PwC

Broadening Keyword Coverage

How Eskimoz helped PwC build an SEO strategy to capture a wider range of search queries, drive qualified traffic, and generate more leads from their high-value areas of expertise. 

Key figures
+109% Organic traffic
+1,400 Referring domains
+88% Keywords in top 3

The PwC × Eskimoz Partnership

The Client

PwC (PricewaterhouseCoopers) is an international professional services firm specialising in audit, tax, and business consulting. One of the Big Four alongside Deloitte, EY, and KPMG, PwC advises organisations on complex strategic, financial, and operational challenges.

The Partnership

PwC engaged Eskimoz as part of a redesign of their French-language websites, with the goal of building an SEO strategy capable of supporting their visibility goals and lead generation ambitions. Over more than two years, our experts provided ongoing technical and editorial guidance throughout the engagement.

The Challenge

PwC needed to significantly expand its keyword coverage and attract more qualified traffic across a wide range of specialist topics: • Covering a broader range of keywords tied to PwC's areas of expertise • Developing well-structured content across diverse and complex subject areas • Attracting genuinely qualified visitors on high-value, specialist topics • Using SEO as an active driver of lead generation.

Our SEO Methodology

A rigorous, structured approach to SEO, built around PwC’s business objectives.

  • Define a Structured Keyword Strategy

    Actions taken

    Keyword analysis across all of PwC's practice areas

    Identification of high-potential keywords with achievable ranking targets

    Prioritisation of strategic topics aligned with business objectives

    Alignment of keyword strategy with lead generation goals

    We began with in-depth research to identify ranking opportunities and establish clear topical priorities across PwC's full range of services. This groundwork gave the project a solid foundation from which to build long-term organic visibility.

  • Build Effective Topic Clusters

    Actions taken

    Mapped topic clusters across all major service areas

    Structured pages by practice area and sub-topic

    Built a coherent internal linking framework to distribute PageRank

    Established clear content hierarchies to aid crawlability and relevance

    To organise content efficiently and signal topical authority to search engines, we mapped out a topic cluster architecture covering each of PwC's key service areas in depth. This architecture improved how search engines understood and indexed PwC's site, helping it gain ground on strategically important queries.

  • Deploy Editorial Recommendations

    Actions taken

    Produced detailed keyword and semantic recommendations for key pages

    Optimised existing content to better match user search intent

    Created new, targeted content to address uncovered topic areas

    Tailored all content to the search intent behind each target query

    Content across the site was optimised to meet both SEO requirements and the high editorial standards expected of a firm like PwC, with new content created to fill gaps and improve coverage. This work strengthened the relevance of PwC's pages across their most important search terms.

  • Strengthen Local Visibility and Digital Presence

    Actions taken

    Audited and updated Google Business Profile listings for PwC offices

    Standardised local business information across all platforms

    Improved geographic visibility for location-based searches

    Strengthened the overall digital presence of PwC's local entities

    Alongside the core SEO programme, additional work was carried out to improve the visibility of PwC's local offices and reinforce the firm's broader online footprint. These improvements contributed to capturing more qualified traffic from location-specific searches.

  • Track Performance and Refine the Strategy

    Actions taken

    Ongoing technical performance monitoring across the site

    Regular tracking of keyword rankings and organic traffic trends

    Iterative optimisation based on performance insights

    Continuous refinement of the overall SEO strategy over time

    A continuous monitoring process was put in place to measure the impact of each action and adapt the strategy based on what the data showed. This ongoing management ensured that results were sustained and improved throughout the partnership.

Results After 2 Years

Our work delivered measurable, compounding results for PwC across every key organic performance metric: 

+109% Increase in organic traffic
+88% More keywords ranking in the top 3 positions
+76% More keywords on the first page of results
+1,400 Additional referring domains — effectively doubling the backlink profile
“Eskimoz helped us build a coherent SEO strategy and significantly expand our keyword coverage. We gained meaningful visibility on key areas of expertise and improved our ability to generate qualified leads.”

Hervé-Pierre Tahi Head of Marketing Operations

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