Growing brand visibility using on-page SEO for Plus Minus, a chartered accountant firm in a highly regulated market
Brand visibility growth
Improved non-branded SERP
Page load speed on mobile
THE CHALLENGE
After recovering from Google redirect penalties for violating Google guidelines, Plus Minus’s organic visibility was significantly diminished. The company wanted to rebuild customers’ and search engines’ trust while re-establishing the website on search engine results pages (SERPs).
THE BRIEF
Enhance SEO visibility by creating unique, quality content that appeals to small business owners, increasing brand visibility, and creating non-branded SERPs.
THE PLAN
We focused on optimizing the website, targeting small business owners, and focusing on content that reassures and persuades decision-makers. Leveraging WordPress as the content management system (CMS) to build a robust site architecture aligned with technical and on-page SEO requirements, we fulfilled search engine guidelines.
THE APPROACH
ur on-page SEO strategy’s success resulted from extensive keyword research and collaboration with front-end developers, content creators, designers, and media experts to develop a new website. Everyone’s contribution was valued toward the success of our on-page SEO strategy. The comprehensive roadmap included website architecture, content planning, media planning, development cycle, optimization, and a go-to-market plan.
THE ON-PAGE SEO
The on-page SEO strategy re-established the Plus Minus brand across search results and grew visibility for non-branded terms. A reliable website structure ensures accessibility to customers and search engine crawlers.
Site structure
The hierarchical website structure has critical categories at the top level of navigation. Subcategories were used to improve navigation, topical relevance, and a comprehensive internal link juicer. Relevant and easy-to-use website navigation was vital for enhancing efficiency and website usability.
Content creation
We targeted small business owners seeking chartered accountants in the UK. We ideated the content to persuade and reassure small businesses benefiting from chartered accountant services. We used keyword research, internal juicer, and on-site optimization techniques to optimize the content for search engines.
Optimization
The content creation brief involved creating high-quality content relevant to target audiences. The optimization focused on aspects that helped improve Plus Minus’s structure and readability, including structured content, meta descriptions, header tags, media alt text, and other components to ensure the content aligned with Google’s general guidelines.
THE ON-PAGE INTEGRATION
Keyword research
The keyword research focused on the intent of businesses looking for chartered accountant services. The findings highlighted long-term keywords and opportunities to position commercial key terms by location at the top of search results and search features. Focusing on specific accountant terms for small businesses allows us to align the content with the unique needs and preferences of Plus Minus’ audience.
Internal links
We meticulously analyzed web pages and linkable texts. This in-depth analysis helped us identify target keywords that drive qualified organic traffic and benefit most from on-site link-building techniques. Our approach supports the on-page SEO strategy, re-establishing search result visibility for long-tail keywords and key commercial terms.
THE RESULT
Page speed
Our technical SEO strategy boosted the average mobile loading time to 0.590s, improving the user experience and search engine rankings. Both the overall performance and core web vital metrics improved drastically.
Search visibility
Page one keywords ranking for Plus Minus increased by 130K%, boosting Plus Minus’s visibility into the top three for branded and non-branded “chartered accountants” terms across search results and features. Non-branded keyword search results improved by an average of 1270%, and SOV has risen from 1.58% to 4.10%, with overall impressions growing by nearly 1M YOY.
Local search
We boosted Plus Minus’s local visibility into the top three for branded and non-branded “chartered accountants” keywords across search results features.
Let me help you
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On-page SEO – What is it?
I can work closely with your teams to achieve organic growth at the top of the funnel. I build on-page SEO strategies focusing on user intent, website experience, and branded and non-branded search engine results growth.
SEO assessment
Leveraging your website
- Can search engines access your content efficiently?
- Does the content deploy efficiently?
- Are links relevant to the users?
- Are SEO objectives aligned with OKRs?
- Is the website technically accessible?
- Are SEO tasks automated?
On-page SEO
Focus on website optimization
- Is your content fully accessible?
- Is your content optimized?
- Is the content relevant to your audiences?
- Is the site designed mobile-first?
- Does intent segment keywords?
- Are internal links relevant to your audience?
- Have internal links been tested against users?
- Have you built a content methodology?
On-going SEO
Focus on long term results
- Is CRO aligned with product objectives?
- What are the SEO processes in place?
- Have you upgraded your SEO strategy?
- Is SEO integrated into the wider business?
- Does SEO align with your marketing initiatives?
- Have SEO initiatives been upgraded for Google updates?