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CST Tax

International Tax Specialist

CST Tax are international tax specialists offering professional tax advice and services. They are a team of dedicated consultants, advisors and accountants and are rapidly expanding in multiple countries.


Services provided: AdWordsDisplayFacebookSEO

(PROBLEM)

Capturing the opportunity to grow

As CST Tax are expanding their global brand, they wanted a global strategy to create leads as they scale, and build their online presence & brand to complement other offline marketing.

They have never had a digital marketing strategy before and had relied solely on referrals for new clients. CST tax wanted to increase inbound inquires, so there were leads from another source other than referrals.

 

(DIAGNOSIS)

Our online audit

Through our preliminary technical audit, we discovered many technical and development errors, that were built overs years. These included:

  • Online leads were effectively non-existent as all leads were brought in by referrals.
  • The domain had 8 installs of WordPress that were causing indexing issues
  • Site was not built with lead generation in mind (many conversion elements were missing).
  • No display network or search network ads.
  • No remarketing to bring back high value clients.
  • Suspected Panda penalty due to thin/duplicate content created by multiple installs of WordPress.
  • Organically ranked keywords were random and irrelevant
  • Content was disorganized, so we had to rework the Information Architecture of the site.
  • SEO theming issues. The structure meant there were duplicate and unnecessary pages.
  • No keyword theming or plan. Domain authority checks and keyword relevance checks showed that the site was not well built in terms of theming.

(APPROACH)

Our strategy

We kicked off the promotion strategy for SEO, AdWords and Display. Our actions included:

  • New site was built using SEO and conversion best practices (as the previous site was very poorly built with many errors, we determined CST Tax would be better off financially by building a brand-new site)

  • Deep analysis of the business, key services, and verticals to build out a sitemap that resonated with their clients

  • Detailed content audit and assessment of content to be transferred from old site, content to be upgraded and content to be created for the new site

  • Regular technical audits with feedback from Google’s tools and our own in-house tools.

  • Comprehensive mapping and execution of 301 redirects to maintain PageRank on old site

  • A plan to fix all identified technical issues

  • A penalty recovery plan to fix all duplicate and thin content issues

  • Detailed keyword research and suggested plan of content to be created to take advantage of non-competitive, but commercially lucrative keywords

  • Recommendations for both upgraded Title Tags and Meta Descriptions focused on driving action from searchers on search results pages.

  • Testing of page load times on different devices and iterative improvements to improve this

  • Facebook ROI driven ad campaigns were during key periods to drive leads during the tax season and to target a specific client segment

  • Remarketing & display campaigns were also launched to maximize offline ads and referrals

  • New site was built using SEO and conversion best practices (as the previous site was very poorly built with many errors, we determined CST Tax would be better off financially by building a brand-new site)

  • Deep analysis of the business, key services, and verticals to build out a sitemap that resonated with their clients

  • Detailed content audit and assessment of content to be transferred from old site, content to be upgraded and content to be created for the new site

  • Regular technical audits with feedback from Google’s tools and our own in-house tools.

  • Comprehensive mapping and execution of 301 redirects to maintain PageRank on old site

  • A plan to fix all identified technical issues

  • A penalty recovery plan to fix all duplicate and thin content issues

  • Detailed keyword research and suggested plan of content to be created to take advantage of non-competitive, but commercially lucrative keywords

  • Recommendations for both upgraded Title Tags and Meta Descriptions focused on driving action from searchers on search results pages.

  • Testing of page load times on different devices and iterative improvements to improve this

  • Facebook ROI driven ad campaigns were during key periods to drive leads during the tax season and to target a specific client segment

  • Remarketing & display campaigns were also launched to maximize offline ads and referrals

(RESULTS)

Then we saw a return...

SEO:

 

The new more SEO friendly site was launched April 2016.
Due to the new information architecture, clean coding and better indexing…

Traffic immediately doubled

We then commenced out ongoing SEO campaign in September 2017

Organic traffic grew a further 159%

within 7 months..

And…

Organic leads grew exponentially

…by a massive 388%…


Adwords

 

We…

Decreased cost per lead by over half

And

Increased the number of leads 383%

with NO increase in monthly budget:

In other words,

We delivered 4.83X the leads

for the same budget


Facebook

 

We also harnessed the power of Facebook ads to…

Decrease the cost per lead by 82.71%

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