Challenge

Fiscal Tax Company is an Indianapolis based tax preparation firm that specializes in refund anticipation loans as well as providing year round service. The site was experiencing good traffic for local searches, i.e. Indianapolis Tax Preparer, but not ranking well for some national searches.

Solution

In order to position the company to begin offering their online tax filing services to a national audience we created a blog and forum for the site to deal with topical tax issues including the upcoming tax rebate checks.

We then initiated a small internet marketing campaign to drive traffic to the blog. This effort included social bookmarking (Digg, Delicious, StumbleUpon etc) the new blog entries, and other link building.

Results

The effects were impressive. The site experienced a 10 fold increase in traffic comparing the 20 days before and after this effort. The site was ranked on page one of Google and MSN for a number of national search terms related to the 2008 tax rebate. Because keyword research was conducted as part of publishing the blogs, the site outperformed the IRS website for many of the more popular searches related to the tax rebate. On March 18 MSN added a quick link on their home page to MSN searches of 'tax rebate checks' for which the Fiscal Tax website already ranked #1 and #2. This brought almost 2,600 visits to the site in a single day.

Metrics from 1/18-2/6 (20 days)

Visitors 2,180

Pageviews 7,509

Bounce Rate 62.06%

Time on Site 1:30

New Visits 71.35%

2/5 First Tax Rebate Blog

2/8 Second Tax Rebate Blog

Metrics from 2/7-2/26 (20 days)

Visitors 20,465

Pageviews 50,741

Bounce Rate 49.69%

Time on Site 2:06

New Visits 90.47%

Testimonial