The world of SEO is changing – fast. For accountancy firms that rely on search engines to bring in new enquiries, it’s no longer enough to just “rank high for keywords.” Today’s online landscape is more competitive, more refined and more focused on trust than ever before.
But that’s not a bad thing.
In fact, the shift away from old SEO tactics – like keyword stuffing and gaming Google’s algorithm – is opening the door to more meaningful marketing. Instead of focusing purely on visibility, the most successful firms are now prioritising relevance, credibility and user experience.
The result? Better quality leads and stronger client relationships.
At Rapport Digital, we believe SEO still plays a crucial role in an accountant’s digital marketing strategy. But it’s time to stop thinking of SEO as a numbers game – and start seeing it as a trust game.
In this article, we’ll explore how to evolve your online visibility strategy without chasing trends or losing sight of what matters.
What’s changed in SEO – and why it matters to accountants
Let’s be honest. SEO used to be a little simpler.
Choose a few keywords, repeat them in a blog post and you’d have a decent shot at landing on the first page of Google.
But today, search engines aren’t just looking for content – they’re looking for expertise. That’s especially true in sectors like finance and law, where the information people find online can directly impact their finances and wellbeing.
That’s why Google places such high importance on something called E-E-A-T – Experience, Expertise, Authority and Trust. For accountancy firms, this means your content and online presence needs to reflect your real-world knowledge and professionalism.
Google doesn’t just want to show users the most optimised result. It wants to show them the best one.
Old SEO tactics that no longer deliver
Here are a few outdated SEO approaches that accountants should be moving away from:
Keyword-first content: Writing blog posts around a keyword like “tax return accountant near me” might get you traffic – but if the content lacks depth or relevance, users won’t stick around.
Over-optimising for rankings: Stuffing keywords into headers, footers and metadata won’t win you favour with Google. In fact, it can hurt your credibility.
Quantity over quality: Publishing frequent, shallow blogs won’t have the impact it used to. Today, fewer high-quality articles that demonstrate thought leadership go much further.
That doesn’t mean SEO is dead – it means the way we do SEO has changed.
How accountancy firms can adapt
So, what does new SEO look like in practice?
When it comes to SEO for accountants, it means shifting focus from algorithms to audiences – creating content and experiences that genuinely help the people you want to work with.
Here are some of the key ways to do that:
Focus on search intent
Instead of asking, “What keywords are people typing?” ask, “What problems are they trying to solve?”
Someone searching “how to reduce corporation tax” isn’t just after a definition – they’re likely a business owner looking for practical advice. Your content should reflect that. Offer real answers, clear steps and expert insight – not just surface-level definitions.
Remember that Google often tries to answer simple queries with an AI summary (like below). You want to go beyond this for people who are digging a little deeper. Offer what Google can’t – clear explanations, analogies and examples that real people can understand and relate to.
Related reading: Introducing SXO: What is Search Experience Optimisation?
Build trust with helpful, human content
In a world of AI-generated fluff, content that feels real stands out. That’s where your expertise shines. Think beyond service pages – create resources that walk potential clients through financial decisions, changes in legislation and ways to save money.
Need ideas?
- 7 Tax Deductions Most Small Business Owners Miss”
- How to Prepare for Your First HMRC Investigation”
- Director’s Salary vs Dividends: What’s Right for You?”
- For more, check out 14 Blog Posts Every Accountant Should Write & Share
When you freely share knowledge, clients are more likely to trust you – and get in touch when they need help.
Invest in Local SEO
If you serve clients in a particular region or city, don’t overlook the power of local SEO. It’s what puts you on the map (literally) for local Google searches.
Make sure your Google Business Profile is up to date, encourage satisfied clients to leave reviews and create location-specific content. For example, “Bristol Tax Advice for Freelancers”.
Being findable and trusted locally is one of the easiest ways to attract qualified leads – especially when combined with educational content.
Think long-term, not just click-to-call
Modern SEO isn’t about quick wins. It’s about building a presence that compounds over time. Yes, keywords still matter – but they should support a broader strategy, not define it.
By consistently showing up with helpful insights, clear messaging and a polished user experience, you’ll be top-of-mind when someone finally decides to reach out.
What does SEO success look like in 2025?
Here’s a quick summary of new SEO in four simple points. It comprises:
- More qualified leads, not just more traffic
- Better client conversations (“I read your guide – it was really helpful”)
- A reputation for clarity and expertise in your field
- Long-term visibility, even as algorithms change
SEO is no longer a siloed service – it’s part of a bigger picture that includes brand authority, user experience and content marketing. Done well, it’s a growth engine.
Need help making the shift?
At Rapport Digital, we specialise in SEO strategies for accountants that are designed for today – not five years ago. That means:
- Keyword research based on client intent
- Content that positions your firm as an authority
- Technical SEO that ensures your site runs smoothly
- Ongoing optimisation so you stay visible, trusted and competitive
If you want to attract more of the right clients – and stand out for the right reasons – we’re here to help. Contact Rapport Digital today and discover how we can support your firm’s growth online.