Key competitors:
For this post I will again use Redline Auto Service. The key competitors for this business are other local shops and garages offering similar services. These range from franchises that offer simple things like oil changes and muffler service to dealerships that offer repair services for specific brands to other small garages that do it all.
Vital keywords:
The most vital keywords would be those related to automobile repair shops within the Lansing area. Very rarely would a person take their vehicle a significant ways away to get it serviced which is why our scope is limited to this area. Auto repair certifications and brand/make specialization can also be relevant keywords for this organization, though much less so.
Analysis:
Because this is a fairly small business offering a specific service it is fairly easy to figure out the previous information. Using things like search engine data and web analytic tools you can get a better idea on which search terms bring in the most traffic and you can even limit it to a particular area. Both long-term and short-term can be analyzed to measuring things like an organization's popularity change or the success of a recent advertisement campaign.
The ranking on main search engines for an organization can also be used to determine which improvements are being made. The goal is to get as close as possible to the first search result of a specific string. For this organization I can use a string such as the following: Auto repair Lansing Michigan
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| Seventh Result on Google |
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| Fifth page on Bing |
As can be seen in the previous images the results vary drastically between Google and Bing. The reasoning for this has to do with their algorithms in addition to the site being formatted in a way that optimizes it for Google. Unfortunately not everyone uses a single search engine so a site should be optimized for as many major ones as possible. I'd recommend further search engine optimization as well as seeing what exactly people are searching for in order to rank higher that competitors under the more vital results.
For your type of business you might take a look at Google Adword's free Keyword Tool. You can put your website and those of your competitors in to see what the keyword suggestions are. James was also using a tool called iSpionage that might give you some interesting data too. Nice job :)
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