Accountants SEO Case Study
Kinore Accountants started with the ambition to take a small traditional accountancy practice and turn it into a well-known online brand.
Within one year traffic had grown from 400 to 8,500 per month.
Client
Kinore Accountants
Projects Timeline
2017 - ongoing
Services
SEO, Link Building, CRO, Content Planning, Content Optimisation
1
Client Background
The client was rebranding a practice that targeted a local area in Donegal to build a company that attracted clients online only across the whole of Ireland.
They had recently rebranded, changed the company name, and migrated the website from an old domain to a new one. The redirects from the old domain were incomplete. Only the home page was redirecting. This meant that the content on the old site was duplicated on the new site. Setting up 301 redirects quickly solved this duplicate content issue.
2
Challenge Faced
The challenge was to help turn the company into a fully fledged content marketing machine.
They had published some blog posts and service pages. The website was weak due to a lack of backlinks. There was no coherence to the content or plan.
3
Where We Started
We started with a technical and content to determine if any of the content was worth keeping and to uncover all issues. There were many issues:
- Dates in URLs
- Low-quality content
- A lot of technical issues
- No redirects from the previous website
- Lack of inbound links
The work to fix the technical issues took two months.
4
Implementation Process
As with all projects, we ensure we can make a difference quickly to gain the client’s trust. This results in leaving some work that is essential till after the first few months.
As with almost all websites, the quickest return was publishing high-quality content.
1
Competition Research
The client was almost the first in the accountancy market targeting the term online accountants. We mapped out all the possible competitors, which were often business websites.
2
Keyword & Content Planning
We created a list of primary keywords to build content around. These keywords were aimed at all three level in the buying cycle.
3
Publishing
All of the content was written in-house; we trained the content team to create content that was the right length and properly structured to rank quickly on Google.
4
Link Building
As previously mentioned, the website was weak due to the lack of links from other websites. We started reaching out to other sites, asking to be published.
5
Analytics & Optimisation
Using analytics, we recorded which pages resulted in customer sign-ups, optimised those pages further, and created more content around those topics.
5
Results and Outcomes
It is easy for SEO companies to talk about driving X traffic and getting a high percentage of growth. We were spectacular in traffic growth.
But, at the same time, the company has grown from a six-person firm to now having over seventy employees.
User Engagement
User engagement has been very good with a low bounce rate and a high time on the page.
Excellent Reviews
The company reviews have been very good which has helped with the growth.
Market Recognition
The company started to get branded traffic, and the percentage of branded traffic has continued to grow.
Wider Customer Base
At the start the idea customer was very narrow. Since then the customer base has expanded to include much larger companies.
6
Conclusions
The essence of this project has been:
- great content
- link building
- customer service
In many ways the project has been simple, but the competition and keyword research created a good foundation.
We are happy to be still working with this client.
