Lovewell Blake

SEO

Adding value: Expert content multiplies search visibility

Two accountants from Lovewell Blake talking while enjoying a soft drink at a table next to a river

01

The brief

Lovewell Blake is the oldest accountancy firm retaining its original name. It covers the needs of more than 10,000 business, private and charitable clients across a wide range of sectors throughout East Anglia and beyond.

The partnership between Lovewell Blake and Candour is long-standing, with the Candour development team having built the current Lovewell Blake site.

On the SEO side, Lovewell Blake was looking to expand its reputation online and receive more enquiries through its website, building on its already well-established reputation as a leading accountancy firm in East Anglia.

A tablet computer displaying an knowledge article from the Lovewell Blake website A tablet computer displaying a staff member biography page from the Lovewell Blake website

02

The strategy

Accountancy and finance planning are both considered ‘Your Money or Your Life’ (YMYL) topics by Google. For a website to establish itself as an authority in this industry, it must prove its Experience, Expertise, Authoritativeness and Trustworthiness (EEAT).

Experience and expertise is evident on entering one of the Lovewell Blake offices, but the key to increasing the site’s overall visibility was translating this into online content.

Our approach brought the Lovewell Blake team to the centre of their content. This gave them a platform to clearly demonstrate their experience and expertise, and build trust with online visitors in the same way they do offline.

As well as creating new content, the Candour team’s strategy included refreshing old content to ensure its relevancy and highlighting article authors to build their authority. Each article now links to an author page detailing the author’s qualifications and specialist subjects.

03

The results

In two years, monthly visitors to the site’s blog content have grown from fewer than 150 to more than 2,500.

Lovewell Blake’s content achieved rankings in the top positions for highly competitive topics around taxes, trust funds and investments.

1500%

increase in monthly blog visitors

A tablet computer displaying a chart that shows the large growth in organic visibility for the Lovewell Blake website
, Partner

“From the outset of our new website build, Candour took the time to get to know us and our business. The team are there to assist when needed, coming up with new ideas and proposals to increase the traffic and conversions on our website.”

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