Problem
The main goal was overcoming the development stagnation and expansion of the service with simultaneous increment in the website traffic. It already contained more than 30 million pages but search engines indexing was mediocre, and for the product of such a type and size this constitutes a serious task for technicians and SEO specialists. The problems were lurking in the complex project’s technical area – the large number of API connections, complex databases and poor optimization of pages content limited search engines visibility and attracted less users than expected upon the start of the service. Tax services should be easily accessible both for individuals and legal entities, this requires additional efforts to improve the presentation of information and separation of incoming traffic flow across landing pages.
Solution
To solve the aforementioned problems we developed and implemented the comprehensive SEO strategy which was unfolding during 17 months of active work. This strategy included the following key areas of work:
- Content renewal: The content of the pages related to calculation of taxes for individuals and local entities, information on tax rates by regions and districts were updated. This included the creation of unique cards for different types of tax returns.
- Pages linking: We implemented intelligently designed linking between the website pages to facilitate the user navigation and help search engines to index content better.
- Metadata optimization: the process of unique new metadata (title-description-H1) generation was carried out for all 30+ million pages. These actions allowed avoiding basic duplicate content issues and increased the uniqueness of every page for the search engines.
- Website speed improvement: we provided a significant boost to pages generation and serving speed for users and search engines, performed server processes optimization which was of the utmost importance for the mobile users as the mobile internet in the UK is widely spread and used for web surfing.
- Mobile version optimization: the website was adapted and partially redesigned for mobile users’ convenience. All the website’s pages were optimized for the rapid loading on smartphones.
- Management and improvement of server loads: we made an array of improvements concerning caching and server stability which provided a solid website functionality even under peak traffic loads. API was now updated to intermediate databases according to the schedule and then performed a single synchronization with the main database.
- Conversion process simplification: we made the ordering and subscription payment processes easier, refined the navigation over the commercial services and typical pages to bring the website conversion rate to the higher level. We also implemented the micro-conversion system for user behavior tracking and behavioral metrics improvement.
- External mentions engagement: we distributed the service’s links and mentions over PBN networks, forums and specialized publications. We spread press releases, wrote articles that contained general recommendations and check-lists on the topic of filing returns in respected publications. There is still a Google ranking factor, as you know, and it is highly relevant for the competitive niches!
Result
The tax filing service has achieved the formidable results in 17 months of our collaboration that has even exceeded our client’s expectations about the organic traffic:
- Traffic growth: the number of the unique visitors of the website has increased from 490 thousand to 1,2 million per month, and that is 2,5-fold growth from the initial search traffic.
- Conversion raise: the conversion rate on the website has spiked by more than 80% due to navigation refinement and creation of clear user path to targeted actions.
- User experience improvement: The average time spent on the website has increased up to 1,5+ minutes per visit and page depth has increased up to three pages indicating higher user engagement. The volume of registrations and purchases has also displayed great dynamics.
- Search engines visibility enhancement: the website visibility in Google organic search top has significantly increased, which has allowed the website to enter much higher ranking in search results and attract traffic from queries through the semantic core.
- Links to the service in the region have multiplicated their number and acquired predictable and positive dynamics.
- 20 498 922 Total users
- 2020 July Start point
- 17 months period of promotion
- +250 % increased organic traffic
- 00:50 average session duration
- 12.8 % returning visitors
- 20 498 922 Total users
- 2020 July Start point
- 17 months period of promotion
- +250 % increased organic traffic
- 00:50 average session duration
- 12.8 % returning visitors
We do SEO promotion for search engines well and inexpensively. The topic in sites and portal promoting means bringing the web project to the level of stable growth, visibility and the search for Yandex and Google.
Resume
In 17 months we have successfully created the flawless UK tax calculation service with great SEO and search traffic volume. Through comprehensive technical optimization, content renewal, mobile and desktop experience focus, and all the statistics studied we have managed to increase the organic traffic of the website 2,5-fold as well as to uplift user engagement and conversion rate. Implemented improvements have enabled the service to get organically promoted in search engines providing solid company growth. The web project has finally become profitable and received funding for the next organic search promotion cycle. The future cooperation with the client will be aimed at the website adjustments, expansion, and functionality improvements for long-term success.
28/04/2025
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