Gerald Edelman

Guiding a traditional accountancy firm into the digital age.

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Gerald Edelman



Gerald Edelman is a Top50 accountancy firm based in London.

With routes stretching back to 1946, the firm helps individuals and businesses with a huge range of accounting and business services – from tax compliance to M&A support.

Traditionally, the firm relied on networking and face-to-face relationship building to find new clients. However, when coronavirus restrictions limited such activities in early 2020, the team at Gerald Edelman knew it was time to explore other means of generating new business and, in particular, digital channels like SEO and PPC.

We were asked to set and implement a long-term SEO strategy for the business. Immediately, it was obvious to us that Gerald Edelman was a prestigious firm with a stellar reputation in the industry. They also had a strong brand, a well-designed website, and clear messaging about their values.

But, despite all of this, there was little consideration for SEO.

As an example, their services were displayed in a bullet point list on a single page on the site. Compared to their competitors, who had detail-rich, well-optimised pages covering each service, the firm stood no chance of ranking for service-related keywords (e.g. tax accountants).

So we set about solving the problem.

We focused primarily on developing and optimising new pages for each service, but we’ve also supplemented that work with informational content across the blog, resolving technical issues to ensure the site is clean and well-structured, and an outreach campaign that has landed Gerald Edelman coverage in various industry publications.


Our approach has resulted in a huge improvement in rankings, traffic, and leads generated through the website:

  • A 187% increase in organic traffic over 24 months
  • A 50% increase in website form submissions
  • From ranking for 0 keywords related to their services to 50 in the top 10, with 21 of those in the top 3

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