Adding value: Expert content multiplies search visibility

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.

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.