Plummer Parsons

250%

growth in organic search traffic

396%

increase in keyword visibility

for “Brighton accountants”

A collection of modern British banknotes surrounding the HM Revenue & Customs heading on a UK Government tax form.

About

Plummer Parsons is a well-established regional accountancy firm with offices in Eastbourne and Brighton, Sussex. They offer a comprehensive range of accountancy and tax services tailored to businesses, charities, and individuals. Renowned for their expertise in specialist areas such as charity accounting and tax services, Plummer Parsons has built a reputation as a trusted partner for clients across the South East of England.

The Challenge

When Plummer Parsons approached Superb Digital, they were struggling to gain visibility online in a highly competitive local market, particularly in Brighton. Their website was built on an outdated version of Drupal, which limited their ability to update content efficiently or improve the site’s technical SEO.

The site’s performance was further hampered by syndicated content, which lacked originality and was not indexed by search engines, resulting in low visibility. This outdated setup constrained their ability to rank for key terms like “Brighton accountants,” despite a strong presence in Eastbourne.

Additionally, Brighton presented a unique challenge due to the volume of competitors targeting the same keywords, making it essential to develop a strategy that could deliver both local and national visibility.

Meeting success. Two business persons shaking hands standing outside

What We Did

Our tailored approach to improving Plummer Parsons’ online visibility included addressing technical SEO issues, creating high-quality content, and implementing targeted link-building strategies.

Key Steps Taken:

Optimised Local Office Pages:
- Reworked and optimised the Brighton and Eastbourne office pages.
- Achieved top-three ranking for “Brighton accountants” and page-one rankings for many other relevant keywords.
Content Strategy & Creation:
- Shifted the focus from syndicated to bespoke, visible content.
- Created resources for niche audiences, including charities and tax-focused content for Community Amateur Sports Clubs (CASC).
- Published regular blogs on key topics like “Making Tax Digital,” national insurance, and PAYE to attract organic traffic.
Link Building:
- Secured guest blogging opportunities with the Brighton Chamber of Commerce, ghostwriting monthly articles under senior partner Nick Brown’s name.
- Built high-quality backlinks to strategic pages, bolstering local and national search rankings.
Overcoming Technical Challenges:
- Despite the limitations of the legacy Drupal platform, we implemented on-page SEO improvements and optimised site structure within its constraints.

This comprehensive strategy delivered substantial gains in visibility and traffic while paving the way for long-term growth.

The Results

Over the course of our partnership, Plummer Parsons achieved significant improvements in their online performance:

By the Numbers:

396% increase in target keyword visibility.
Ranking #3 for “Brighton accountants”
Organic Traffic Growth:
- Mar 2017 – 2,313 users from organic traffic (117% growth vs Mar 2016)
- Jan 2018 – 3,275 users from organic traffic (73% growth vs Jan 2017 and 250% growth vs Mar 2016)

Additional Achievements:

Gained authority in the charity sector through targeted content, driving increased traffic from this niche audience.
Improved site performance in the Brighton market, helping Plummer Parsons dominate local search.

Long-Term Impact:

Despite the eventual decision to transition to a new web design agency, our work laid a strong foundation for sustained SEO success. By modernising their content strategy and improving keyword rankings, we doubled their organic traffic in less than two years.

Stack of twenty pound note and tax time paperwork

Organic traffic March 2016 vs 2017 Plummer Parsons — March 2016 vs 2017 (Source: Google Analytics)