Last month we completed a project for IRS.com. I just finished writing an SEO case study (it may be better classified as a white paper) highlighting the process we went though with our client and ensuing results.
The entire case study is fairly lengthy, so I’m including just the summary in this post.
Just five months of working with Tax Center produced extremely positive results. The website is now better positioned in the search engines than it was before and it is receiving more traffic because of that positioning.
This project was different from most for a couple of reasons. First, it was shorter. Most content strategies are at least 12 months in length. Second, we began working with Tax Center at the beginning of their most important months of the year (as opposed to implementing our plan in the offseason for taxes).
This means that we needed to implement a strategy that did all of the following:
A) Got results without adversely affecting current search engine positioning,
B) Resulted in accelerated returns (meaning immediately), and
C) Laid the groundwork for long term performance beyond the scope of the project (future tax seasons).
We began the project by performing an in-depth audit of the site. The audit pointed to several key areas of improvement – basic SEO fundamentals, a more trusted user experience, and more high-value content. We based our strategy on those key areas.