The Client.

FreeAgent is an award-winning online accounting software, competing with international giants such as Sage and Xero. The company focuses on small businesses and freelancing accountants. Their marketing team needed help in pushing their Making Tax Digital compliant software.

The Challenge.

We were approached by FreeAgent to support them in their off page SEO. They came to us looking for help with their huge marketing campaign. They were promoting their accounting software in relation to the new Government initiative Making Tax Digital. They had ambitions to reach the first page for a number of Making Tax Digital specific keywords in time for its launch and needed help with their off-page SEO.

The Approach.

From our meetings, Digital Ethos developed a robust SEO strategy and identified how we could support FreeAgent in their goals. They had their own in-house marketing, content, PR and SEO teams but the teams were too stretched thin to concentrate on link building.

We started by creating a resource file, exposing competitor gap analysis, competitor audits, keyword potential and backlink opportunities. We conducted thorough research around the Making Tax Digital target keywords and identified the best core keywords while looking at the current positions. We then figured out the work needed to boost these keywords to the front page by the Making Tax Digital rollout date.

All the accounting software companies are also working towards this goal. To give them that extra edge in this hyper-competitive market we looked at improving on-page technical SEO metadata alongside the link building campaign.

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