H&R block is a tax expert helps salaried individuals file their income tax returns with the government. Result – • 269.15% organic traffic Growth during the campaign period.37 Keywords are on first pages ranking out of 56 at the end of March this year. • 77% unique Visitors in a year. 240% new users in a year • Bounce rate has been reduce by 12% & average session durations – 112 % • Pages / Session - has been increased by 74% • SEO efforts managed to get 40% of the online tax filing organically

1. Increase in Organic Search
Traffic by 269%

2. Task at Hand
• Increase ONLINE TAX FILING through organic
Traffic
• Grow client base through “Free DIY” &
“Online Assisted Tax Filing”
• Increase Brand Awareness
Target Audience- Age: 23-35, Salaried, Entry Level, and
Middle Management who is online.

3. Challenges
• Just 2 Year Old website
• Trust factor was high for Government site (The
Income Tax Department)
• Established private players in the market

4. Strategy & Execution
• Website Design to make it Search Engine
friendly.
• Content Generation for most searched
keywords
• Link building activity for top keywords &
landing page.

5. Website Revamp – Design Navigation
Before Post -Revamp
Key Highlights of New design-
• Need design was well structured
• Navigation made for easy content discovery
• Key benefits highlighted above the fold (DIY,
Assisted Filing, Tax calculator)
• Home page content refreshed with targeted
keywords
Top Navigation
Optimization

6. SEO Process
Performanc
e Analysis
Link-
building
Activity
Landing
Page
Optimizatio
n
Competitio
n Analysis
Keyword
Research
Website
Analysis
Major Technology Used

7. Impact
Due to our efforts- website started ranking for most search keywords in the
1st page of Google.

8. Google Analytics Data
Income Tax Return file
duration –July 2014

9. Result
269%
37 Keywords
77%
40%
Increase in organic traffic Growth during
the campaign period
Ranking on the First Page of Google out of
selected 56 Keywords
unique Visitors in a year. 240% new users in
a year
Of the Online Tax Filed Organically