keyword ownership (“head” terms
searched).
 Towers Watson has good website usability navigation and content, and
a digital footprint achieving brand-name search affiliations with industry
general terms.
 However there are SEO opportunities to compete against
TowersWatson.com with industry-relevant niche keywords.
 Note following pages show the websites which SEO and web analysis
tools consider to be primary online competitors of TowersWatson.com.

8. Sites Like Towerswatson.com - Find 25 Compensation Sites Similar ... http://www.similarsites.com/site/towerswatson.com
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Towerswatson
towerswatson.com
Global professional services company that helps organizations improve performance
through effective people, risk and financial management.
Site Topics: Compensation / Insurance / Hr / Benefits / Risk
Category: Business > News and Media
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