JR Accounts Case Study


The Client:

JR Accounts is a London based Accounting firm which caters to small and medium enterprises. They offer all the services one expects from an accounting firm, including Accounts Preparation, Payroll Services in London, Tax Returns, Auto Enrolment, VAT, Corporate Tax & Planning, Company Secretarial, Corporate Finance and more.

They are in business for over two decades while their online presence in fairly new. They offer personalised services and maintain confidentiality fairly highly. They have readily available services as well and no meeting is required for those. They also have special services for Solicitors, Non-profit Organisations and Charities, Health and IT Contractors.

The Goal:

With a few too many accounting agencies going online, the major challenge was to get JR Accounts ranked for competitive and meaningful keywords. The website being fairly new, they needed increased online reputation, increased brand awareness and more online visibility.

They wanted to rank high for searches from London because the major client base is located there. This involves successful implementation of local SEO.

They also needed a proactive reputation protection online because many competitors might engage in unethical practices to show the agency in bad light.

The Strategy:

The first step we took was to find the generic keywords, followed by long tail keywords and localised keywords for London. The first was for brand awareness, second one for converting the visitors and last group ensured prominent local visibility on search engines.

We also worked expensively on the website (on-page SEO) to modify the content with keyword utilisation, put ALT tags on images and compressing them for faster loading, changing the metadata, title tags etc. for better rich snippet generation by Google.

We created a content plan for the blog and started to update it regularly, linking it to internal pages and using keywords.

We also worked on off-page SEO which includes linkbuilding from selected websites. We rank several tests to identify the influential websites in this domain and earned links via guest posts, blogging, articles, press releases and other content marketing methods.

To strengthen the local presence, we enlisted the site on Google Local, also called Google My Business and Google Maps. We extensively worked on optimising these listings and also took care of online reputation for JR Accounts.

We actually used online reputation management and handled the negative reviews which came in so that the positive reviews and rating could be more prominent.

The Result:

JR Accounts started receiving more inbound traffic, from organic sources, due to these actions. The new traffic count went up by 83% on a weekly basis. Within 4 weeks of launching the campaign, two important metrics, pages per session and time on page increased by 1m 13% and 5m 45s respectively.

The ranking of the site improved drastically for the chosen keywords. For 82% of the keywords, the site started to rank on the first page, which included generic keywords, local keywords and long tail keywords. Consequently, the website started receiving more queries, especially from London, their key target area. This also was due to the improved local ranking and the positive ratings and reviews on their Google My Business listing. The upward surge in local traffic from London increased by 81%.

As a result, the business and revenue of JR Accounts increased from our SEO efforts and the accounts were happy with the ROI they noted.

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