Our strategy needed to educate our client’s target audience on everything to do with Making Tax Digital and making the switch to a suitable digital software. 

We carried out competitor gap analysis and SERP analysis to determine where we could beat our competitors and what kinds of search terms were realistic targets. Since MTD is a government initiative, Google generally ranked the government #1. 

With these insights, we built our strategy:

  1. Strengthen organic rankings targeting less competitive long-tail questions and broader terms (to potentially double-up on visibility) with helpful content
  2. Build high-quality backlinks to boost rankings for educational and commercial terms