SEO is changing – and fast.
Once upon a time, all you needed to rank well on Google was a decent blog post stuffed with the right keywords. That was enough to put you on the map for years!
But today, the map is different.
With AI-generated summaries pulling answers directly from websites, Google core updates arriving like clockwork and competitors cranking out content at scale, it’s no longer just about getting seen – it’s about building something worth seeing. Something durable. Something defensible.
That’s where SEO moats come in…
What is an SEO moat?
Think of your website as a castle. An SEO moat is the protective barrier that surrounds it – making it harder for competitors, AI tools or algorithm shifts to knock you down the rankings.
Instead of relying on high-volume blog posts or keyword tricks, SEO moats focus on what can’t be copied overnight:
- Case studies that show real results
- Insights that come from years of hands-on experience
- The trust you’ve earned through client relationships, testimonials and reviews
- The niche specialisms you know inside out
This is content rooted in authenticity. And for accountants, that’s not just a nice-to-have – it’s essential.
Real-world moats made it harder to attack castles. SEO moats make it harder to outrank your site on search engines.
Why SEO moats matter for accountants
Accounting is a trust-first profession. Whether you work with freelancers or finance directors, clients need to know you’re competent, credible and capable of handling sensitive financial information. That’s true offline – and it’s just as important online.
Search engines like Google know this too. In fact, content about finances is classified as YMYL (Your Money or Your Life). In short, Google holds it to a higher standard. If your content lacks authority or depth, it won’t rank well – no matter how “optimised” it is.
On top of that, there’s the rise of AI-generated answers like Google’s Search Generative Experience and tools like ChatGPT or Perplexity. Search engines can summarise and repackage content without necessarily sending traffic to your site. And if your content sounds like it could have been written by AI, it’s more likely to be overlooked by AI.
The only real defence? Content that proves you’re the real deal.
That’s the power of an SEO moat. It helps your firm:
- Stand out from generic advice sites
- Survive sudden search engine updates
- Build long-term authority and trust
- Attract better-fit, more informed clients
If you’re relying on thin, surface-level content, your online visibility is vulnerable. But if you’re building a moat – layered with proof, personality and professional insight – you’re creating a digital fortress around your brand.
What does an SEO moat look like for an accountancy firm?
Let’s move from theory to practice. What does moat-building content actually look like for accountants?
Hint – it’s not another generic “Top 5 Tax Tips” post that anyone (or any AI) could write.
Moat content is specific, credible and distinctly you. It draws directly from your experience, your results and your values as a firm. Below are a few ways accountants can create SEO moats in a meaningful, measurable way.
1. Depth and specificity in your content
Moat content doesn’t skim the surface – it dives deep. Take a core service like R&D tax relief. Rather than writing a short overview, consider crafting a long-form guide that answers common client questions, outlines eligibility and includes a real case study (even anonymised).
This kind of detailed content not only builds trust – it signals to Google that your content is expert-led and valuable to users.
Take ForrestBrown’s case study section on their site. Each case study outlines the challenge, value and impact of their work. It’s authentic, relatable and rooted in the real world – something that AI can’t simply generate on a whim.
2. Proof points throughout your site
That brings us nicely onto our next point – moats are made of more than just words. They’re strengthened with real-world proof. That could include:
- Verified Google reviews
- Testimonials on your website
- Case studies with tangible outcomes
- Star ratings from external platforms
- Accreditations and qualifications
Remember – you’re not just claiming authority, you’re showing it.
Pro tip: Link from your service pages to relevant client stories or reviews to boost internal SEO and demonstrate trustworthiness at every step.
To see this tactic in action, check out the auditing page for Dunkley’s Accountants. It features a relevant testimonial, specifically about their auditing services, which reinforces their credibility and reputation. Above all else, it’s something that can’t be replicated.
3. Real-life insight to guide the way
Your customers’ words aren’t just useful as testimonials. You can take value from conversations you have with clients every day. How? They’ll give you insight into actual concerns and circumstances – not just the snippets Google has generated from mass-produced content.
For example:
- “Should I go self-employed or set up a limited company?”
- “Do I need to register for VAT yet?”
- “Is it too late to reduce my tax bill this year?”
When you answer these in your tone, using your examples, you’re producing content no AI tool or competitor can easily replicate. You could even base content on specific client scenarios, such as:
- A sole trader earning over £50,000 and considering incorporation
- A business owner making their first hire, who needs to know about PAYE, pensions and payroll compliance
- A landlord with 5 properties who’s unsure about how Making Tax Digital affects their property income reporting
4. Staying true to your firm’s voice
Even with the same technical knowledge, no two accountancy firms sound alike. Your tone of voice is part of your SEO moat. If your brand is friendly and modern, reflect that in your copy. If it’s formal and corporate, lean into that authority.
Consistency builds trust – and search engines pick up on consistent branding and tone across your site.
SimpleTaxes is a case in point. They’re clearly targeting smaller clients with a personal service and friendly tone.
Phrases like “accountant bestie” and “you’re our perfect client” might seem too informal for a corporate firm, but they’re just right for SimpleTaxes. They’ve put this simplicity at the heart of their online presence, like having “3 simple steps” for each of their service pages.
5. Owning your niche
One of the smartest moat strategies? Go deep into the areas you really know.
If your firm specialises in contractor accounting, landlord tax advice or supporting ecommerce brands, build out content pillars around those themes. Niche authority is harder to challenge – and more valuable to the right audience.
If you’re looking for a real-world example, consider how Diamond Accounts is consciously targeting franchise businesses. Their blog has several articles covering different topics relating to franchises, such as software, tax tips and expansion. They all link back to a dedicated landing page for franchise accountants.
6. Keeping it real with team bios
It’s easy to get swept up with the business name and the brand you’ve worked hard on. But Google wants to know who is behind your advice. So do your clients.
Include team bios, qualifications, areas of specialism and even photos. These small touches help build trust and credibility – both with users and search engines.
Bonus: include direct quotes or tips from team members in your content to humanise it and set it apart from AI-generated waffle.
Accounts and Legal does this with a unique twist on their Meet the Experts page. Each member of the team has a stat-card style bio with a short introduction plus their top skills and quirks. Visitors can flip the cards like they’re Top Trumps or Pokémon to add to the fun.
Why SEO moats beat short-term tactics
Algorithm changes. Competitor blogs. AI search summaries. These things all chip away at generic SEO strategies.
But if you’ve built a moat, you’re not just chasing rankings. You’re defending them with content that proves your expertise, showcases your results and speaks directly to your niche audience.
Moats make you more resilient, more trusted and more visible in a space where quick wins are fading fast.
Ready to build your own?
At Rapport Digital, we help accountants turn their real-world expertise into content that ranks – and stays ranked.
From strategic content planning and SEO-optimised web pages to blogs, testimonials and authority-building assets, we’ll help you craft an SEO moat tailored to your brand and audience.
Want to stop chasing clicks and start building trust? Let’s build something defensible, together. Get in touch today for a free content review or SEO consultation.