Accounting Firm Case Study by NSC

Satisfying 337% Growth In 6 Months

Today, we’re going to walk you through the results of one of our clients in the financial space who we’ve helped grow from hundreds to thousands of visitors per month. From stagnant to explosive, we’ve transformed this client’s website into an organic lead magnet.

financial advisor seo case study

This client came to us with a financial services website that was established in 2019 that had never had much traction with SEO, in spite of having some of their team members publishing thought-leadership pieces semi-regularly.

We always begin our optimization process with a Website Quality Audit of the existing site and in this case, we uncovered some issues that needed resolving.

Technical SEO Fixes

Meta & Page Titles

Each page on a website should serve a distinct purpose and have content that sets it apart from other pages. This holds true for the content that’s on-site, along with the entire internet.

During the audit, we uncovered dozens of indexable pages missing meta descriptions and several pages that had duplicate meta descriptions. We also noticed that many pages on-site were missing H1 tags.

We went in and made these fixes, adding meta descriptions where they were missing and removing/rewriting duplicate meta descriptions. We also added relevant H1 tags to the pages without.

Schema Markup

This client’s site had some Structured Data implemented on all pages on-site. However, the site needed specific Schema Markups for internal pages.

We had our developer go in and add Organization Schema, BreadcrumbList Schema, and other markups for their internal pages to ensure Google can better understand the content of existing pages and all pages created going forward.

Site Speed Issues

One of the first issues we found during the audit was that the site took ages to load. Pages were taking beyond 3 seconds to get to first bite and more than 10 seconds to load.

The client didn’t have their own development team so we had one of our developers handle the issues.

Here’s what our developer did:

  • Upgraded hosting company
  • Incorporated a content delivery network (CDN)
  • Optimized all images by resizing them to display sizes and compressing them
  • Deleted 6 unnecessary plugins and replaced 2 with better, faster ones

After implementing these changes, the slowest page on the site loads in around 2 seconds, and the fastest one loads in 444 ms. As you might imagine, this decreased the site’s bounce rates and appeased Google.

The on-page work didn’t stop there though; we still needed to create and implement a content strategy.

SEO Content Strategy

The client’s site lacked an SEO content strategy and it wasn’t structured properly. This site had a few landing pages that weren’t optimized and had been previously (unsuccessfully) been used to run paid ads.

We created a content strategy based on the client’s most current modest rankings as there were some low-hanging fruit worth going after. However, the site ranked quite low for these keywords (mostly page 3 and beyond) and required more content to improve topical authority.

The outlined strategy involved building optimized landing pages for the client’s services, creating and interlinking relevant content around and to these landing pages, and eventually, building backlinks to this content.

Landing Pages & Supporting Content

We first performed keyword research to identify keyword opportunities to go after with landing pages. The client’s budget allowed us to build three service landing pages (bookkeeping, accounting, and CFO), so we needed to determine which keywords had the most potential from an SEO standpoint.

After performing a competitor analysis, we determined that most of the general high-volume keywords would require lots of link building, which was outside of the client’s budget for the time being. Thus, we knew this would be a content-grind involving niching down for these service pages adn targeting low-competition low-traffic keywords to create supporting content related to the service pages’ target keywords.

Once we uncovered some solid keyword opportunities for the client’s landing pages, we dove deeper into the keyword research to find opportunities for the supporting content.

We knew the client’s site could get indexed fast and rank well for low-volume keywords. After finding these keyword opportunities, we created content briefs for 15 articles (5 articles to be interlinked around each landing page). 

Then, we redesigned and optimized the current service page landing pages. Once the supporting articles were written, and optimized, we published them to the client’s blog and interlinked them to and around the landing pages appropriately.

The Results

The client’s website has continued growing month-over-month, slow at first, but now we’re seeing the site gain momentum. So far, this website has grown 337% over the last 6 months.

While most of the traffic is coming from the supporting posts, the landing page rankings are continuing to improve, with several page 1 positions for competitive lead-generating keywords.

We hope to update this study in 6 months to showcase how they keep growing with us.

Have a financial advisory website you need to transform into a lead magnet? Get in touch and let’s see if we can help you.