Property Accountants SEO Case Study
SCK Group Accountants combine an accountancy and financial services firm with an emphasis on the property sector.
The company has grown its client base only using SEO.
Client
Projects Timeline
2021 – ongoing
Services
SEO, Link Building, CRO, Content Planning, Content Writing, Content Optimisation
1
Client Background
The client runs an accountancy firm and a combined property management company. Both are marketed from the same website.
Before we started, they had some SEO optimization without significant results.
The client’s aim was to increase some of the accounting services and all of the property services.
2
Main Issues
The company had published many blog posts over the years. We had to decide what content was suitable to rewrite and what needed to be deleted. Most of the pages and blog posts had very few words on the pages; Google saw these as low-quality, thin pages.
The website was not fully optimised, and many pages did not target keywords that would attract visitors.
The website had a lot of technical SEO issues.
The separation between the property and accountancy parts of the business was not clear in the navigation.
3
Where We Started
We started with a technical and content audit to create a baseline and for planning all future optimisation work. There were many issues:
- Page had changed URL without redirects
- Low-quality content
- Lots of 404 to redirects, incorrect canonical
- Lack of inbound links
- Low-quality content
The on-site technical issues were fast and completed in the first month. The keyword research and improving the content took the best part of a year.
4
Implementation Process
Even though we dealt with all the technical SEO issues during the first month, we did update one page to prove how editing content could have a significant and fast impact.
1
Competition Research
Our client is one of the few in his market and by creating helpful content targeting the property section, this had a impact across the whole business.
2
Keyword & Content Planning
The keyword research for this project was not a simple one-off project. Each page needed to be checked and rewritten based on keywords from GSC or deleted if no longer useful.
3
Publishing
We worked with an external writer to help with the content production. Then later we have started to create all the content for the website.
4
Link Building
Link building has been an on-going activity from month 1.
5
Analytics & Optimisation
Using analytics, we tracked which pages led to customer sign-ups, further optimised those successful pages, and developed additional content focused on those high-converting topics.
5
Results and Outcomes
The company no longer has to use other forms of business aqusion and all new business comes from the website.
6
Conclusions
The main long-term tasks are:
- Creating great content
- Link building
We are delighted to be still working with this client.