The Ultimate SEO Guide for Accountants: Everything You Need to Know to Get More Clients Online
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- Last Updated: January 2, 2025
Right, let’s get this straight from the start. You didn’t train as an accountant to become a web marketing expert. You’ve got clients’ books to balance, tax returns to file, and probably HMRC deadlines keeping you up at night. The last thing you need is another complicated system to master.
But here’s the thing – and you probably already know this – when someone needs an accountant today, they Google it. And if your firm isn’t showing up, they’re calling your competitors. That’s not dramatic talk; that’s just how business works now.
This guide will teach you everything you need to know about SEO for Accountants without drowning you in technical jargon or expecting you to become a computer programmer. We’ll cover the absolute basics through to advanced strategies, but always in plain English.
By the time you’ve finished reading this, you’ll understand exactly what SEO is, why it matters for your accounting practice, and – most importantly – what you need to do about it.
SEO Basics - What Actually Is Everyone Talking About?
SEO Isn’t Rocket Science (But It’s Not Exactly Simple Either)
SEO stands for Search Engine Optimisation. In the simplest terms, it’s about making your website more likely to show up when people search for accounting services on Google.
Think of Google like a massive library with billions of books (websites). When someone walks in and asks the librarian (Google’s algorithm) for help finding “a good accountant near me,” the librarian needs to quickly recommend the best, most relevant books from all those billions of options.
SEO is essentially about making your “book” (website) easier for the librarian to find, understand, and recommend to the right people.
Why Google Matters (And Why Other Search Engines Don’t, Much)
Google handles about 90% of searches in the UK. Bing, Yahoo, and others exist, but let’s be honest – when did you last hear someone say “I’ll Bing that”?
This means your SEO efforts should focus primarily on Google. And Google’s main job is to give people the best possible answers to their questions. If you can help Google understand that your accounting firm provides excellent answers to people’s financial questions, you’re on the right track.
The Numbers That Should Get Your Attention
Here are some statistics that might surprise you:
- 75% of people never scroll past the first page of Google results
- 46% of all Google searches are looking for local information
- 28% of local searches result in a purchase within 24 hours
- 72% of people who search for local businesses visit a store within five miles
For accounting firms, this translates to real opportunities. When someone in your area searches for “accountant near me” or “help with tax return,” you want to be one of the first options they see.
How Search Engines Actually Work ?
The Three-Stage Process
Google works in three main stages:
Crawling: Google sends out little programs (called bots or spiders) that visit websites and look around, like scouts checking out new territory.
Indexing: Google takes all the information its scouts found and organises it in a massive database, like filing everything in the right folders.
Ranking: When someone searches, Google decides which websites to show first based on which ones best answer the searcher’s question.
Your job is to make each of these stages work in your favour.
What Google Looks For When Ranking Websites
Google considers hundreds of factors, but the main ones you need to worry about are:
- Relevance: Does your website actually answer what people are searching for?
- Authority: Is your website seen as trustworthy and expert in its field?
- User Experience: Is your website fast, easy to use, and helpful?
- Location: For local searches, how close are you to the person searching?
Understanding Your Potential Clients' Search Behaviour
How People Actually Search for Accountants
Before diving into tactics, let’s understand how your potential clients think and search. They don’t search the way you might expect.
They don’t typically search for “qualified chartered accountant with CTA qualification.” Instead, they search for things like:
“Help me with my tax return”
“Small business bookkeeping near me”
“Do I need an accountant for my limited company?”
“Accountant for self-employed plumber”
“VAT return services Manchester”
Notice how these searches focus on problems and solutions, not qualifications or technical services.
The Customer Journey Through Search
Understanding how potential clients move from problem to solution helps you create the right content:
Stage 1 – Problem Awareness: “My bookkeeping is a mess”
Stage 2 – Solution Research: “How much does an accountant cost?”
Stage 3 – Provider Comparison: “Best accountant in Birmingham reviews”
Stage 4 – Decision Making: “Smith & Co Accountants contact details”
Your website needs content that helps at each stage of this journey.
Seasonal Search Patterns
Accounting services have predictable busy periods that affect search behaviour:
January-March: Self-assessment, tax returns, year-end preparation
April-June: New tax year planning, company formations
July-September: VAT planning, business reviews
October-December: Tax planning, expense management
Plan your content calendar around these patterns to capture traffic when people are actively looking for help.
Keyword Research - Speaking Your Clients' Language
Finding the Right Keywords
SEO services for Accountants starts with understanding what your potential clients are actually typing into Google. This isn’t guesswork – there are tools and methods to find out exactly what people search for.
Primary Keywords for Accounting Firms
These are the main terms people use when looking for accounting services:
Service-Based Keywords:
Accountant [location]
Bookkeeping services
Tax return help
VAT services
Payroll services
Company formation
Problem-Based Keywords:
Self-employment tax advice
Small business accounting help
HMRC investigation support
Expense claim advice
Corporation tax guidance
Local Keywords:
Accountant near me
[Town name] accounting services
Local bookkeeper
Chartered accountant [area]
Long-Tail Keywords – The Hidden Goldmine
Long-tail keywords are longer, more specific phrases that people search for. They typically have lower search volume but higher conversion rates because they show clear intent.
Examples:
“How much does small business accountant cost UK”
“Do I need accountant for limited company first year”
“Best accounting software for restaurant business”
“Self-assessment deadline extension HMRC”
These longer phrases are often easier to rank for and attract more qualified prospects.
Tools for Keyword Research
Free Tools:
Google’s Keyword Planner (basic but reliable)
Google Autocomplete (see what Google suggests when you start typing)
“People Also Ask” sections in search results
Google Trends (see what’s growing in popularity)
Paid Tools (if you want to get serious):
SEMrush
Ahrefs
Moz
But honestly? Start with the free tools. They’ll give you more than enough information to get started.
How to Use Keywords Without Sounding Like a Robot
The biggest mistake accounting firms make is “keyword stuffing” – cramming keywords into content so frequently that it sounds unnatural.
Bad example: “Our accountant services provide the best accountant solutions for accountant needs in London. Our London accountants are qualified accountants who deliver accounting services.”
Good example: “We’re a chartered accounting firm in London, specialising in small business bookkeeping and tax compliance. Our team helps local entrepreneurs manage their finances so they can focus on growing their businesses.”
See the difference? The second example includes relevant keywords but reads naturally and provides useful information.
On-Page SEO - Optimising Your Website Content
Your Website’s Foundation
On-page SEO refers to everything you can control on your own website. Think of it as organising your office so clients can easily find what they need and feel confident in your professionalism.
Title Tags – Your First Impression
The title tag is what appears as the clickable headline in Google search results. It’s also what shows in browser tabs when people visit your site.
Good title tag examples:
“Manchester Accountants | Small Business & Personal Tax Services – Smith & Co”
“Bookkeeping Services Birmingham | VAT Returns | Payroll – Jones Accounting”
Title tag rules:
Keep under 60 characters (so they don’t get cut off)
Include your main keyword near the beginning
Include your location
Make it appealing enough that people want to click
Meta Descriptions – Your Sales Pitch
The meta description appears under your title in search results. It doesn’t directly affect rankings, but it hugely affects whether people click on your result.
Good meta description example: “Friendly, qualified accountants in Manchester helping small businesses with bookkeeping, VAT returns, and tax planning. No jargon, just clear advice. Call today.”
Meta description rules:
Keep under 155 characters
Include a clear benefit
Include a call to action
Make it specific to the page content
Header Tags – Organising Your Content
Header tags (H1, H2, H3, etc.) help structure your content, making it easier for both people and search engines to understand.
Your H1 tag should be the main headline of each page. You should only have one H1 per page.
H2 and H3 tags break up your content into logical sections, like chapters in a book.
Example structure:
H1: Small Business Accounting Services in Leeds
H2: Bookkeeping Services
H3: Monthly Bookkeeping
H3: Annual Accounts Preparation
H2: Tax Services
H3: Corporation Tax Returns
H3: VAT Returns
Creating Content That Converts
Your website content needs to work on multiple levels:
Answer people’s questions (for SEO)
Build trust (for conversions)
Demonstrate expertise (for authority)
Encourage action (for business growth)
Service Pages That Actually Work
Most accounting firm websites have boring service pages that list what they do without explaining why clients should care.
Instead of: “We provide bookkeeping services including ledger maintenance, bank reconciliation, and financial reporting.”
Try: “Your bookkeeping shouldn’t keep you awake at night. We handle all the tedious number-crunching so you get clear, accurate financial reports that actually help you make business decisions. Plus, you’ll never worry about missing a deadline or making costly errors.”
The About Page That Builds Trust
Your About page is often the second most-visited page on your website (after your homepage). It’s where potential clients decide whether they trust you enough to get in touch.
Include:
Why you became an accountant (the human story)
Your qualifications and experience (the credibility)
What makes you different (the unique value)
Photos of your team (the personal touch)
Your approach to client service (the relationship)
Location Pages for Local SEO
If you serve multiple areas, create dedicated pages for each location. Don’t just duplicate your main content with different city names – create genuinely useful, location-specific content.
Include:
Local business information and challenges
Area-specific case studies
Local partnerships or community involvement
Directions and local landmarks
Local contact information
Technical SEO - Behind-the-Scenes Stuff
Website Speed – Why Every Second Counts
If your website takes more than three seconds to load, half your potential visitors will leave before seeing your content. That’s like having clients walk out of your office because it took too long to answer the door.
Common speed problems:
Large, unoptimised images
Too many plugins or widgets
Poor hosting
Bloated code
Quick fixes:
Compress images before uploading
Use a content delivery network (CDN)
Choose quality hosting
Remove unnecessary plugins
Mobile-First Design
More people search for accountants on their phones than on desktop computers. Google now uses mobile-first indexing, meaning it primarily looks at the mobile version of your site when deciding rankings.
Mobile essentials:
Text that’s readable without zooming
Buttons and links easy to tap with fingers
Fast loading on mobile networks
No Flash or other mobile-unfriendly elements
SSL Certificates – The Security Padlock
That little padlock in the browser address bar isn’t just for show. Google considers SSL certificates (https:// instead of http://) a ranking factor, and visitors are increasingly wary of sites that aren’t secure.
Most hosting providers now include SSL certificates, but if yours doesn’t, get one. It’s not negotiable for professional service websites.
URL Structure
Clean, logical URLs help both users and search engines understand your site structure.
Good URLs:
/services/bookkeeping
/services/tax-returns
/about-us
/contact
Bad URLs:
/page.php?id=123&cat=services
/services/this-is-a-very-long-url-with-too-many-words
XML Sitemaps
An XML sitemap is like giving Google a map of your website, showing all your pages and how they’re connected. Most modern websites automatically generate sitemaps, but make sure yours is submitted to Google Search Console.
Local SEO - Dominating Your Area
Why Local Matters More for Accountants
Local SEO for Accountants is crucial because most people prefer working with accountants they can visit in person. Even if you offer virtual services, being visible for local searches builds trust and credibility.
Google Business Profile – Your Digital Shopfront
Your Google Business Profile (formerly Google My Business) might be the most important single factor in local SEO. It’s the information box that appears when people search for your business or when you show up in local search results.
Essential elements:
Complete business information (name, address, phone, hours)
Professional photos of your office and team
Regular posts about services and updates
Prompt responses to questions and reviews
Accurate categories and services
Reviews – Your Digital Reputation
Online reviews significantly impact both search rankings and client decisions. The businesses with the most positive, recent reviews typically rank highest in local search results.
Review strategy:
Ask satisfied clients to leave reviews (but don’t offer incentives)
Make it easy by providing direct links to your review profiles
Respond to all reviews, positive and negative
Address negative reviews professionally and constructively
NAP Consistency
NAP stands for Name, Address, Phone number. Google uses this information to verify that your business is legitimate and to determine which local searches you should appear for.
Your NAP must be identical across:
Your website
Google Business Profile
Online directories
Social media profiles
Any other online mentions
Even small inconsistencies (like “Street” vs “St” or different phone formats) can confuse search engines.
Local Citations and Directories
A citation is any online mention of your business name, address, and phone number. Quality citations from reputable directories help improve local search rankings.
Important directories for UK accountants:
Yell.com
Thomson Local
Yelp
Institute of Chartered Accountants (if applicable)
Local Chamber of Commerce
Accountancy Age directory
Local Content Creation
Create content that demonstrates your connection to the local community:
Local business networking events
Changes in local business rates
Case studies from local clients (with permission)
Local economic trends and their impact
Community involvement and sponsorships
Content Marketing - Becoming the Go-To Expert
Why Content Marketing Works for Accountants
Content marketing isn’t about tricks or manipulation. It’s about genuinely helping potential clients by answering their questions and sharing your expertise. When you consistently provide valuable information, people begin to see you as the obvious choice when they need professional help.
Blog Topics That Actually Bring in Clients
The best blog content for Marketing for Accountants addresses real questions and concerns your ideal clients have:
Tax-Related Content:
“Self-Assessment Deadlines 2024: Everything You Need to Know”
“Home Office Expenses: What Can You Actually Claim?”
“Capital Gains Tax on Property Sales: A Simple Guide”
Business Advice Content:
“When Should You Switch from Sole Trader to Limited Company?”
“Essential Financial Records Every Small Business Must Keep”
“How to Prepare Your Business for a VAT Inspection”
Local Business Content:
“Manchester’s New Business District: What It Means for Local Entrepreneurs”
“Birmingham Startup Scene: Accounting Considerations for New Tech Companies”
The AIDA Formula for Accounting Content
Attention: Start with a compelling headline that addresses a real problem
Interest: Hook readers with relevant statistics or scenarios
Desire: Show the benefits of solving the problem
Action: Guide readers toward contacting you
Example:
Attention: “Are You Paying Too Much Corporation Tax?”
Interest: “Many small business owners overpay tax by £3,000+ annually because they miss legitimate deductions…”
Desire: “Imagine having that money back in your business, funding growth instead of unnecessary tax bills…”
Action: “Schedule a free tax review to discover what you might be missing…”
Content Formats That Work
How-To Guides: Step-by-step instructions for common accounting tasks
Checklists: “Year-End Accounting Checklist for Small Businesses”
Case Studies: Real examples of how you’ve helped clients (anonymised)
FAQ Pages: Address common questions you get from prospects
Industry Updates: Explain how regulatory changes affect clients
Content Calendar Planning
Plan your content around:
Tax calendar: Align with self-assessment, corporation tax, and VAT deadlines
Business calendar: Start of tax year, budget announcements, etc.
Seasonal needs: Year-end planning, expense management, etc.
Local events: Business shows, networking events, economic announcements
Link Building - Building Your Website's Authority
What Are Backlinks and Why Do They Matter?
Backlinks are links from other websites that point to yours. Google sees backlinks as votes of confidence – if other reputable websites link to you, you must be providing valuable information.
Think of backlinks like professional referrals. If other businesses, organisations, and websites recommend you, search engines assume you’re trustworthy and authoritative.
Quality vs Quantity
One high-quality link from a respected business website is worth more than dozens of links from irrelevant or spammy sites. In fact, low-quality links can actually harm your rankings.
High-quality links come from:
Local business associations
Professional accounting bodies
Client websites (with testimonials)
Local news websites
Business directories with editorial review
Guest posts on relevant business blogs
Avoid links from:
Link farms or paid link schemes
Completely unrelated websites
Sites with poor reputations
Automated link exchanges
Link Building Strategies for Accountants
Local Business Relationships Partner with complementary local businesses. Offer to write about business finance topics for their newsletters or websites in exchange for links back to your site.
Professional Associations Join relevant accounting and business organisations. Many provide member directory listings with website links.
Client Success Stories With permission, create detailed case studies of how you’ve helped clients. Many business owners are happy to have these featured on their websites with links back to you.
Local PR and News Comment on local business news, tax changes, or economic trends. Local journalists often quote local experts and link to their websites.
Speaking and Education Speak at business events, offer workshops, or provide expert commentary. Event organisers often link to speakers’ websites.
Guest Writing Write articles for business publications, trade magazines, or other accounting firms’ blogs (if they serve different areas).
Common Link Building Mistakes
Buying Links: Google can detect and penalise paid link schemes
Irrelevant Links: Links from completely unrelated industries provide little value Over-
Optimised Anchor Text: Using the same keyword-heavy anchor text repeatedly looks unnatural
Reciprocal Link Schemes: “I’ll link to you if you link to me” arrangements are often penalised
Measuring Success - What Actually Matters
Setting Up Proper Tracking
You can’t improve what you don’t measure. But don’t get overwhelmed by vanity metrics that don’t actually impact your business.
Essential Tools (Most Are Free)
Google Analytics: Shows how people find and use your website
Google Search Console: Shows how your site performs in Google search results
Google Business Profile Insights: Shows how people interact with your local listing
These three tools provide 90% of the information you need to understand your SEO performance.
Key Metrics That Matter for Accounting Firms
Organic Traffic Growth: Are more people finding your website through search? Local
Search Visibility: Are you appearing for local accounting-related searches?
Keyword Rankings: Are you ranking higher for your target keywords?
Conversion Rate: What percentage of website visitors become enquiries?
Cost Per Lead: How much are you spending to acquire each new client enquiry?
Metrics That Don’t Matter (Much)
Total Website Traffic: It doesn’t matter if most visitors aren’t potential clients
Bounce Rate: Some pages are designed for quick answers – high bounce rates aren’t always bad
Time on Site: Busy people might find what they need quickly and leave – that’s good
Social Media Followers: Unless they convert to clients, followers are just vanity metrics
Setting Realistic Expectations
SEO is a long-term investment. Here’s what realistic timelines look like:
Months 1-3: Technical setup, content creation, initial improvements
Months 3-6: Start seeing improved rankings for less competitive keywords
Months 6-12: Significant improvement in local search visibility and organic traffic
Year 2+: Established online presence generating consistent leads
Common SEO Mistakes That Cost Accounting Firms Clients
Mistake 1: Trying to Rank for Everything
Many accounting firms try to target every possible service keyword. This dilutes their efforts and makes it harder to rank well for anything.
Better approach: Focus on your most profitable services and the keywords that bring in your ideal clients.
Mistake 2: Ignoring Local Search
Accounting is largely a local business, but many firms don’t properly optimise for local search.
Better approach: Prioritise local SEO before trying to rank nationally.
Mistake 3: Creating Content Without Strategy
Publishing random blog posts about various accounting topics won’t drive targeted traffic.
Better approach: Create content that addresses specific questions your ideal clients are asking.
Mistake 4: Focusing Only on Rankings
High rankings don’t automatically equal more clients. You need rankings for the right keywords, plus a website that converts visitors into enquiries.
Better approach: Balance SEO efforts with conversion optimisation.
Mistake 5: Expecting Instant Results
SEO takes time. Expecting immediate results leads to poor decisions and wasted money.
Better approach: Commit to a long-term strategy and measure progress monthly, not daily.
Mistake 6: Neglecting Website User Experience
A website that ranks well but provides a poor user experience won’t convert visitors into clients.
Better approach: Ensure your website is fast, mobile-friendly, and easy to navigate.
SEO Tools and Resources
Free Tools Every Accounting Firm Should Use
Google Search Console
Monitor your site’s search performance
Identify technical issues
See which queries bring people to your site
Submit new content for indexing
Google Analytics
Track website traffic and user behaviour
Understand which content performs best
Monitor conversion goals
Identify your most valuable traffic sources
Google Keyword Planner
Research keyword search volumes
Find related keyword ideas
Understand seasonal search trends
Plan content around popular topics
Google Business Profile
Manage your local business listing
Monitor and respond to reviews
Share updates and offers
Track local search performance
Paid Tools Worth Considering
SEMrush (from £99/month)
Comprehensive keyword research
Competitor analysis
Backlink monitoring
Content optimization suggestions
Ahrefs (from £83/month)
Advanced backlink analysis
Keyword difficulty assessment
Content gap analysis
Rank tracking
Moz Pro (from £79/month)
Local SEO tools
Rank tracking
On-page optimization
Link building opportunities
Browser Extensions
MozBar: See domain authority and page metrics while browsing Keywords Everywhere: See search volume data on any page SEOquake: Quick SEO analysis of any webpage
Learning Resources
Google’s SEO Starter Guide: Free, comprehensive guide from Google itself
Moz Beginner’s Guide to SEO: Excellent introduction to SEO concepts
Search Engine Journal: Regular industry news and tips
Local SEO Guide: Specialised advice for local businesses
When to DIY vs When to Hire Professionals?
What You Can Reasonably Do Yourself
Basic On-Page SEO: Writing good title tags, meta descriptions, and header tags
Content Creation: Regular blog posts and service page updates
Google Business Profile Management: Keeping your listing updated and responding to reviews
Basic Analytics Monitoring: Checking traffic trends and popular content
What’s Better Left to Professionals
Technical SEO: Site speed optimization, schema markup, crawl error fixes
Link Building: Developing relationships and earning quality backlinks
Competitive Analysis: Understanding what your competitors are doing right
Advanced Strategy: Comprehensive SEO audits and strategic planning
How to Choose an SEO Agency for Your Accounting Firm
Look for Industry Experience: Do they understand accounting and professional services?
Ask for Case Studies: Can they show real results from similar firms?
Avoid Guarantees: No legitimate agency can guarantee specific rankings
Check References: Speak to their current or past clients
Understand Their Process: Can they explain their approach in plain English?
Red Flags to Avoid
Guaranteed Top Rankings: Google rankings can’t be guaranteed
Cheap Services: Effective SEO requires significant time and expertise
Black Hat Tactics: Avoid anyone suggesting questionable practices
Poor Communication: You should understand what they’re doing and why
No Reporting: You should receive regular, understandable progress reports
What Good SEO Services Look Like
Quality SEO services for Accountants should include:
Comprehensive Site Audit: Identifying technical issues and opportunities
Keyword Strategy: Research-based approach to targeting the right terms
Content Planning: Strategic content creation aligned with client needs
Local SEO Setup: Proper Google Business Profile and citation management
Regular Reporting: Clear, understandable reports showing progress
Ongoing Optimization: Continuous improvement based on performance data
The Future of SEO for Accounting Firms
Voice Search and Virtual Assistants
More people are using voice search through smartphones and smart speakers. Voice searches tend to be more conversational and question-based.
Optimising for voice search:
Create content that answers specific questions
Use natural, conversational language
Focus on local search optimization
Ensure fast page loading speeds
Artificial Intelligence and Search
Google’s AI is becoming better at understanding context and intent behind searches. This means:
Quality content matters more than keyword density
User experience signals carry more weight
Comprehensive, helpful content performs better
Technical tricks become less effective
Mobile-First Everything
Mobile search will continue to dominate, meaning:
Mobile page speed becomes even more critical
Local search will grow in importance
Voice search adoption will increase
User experience on mobile devices is paramount
Privacy and Data Protection
Changes in privacy laws and browser tracking will affect:
How you measure website performance
What data you can collect about visitors
How you track conversion from different traffic sources
The importance of first-party data collection
Preparing Your Firm for the Future
Focus on Quality: Create genuinely helpful content that serves your clients’ needs
Invest in User Experience: Make your website fast, easy to use, and mobile-friendly
Build Local Authority: Establish your firm as the go-to expert in your area
Stay Adaptable: Be prepared to adjust strategies as search engines evolve
Your SEO Action Plan
Phase 1: Foundation (Months 1-2)
Week 1-2: Technical Audit
Check site speed and mobile-friendliness
Ensure SSL certificate is installed
Review URL structure and fix any issues
Set up Google Analytics and Search Console
Week 3-4: Content Audit
Review existing content for keyword optimization
Identify content gaps and opportunities
Plan content calendar for next 6 months
Optimize existing service pages
Week 5-8: Local SEO Setup
Claim and optimize Google Business Profile
Ensure NAP consistency across all directories
Start building local citations
Implement local schema markup
Phase 2: Content and Authority (Months 3-6)
Month 3-4: Content Creation
Launch regular blogging schedule
Create comprehensive service pages
Develop FAQ sections
Start email newsletter for clients
Month 5-6: Link Building
Reach out to local business partners
Submit to relevant industry directories
Start guest posting on business blogs
Create shareable resources and guides
Phase 3: Optimization and Growth (Months 7-12)
Month 7-9: Performance Analysis
Review analytics and adjust strategy
Identify top-performing content and create more
Optimize underperforming pages
Expand successful keyword targets
Month 10-12: Advanced Tactics
Develop comprehensive pillar content
Create location-specific landing pages
Implement advanced schema markup
Build relationships with industry influencers
Ongoing Maintenance
Weekly Tasks:
Publish new blog content
Monitor and respond to reviews
Share content on social media
Check website for technical issues
Monthly Tasks:
Review analytics reports
Update Google Business Profile
Research new keyword opportunities
Audit and update existing content
Quarterly Tasks:
Comprehensive SEO audit
Competitor analysis
Content strategy review
Link building campaign assessment
Your Next Steps: Making SEO Work for Your Practice
Your Next Steps: Making SEO Work for Your Practice
We’ve covered a lot of ground in this guide – from the absolute basics through to advanced strategies that can transform how potential clients find your accounting firm online.
But here’s the thing about SEO: knowing what to do and actually doing it consistently are two very different things. You’re already juggling client work, compliance requirements, and all the other demands of running an accounting practice. Adding SEO to your already full plate might feel overwhelming.
That’s completely understandable. SEO for accounting firms isn’t just about knowing the tactics – it’s about having the time, resources, and expertise to implement them properly and consistently.
The Reality Check
Most successful accounting firms we work with fall into one of two categories:
Option 1: They have someone on their team (or they themselves) who genuinely enjoys the technical and strategic aspects of digital marketing and has the time to dedicate to it properly.
Option 2: They recognise that SEO is crucial for their practice’s growth, but they’d rather focus their time and expertise on what they do best – serving their clients – while partnering with specialists who eat, sleep, and breathe Digital Marketing for Accounting firms.
There’s no right or wrong choice here. What matters is making a decision and committing to it.
If You’re Going the DIY Route
Start with the fundamentals:
Get your Google Business Profile properly set up and optimised
Create one high-quality piece of content each month that addresses real client questions
Ensure your website loads quickly and works well on mobile devices
Monitor your progress using Google Analytics and Search Console
Focus on doing a few things well rather than trying to implement everything at once.
If You’re Considering Professional Help
Look for an agency or consultant who understands the accounting industry specifically. Generic SEO services often miss the nuances of professional services marketing and the unique challenges facing accounting firms.
At Xcellency, we’ve built our entire business around helping UK accounting firms grow their online presence. Our Website Plan gives you a solid foundation with a professional, optimised website. Our Growth Plan adds comprehensive SEO and local search optimization. And our Reputation Plan includes social media management to build trust and authority in your community.
We don’t work with restaurants, plumbers, or solicitors. We focus exclusively on accountants because we understand your industry, your clients, and your challenges.
The Bottom Line
SEO for Accountants isn’t going anywhere. If anything, it’s becoming more important as more business owners start their search for professional services online. The accounting firms that invest in building a strong online presence now will have a significant advantage over those who delay.
Whether you tackle this yourself or work with specialists, the key is to start. Every month you delay is another month of potential clients finding your competitors instead of you.
Your expertise in accounting deserves to be found by the people who need it most. SEO is simply the bridge that connects your skills with their needs.
Ready to take your accounting firm’s online visibility seriously? We’re here to help. Get in touch with Xcellency today for a free SEO audit of your current website and a personalised strategy session.
Final Thoughts: Your SEO Journey Starts Today
This guide has given you everything you need to know about SEO for accounting firms – from the absolute basics through to advanced strategies that can transform your online presence. But knowledge without action is just entertainment.
The accounting firms that will dominate local search results over the next few years are the ones taking action today. Not tomorrow, not next month, not “when things get quieter” – today.
Your 30-Day Quick Start Challenge
If you’re feeling overwhelmed by everything in this guide, start with this simple 30-day challenge:
Week 1: Set up Google Analytics, Search Console, and optimise your Google Business Profile
Week 2: Write one blog post answering a question clients frequently ask you
Week 3: Audit your website’s service pages and improve the titles and descriptions
Week 4: Reach out to three local business contacts about potential link opportunities
That’s it. Four simple tasks that will start moving the needle on your online visibility.
Common Questions About Getting Started
“I don’t have time for all this.” Start with just 2 hours per week. That’s less time than you probably spend on one client meeting, but it could bring you dozens of new clients over the coming year.
“What if I do it wrong?” SEO isn’t brain surgery. The worst that happens is your website stays where it is now. The best that happens is you transform your practice’s growth trajectory.
“Shouldn’t I just focus on referrals?” Referrals are great, but they’re not scalable or predictable. SEO gives you control over your marketing and reduces dependence on others for new business.
“What if Google changes everything?” Google’s core mission – to provide the best answers to people’s questions – hasn’t changed in 25 years. If you focus on creating genuinely helpful content, you’ll weather any algorithm changes.
The Compound Effect of SEO
Here’s what many accounting firms don’t realise: SEO compounds over time. The blog post you write today could still be bringing in clients five years from now. The local search optimisation you do this month will benefit your practice for years to come.
Compare this to paid advertising, which stops working the moment you stop paying. Or networking, which requires constant attendance to maintain relationships. SEO is the gift that keeps on giving.
Industry Benchmarks to Aim For
Based on our experience working with UK accounting firms, here are realistic targets to aim for:
Year 1:
50% increase in organic website traffic
Ranking on page 1 for 5-10 local accounting keywords
3-5 new client enquiries per month from SEO
Year 2:
150% increase in organic website traffic
Ranking in top 3 for main local keywords
8-12 new client enquiries per month from SEO
Year 3 and beyond:
SEO becomes your primary source of new clients
You can be selective about which enquiries to pursue
Your online presence becomes a significant business asset
Red Flags: When SEO Isn’t Working
After 6-12 months of consistent effort, you should see progress. If you’re not seeing results, look out for these common issues:
Targeting keywords that are too competitive for your authority level
Creating content that doesn’t match what people actually search for
Technical issues preventing search engines from properly crawling your site
Inconsistent effort (sporadic content creation, irregular optimisation)
Focusing on vanity metrics instead of business results
The Support Network You Need
Whether you’re doing SEO yourself or working with an agency, surround yourself with people who understand digital marketing:
Join local business groups where other professionals share marketing insights
Follow reputable SEO blogs and resources (avoid get-rich-quick schemes)
Network with other accounting firms who are successfully using SEO
Consider joining professional associations that offer marketing resources
Technology That Can Help
While you don’t need expensive tools to get started, these technologies can make your SEO efforts more efficient:
Website Platforms That Play Well With SEO:
WordPress (most flexible for SEO)
Squarespace (good for beginners)
Wix (improving rapidly)
Scheduling Tools for Content:
Buffer (social media scheduling)
Hootsuite (comprehensive social management)
Later (visual content planning)
Analytics and Monitoring:
Google Data Studio (free reporting dashboards)
SEMrush (comprehensive SEO toolset)
Hotjar (understand how people use your website)
Building Your Team
As your SEO efforts grow, you might need additional help:
Content Writer: Someone who can consistently create high-quality blog posts and web copy
SEO Specialist: Technical expert who can handle advanced optimisation
Social Media Manager: Someone to amplify your content across social platforms
Web Developer: For technical improvements and website maintenance
You don’t need all of these immediately, but understanding these roles helps you plan for growth.
Measuring ROI: Proving SEO Works
Your managing partner or fellow directors will want to see concrete results. Track these metrics to demonstrate SEO’s value:
Leading Indicators (showing progress):
Organic traffic growth month-over-month
Keyword ranking improvements
Local search visibility increases
Content engagement metrics
Lagging Indicators (showing business impact):
New client enquiries from website
Cost per acquisition vs other marketing channels
Client lifetime value from SEO-acquired clients
Revenue attributable to organic search
The Competitive Landscape
While you’re reading this guide, your competitors are either:
Already investing heavily in SEO (in which case you need to catch up)
Ignoring SEO completely (in which case you have a massive opportunity)
Either way, there’s never been a better time to take your accounting firm’s online presence seriously.
Your Legacy Practice
Think about where you want your accounting firm to be in 10 years.
Do you want to still be dependent on chance referrals and hoping the phone rings? Or do you want a practice that consistently attracts ideal clients because you’re seen as the obvious expert choice in your area?
SEO isn’t just about getting more website visitors. It’s about building a sustainable, scalable business that works even when you’re not actively networking or chasing referrals.
The Final Word
Every day you delay starting your SEO journey is another day of potential clients finding your competitors instead of you. It’s another day of leaving money on the table and missing opportunities to help businesses in your community.
You have the expertise to help local businesses succeed. SEO simply ensures that expertise gets found by the people who need it most.
The question isn’t whether you can afford to invest in SEO – it’s whether you can afford not to.
Your journey to SEO success starts with a single step. Take it today.
About Xcellency
Xcellency specialises exclusively in digital marketing for UK accounting firms. We understand your industry, your clients, and your challenges because we work with accountants every single day.
Our Website Plan provides professional, SEO-optimised websites designed specifically for accounting practices. Our Growth Plan adds comprehensive SEO and local search optimisation. Our Reputation Plan includes social media management to build trust and authority in your community.
We don’t work with restaurants, plumbers, or general businesses. We focus entirely on accountants because we believe specialists deliver better results than generalists.
Ready to transform your online presence?
Contact Xcellency today for your free SEO audit and personalised strategy session. Let us show you exactly what’s possible when SEO is done right for accounting firms.
Remember: The best time to plant a tree was 20 years ago. The second-best time is now. The same principle applies to your accounting firm’s SEO strategy.
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