The Solution

As there were nearly 200 blog posts categorized as either R&D Tax or Cost Segregation on the ETS website, we started by conducting a content audit to determine which posts were driving search traffic to the site, which ones required SEO improvements and where there were gaps in search engine-friendly content that could be filled with future blog posts. Next we performed a keyword analysis that determined the most important specialty tax search terms for which to rank in both organic and paid search. Leveraging those results, we worked closely with ETS’s subject matter experts to develop content that closely followed the content strategy we developed for both practice areas. Once the content was drafted, we search-optimized each article before posting to ETS's website. The content was then shared on social media and promoted through ETS’s monthly e-newsletter.