SEO 0 Search Engine Optimisation Accountants | Case Study

Client: Accord Accounting

Industry: Financial Services

Background: 

Accord Accounting had operated the Easy Tax website for several years and had experienced no identifiable business leads generated from their online presence. Visitor levels were negligible and the site was difficult to edit and keep up to date

SEO Strategy:

The SEO Works team quickly identified that the overall look and feel of the site was quite acceptable to the target audience but that the potential to convert visits into business leads was “muddied” by the cluttered home page and sub-pages. The “back end” of the site was extremely clumsy and difficult to update making it hard to keep the site content fresh. In addition, the original site had only limited “hooks” available to enhance the Search Engine Optimisation of the site and grow online visits.

In this case, the solution required a completely new “back end” driven by the SEO Works Content Management System (CMS) including a database-driven enquiry tracking system, whilst retaining a simplified version of the original site look and feel. This update allowed SEO Works to then implement a tailored SEO program that involved rewriting the content focussing on the major search terms for the target markets (both on-page text and off-page meta tags/coding). In addition, SEO Works undertook an initial Inbound Link Building campaign.

SEO Outcomes:

In less than two months, site visits grew from around 20 per day to over 150 per day and are continuing to grow. Perhaps more importantly, the new Easy Tax website has now become Accord Accounting's most effective marketing initiative, generating new business leads specifically from their target markets – small business, tradesmen and builders, IT contractors, property investors, medical professionals, SOHO consultants and expatriate business people.

Sample search terms:

Investment: