We were approached by Westcountry Estate Planning to help maximise their rankings on Google for a number of key terms relating to later life solutions including estate planning, funeral plans, family trusts and property protection trusts. With a new site built on Wix.com, we were asked to help optimise the site from head-to-toe and ensure that can be found on search engines, specifically in the South-West of England in areas such as Cornwall, Devon, Truro and Plymouth.
Cleaning up the site
Using a popular SEO tool called Screaming Frog, we were able to crawl every page on the website and ensure that everything was optimised to include key terms, specifically in the:
- h tags/titles
- meta titles
- meta descriptions
- meta keywords (removed)
- internal links
The idea is to have one specific page for every main keyword you want to target and not overlap with several pages. Your homepage is always your strongest page so we used this to focus the keyword ‘estate planning’ and then having separate landing pages for things like will writing, funeral plans, trusts etc
New Steps
Once the site is optimised on a basic level, we then have to look at bulking it up in terms of content and links. Naturally, a site with very good content and a lot of good links is going to outrank a site that does not. Slowly but surely, we are ramping up the content that we are adding to the site in the form of useful guides and typical questions that people would ask relating to later life planning. The links we acquire must come from relevant sources, either in the local area, or relating to senior living – hence we have reached out to news sites in the South-West of England and sites that really talk about senior life, hence we have already approached another partner at Perfect Funeral Plans.
Conversion Optimisation
SEO is a process and it takes time not only to rank on Google (3-6 months) but also time to get everything on board for the client. Ideally, we will need to make some subtle changes to the existing content and make additions to improve conversions. Common techniques include adding a phone number and email address on the top of every page and adding clear contact forms so an enquiry is just one click away.
Combined with good rankings on Google and a good user experience to get conversions, we are on track to making this campaign a real success.
