
increase in organic conversions
increase in goal conversion rate
increase in non-branded clicks
increase in organic sessions

Content & SEO

Finance

Queensland
About Woodward & Co
Woodward & Co is a boutique accounting firm offering advisory services for all types of businesses wanting to take it to the next level. Located in Clayfield, Queensland, they emphasise a high quality of service — prioritising prompt communication whilst meeting deadlines punctually. This helps achieve the best tax result along the way.
Challenges
In May 2021, Woodward & Co reached out to Online Marketing Gurus wanting to increase their organic traffic and conversions. As such, the SEO Gurus conducted an integrated SEO strategy that involved a content refresh to help this firm achieve their organic goals.
Through our free introductory audit (worth $2,000), we were able to uncover areas of improvement and opportunities to capitalize on, that would help propel Woodward and Co’s organic rankings.
- Thin content on category pages + content gap
- FAQ Schema Markup & Google My Business (GMB) not optimised.
- Slow site speed affecting Largest Contentful Paint (LCP)
- Unoptimised and missing/duplicate metadata elements
Our Approach
Whilst implementing an integrated SEO and content strategy, we focused our efforts to achieve tangible growth in key organic traffic and conversion goals. We targeted all the areas of content, links, and technical that Google prioritises when it comes to bringing value to your target audience. With this in mind, our partnership towards superior organic rankings blossomed.
- Reconstruction of existing pages and creation of new category pages
- Optimising Title Tags, Metadata and H1 (header) tags
- Revamping FAQ schema and GMB
- Further configuration of goal tracking
- Improving website speed
Strategy & Execution
Outcomes
What did Woodward & Co achieve during our partnership? We saw massive growth in impressions for keywords surrounding ‘crypto’. Being a direct result of ranking 1 in Google’s SERP for this keyword, this is what was driving the most amount of organic traffic to the website. Within 6 months, the accounting and advisory firm saw impressions soar for both branded and non-branded keywords. To highlight, overall impressions increased by 34% and non-branded increased by 29%.
Our initial campaign goal for Woodward & Co was to increase organic traffic by 10% in 6 months, however we smashed this by achieving a 41% increase, representing a 44% total of overall traffic.
As mentioned previously, the keyword ‘crypto’ drew lots of organic traffic for the accounting and advisory firm. The strategy behind this included targeting keywords surrounding ‘crypto’ like ‘crypto accountant’ and ‘cryptocurrency tax accountant’ (to name a few) and answering common queries to boost organic rankings. As a result, Woodward & Co were able to maintain position 1 for the ‘crypto’ keyword.
Other keywords that saw big wins from this content strategy included ‘property tax accounting’ and ‘cfo accounting services’. Both these keywords had a FAQ section content revamp to reflect and answer the common search queries bordering said keywords. Questions like ‘What does a property tax accountant do?’, ‘How do I choose a property accountant?’, ‘What is CFO in accounting’ and ‘Why should I choose Woodward & Co as my CFO accountant in Brisbane’ allowed for greater visibility and even better rankings.
We also put the turbo in turbocharged rankings as we helped Woodward & Co achieve p9 for ‘property tax accounting’ and p4 for ‘cfo accounting services’.