Full disclosure – I’m a former accountant, back in the days when SEO was barely a twinkle in Google’s eye. But times have changed. Whether you’re one of the big four professional services firms or a hands-on bookkeeper, SEO should be on your agenda. Like every other industry, accountancy is now part of the online world – and if people can’t find you for the particular service needs they have, they won’t hire you.
What is SEO for accountants?
SEO stands for Search Engine Optimisation. It’s the process of enhancing your website and your digital footprint, so that it improves your rankings in search engine results pages (SERPs). The aim is to increase your visibility when people search for relevant keywords or topics, helping you attract more organic (non-paid) traffic to your site.
Is SEO different for large and small accountancy practices?
For larger accountancy firms that already rank well for core services, SEO can help push newer or more niche services into the spotlight. It’s also useful for getting key content seen, such as articles or reports that demonstrate your expertise and help initiate conversations with decision-makers. That kind of content can quietly open doors and lead to new business.
For smaller firms, it’s often a bit more hand-to-mouth. Good SEO can help bring in clients quickly, the kind who pay the bills and help the business grow. Every new lead counts, so being easy to find online can really make a difference.
Key areas for accountancy SEO
Identify your key audiences:
Start by identifying your key audience (or audiences) and think about the language they use when searching for your services. You might be completely up to speed with the latest accounting standards, but your potential clients may not be, or certainly not in the industry lingo that you are fluent in.
On the other hand, if you offer a niche service and you know your target market understands the jargon, then it makes sense to double down on those specific terms. Whether someone’s Googling ‘IFRS 18 guidance’ or just typing in ‘bookkeeper near me’, they won’t find you unless you’ve taken the time to think through how they search and how you show up.
Keyword research:
Once you’ve thought about the kinds of terms your audience might use, it’s time to back that up with real-world data by using a keyword tool.
Keyword research helps you understand what people actually type into Google (other search engines are available!) when they’re searching for services or information like yours. But it’s worth doing a bit of thinking first – otherwise, when you open up a keyword tool, you can quickly get lost in a sea of suggestions. The words and phrases you come up with on your own are known in the industry as ‘seed terms’. These give you a solid starting point for your research and help keep things focused on what really matters to your business.
Long-tail keyword research:
Long-tail keyword research goes a step further. It focuses on longer, more specific phrases – usually three words or more – that tend to come from people who are closer to taking action. Think of it like this: a broad search might be something like ‘tax accountant’ or ‘self-assessment help’, but a long-tail version could be ‘tax accountant for freelance graphic designer’ or ‘help filing late self-assessment tax return’. The second versions here shows real intent.
Larger companies usually chase the broad, high-traffic terms for their main landing pages. But for smaller businesses and specific services offered by larger firms, there’s a real opportunity in targeting niche, long-tail keywords. They’re less competitive, and they bring in people who are looking for exactly what you offer. By weaving these terms into your site content, blog posts, and landing pages, you can boost your visibility and attract visitors who are more likely to convert into paying clients. In the end, good SEO isn’t just about getting more traffic – it’s about getting the right traffic.
Blog, blog and blog some more:
If someone’s been researching your services, chances are they’re not looking to do the work themselves – whether that’s due to time, confidence, or just not wanting the headache. They’re actively looking for help. But before they reach out, they want to feel reassured that you know your stuff, not just the basics from your services page, but the deeper knowledge that shows you’ve got real experience. That’s where blog content comes in. By sharing useful insights on the topics you want to be known for, contrary to popular belief, you’re not handing over a DIY guide – you’re building trust. It shows you understand the detail and gives potential clients confidence that you’re the right accountancy practice for the job. Adding more content to your site is, of course, another chance to target new and alternative variations of your target keywords, too.
Undertake a technical review
There are plenty of reasons why a website might not rank well – or at all – in search engine results. Common culprits include poor mobile optimisation, page speed issues, duplicate content, thin content, broken or incorrect redirects, missing or poorly structured XML sitemaps, misconfigured robots.txt files, keyword cannibalisation, a messy URL structure and a lack of HTTPS security.
The good news? Many of these issues are relatively quick to fix once identified. But it’s crucial to get your on-site setup in good shape. You can pour time and energy into keyword research and brilliant content, but if the technical foundations aren’t solid, search engines won’t reward you with traffic. We’ve covered some of the more catastrophic SEO mistakes here.
Build links
Accountancy firms of all sizes can position themselves as experts by sharing useful insights – whether that’s statistics, quotes, or commentary – across a range of topics. This might include changes in key accounting practices, broader financial and business matters, or deep dives into niche sectors. The possibilities are pretty much endless.
When you’re quoted, the trade-off is usually simple: your name or business gets mentioned as the source, and more often than not, you’ll also get a link back to your website. If you don’t get a link, don’t be too worried, as some sites have strict linking policies in place – the mention alone still boosts your credibility and visibility. That said, links do take things a step further. From an SEO perspective, they help strengthen your domain authority and give search engines extra signals that you’re a trusted, authoritative voice in your field.
There are a multitude of other SEO tactics that can be deployed with the goal of increasing site sessions and conversions but the above is a list of the core areas you need to consider. It’s a bit like running a car – some things, like link building, need regular attention like fuel, while others, like a technical SEO audit, are more like an MOT: something you dip into to make sure everything’s still in good shape.
The key thing to remember? There’s no such thing as standing still in SEO. Even if your site is packed with great content and technically sound, if your competitors start ramping up their efforts and you’re not, you’ll likely slip down the rankings. Staying active is what keeps you visible and keeps you winning new clients.