September 29, 2021 Mark Acornley

SEO for accountants: 15 ways to get clients rolling in

SEO is one of the best strategies to help gain more visibility for your accountants.

Our SEO for Accountants guide outlines what needs to be done for you to take your website from very little traffic to getting visits every day.

What is SEO for accountants?

SEO is all about making search engines love your website.

When you set up your website it’s important to take into account various aspects that will make your website SEO-friendly.

For example

  • Correctly optimising on-page content
  • Using keywords in the title tags
  • Ensuring your website isn’t slow

There’s a lot of mystery about what exactly SEO involves but it’s not rocket science.

Why is SEO important?

Without doing SEO on your website, anyone who’s looking for accountancy services around your area is finding your competitors.

That’s the monthly income you’re losing because you’ve not got a website that’s correctly set up to be found in the search engines.

That’s likely there are quite a few searches for accountants but there are also going to be people who are going to be more specific than that and search for terms like

  • End-of-year accountants
  • Tax saving accountants

It’s simpler to rank in Google search engines than you think.

Whilst it’s not easy, websites which have more information will look at more favourably and be rewarded with higher rankings but this doesn’t mean if you write one or two articles then you’ll be shooting to number one overnight.

One of the buzzwords at the moment in SEO is topical authority.

What this means is that be covering many subjects on your topics that the search engines can’t ignore for much longer.

If you’ve got a website with over 100 pages of content about your niche, the search engines will start to see you as an authority on that subject and will trust you more.

Here are 15 tips for accounting websites to get better SEO

#1 Make sure your websites code is clean

Websites are created using code.

There are various ways to get a website online and clean code helps to give your website a solid structure.

With too much code, your website can become bloated and inefficient.

Using CMS’s a great way of getting a website up, however, there are a lot of themes or templates out there which come bloated and full of unnecessary code which slows your website down and impacts user experience.

#2 Have a user-friendly website

Being user-friendly is one of the most important aspects of owning a website.

Great user friendly websites can impact on SEO.

A lot of new website owners want to build the prettiest website but fail to think about how the user will interact with it.

If you’re in the early stages of getting a website up, yes you want it to look good but it’s much more important to make sure it’s structurally great rather than looking great which may need to be changed if users don’t find it simple to use.

#3 Use the right keywords

When you’re trying to rank your website on Google, you need to use the right keywords.

For new websites, target specific keywords like “accountants Manchester” for better ranking chances rather than just trying to rank for “accountants”.

Analyse top-ranking content and make your site stand out.

Start with your homepage for new sites; use individual pages for specific locations if your appeal is national.

Also for newer websites you’ll want to target long tail keywords, which are keywords with 3+ words in then.

These are often less competitive and easier to achieve top rankings.

The search results also give you some great tips for SEO. For example, Google will show you what questions people are asking related to your keywords.

This is valuable information because you can create content that answers those questions and attract more clicks to your website.

#4 Epic service page content

For service pages, it’s important to make things clean and simple.

To determine how much text you need to create, compare other websites which are ranking on the top pages for your chosen keyword.

If there’s a lot of content on those pages, that suggests you’re going to have to produce a similar amount of content but it’s also important to look at the domain rating for the websites that are ranking.

This means you need to access each website to identify why they are ranking and what you need to do to outrank them, for example

  • Build backlinks to the page
  • Have a certain amount of headings similar to the competitors
  • Use a certain amount of images

The two most important aspects are having backlinks to the page and having high-quality content.

#5 High-quality blog posts

Writing high-quality blog posts is incredibly important when it comes to SEO.

The whole point of SEO is to optimise your website to make sure that it’s found in the search engines.

The more high-quality content your website has, the more likely that it’s going to be found in the search engines by your audience.

One of the most important aspects of making blog posts that get found is to start with an outline.

Outlining your content makes it much easier to build and will help you break up each of the sections into more manageable sections.

But what do you write blogs about? There are various tools you can use to find keywords that you can write blog posts about.

  • SEM Rush helps to give you questions related to your keywords
  • Also asking helps you find questions your audience is search
  • Answer the public gives you ideas as to what questions are being asked

6# Create strong pillar pages and cluster pages

Pillar pages are pages that dive deep into a subject. Whilst pages can’t cover everything possible, pillar pages can be from 1500 to over 10,000 words.

Here you need to look at what topics are suitable for you to be using as pillar pages and which should be cluster pages.

Cluster pages, also known as content clusters or topic clusters, are a strategic content organisation approach used in SEO.

Create a pillar page covering a broad topic, linking to related subtopic pages for in-depth information.

This cluster page strategy boosts SEO, website authority, and enhances user experience.

There’s always going to be too much information just for one page, therefore if you make a guide like this, you can create cluster pages that further explore the topic, for example,

  • Setting up payroll for small businesses
  • Best HR software for small business
  • How to save on tax for small businesses

These pages should be internally linked, which helps search engines and users find the information they want.

#7 Write guest blogs on other websites

Guest posts as they are known are when you create content for another website.

This is usually best for brand new websites or websites that have been neglecting their SEO for years, as ideally, it’s better to have the content on your website but if you’re not getting any traffic, it can be better to put it on another website that is getting traffic.

Guest posting can provide several advantages for accountants who are looking to establish themselves as thought leaders in their industry and increase their online presence.

Some of the benefits of guest posting for accountants are:

  • Increased visibility: Guest posting on high-traffic websites and blogs can increase your visibility and help you reach a broader audience.
  • Backlinks to your website: Guest posting can also help you build high-quality backlinks to your website, which can improve your search engine rankings and drive more traffic to your site.
  • Networking opportunities: Guest posting can also provide networking opportunities with other professionals in your field.
  • Building your brand: By sharing your expertise and knowledge through guest posting, you can build your brand and increase your credibility.
  • Improving writing skills: Guest posting can also help you improve your writing skills by allowing you to practice writing for different audiences and styles.

Guest posting can be a valuable tool for accountants who want to increase their visibility, build their brand, and establish themselves as thought leaders in their industry.

It helps to get exposure for you and your business and also shows the search engines that your brand is trusted.

#8 Optimise content already on your website

Likely, you’ve already got some content on your website.

In some instances, it can be better to just delete the pages and redirect them to the new pages you’ll create.

This is best for website pages that don’t get any impressions in search engines.

But if you are getting impressions, you can improve your current content, by adding to it, creating images, optimising the title and description tabs and a lot more.

Optimising existing content on a website can help improve its performance in search engine rankings, increase traffic, and enhance user experience.

Here are some steps you can take to optimise your website’s existing content:

  • Conduct a content audit to identify and update underperforming pages.
  • Optimise page titles and meta descriptions with relevant keywords.
  • Refresh outdated content with new information.
  • Improve readability using headings and bullet points.
  • Add internal links for better navigation.
  • Optimise images with descriptive file names and alt text.
  • Promote updated content on social media for increased visibility.

#9 Make sure there are no technical SEO issues

Website performance impacts user experience and search rankings.

Tools like Google PageSpeed Insights check load times. Mobile-friendliness is crucial; use Google’s Mobile-Friendly Test.

Broken links harm UX; use link checker tools. Consider XML sitemaps and robots.txt; check with relevant tools.

Website security, including HTTPS, is vital for rankings; use security checker tools.

#10 Check that your website is loading fast

Website speed refers to how fast a website loads on a user’s browser. It’s crucial to have a fast-loading website because it affects user experience and can impact your website’s search engine rankings.

Here are some ways to check the speed of your website and why it’s important:

  • Use online tools: Various online tools can help you check your website’s speed. Some popular tools are Google PageSpeed Insights, GTmetrix, Pingdom, and WebPageTest.
  • Check page load time: Page load time refers to the time it takes for a webpage to load completely.
  • Optimise images: Large image files can slow down your website’s loading speed.
  • Minimise HTTP requests: Every time a user visits your website, their browser makes several HTTP requests to the server to load various elements such as images, CSS, and JavaScript files.
  • Use a Content Delivery Network (CDN): A CDN is a network of servers located in different parts of the world.

It’s essential to have a fast-loading website because it affects user experience and can impact your website’s search engine rankings.

Users are more likely to leave a website that takes too long to load, which can increase bounce rates and decrease conversions.

Additionally, search engines like Google use website speed as a ranking factor, and slow-loading websites may rank lower in search engine results pages.

#11 Write catchy Meta titles which are SEO optimised

SEO Meta titles are what people see in search engines just above your website name.

The page title is directly related to SEO and you should use a keyword as close to the start as possible.

This doesn’t mean you should be stuffing keywords in and that’s it, try to be creative and find one which will satisfy the search engines and make the user click through.

For example

Accounting tips for small businesses 

vs

23 accounting tips to help small businesses grow.

Which one are you more likely to click through to?

People love numbers and the added help small businesses grow is a phrase that will directly connect with your audience.

Every business is different but one of the things they all have in common is that they’ll want to be bigger than they currently are.

#12 Use internal linking

Internal linking is the practice of linking pages within a website. It involves creating hyperlinks on a page that lead to other pages on the same website.

Here are some benefits of internal linking for accountant SEO:

  • Improved website navigation: Internal linking helps to improve website navigation by providing users with clear pathways to relevant content on the website.
  • Increased page authority: Internal linking helps to distribute authority across a website.
  • Enhanced user engagement: Internal linking can encourage users to explore a website further by providing them with relevant content on related topics.
  • Improved indexation: Internal linking can help search engines crawl and index a website more efficiently.
  • Keyword relevance: Internal linking can help to improve the relevance of pages for specific keywords.
  • Promoting conversions: Internal linking can help to promote conversions by linking to relevant pages such as contact forms or service pages.

Internal linking is a valuable SEO practice for accountants as it improves website navigation, increases page authority, enhances user engagement, improves indexation, improves keyword relevance, and promotes conversions.

By incorporating internal linking strategies into their website, accountants can improve their search engine rankings, enhance user experience, and attract more potential clients to their websites.

#13 Write meta descriptions that talk to your audience

When writing meta descriptions for accounting services, it’s important to keep them concise and under 155 characters.

Craft concise meta descriptions, emphasising key aspects and incorporating relevant keywords for improved search rankings.

Highlight the benefits of accounting services to engage potential clients and distinguish your offerings.

It’s also important to use an effective call-to-action to encourage potential clients to take action.

Create unique, descriptive meta-descriptions for each page, reflecting content accurately.

Avoid repetition, use natural language, and steer clear of technical jargon for client engagement.

#14 Use google my business for local SEO

Utilise Google My Business (GMB) for local SEO benefits.

Manage online presence and local search visibility for accountants.

Control business information, showcase services, and gain insights into client interactions.

Enhance website traffic by appearing in local search results.

GMB is a valuable tool for improving SEO, offering visibility, management, showcasing, traffic, and insights.

#15 Get reviews

Reviews are vital for accountants’ SEO strategy, impacting reputation and rankings.

Positive reviews build trust, act as social proof, and enhance local search rankings.

They increase click-through rates, offer valuable feedback, boost user engagement, and provide a competitive edge.

Encouraging clients to leave reviews and responding promptly enhances online reputation and attracts more clients.

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