Proximity
“accountant near me”, “accountants in [town]”, “chartered accountant [town]”
Comparing three or four local firms, and decided largely in the map pack. The Google Business Profile does more of the work here than the website does.
SEO for accountants
SEO for accountants, for the clients you actually want
Most accountancy websites have one page called Services, and it is asked to rank for limited companies, landlords, contractors, self assessment and payroll all at once. It ranks for the firm's own name. Meanwhile the searches that bring the clients you want are being answered by somebody else.
- Local plan
- £495/month
- Growth plan
- From £895/month
- Best for
- Practices from sole practitioner up
- Work included
- Site + Business Profile
Four different searches
One Services page cannot win four different clients
Accountancy search splits by who the searcher is and what they need doing, and those are two different axes. A limited company director looking for an accountant is not making the same search as somebody who has left their tax return until January, and neither of them is served by a page listing every service you offer.
The client-type pages are where the money is. A firm with a page called “accountant for limited companies” beats a firm with one page mentioning limited companies among nine other things, because the heading can match the query exactly.
How the demand splitsAccountants
Client type
“accountant for limited company”, “small business accountant”, “accountant for landlords”
The searcher already knows what they are and wants a firm that says so out loud. A page per client type outranks one page listing every client type. This is the group worth building first.
Task
“self assessment accountant”, “VAT return service”, “payroll bureau [town]”
Closest to a purchase and the easiest to under-serve, because most firms bury each of these as a single bullet on the Services page.
Question
“how much does an accountant cost uk”, “do I need an accountant for a limited company”
Nobody is buying at this moment. But the firm that answers is the firm in mind six weeks later when the proximity search happens, and almost nobody bothers.
How it works
What the monthly work actually is
Accountancy is the one sector where the calendar does half the planning for you. The order below follows it.
Find out what you already rank for
Search Console and the live results for your town and your client types. Most practices rank for the firm name and nothing else, and it is worth having that confirmed before spending anything.
Fix the Google Business Profile
Categories, services, description, photos and questions, kept consistent with the site. For the proximity searches it outweighs everything on the website, and it takes an afternoon.
Build a page per client type you want more of
Not all of them — the two or three worth the most to you. Limited companies, landlords, contractors, whichever it is, with the heading matching the phrase and the fee structure stated.
Then the task pages underneath
Self assessment, VAT, payroll, company accounts. Each one answering the question the searcher typed, each one linking back to the client-type page above it.
Publish the seasonal content early enough to matter
A self assessment page put live in January has no time to rank before the deadline. Build it once, keep it up all year, update it each cycle so the URL accumulates history instead of restarting.
£495 a month, against one retained client.
Local is £495 a month: one office, the searches around it, the Business Profile and the site work. Growth is £995 a month where you want more job types, more towns or the harder terms. If you already have a website worth keeping there is no build to fund, so Growth is £895 a month on a six-month minimum term instead of 12. Prices are the full amount payable; no VAT is added on top.
A retained limited-company client is usually worth well over £495 a year, and often several times that across the years they stay. On that arithmetic the plan needs to bring in one or two a year to have covered itself, which is a fairer test than rankings. Ranking movement on accountancy terms is a three-to-six-month conversation, and anyone quoting weeks is either buying links or counting impressions. Full pricing.
Other professions
SEO for Accountants questions
Questions people usually ask us
Want to know what you rank for right now?
Send us your website and the client types you want more of. We'll come back with what you currently rank for, who owns those searches in your area, and whether this is worth doing.