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Stewart Private Accounting – December 2022 Monthly Report

Jan 13, 2023

SEO Analysis

  • Through December, the SEO campaign continued to focus on the initial on-page optimisation strategies. The effect on the page rankings can be expected to materialise in the coming weeks.
  • New pages have been created and approved for publishing on the site. These are ‘Business Consultant’ and ‘Cash Flow Management’ service pages.
  • Local business schema has now been implemented correctly.
  • For the month of January, the SEO campaign will start with off-page optimisation strategies, with the goal of building more natural links and improving site mentions and authority. This will help in boosting the site’s authority, relevance, and trustworthiness in the eyes of Google.

    • Google Ads

  • 31 Clicks
  • 5.51% CTR
  • $15.25 Avg. CPC
  • The campaign went back live on 22 December 2022 with the newly set up custom landing pages.
  • However, the ads appeared 36.35% of the time during user search queries, which is a significant ad visibility garnering the top position among competitors such as carbongroup.com.au, xero.com, visory.com.au, and hrblock.com.au. The ads also placed 2nd in top of the page rate and 2nd in first position rate.
  • For December, we monitored the campaign occasionally over the holiday break and implemented Optimisation Score recommendations whenever applicable to aid in improving the campaign performance during the learning phase.
  • With that being said, the plan for January is to conduct further keyword and competitor research once the campaign gets back live.

    • Stewart Private Accounting – November 2022 Monthly Report

    Dec 7, 2022

    Manager

    For the month of November, website analytics and Google Ads finished with promising results. Website traffic saw a major increase of 506.5% compared to the month before and a 400% increase in event counts on the website which is a total of 1,120. Regarding Google Ads, there were 36 ad clicks, 1 call, 1,200 impressions and a 3.1% click-through rate. It has been uncovered that competitors are bidding aggressively on the focus keywords with some keywords bidding at nearly $15.61 per click. As a result, the daily ad budget would be spent on a total of 2 clicks due to the increase in competition. Therefore, we will continue to monitor the bidding strategy of the competitors in order to identify any opportunities to decrease the average cost per click. In November, the focus of the campaign was to optimise ad copy and high-intent keywords in order to out-rank competitors. In December, the focus will be to continue the regular optimisations of keywords and ad copy in order to increase conversions and add negative keywords in order to avoid unnecessary spending.

    The vital steps in the SEO campaign were completed which consisted of keyword research, implementation of local business schema, fixing broken links and completing redirects. These activities will lay a clean foundation for the remainder of the campaign. In December, the focus will be to create new SEO content and location pages that include the focus keywords. In addition, on-page and off-page strategies will be completed which is the core to boosting the rankings of vital keywords to the first page of Google search.

    SEO Analysis

  • In November, the fundamental first steps in the SEO campaign have been completed. Some of the highlights of the work done are mentioned below.
  • SEO keyword research has been completed.
  • Local business schema is now properly implemented.
  • Broken links have been addressed by applying redirection protocols
  • All these measures build the proper foundation to effectively execute the SEO campaign
  • Through December, new SEO content pages will be created and published. As well, the on-page and off-page strategies will be carried out to boost vital keyword rankings, with the ultimate goal of bringing them closer to the first page of Google search results and improving customer actions on the site.

    • Google Ads

  • 1 Conversion
  • 36 Clicks
  • 3.07% CTR
  • $15.61 Avg. CPC
  • 2.78% Conversion rate
  • November marks the first month for the Google Ads campaign. It got a call through the Tax Advice ads using a high intent search term.
  • However, the cost per click is a bit expensive, amounting to $15.61 for a single click. With competitors bidding aggressively for the same keywords, the campaign can only get at most 2 clicks a day before the $30 daily budget is depleted. Also, the bookkeeping services ads are continuously being shown to users trying to start up or researching about a bookkeeping business.
  • For November, we optimised keywords. We also added new keywords based on high intent search terms. Furthermore, we optimised the ad copy based on high-ranking competitors’ calls-to-action and word choice. Finally, we performed regular optimisations such as adding competitor and low intent search terms in the negative keywords list.
  • With that being said, the plan for December is to continue optimising the keywords and ad copy to drive more conversions for the campaign. We will also continue adding irrelevant, low intent, and competitor search terms in the negative keyword list.