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No matter the size of your accountancy firm, attracting new clients through your website is key. In this SEO explainer for accountants, we’ll introduce SEO and how it can improve your overall performance .

In this guide, you’ll acquire some helpful tips on improving your search engine ranking and get those all-important customers.

What is SEO?

SEO, or Search Engine Optimisation, is the process of improving website visibility, ideally on the most relevant and high-volume keywords in your field.

This means that whenever a business or individual searches for an accountancy firm, your business is more likely to be clicked on by a potential client, thus meaning you gain more traction than ever!

Why is SEO important for your accountancy firm?

Depending how saturated the market is in your area, you could be one of hundreds of results when  “accountants in…” is searched.

And that’s what makes SEO so important for your business – it gives you the opportunity to get ahead of the competition and maximise business from prospective clients.

In fact, over 25% of people click on the no.1 search result, with the click-through-rate dropping dramatically the further from this spot you are.

Search engines like Google use a number of factors each prospective client search for an accountant. The better your firm ranks on those factors, the higher up the rankings you’ll find yourself and ultimately the more new leads you’ll get through your website.

Whilst accountants used to advertise their services in the Yellow Pages and the local newspaper, the most profitable channel is now undoubtedly Google!

seo services cornwall

Local SEO for Accountants

Another very important thing to consider for accountants is local SEO. Local SEO is the process of optimising a site to appear for searches related to the local area – which is especially relevant for any business.

For example, important keywords could be:

  • ‘Accountants in York’
  • ‘Accountants near me’
  • ‘Financial management in Cornwall’
  • ‘Small business accountant in Bath’
  • ‘Accountany firm London’
  • ‘Local accountants’

You will need to think of how you can create pages or content targeting these terms and thus appearing for these local searches.

Another important aspect of local SEO is appearing on Google Maps using a Google My Business profile.

Regularly updating your Google My Business profile, adding great imagery and gathering positive feedback is a great way to gain clicks via Google Maps – so important for businesses looking to connect with an accountant near them.

Top Tips for Accountancy SEO

We’ve put together these top five SEO tips for accountants so you can start making changes and find yourself at the top of the rankings today.

1. Target your keywords

It’s vital to have a clear understanding of the keywords and phrases that will make your website discoverable online. Search engines like Google rank your website according to the keywords they find.

It’s important to think about keywords potential clients may search for when looking for an accountancy firm to manage their finances.

People will often search for accountancy terms when they have a pressing need for services, such as when their tax return is due or they need to register for VAT.

Keyword research is usually done using specific tools such as Google Keyword Planner as well as competitor analysis, but these tools may not be accessible to you if you’re not using an SEO agency.

Here are some SEO keyword ideas for accountants to think about and include on your site when optimising your website:

  • Experienced
  • Independent
  • Specialising in…
  • Small business- focused
  • Help with tax returns
  • Help with VAT returns
  • Accredited/Award-winning
  • Registered Chartered Accountant

These keywords will likely also be the defining factors of your business, so you may already be pinpointing them, but – if not – include the keywords in the text and meta title/descriptions (more about that later on!)

2. Add Keywords to your Site Meta Info and Page Content

SEO can seem daunting, especially for accountants with no prior experience. Your keyword research will have revealed just how many different search terms you need to be aware of.

However great the challenge, the best advice is: start small. Optimise your site for critical keywords and then keep improving as you become more comfortable with the SEO process.

One of the best places to start is with the meta descriptions and page titles on your site.

  • The page title is what first appears when your business is searched.
  • The meta description is the 1-2 line brief description that appears in search results.
  • Ensuring that each page title and meta description is unique and includes target keyword/s gives potential clients a good idea of what to expect and helps to optimise that page for that term.

    To edit your meta info and page titles, you’ll need to be able to access your website’s content management system (CMS), with many accountancy firms opting to use WordPress for their sites.

    3. Make sure Technical SEO is on Point

    However, improving your site ranking is just the tip of the iceberg. In order to deliver the kind of website experience that users have come to expect, you need to make sure your technical SEO is on point.

    Technical SEO involves optimising the infrastructure of your website so it’s fast, easy to navigate and user-friendly.

    Technical SEO deals with the underlying structure of your website, including:

    • Sitemaps
    • URL structure
    • Navigation
    • Page loading speeds
    • Broken links (404s)
    • Image alt tags
    • Site localisation
    • Much, much more!

    Implementing technical SEO is crucial when you’re trying to attract all-important organic traffic generated by search engines. As well as the SEO benefits, creating a highly functional and usable site is also a great way to attract new enquiries from a single search.

    There are free SEO audit tools out there but the results may be hard to decipher if you’re not an SEO specialist. Consider a paid SEO audit as a useful starting point to start to uncover and fix any technical issues on your site.

    4. Create Relevant, Useful Content

    Content creation is another strategy for success when trying to improve your SEO.

    Content can cover a wide range of features including blogs, FAQs, help pages, videos and more which all help to enrich the user experience.

    Although these may be less sales-focused, improving the traffic on your website through content helps rank the more sales-focused content.

    When creating content for your website, think about your broader audience. Business owners searching finance or business-related topics will at some point need an accountant.

    So try adding well-written content around subjects related your industry and firm that add value for your potential clients – it could even be based around common questions you often receive.

    Here are some more blog content ideas for accountants:

    • How to budget as a small business
    • How to improve your financial management
    • Top financial tips for employers
    • How to register as a limited company
    • How to submit your VAT return

    Remember, it’s also an opportunity to rank for a different set of keywords (referred to as long-tail keywords) and boost your SEO.

    Don’t forget to add a call to action to ‘enquire now’ with a link to your enquiry page. It could tip the balance for business owners already searching for an accountant to choose you whilst reading one of your blogs!

    5. Scale your SEO with link building

    If you’ve implemented the first four tips, you could be ready for some more advanced SEO – ideal for accountancy firms looking to stand out from the crowd online.

    One of the biggest factors in Google rankings is the number of links from other sites that point to yours.

    But it’s not enough to go for quantity – Google and other search engines also look at the quality of your links, so try to establish relationships with authoritative and trustworthy sites when you’re link building.

    That way you’ll start to increase not only traffic but trust – one of the most important qualities of a good accountant.

    backlinks SEO

    The best way to build links long term is through a targeted content marketing strategy, reaching out to sites in your niche and offering to write a guest post on their site in exchange for a link back to yours.

    As an accountant, building links can be tricky. You may not have a lot of content or a blog of your own. However, there are a number of strategies you can use:

    • Guest posting on authoritative sites in the financial industry. Try approaching the site and seeing if you can write an informative post around an accountancy topic for them in exchange for a link.
    • You may also look to approach relevant directories such as list of local businesses, accountancy directories and websites or local newspapers and magazines.
    • Another favoured method is through the use of digital PR – basically doing something newsworthy like announcing an exciting project or sponsoring a local event. This has the added bonus of creating a positive reputation in your local community.
    • Finally, never underestimate the power of reviews. Encouraging media outlets and blogs to review your firm can demonstrate the quality of your accountancy service as well as earning much-needed links.

    How About PPC For Accountants?

    Whilst SEO can take months to see results, PPC (Pay-Per-Click)  can give you instant website traffic for chosen keywords.

    For service-based businesses such as accountancy firms, text ads (Google Search) are the best option. These can be displayed quite prominently, with 3-4 ads at the top of the page before other non-paid results.

    Thanks to the location targeting options, Google Adwords is also useful for geo-targetising potential clients. If you want to be the top result for ‘accountancy firm near me’, PPC is the quickest way to acheive this!

    Of course, you will need to pay Google for the click, as well as a PPC specialist for the cost to set up the ads themselves.

    google adwords

    Confused by SEO for Accountants? Search Hog Can Help

    It’s perfectly normal to feel overwhelmed about setting up the SEO for your accountancy business. We hope this SEO guide has helped, but if you need more help climbing the rankings, an SEO consultant could be the best option for you.

    If you would like any help with SEO for accountants, please get in touch with Search Hog today. 

    Lowri

    Digital Marketing Blogger at Search Hog

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