The Fry Group

Client Testimonial:

“We engaged Fibre Marketing in 2019 to help us develop and implement our SEO strategy. The team are experts in their field, they set out a clear strategy in line with our objectives and are focussed on delivering results.

The team are great to work with, they are always quick to respond and they communicate clearly and go out of their way to be helpful and supportive and I would recommend them.” Caroline Underhill, Global Marketing Director

The Fry Group Case Study

Established in 1898, the experts at The Fry Group assist expats based in the UK, Europe, The Middle East and the Far East with all aspects of their financial and estate planning, including tax mitigation, setting up UK Wills, and investment portfolios. Their work has been recognised through numerous awards, acknowledging their commitment to their clients.

The Objective

Fibre Marketing partnered with The Fry Group to help bolster leads from non-branded searches, as well as increasing their online traffic and brand awareness.

The Challenges

The main challenge of working within this industry landscape is that the client offers detailed financial advice, meaning that all content must be of the highest quality and fact-checked regularly. Any information provided can affect customers’ livelihood, and so users need to trust The Fry Group’s advice and recommendations. To achieve this, their authority must be clearly demonstrated across all pages of their website.

Fibre Marketing is also involved with the configuration and migration of The Fry Group’s new website, launching in 2020. We setup a multi language configuration that ranks content across 5 different countries.

The Strategy

Fibre began targeting The Fry Group’s visibility for ‘qualifying recognised overseas pension scheme’ related terms through a series of content published on their site. Here, we broke down various aspects of the scheme, including the five-year rule, reviews, and considerations one needs to make before transferring to a QROPS.

We worked closely with the client to ensure that all information included within these articles were up to date and presented clearly – passing through their legal and compliance teams to ensure factual accuracy through the highly technical content. This also applied to the content used for all content marketing activity.

When it came to The Fry Group’s new website, Fibre had worked closely with web developers to prevent any issues that may occur during this process. The Fry Group is an international company, so all relevant pages need to be accessible for the corresponding regions and correctly translated – allowing for greater relevance and worldwide targeting.

Once the migration process was completed and the new website successfully launched, we will be running frequent audits to identify any possible underlying issues that may affect the visibility of the website – as there is a direct correlation between website health and organic visibility.

Furthermore, Fibre Marketing has been working to increase visibility for expats returning to the UK, after noticing that a splurge of people has been returning following the Coronavirus pandemic.

In order to improve The Fry Group’s visibility and authority in this sector, we worked alongside the client to produce a greater level of content discussing the key considerations when moving from overseas to the UK. This content included a variety of checklists, considerations, and steps to take when conducting this move.

We also redirected our content marketing efforts to focus on this section, building upon the limited visibility the client held within this section to signal to Google that The Fry Group is to be seen as a leading player within this industry.

The Result

When comparing 2019 to 2020, The Fry Group saw:

• • There was a 35.65% uplift in total organic traffic
  • 113% increase in organic sessions into the key financial planning landing page
  • 91% increase in organic sessions into the moving back to the UK landing page