# ATB Competitive Map — Phase 2 Summary Descriptive only — patterns observed, not recommendations. Same rule as Phase 1: log what is stated, do not interpret. --- ## 1. The roster, with breadth ATB (`atbcal.com`) ranks 480 keywords per its latest `domain/overview/history` snapshot (602 keyword-row combinations returned by `domain/keywords`, across **94 distinct ranking pages**). | Domain | Total keywords on record | Common with ATB | Domain relevance | Source | |---|---|---|---|---| | goodaccountants.com | 731 | 10 | 2.44 | overlap discovery | | go2bbi.com (BBI) | 434 | 166 | 46.34 | client-named + overlap | | prohorizons.com | 397 | 141 | 34.15 | overlap discovery, newly-identified | | accountingbroker.com | 383 | **198 — highest of any domain** | 14.63 | overlap discovery, newly-identified | | acctsales.com | 372 | 157 | 12.2 | overlap discovery, newly-identified | | accountingfirmsold.com | 290 | 152 | 14.63 | overlap discovery | | zbscpas.com | 247 | 65 | 2.44 | overlap discovery | | nationalaccountingsales.com | 223 | 132 | 7.32 | overlap discovery | | cpasales.com | 176 | 94 | 7.32 | overlap discovery | | thrivefinancialgrp.com | 97 | 27 | 4.88 | overlap discovery | | poegroupadvisors.com | ≥1,398 (fully enumerated — comparison pull exhausted at page 2) | **0** | not applicable | client-named, invisible to overlap discovery | | accountingpracticesales.com | ≥2,000 (comparison pull capped at 2 pages by deliberate scope decision, true total larger) | **0** | not applicable | client-named, invisible to overlap discovery | | greengrowthcpas.com | ≥2,000 (same cap) | **0** | not applicable | client-named, invisible to overlap discovery | No domain's *organic-overlap* footprint reaches half of ATB's 480 — accountingbroker.com comes closest at 198 (41%). But three domains — all client-named, all zero-overlap — carry on-record keyword footprints several times larger than ATB's when measured on their own terms rather than through the overlap lens. That gap (overlap-invisible but large-in-their-own-right) is the roster's central shape. --- ## 2. The AI Overview citation gap — headline number **ATB is cited inside an AI Overview zero times**, across all 602 of its own ranking keyword-rows, checked across all four answer-box SERP features tracked (`sge`/AI Overview, `featured_snippets`, `local_pack`, `people_also_ask`). Every `with_link` pull for atbcal.com returned an empty set. Of ATB's 602 ranking keyword-rows, an AI Overview appears **and does not cite ATB** on 109 rows (90 unique keywords). Cross-referencing those 90 keywords against each competitor's own `sge with_link` set (2.3 × 2.9) finds **18 of those 90 keywords are cited by a named competitor instead**, across 77 keyword×URL×competitor combinations. The single most-repeated case: **"cpa firms for sale in california"** (volume 70) is cited by four different competitors — go2bbi.com, accountingfirmsold.com, accountingpracticesales.com, and poegroupadvisors.com — each at AI Overview position 1, while ATB ranks organically at positions 4–60 on four different pages and is cited by none of them. Of the 77 citing rows, **poegroupadvisors.com (31 rows) and accountingpracticesales.com (15 rows) account for 60%** — the same two zero-organic-overlap, client-named domains that lead breadth. A domain invisible to keyword-overlap discovery can still be the domain an AI Overview cites on ATB's own core sell-side terms. --- ## 3. SERP-feature presence — inside vs. merely near Across ATB's 602 ranking keyword-rows: | Feature | Present on the SERP, ATB not inside it | ATB inside it | |---|---|---| | People Also Ask | 379 | 0 | | Local Pack | 186 | 0 | | AI Overview (sge) | 109 | 0 | | Featured Snippet | 27 | 0 | ATB ranks organically alongside all four of these features on hundreds of its own keywords — 592 keyword-row instances total — but occupies none of them. This is a wider pattern than the AI Overview gap alone: the same zero holds for local pack, featured snippets, and PAA. --- ## 4. Keyword and page gaps `gap-keywords.csv` holds 7,606 rows (6,626 unique keywords) where a roster competitor ranks and ATB does not, across all 13 domains (10 reused from Phase 1's `raw/comparison/`, 3 newly pulled this phase for the zero-overlap client-named domains). The three zero-overlap domains alone contribute 5,398 of those rows — consistent with §1's breadth finding, not a separate pattern. `gap-pages.csv` groups the same rows by the competitor's ranking URL — 1,328 distinct competitor pages carry at least one keyword ATB has no page for. Ranked by gap-keyword volume, the largest are a mix of on-category and off-category pages: - `accountingpracticesales.com/united-states/northeast/new-york/` — 425 gap keywords, 83,930 combined volume, top term "accounting firms" (a state/region hub page — off-geo for a California-focused audit, but the same page-type exists for California too: `accountingpracticesales.com/united-states/west/california/`, 50 gap keywords, 4,900 volume) - `zbscpas.com/payrollandtax.php` — 43 gap keywords, 11,640 volume, top term "payroll services for small business" (off-category — payroll, not practice-sale) - `goodaccountants.com/new-york/financial-audits/` — 74 gap keywords, 10,700 volume, top term "audit companies" (off-category — audit lead-gen) - `greengrowthcpas.com/irs-form-8300-guide/` — 117 gap keywords, 5,480 volume (off-category — general tax-compliance content) The pattern already named in Phase 1 ("most competitors' keyword gap isn't cleanly on-category") holds again at the page level: the highest-volume gap pages are disproportionately off-category or off-geo content, not direct practice-sale competition. --- ## 5. Cross-reference to Phase 1's cluster-level AI Overview trigger rates Phase 1's `keyword-brief.html` (§08) established, per URL-based cluster, what share of keywords trigger an AI Overview at all — without yet asking who gets cited. Phase 2 answers that second question. Read together: | Cluster | AI Overview share (Phase 1) | ATB present (organic) | Phase 2 finding | |---|---|---|---| | Blog & news articles | 76.9% — highest in the build | 1 of 13 | Highest-trigger cluster; ATB thinly present, never cited | | Succession & merger/M&A | 71.4% — second-highest | 0 of 7 | ATB absent entirely; maps to a client-named motivation | | Financing content | 0% | 0 of 4 | Smallest cluster; no AIO exposure either way | | No ranking page identified | 0% | 0 | 2,400 combined volume, no domain ranks | | Buyer guidance content | 37.8% — highest with real volume | 10 of 37 | 3× the volume of seller guidance | | Valuation content | 33.3% | 4 of 12 | Highest single-term volume (590) of any non-listing cluster | | Seller guidance content | 32.0% | 15 of 25 | Cleanest side split (100% sell) | | Other / miscellaneous | 41.2% | 3 of 17 | Catch-all | | Broker homepages & about/contact | 24.7% | 31 of 89 | Second-largest cluster | | ATB's own ranking pages | 23.1% | 26 of 26 | Branded cluster, by definition | | Practice listings & regional pages | 13.6% — lowest of any substantive cluster | 69 of 169 | Largest cluster by size and volume (6,790) | The pattern Phase 1 named — AI Overview exposure correlates with informational depth, not volume — is consistent with Phase 2's citation data: the two highest-trigger clusters (blog/news, succession/merger) are exactly where ATB is thinnest or entirely absent, and the largest-volume cluster (practice listings) triggers least often but is also where ATB carries its strongest organic presence (69 of 169). Phase 2 does not have cluster-tagged citation data (the SERP-feature pulls are at the keyword level, not yet cluster-joined) — that join is available for Phase 5 synthesis from the already-collected data. --- ## Files ``` 02 — Competitive Map/ raw/domain/ competitors, atbcal.com keywords/pages/subdomains/history raw/serp-features/ atbcal.com sge / featured_snippets / local_pack / people_also_ask, both modes raw/competitors-ai-overview/ each of 13 competitors' sge with_link pull raw/comparison/ gap-keyword comparison, 3 zero-overlap domains (10 others reused from Phase 1) gaps/ gap-keywords.csv 7,606 rows — competitor ranks, ATB doesn't gap-ai-overview.csv 77 rows / 18 unique keywords — AIO cites competitor, not ATB gap-serp-features.csv 592 rows — feature present, ATB not inside it gap-pages.csv 1,328 rows — competitor pages with no ATB equivalent gap-metros.csv placeholder — Phase 3 deliverable competitive-map-summary.md this file ```