The Manchester-based digital marketing agency Embryo Digital has released its ground-breaking, first-of-its-kind ‘Embryo Index’ today. The index aims to show businesses and professionals in Manchester and Greater Manchester how they are performing in terms of offline and online marketing metrics in comparison to their competitors, highlighting areas for improvement.
Across the 5 main sectors that the Index currently looks at, recruitment and finance companies come out worst overall for marketing visibility with an average Index score of 280.06 and 205.24 respectively, whilst the legal sector scores best with an average score of 472.25.
Currently featuring over 300 companies, with 70 in the recruitment sector, including Morson, Adam Recruitment, GradTouch and ITECCO, each company has been ranked and compared across 30+ metrics, including:
- Review score: Determining reputation, this metric takes data from customer review websites such as Trustpilot, Feefo, eKomi and Google Reviews.
- Web authority score: Takes online-only factors such as the number and quality of links pointing to a site, content quality, content per page, site speed and on-page SEO quality into account.
- Social media score: Based on how well each business uses their social media accounts, how large the audience is and how engaged they are.
Web traffic score: Represents the estimated number of visitors to a website based on a combination of third-party metrics.
Each individual metric is calculated on a scale from 0 to 100, with different weights given to each metric. Combined, the ‘Embryo Index’ calculates what it calls ‘marketing visibility’ for each business listed, allowing comparison with every other business in the sector, and within Manchester too.
For example, the top 5 recruitment companies, according to the Index, are as follows:
- Morson – 1919.21
- Rullion – 1034.90
- Meridian Business Support – 856.15
- Douglas Scott – 741.53
- GradTouch – 668.73
At the individual metric level, Morson comes out on top because the company’s scores include:
- Press score – 100
- Pages indexed – 100
- Keyword reach – 100
- Traffic score – 100
- Sponsorship/Advertising – 100
Morson’s overall score is nearly 7 times the average for the recruitment sector.
At the other end of the sector, the bottom 5 recruitment companies are as follows:
- Reactive Recruit – 10.63
- Maxwell Bond – 9.88
- FoodEng Recruitment – 9.43
- Bourne Recruitment – 6.60
- Marley Wright Recruitment – 6.55
More businesses are being added to the Index every day and companies can request to be included on the Embryo Index website www.embryodigital.co.uk/manchester
‘’What makes company X so popular?’’ ‘’How do I outperform company Y?’’ These are the questions that have always come up in every sales meeting I’ve ever been to. This made me realise that there was a real opportunity to show businesses just what they need to do to successfully compete in their market, based on data that has merit,” said Ross Green, Managing Director at Embryo Digital.
‘’Recruitment, as an industry, can be as specialised as Catermatch and Morson are when it comes to food and engineering careers, or as generalised as GradTouch is when it comes to the variety of roles on offer. Though there is much to distinguish these businesses, many have difficulty attracting new candidates due to the volume of competition out there.
“The Embryo Index shows recruitment businesses what they’re doing right, what areas need some work and how they compare to the competition in both the online and offline space. It’s free marketing advice, which I recommend every single business featured takes,’’ explains Sam Thomas, Head of SEO at Embryo Digital.