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CompleteTax provides online tax preparation and e-filing software for individuals and business owners developed by CCH, a market leader since 1913, the year the U.S. federal income tax was created.
CompleteTax wished to make their PPC campaign more efficient while competing, where possible, for lucrative generic terms in core organic search results (SEO).
While making this investment, the client aimed to reduce blended digital media CPA by over 50% from 2011 figures.
In both PPC and SEO, key targets included both generic queries relating to tax returns, plus a series of form-specific and 'help'-oriented queries likely to be used by potential customers. The client also wished to deploy social media on with a limited budget in a manner that would be most in keeping with their brand and at the same time supportive of their SEO goals.
Jellyfish sought to streamline the site according to a keyword strategy with both immediate and long term goals, providing site-wide specifications for information architecture (IA) with embedded keyword elements.
The site was expected to perform more or less immediately for a series of lower-yield queries, but with the IA changes came the potential for the site to compete for more lucrative queries against some equally well-organised competitors.
From this point on, the core task for the SEO team was to generate inbound links in support of the newly-improved site relevance.
After forming a close relationship and undertaking intensive research into the aims and objectives of CompleteTax, Jellyfish took on the community management and social engagement within CompleteTax social media channels. Brand and industry key terms were monitored within social conversations and all insight recorded in a monthly insight report. This insight was then fed into the monthly conversation calendars to align communications with market trends and customer needs.
Using tried and tested techniques Jellyfish doubled the number of Twitter followers for CompleteTax. No spambots or irrelevant accounts were involved; these were real Twitter users that could become loyal CompleteTax customers and/or ambassadors for the brand.
Generic keyword highlights included the movement from positions of 50 or lower, to front-page results for 'federal tax', 'tax filing', 'efiling' and 'efile taxes'.
Jellyfish not only brought the PPC CPA down to the target range, but reduced the CPA for SEO by 50% on the previous year’s figures, enabling the offsetting and incremental volume afforded in the other channels. Almost 10,000 individual transactions resulted from over a quarter a million page views from SEO alone.
