What you're looking at. This is the real weekly scorecard for New Wave Spas, my family's store and first client, lightly redacted: customer names, competitor names, and operational details are removed, because client competitive information stays private, including my own family's. Every Caretaker client gets one of these: honest grades, the math behind them, what's working, what's leaking, and what gets fixed next. Notice it reports the score going DOWN a point this week. That's the point. You always know exactly where you stand. — Jack Sweeney
New Wave Spas · Rehoboth Beach, DE · Since 1990

Online Presence Report Card

July 12, 2026 · full run · 20660 Coastal Highway · (302) 227-8484
94A · ▼1 from 95

One thing moved this run. Google went from 4.6 on 59 reviews to 4.7 on 58. The rating went UP, which is great. But losing one review dropped our count just under the rubric's 10%-of-market-leader line, and that costs 5 points in Reviews. Net: overall ticks 95 to 94. The fix is one review. Get back to 59 and Reviews returns to 90 and overall to 95.

AI Win of the Week

Google's AI Overview for "cold plunge for sale Delaware" now cites New Wave Spas first, ahead of the biggest local rival: "New Wave Spas: Located at 20660 Coastal Highway, Rehoboth Beach. They feature Therafrost models and Sunlighten Infrared Saunas on their showroom floor." It is quoting our look-only "showroom floor" wording correctly. The July 2 cold-plunge rewrite is winning its query.

Category Scorecard

Website & SEO

100 · A+ · flat

17/17 pages live (200), LocalBusiness schema intact, NAP + hours correct, banned-phrase sweep clean. Homepage badge (4.7/58) now matches live Google.

-0 all lines → 100

Google Business Profile

100 · A+ · flat

Owner post 3 days old (look-only), photos 18 days, personalized Jack-voice replies, NAP + hours correct, claimed.

-0 all lines → 100

Reviews & Reputation

85 · B · ▼5

Rating 4.7 (great, -0). Count 58 sits just under 10% of the largest regional player's total. Newest review 3 weeks.

rating -0 | count band -15 | recency -0 → 85

Social Media

88 · B+ · flat

IG 122 (newest 7/9), FB 157 (newest 3d), TikTok 26 (newest verified 6/15). No wrong NAP, all posted within 30 days.

followers 305<500 -8 | FB reviews 0 -4 → 88

Listings & NAP

100 · A+ · flat

Website, GBP, Yelp, Bing, Yellow Pages, Apple Maps all NAP-correct. .net dead (DNS + browser both confirm NXDOMAIN).

-0 all lines → 100

Competitive Position

89 · B+ · flat

Gap to the top local rival (4.9) now just 0.2 stars, narrowed from 0.3. Two national brands still buy ads on the store's own brand searches.

gap 0.2 -6 | competitor ad -5 → 89

What's working / What's leaking

Working

  • Google rating climbed to 4.7 and the gap to the top-rated local rival narrowed to 0.2 stars.
  • AI Overview cites us first for "cold plunge for sale Delaware," with correct look-only wording.
  • Site clean: 17/17 pages up, schema intact, zero look-only violations.
  • Every listing (GBP, Yelp, Bing, YP, Apple) carries the correct NAP. The dead .net still can't load.
  • Owner post 3 days old and personalized review replies keep GBP at a perfect 100.

Leaking

  • Review count slipped 59 to 58, dropping us just under 10% of the market leader's total. One review fixes it.
  • Facebook reviews still off (0), a standing -4 on Social.
  • Combined social following 305, under the 500 line (-8).
  • Two national brands buy ads on searches for the store's own name. Brand defense is on the to-do list.

Competitor leaderboard & review-volume race

BusinessRatingReviewsvs 7/10
Rival A, location 1 (name redacted)4.9199+1
Rival A, location 24.959flat
Rival A combined4.9258+1
Largest regional player (rubric denominator)4.8585flat
Rival B4.8248flat
Rival C4.714flat
Rival D4.538flat
Rival E3.742flat
Rival F3.517flat
New Wave Spas (us)4.758rating +0.1 / count -1

Review-volume race: our 58 vs Rival A's combined 258 (about 4.5x). The compliant review request system is closing the gap steadily.

Fix these first

1

Get one more Google review (to 59+)MEDIUM

This is the whole story this run. One more review restores the count band and takes Reviews to 90 and the overall back to 95. The review system should self-correct within days at its current pace. Same-day personalized owner replies to every new review.

2

Turn on Facebook reviews + seed 2-3 service customersLOW

FB shows "Not yet rated (0 Reviews)," a standing -4 on Social.

3

Registrar 301 newwavespas.net → .comJACK-ONLY

Domain dead (re-confirmed by DNS + browser this run) and expires 10/11/2026. A 301 or Search Console removal tidies the last stale index entries.

4

Re-check the newest TikTok next runFYI

Jack reports a fresh video after the pinned tile, but the grid error blocked the payload, so it is reported-not-verified this run. Newest verified is 6/15. Log the real date once the grid recovers.

VERIFIED (7/12): site + schema + sweep, Google 4.7/58, Yelp 4.0/4, IG 122, FB 157, TikTok 26 (newest 6/15), Bing, YP, Apple Maps, .net dead (DNS + browser), all competitors, AI Overview citation
REPORTED, NOT VERIFIED: Jack's newer TikTok video after the pinned tile (grid error blocked the check). Some ad-platform internals not re-pulled this run (public ad serving confirmed).