About Domain

Search intelligence,
without guessing

Domain maps competitive positions in search results — tracking keyword gaps, link equity, and content coverage across markets so decisions rest on what is actually happening, not assumptions.

6+ Years active

340+

Clients served

Ranging from regional service businesses to national e-commerce brands across Canada and the US.

1.4M

Keywords tracked

Monitored monthly across client portfolios spanning 18 industry verticals.

26k

Competitor profiles

Built and maintained in structured competitor databases across active client campaigns.

94%

Retention rate

Clients who stay past the first 12 months tend to continue for 3 or more years on average.

Analyst reviewing competitor keyword ranking data

Winnipeg office workspace used for SEO research

Where Domain started

"We kept seeing the same gap — clients knew their rankings were slipping but had no clear picture of who was taking their positions or why."

Domain began in 2019 out of a consulting practice in Winnipeg. The original problem was practical: clients were losing organic traffic and the available tools gave keyword counts without context. Ranking data existed, but competitive context — which sites had taken ground, on what queries, and through which link or content changes — was spread across disconnected reports.

The early work involved building structured comparison frameworks manually. Analyst time went into cross-referencing SERP snapshots, indexation changes, and backlink velocity to reconstruct how a competitor had moved. Those frameworks gradually became the methodology that Domain now applies at scale.

Competitor gap analysis covering keywords, content depth, and linking patterns — not just volume

Market share estimation by search intent category, updated monthly so shifts are visible early

Structured reports built for decision-makers, not just SEO teams — specific and without padding

How the analysis work actually gets done

Most of what Domain produces comes from structured data work rather than automated scoring. The outputs reflect real SERP conditions at a specific point in time.

Keyword positioning audit

Every engagement starts with a full snapshot of where the client ranks versus 4–8 defined competitors on a target keyword set. The comparison includes estimated traffic share per query, not just rank position. Gaps with clear entry points get flagged with supporting evidence rather than generic recommendations.

Live SERP tracking

Backlink velocity mapping

Link acquisition patterns often explain ranking changes faster than content factors do. Domain tracks the pace at which competitors build links, the referring domain types involved, and whether anchor text clusters signal a deliberate targeting strategy or incidental growth. Changes in velocity typically precede ranking shifts by 6–10 weeks.

8–12 wk

Typical lag between link velocity change and rank movement

4–8

Competitors tracked per client engagement standard

Monthly

SERP snapshot cadence for active campaign monitoring

Industry verticals covered across current client base

The people behind the reports

Domain runs a small specialist team. Each analyst works across a limited number of client accounts to keep the research quality consistent and the context current. No account gets handed off to a generalist.

Get in touch

Ingrid Solberg

Head of Competitor Research

Ingrid has spent 11 years working with search data across e-commerce, financial services, and multi-location retail clients. She built the original keyword comparison framework that Domain still uses as its baseline methodology. Her work focuses on identifying where ranking gaps have structural causes versus where they reflect temporary algorithm variation.

Tariq Beaulieu leads the link analysis side of the work. His background is in data journalism, which informs how Domain approaches source quality — treating a referring domain's editorial standards as a relevant signal, not just its domain authority score. He joined Domain in 2021 after working with a Toronto-based SEO agency focused on B2B technology clients. Tariq structures the backlink velocity reports and maintains the competitor profile database.

Petra Novotná handles client reporting and SERP tracking across the European market verticals. She came from a product analytics background and applies structured data modelling to SERP observation — treating ranking changes as time-series events with identifiable precursors rather than opaque algorithm outputs. Her reports consistently surface the same issues clients later confirm through their own traffic data.