62%
Growth in organic users
260%
Growth in organic conversions
185%
Increase in conversion value
Cooper Associates is a regional financial services firm in the South West, specialising in wealth management, mortgage advice, and accounting. The company is one of the largest affiliates of St. James’s Place, their credibility and expertise are well-established. Their head office is in Taunton, with satellite offices in Bristol and Chippenham.
Cooper approached us via an introduction from their marketing agency, during a pivotal moment in their digital transformation, as they sought to migrate three separate websites into one without tanking their Google rankings and create a solid foundation for a long-term SEO strategy.
“Paul and the team at Superb Digital have been instrumental in helping us take the digital side of our business to the next level.
As well as effortlessly managing our domain migration, the SEO strategy they’ve put in place has been second to none. Most notably, their comprehensive keyword research and content planning advice has been hugely valuable and quickly delivered impressive results in our rankings.”
Neil Wyatt – Marketing Director – Cooper Associates
Cooper Associates faced the complex task of merging three separate websites—each representing a core service—into one cohesive platform, while transitioning to a new domain. This type of migration carries significant SEO risks, with potential loss of rankings and visibility if not managed carefully.
Their existing websites were also very “light on content”, falling short of Google’s standards for experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) that is especially important for financial services, one a few sectors whose content falls within a higher standard of quality rating known with the acronym YMYL (Your Money or Your Life). This left them at a disadvantage in competing for both local searches in areas like Bristol and Taunton and highly competitive national keywords.
Operating in a highly regulated industry, wealth management related content required multiple layers of internal and external quality assurance and review, including approval from St. James’s Place.
Working alongside an external web developer also presents its challenges in communicating exactly how the website should be structured and content presented on-page.
Acting as their dedicated SEO consultancy, our role was to guide the website migration, develop a robust content strategy, and implement a long-term SEO plan that aligned with their business goals.
The results of the project exceeded expectations, with Cooper Associates seeing immediate and sustained improvements in their online performance.
Following the launch of their new website in May 2023, rankings for key local terms, such as “Mortgage Advisor Bristol” and “Financial Advisor Taunton,” rose dramatically, with some keywords jumping to the first page within weeks. These local landing pages delivered quick returns on investment, capturing high-intent traffic in their target areas.
Below are the results for the new consolidated website after 12 months, compared to the combined stats of the two sites in the year before May 2023. This represents a 62% increase in organic users and a 260% increase in conversions year on year.
Cooper also saw a 146% growth in search visibility across all targeted keywords year on year.
Other results included:
Cooper can now credit organic search visibility as playing a part in the customer journey of 71% of key conversions (event paths).
