SEO FOR ACCOUNTANT & ACCOUNTING FIRMS
Accounting is one of the most competitive fields in the world. You need to stand out from the crowd and make your business grow with so many companies competing for the same clients.
To stand out among your competitors, ranking high on search engine results pages is one of the best things you can do. The majority of Internet users will not scroll past the first page in search results. If you don’t rank well, potential clients might overlook your site and choose to ignore your company.
Your firm can be ranked at the top of search results with search engine optimization (SEO). This can result in more leads, traffic, and revenue.
Let’s take a look at it.
Google Ads is used by many businesses to show ads in the first few results. These ads are placed there when someone searches “accountant near you”. This isn’t SEO and is more commonly known as SEM (search engines marketing). It’s fast and easy to reach the top results, but it’s not always free.
In this comprehensive guide, we will share:
- The fundamentals of accounting firm SEO
- What does Google want from an accounting firm’s website?
- How to build authority and trust.
- The most effective Accounting firm content.
- How to establish a positive reputation online.
- Concrete strategies to get your accounting firm to the coveted #1 position in Google’s search results.
Table of Contents
- Chapter 1: Introduction to Accounting SEO
- Chapter 2: Accounting SEO Ranking Factors
- Chapter 3: Keyword Research for Accounting
- Chapter 4: Content Marketing for Accounting
- Chapter 5: Onsite Optimization for Accounting
- Chapter 6: Local SEO & Google My Business Optimization
- Chapter 7: Accounting Lead Generation
- Chapter 8: Performance Metrics & KPIs
Chapter 1: Introduction to Accounting SEO
Search Engine Optimization, in its formal definition refers to the process of increasing website traffic or page views from search engines. Accounting SEO is unique in that the SEO processes are tailored to the specific needs of businesses in the accounting sector.
There are two main areas in accountancy SEO strategy: on your site and off it. Both areas are essential for search engine optimization to increase organic ranks in Google.
Most accountancy websites receive fewer visitors than 300 per month. Keyword research, competition analysis, and search engine optimization are the best ways to increase traffic. As a goal, aim for at least 1500 visitors per month.
Fixing any issues on the site will help you rank higher. This is part of a technical SEO audit. Off-site SEO means having your website listed on other websites – linking. We do this mostly by writing guest posts on other websites and doing local citations.
Which areas are covered by Google’s Search Engine Result Page (SERP)?
Google’s search engine result pages (SERPs) refer to the elements displayed on a Google search result page. It includes these items:
Location Service Ads: LSAs display higher than all others in Google’s search results.
Google Search Ads: Google Search Ads are displayed below LSAs and higher than the Local Search results. The ads work on a pay-per-click basis (PPC).
Google Maps Local Search Results: It can be configured via a Google My Business Profile. While it costs nothing for a business to display in the area, there is a lot of competition.
SEO Search Results: This is where the Local Search Results appear. It is the most associated area with Google.
People Also Ask: A list containing questions that are related to the query is displayed in Google’s search result, often right below the top-relevant organic result.
Featured snippets: Featured snippets are also known as Position 0, displayed for question-based queries or when structured information (such as tables and information) is present.
A local panel is displayed in the right sidebar of Google’s search result results. It is an extension of the Google My Business profile and includes information about a business. Begin your search engine optimization campaign for accounting by looking at the top Google search results relevant to your firm.
Consider ways to improve the visibility of your business in the areas above, so that you attract the highest quality traffic.
Chapter 2: Accounting SEO Ranking Factors
SEO for accounting, as a marketing tactic requires in-depth keyword analysis, link building, citation construction, Google My Business optimizations, content development, and analytics configuration.
What factors are used to rank on Google?
SEO marketing is based on the same principle for many years. Google seeks to deliver the most authoritative, credible, and accurate information to its users.
Google vigorously defends search results. Google updates its algorithms often to improve accuracy. Google evaluates websites for a range of factors. These are called the Google Ranking Factors.
The following factors most impact a website’s rankings in Google’s search results:
- Hyperlinks & Link Building
- Rank Brain (Machine Learning)
- Core Web Vitals (Page Experience & Usability)
- Page-Level Factors (Onsite Optimization)
- Domain Factors
The term content refers to any written or visual content that is optimized and posted on a firm’s website. It should be topically relevant and optimized for keywords. One of the best marketing strategies for firms to invest in is content creation.
Your reputation as a subject-matter expert can be created by publishing high-quality content. It boosts your website’s traffic on social media and contributes to quality leads and prospects.
Hyperlinks & Link Building
Hyperlinks, also known as “backlinks” or simply links, are used for calculating a web page’s PageRank. Here is a simplified definition for PageRank. Google’s PageRank algorithm is used to determine the perceived value a website page has.
While hyperlinks’ impact and calculation have changed over time, they continue to play a major role in ranking websites high in Google search results. An accounting service will help you to get high-quality and reputable backlinks.
Today, quality, relevance, and quantity matter. But what does each of those terms mean?
- Quality – Does the source site have a high PageRank. If it has a high PageRank, it is considered to have a higher quality website than one with fewer.
- Relevance – Is this website relevant to your practice? A link that does not relate to your practice area may have less weight than one coming from a closely related source.
- Quantity – This simply refers to the number of quality, relevant links your website has received. Google will rank your website higher the more links you have pointed at it.
RankBrain (Machine Learning)
RankBrain refers to Google’s machine intelligence algorithm. It is used to predict a user’s intent whenever someone searches for a term. It is part of Hummingbird’s algorithm. It determines the intent of a user when they search for a term.
Use the following elements to optimize your website for RankBrain:
- The Page’s Organic Click Through Rate (CTR): Pages that get more clicks can help improve their Google rankings for the main targeted keyword.
- Click Rate: If a user clicks away from a page after they’ve been there, it might be an indication of poor quality content or a poor match to a keyword search. It’s even worse if a user clicks on other search results and bounces again.
- Repeat/Direct Traffic to your Website: Google uses the Chrome browser to determine how many people visit your site each day and how often. High volumes of direct and repeat traffic will improve rankings.
- Dwell time: How long people spend on your site pages matters: The longer they stay the more you can gauge the quality of the content.
- of Comments: An increase in comments can indicate user interaction. Google considers this to be positive. For instance, blog posts that are rated highly by users might get a higher ranking.
Core Web Vitals (Page Experience & Usability)
Core Web Vitals, a Google name for its assessment of user page experience, is Core Web Vitals. Google had previously indicated that Google Search rankings will use factors related to page experience starting in May 2021.
These are the Core Web Vitals:
- Loading (Largest Content paint): The longest content paint measures how long it takes to load the main page content.
- Input Delay (First Interactivity): A delay between when a user first interacts with a page element such as a link, tab, or application and when the browser is able to process the event. Keep your website simple, and eliminate any functionality that is slow to respond to a user’s action.
- Visual instability (Cumulative layout Shift): Cumulative layout Shift measures the visual integrity of a website. The website’s user experience is affected if page elements shift on loading.
- Important signals for page experience are the items listed beside the core components:
- Mobile-Friendly: This website is optimized for mobile viewing.
- Safe Browse: The website has no malware.
- HTTPS: The website holds a Secure Socket Layer SSL Certificate. The website has no intrusive popups.
Page-level Factors (Onsite optimization)
Page-level SEO is a key Google Ranking Factor. It’s also known as Onsite Optimization. This refers to how optimized your page’s text and media are for search.
Google ranks domain factors (i.e., domain-related factors) can also impact rankings, but in a smaller way than the factors listed above. We won’t spend too much time discussing this topic. But, take a look at the following factors that could have an impact on your rankings.
- Domain age: is a domain with a very low impact (the better the older).Keyword Usage within a Top-Level Domain /Sub-Domain. This can indicate relevancy.
- Domain Authority: Pages that are located on an authoritative domain rank higher than pages with lower-authority domains.
- Domain Registration Time: Google regards domains that expire far into the future, as a good indicator of legitimacy.
Website History: A domain history with a frequent ranking drop may be a sign of a problem.
Chapter 3: Keyword Research for Accounting
Targeting keywords such as “accounting firm”, is a wasteful use of resources. These head keywords are extremely competitive and often not relevant to most firms.
For accounting SEO, you can use location variations, long tail, and niche targeted keywords. If your firm targets startups, you should be able to identify the problems they are facing and the keywords they use to solve them.
A good strategy is to use keywords to build your website’s hierarchy. Most companies don’t create pages for different services. Accounting is tax service, payroll, and so on. It is easy to create service pages. This is a missed opportunity.
Successful niche businesses regularly publish content that answers questions and solves problems for potential clients. It also inspires your target audience.
Now it’s time, you use your keywords on your site. You should create pages for each keyword to provide detailed, helpful information. You can also create pages for “reliable” accounting firms in your city if you are searching.
These pages create trust between you as the author and the reader. They show your knowledge and experience in accounting and establish a connection between you both. They will likely convert if you provide them with as much information as possible.
Longtail keywords are the best way to create content that is highly visible in Google search results. These queries don’t get a lot of traffic but can lead to qualified leads and clients for your business.
Understanding your target audience and their problems will help you create the foundation for all your content.
What is Search Intent, and what are its benefits?
Each keyword has an implicit purpose. To target profitable keywords and leverage search intent, you must first identify the user’s intent. Next, shape content to address that intent.
Accountants should ask the following questions:
- What keywords can users use to search for accountants and firms like yours? (Brand intent)
- What keywords will users use to search for information about accounting matters? (Informational intent)
- What keywords should users search to find an accountant they can hire? (Purchase intent)
The best way to target keywords is to choose categories that reflect a typical user journey.
Tips on SEO for customers to engage with by keyword selection:
- Find keywords that match the intent of each user and create content to exactly match.
- Start by writing content for transaction terms. These are terms with strong purchase intent.
- Next, develop compelling brand content about your firm and your associates.
- Finally, create information content relevant to your primary practice area as well as the services you provide.
Google Keyword Planner
Google has the best keyword tools and is worth looking into. Keyword Planner helps you find keywords and show search volumes.
Google Trends is another Google tool, which can be very useful for some firms. It is at the bottom of this list because it is not as useful for accounting firms. Although it can identify which keywords are trending upwards and downwards over time, it isn’t very useful.
Chapter 4: Content Marketing for Accounting
Your trust is essential to the success of your accounting firm. To get clients to trust your accounting firm with their hard-earned funds, they must see that your firm is competent, knowledgeable, and intelligent.
A content marketing plan is the best way for you to do that online. An accounting agency can begin building a positive client reputation by sharing well-written blogs, articles, videos, graphics, and other content.
- Content marketing builds credibility
Imagine a brand that has a decent website but doesn’t keep it updated. It stopped blogging years ago. Imagine another brand having a decent website that’s regularly updated and contains interesting content such as articles, blogs, and videos.
The first brand doesn’t produce any content. This makes the company seem unreliable, obsolete, or otherwise unsuccessful. It is unable to build trust among potential customers as it has no evidence that the company is trustworthy. It is also out of touch and out of date with the current industry. When a company is playing catch-up, nobody wants to become a client.
The second brand is far more attractive to potential customers, as it shows them that the business is modern, active, and Internet-savvy. Customers don’t worry about whether or not the company can be reached. Because they’re an active online presence, the brand is easily reachable. They likely have a contact site, so they are easily found.
- Content marketing is a way to get new business.
When you talk about potential customers, a content marketer can help turn them into paying customers by giving them all the information they need to make an informed purchase. It is also a key factor in building trust with them.
CTAs (calls to action) are an excellent way to convert customers via content marketing. A short sentence can be added to the end of any blog post, article, or video that tells the visitor what the next step is.
Your accounting company will determine the CTA you wish to use. It is smart for you to invite others to create their accounts.
- Content marketing will help you stand apart
There are many blogs online, but very few great blogs. This is a great opportunity to gain brand awareness in a new area of your industry.
The result is a wider range of customers that you can appeal to by creating this content. You can reach people with intelligent, educated answers to their questions and help them find you through research on current events. When a prospect has all the information they need, they will likely choose you to handle their future accounting needs.
Content marketing is obviously an integral part of Internet marketing.
- Content marketing provides a greater return on investment
Content marketing is all about writing and designing content. Some cases are possible if you just do the work yourself. The best part is that content attracts new clients. This means you can make a lot without investing much.
Chapter 5: Onsite Optimization for Accounting
Google needs confirmation that your business is the same as described in your Google My Business profile. This means that information is required to verify your website is, for example, an accounting firm. Your website should have an “About Us” page to explain what your business does.
Check that every page on your site contains the same company name, address, and telephone number. This is best done by placing the details at your website’s footer, at the end of each page. This will ensure that search engines are confident in the information. Check that you don’t have alternate spellings of your business name, address, or phone number anywhere on your website.
For your business to be more descriptive and to attract more searchers, you might consider creating separate web pages that explain your various services. These pages can help someone who requires one of your services. Search engines will be more comfortable ranking your site higher for services when there are dedicated pages.
It is also useful to examine the keywords (search queries), that are used in your region. Write about the services your business offers to residents if you believe they are looking for it. Your specialty services may be in greater demand than you realize. Or maybe there is demand for a specialty service you haven’t offered yet.
Google Ads offers a free Keyword Planner tool that you can use to aid your SEO efforts. While its official purpose is to aid in keyword research for advertising campaign campaigns, it can also be used to determine how often keywords have been searched locally. You can also check how often keywords are being searched month to month. That can vary greatly.
Once you’ve determined which keywords are the most important, write down which pages should be optimized for each keyword. These can be pages you have already created or pages you create specifically to target certain keywords. It is crucial to document everything so you don’t make mistakes when updating pages.
You must include the page’s keyword when editing or creating each page. Also, ensure that the HTML title tag and the main heading contain the keyword if you have control. These elements are what search engines use to find out the purpose of a website. You might want to rank high in searches for Springfield accountants. You could use the page heading “Springfield Accountants You Can Believe” to incorporate your target keyword.
Other Top-Rated Onsite SEO Strategies:
According to main Google ranking factors authorities, there are other areas where accountant should concentrate on onsite SEO.
- Keyword Frequency/Density/Prominence: We are not in the same era of “keyword stuffing” anymore – that may get your site penalized by Google. However, it’s a good idea to show relevance by using the keyword naturally and consistently throughout your page. Even better if it appears in the first 100 pages.
- Keyword Usage in Headers and Sub-Headers: Google uses HTML1 tags as a relevancy indicator and we encourage all our clients to do so.
- Latent Semantic Indexing Keywords: These terms are related to the main keywords that help search engines to understand the meaning of content.
- Table with Contents: This assists both Google and the reader in better understanding the content of the page. Readability and Quality of Content are important factors in ranking. Multimedia is a way to improve the quality of content.
- Outbound Links Volume/Quality – Linking to authority sites can be a good idea, but too many links outbound/affiliate and broken links will likely have a detrimental effect.
- References & Sources: Citing authority sources and references can indicate high-quality content. This is something that accounting firms should be able to do quickly. Internal Link Quality and Count indicate how important your page is concerning others. Image Optimization File Name, Alt Text, Title, Description, and Caption are very important.
- Mobile-Friendly: Mobile-friendly pages should be optimized according to Google’s “Mobile-first Index”.
Chapter 6: Local SEO & Google My Business Optimization
Google My Business allows you to submit your accounting firm and it will be displayed as a result for anyone searching for it in a local area. Google My Business also includes valuable information such as addresses, ratings, and hours. These results appear at the top search results pages so clients who are looking for you will see your listing.
Before we begin, make sure you have a clear idea of your business’s contact information. It is important to keep these details consistent through each step. If you use different names to refer to your business or give addresses or phone numbers that don’t match in any way, it’s time to decide exactly where they should go. Search engines and other websites will find this confusing and it could lead to your competitors having an advantage.
Create an excellent Google My Business profile
Be sure to include your business name, address, phone number, and other details when you create your profile. If asked to categorize a business, choose the most relevant category. A tax-related category is appropriate if your business focuses solely on tax preparation. A category like “accounting company” might be more appropriate if your business is not focused on tax preparation.
In addition, you’ll be asked for the URL (address), of your company’s website. If your company doesn’t have a site, it’s high time to do so!
Optimizing your Google My Business account:
- Place your business accurately on the map.
- Register your official business website.
- Include information such as opening times.
- Google aggregates your business information. Keep addresses and other details the same.
- You want to make sure your firm’s primary category is found in the right searches. Use as much detail as possible.
- Make sure to include as many photos of yourself, your staff, as well your business premises to make it more prominent.
- Include a 360° tour of your office.
- Write down the main points of your company, using keywords, and include links in your ‘Introduction’.
- Ask for testimonials about your company (more information later).
Chapter 7: Accounting Lead Generation
Strong lead generation strategies will help you attract new bookkeeping prospects and convince them that you are the right choice for all their accounting needs.
1. Help your potential customers
Many of your potential clients will not begin their search to find accounting services by searching for accountants. Instead, they do some research to establish their needs and determine what information they should have before contacting any accounting firms.
These accounting leads can find you early in the research phase by visiting your website and providing the relevant information as part of your content marketing strategy.
You are likely to get asked several questions by prospective clients. There are also common issues that they raise during meetings with you. For prospects, you can answer these questions in-depth and post them on your website. These pages may be informative, how-to, or FAQ-style.
When potential clients find these pages, they’ll get the right information. It’s possible to assist them in their search for an accounting firm.
- Optimize the site for search
For more information on how to find bookkeeping clientele, visit search.
The majority of potential clients search for accounting-related information via search engines like Google. Your firm must show up in search results to help them find it and then become a bookkeeping expert. Search engine optimization, also known as SEO, is important in this area.
SEO is the process by which your website is improved so that search engines can find it. You can find a lot of information about your site. This includes targeting specific keywords that relate to your industry. These keywords will help your pages rank highly in search engine results. You also have to increase your authority online through the building of links from other reliable sites.
- Optimize site for conversions
When a visitor visits your site, you want to convert them into a bookkeeping prospect. This is possible with conversion rate optimization, also known as CRO.
Each page should contain a clear call to action and a point. The goal can be anything, from signing up for an e-mail newsletter to filling out a contact request form. It doesn’t matter what it is as long as your visitors are closer to becoming clients.
CRO lets you test multiple versions and determine which leads generate the best. To maximize your client conversion rate, you can use the same version of calls to action for permanent implementation (or until you find a better one).
- Email to keep in touch
You can email to ask for bookkeeping clients online. If you use email marketing, your website should provide several ways for your visitors to give their email addresses. This includes a place to sign up for your mailing list, download content, and contact your firm.
To keep in touch, collect email addresses. It’s easiest to do so with a weekly- or monthly newsletter. Send out a newsletter to all your clients. Personalized automated emails can be used to nurture accounting leads. These emails can trigger based on the actions of your visitors, such as downloading a guide and visiting a certain service page.
Chapter 8: Performance Metrics & KPIs
Marketing for accounting firms involves measuring results and adapting campaigns to improve their success in the future. You must be patient after you make changes. Performance must be measured and tracked over months, rather than just days or even weeks.
How to track the Metrics that Matter
If you want your SEO efforts to be successful, there are some metrics you should track and interpret. These are the following:
Rankings: These are the rankings for your main keywords in Google.
Organic traffic: This tells how many people land on your website because of organic searches.
Page: This tells you which pages get the most traffic. Are these your most valuable pages?
Leads: This is a way to see how many people are contacting your accounting office.
What’s the Best Way To Track These “Vital Statistics?”
- Google Analytics
Google Analytics is an excellent tool for webmasters. It allows setting goals and measuring website performance in many areas.
- Numbers of visitors
- Visitor source
- Visitor demographics
- Their behavior on your site
- Frequency and ‘recency’
- For submissions, please use the Contact Form
- Site speed
- Mobile visitors
- Google Search console
Google Search Console is another free tool that will help you optimize and improve your website is
- Who is linking from your site?
- Are there any technical problems on your site that should be fixed?
- What keywords queries are being used by users today?
- Google Tag Manager
This information is then conveyed to third parties. You can have site issues if you don’t manage it correctly. Tag Manager makes it simple, and you don’t need a web programmer.