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Kilby Fox

A case study

The website audit

Brief: To investigate and ascertain why Kilby Fox had dropped in Google page listings

Kilby Fox is a highly successful accountancy practice based in Northampton. Established for over 100 years, the firm offers both accountancy and business advice to clients.

Towards the latter part of 2015, the marketing team at Kilby Fox discovered that the Company's organic listing on Google had fallen from its position on page 1 to page 7 and were understandably concerned. Digital Doctor was asked to undertake a website audit and investigate possible causes and remedies.

As part of the audit, the following items listed below were analysed. Where necessary we looked at both source code and data gleaned from Google Analytics to establish what updates would benefit the site.
  • Meta data - population and structure
  • Content - popularity and traffic
  • UX - rating the user experience
  • UI - rating the user interface
  • Design - advising on improvements and going responsive
Armed with a detailed and impartial report from us, Kilby Fox was then in a better position to discuss with its incumbent website development team a significant discovery relating to the SERP issue as well as further enhancements, specifically ensuring the site is responsive which will help listings via mobile searches.

The end result was that both sides could now use our report as the basis to work together and agree on a course of action with the aim to get the website back on course. It's worked! We can now share the news that Kilby Fox has resumed its listing on page 1 of Google.

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