New Website and Digital Marketing Strategy for Prime Accountants
+700
Keywords the website ranks for
444%
Increase in organic sessions YoY
53%
Of traffic is now non-branded
Prime Accountants Group is an independent firm of chartered accountants, forensic accountants, business and financial advisors with offices in Birmingham, Coventry and Solihull.
R&Co has successfully provided PR services to Prime for over a decade, helping to increase its brand awareness in the West Midlands region and within the accountancy sector.
Prime developed an ambitious growth strategy, which also required an overhaul of its marketing channels.
The company’s website was in need of a major update. It lacked search engine optimisation and relied on brand awareness to drive traffic to its site.
The website was also lacking in helpful content – an essential signal to Google that Prime is an expert on the topic of accountancy.
Prime required a new website that could grow and develop with the expansion of the business.
Key requirements included:
- Easy for users to navigate
- Fully optimised for search engines
- Simple content management system for quick and easy uploading
OUR APPROACH
An in-depth SEO audit and competitor analysis enabled the R&Co team to develop a robust strategy for developing and optimising the new website.
Our SEO team analysed audience search behaviour to identify relevant target keywords.
We used this to create a navigational structure for the website, focusing on Prime’s core service areas and its target audiences.
Content strategy
We created a content strategy to demonstrate Prime’s E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) credentials to Google and to support the website’s long-term SEO.
As Prime’s expertise relate to finance, all content would need to work harder to demonstrate E-E-A-T and adhere to Google’s Your Money Your Life framework.
We achieved this by creating team biographies, enlisting the help of Prime’s specialists to provide unique insight and expertise, and ensuring blog content was assigned to each expert author.
Digital PR
To build the website’s authority, we developed a digital PR strategy to gain media coverage with backlinks, supported by additional thought leadership articles in our target media.
Prime’s new website and SEO strategy has successfully established the firm’s online presence.
The website meets all key objectives:
- Achieving an increase in visibility for location and service keywords
- Driving traffic via search engines
- Increasing website conversions
The website is now able to compete in Google and is future-proofed to align with Prime’s growth plans.
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