Comprehensive Diligence & Audit Reports
Diligence reports are faster and often outside-in, but can be done with the use of 1st party data. They are focused on identifying upside and risk, with a focus on helping firms refine their bids.
Audits go multiple layers deeper with the goal of creating a roadmap of items that need to be addressed in order to scale. They lead to growth roadmaps and are ideal for value creation.
Report Contents
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Overview
- Executive summary
- Scorecard (subjective ratings)
- Most upside
- Potential risks
- If applicable, observations from conversations with the team
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Competition
- Website traffic & marketing mix
- User interest trends
- Competitive metrics by section
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Paid Search
- Paid search competitors
- Estimated # of keywords
- Top keywords
- Keyword gaps
- Estimated budget comparisons
- Quality of keywords
- Google shopping, if applicable
- Top landing pages
- Ad text
- Use of sitelinks/extensions
- Use of Bing
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Organic Search
- Competitive KPIs
- Traffic & value trends
- Keyword ranking trends
- Key competitors
- Brand vs non-brand
- Top keywords
- Changes in rankings
- Shared keywords
- Technical SEO
- Primary tech issues
- Site structure
- Top pages
- Growth in referring domains & quality
- Broken backlinks
- Title & meta tags
- Content update frequency
- Local, if applicable
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Optional Add Ons
- Paid social
- Retail media
- Display ads
- Website messaging
- Web design, usability & platform
- Third party reviews
- Interviews with the prospect team
- Model validation & sizing