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Case Study: TaxMatrix
Client: TaxMatrix
Industry: Sales & Use Tax Consultancy / Audit Defense & Tax Recovery (USA)
Service: Search Engine Optimization
TaxMatrix, founded in 1999, specializes in sales & use tax audit defense, tax recovery, utility exemption studies, and providing a free Tax Help Desk for clients. Their clients are large organizations including Fortune-500 companies across industries like manufacturing, retail, financial services, etc.
Before your engagement, while their service offering was strong, their online presence needed enhancement to better capture search visibility, attract qualified leads, and improve their website metrics (traffic, rankings, conversion).
The Challenges
Low Visibility for Non-Branded Keywords
TaxMatrix was known in their industry but many potential clients weren’t finding them via searches like “sales tax audit defense firm”, “utility tax exemptions”, etc.
Weak Website Structure for SEO
Some content pages lacked optimized metadata, headers, internal linking, and relevant service pages for specific keywords.
Limited Content Freshness
Not enough updated or new content (blogs, resources) to signal expertise and authority to search engines.
Competitive Industry
Other firms offering similar services were optimizing aggressively.
User Experience & Engagement
Bounce rates, time-on-site, and page engagement could be improved.
Strategy & Implementation
Keyword Research & Mapping
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Identified high potential keywords (transactional + informational) relevant to TaxMatrix’s services (e.g. “sales tax recovery”, “audit defense services”, “utility exemption studies”, “sales & use tax compliance”).
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Mapped keywords to existing pages and identified gaps (services/industry-specific pages missing).
On-Page SEO Enhancements
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Optimized title tags, meta descriptions, headings (H1, H2, etc.) to include target keywords.
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Improved internal linking to connect services, industries, and resource content.
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Ensured image alt texts and other on-page elements are optimized.
Content Creation & Resource Development
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Produced or refreshed informative articles, blog posts, case studies.
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Created industry-specific content and use-case content (e.g. “how audit defense works”, “utility exemption savings”) to attract potential clients.
Technical SEO Fixes
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Checked site speed, mobile-responsiveness.
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Fixed crawl errors, broken links, duplicate content.
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Ensured site architecture supports good crawlability and enhances UX.
Monitoring, Analytics & Iteration
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Used tools like Google Search Console and analytics to track ranking changes, traffic, bounce rates, etc.
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Identified pages performing poorly and optimized them further.
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A/B testing or incremental adjustments in metadata and content layouts.
Lessons & Next Steps
- Consistency in Content: Regularly publishing informative content helps maintain momentum.
- Authority & Backlinks: Building more quality backlinks (from industry publications, tax/legal journals, etc.) will further strengthen rankings.
- User Experience Matters: Faster page loads and clean navigation, especially for mobile, help retain visitors.
- Further Keyword Expansion: Explore adjacent topics (exemption law changes, audit best practices) to capture related search volumes.
- Localization (if applicable): If TaxMatrix serves clients in specific states, optimizing content/state-based pages might help.
Client Feedback