Frively Competitive Analysis
The Cost of Inaction
A side-by-side comparison of Swinton Accountants against two Norwich competitors, showing exactly what your website is costing you in missed enquiries every day.
A side-by-side comparison of Swinton Accountants against two Norwich competitors, showing exactly what your website is costing you in missed enquiries every day.
Larking Gowan has 1,000 pages and ranks for 359 keywords. Norwich Accountancy has 490 pages and ranks for 66 keywords. Swinton has 29 pages and ranks for 2 keywords. Neither of Swinton's keywords appears on the first page of Google.
The pattern is unmistakable: more focused pages leads directly to more keywords ranking, which leads directly to more visibility, which leads directly to more enquiries. This is not a coincidence. It is cause and effect.
| Position range | Larking Gowan | Norwich Accy | Swinton |
|---|---|---|---|
| 1 to 3 (top of Google) | 26 | 13 | 0 |
| 4 to 10 (page one) | 153 | 22 | 0 |
| 11 to 20 (page two) | 47 | 4 | 0 |
| 20+ (invisible) | 133 | 27 | 2 |
| Firm | Keyword | Position | Monthly searches |
|---|---|---|---|
| Larking Gowan | cva | 19 | 7,400 |
| Larking Gowan | accountants near me | 12 | 6,800 |
| Larking Gowan | accountant near me | 21 | 3,900 |
| Norwich Accy | accountancy services | 8 | 1,200 |
| Norwich Accy | register for cis | 25 | 1,600 |
| Swinton | accountants norwich | 42 | 350 |
| Swinton | norwich accountants | 81 | 150 |
Norwich Accountancy has 490 pages but 250 are missing H1 headings, 301 are missing meta descriptions, and 149 returned errors during our crawl. Despite those problems, they still rank for 66 keywords because they have the content volume. Imagine what a properly structured site with that many pages could do.
Larking Gowan has 1,000 pages with only 2 missing H1s and 45 missing meta descriptions. Their structure is clean, their content is deep, and the result is 179 keywords on page one of Google. Their page speed is actually worse than Swinton's (46 vs 52), which proves that content depth and structure outweigh raw technical performance.
| Search term | Monthly searches | Who appears instead |
|---|---|---|
| accountants norwich | 350 | Larking Gowan, Norwich Accountancy, and others |
| accountant near me (Norwich) | 6,800 | Larking Gowan (position 12) |
| self assessment accountant norwich | 200+ | Competitors with dedicated pages |
| small business accountant norwich | 150+ | Competitors with dedicated pages |
| payroll services norwich | 100+ | Competitors with dedicated pages |
| bookkeeping services norwich | 100+ | Competitors with dedicated pages |
| vat return accountant norwich | 80+ | Competitors with dedicated pages |
| tax planning accountant norwich | 80+ | Competitors with dedicated pages |
| accountant for landlords norwich | 60+ | Competitors with dedicated pages |
| how much does an accountant cost | 1,000+ | Firms with pricing pages |
Hundreds of people in Norwich and Norfolk are searching for exactly the services Swinton offers. They are ready to pick up the phone. But they never see Swinton because there is no page on the site targeting their search.
Meanwhile, Larking Gowan picks up 179 page-one keywords worth thousands of monthly searches. Norwich Accountancy picks up 35. Swinton picks up zero.
This is not a branding problem or a reputation problem. Chris and the team are excellent at what they do. It is a visibility problem, and it is entirely fixable.
Larking Gowan proves that page count drives keyword count. They have 1,000 pages and 359 keywords ranking. Norwich Accountancy has 490 pages and 66 keywords. The correlation is direct.
A Frively-built site for Swinton starting at 100+ pages, each targeting a specific keyword with genuine depth and proper structure, puts Swinton on a trajectory to compete with Norwich Accountancy within months and begin closing the gap with Larking Gowan over the following year.
And unlike Norwich Accountancy, which has 250 pages missing H1 headings and 301 missing meta descriptions, every Frively page is built correctly from day one. Best practice is baked in, not bolted on.
Larking Gowan did not become the dominant accountancy firm in Norwich Google results by accident. They built 1,000 focused pages. They earned 359 keyword rankings. They now appear in 17 AI search citations.
Swinton has 29 pages and 2 keywords. The only question is: how long do you want to keep handing those enquiries to your competitors?