SEO Actions to Help Elevate Your Accounting Brand
As a specialist SEO agency for accountants, we’re always looking for ways to deliver better results, not just in rankings, but in real business outcomes like lead generation, brand awareness and trust.
That’s why we attended Accountex London 2025, the UK’s flagship accounting expo, to hear first-hand from digital marketers, branding experts and forward-thinking accountancy firms.
Here’s what we learned, and what your firm can do right now to improve organic visibility and win more of the right clients.
1. Encourage and Display Google Reviews
Why it works
Google reviews are a powerful tool for both SEO and conversion optimisation. They improve your firm’s local search visibility, build immediate trust with prospects, and reinforce your brand’s credibility with third-party proof. In a packed session, Rachel Harris from Accountant_She emphasised the importance of consistent, visible social proof, something many firms still neglect.
Actionable SEO steps:
Ask for reviews at the right time, after a key client milestone, and provide a direct link to your Google Business Profile. Showcase those reviews on your homepage, service pages, and landing pages using widgets or static quotes. Always respond publicly to reviews to show engagement and professionalism, and demonstrate how you value client feedback.
2. Be Intentional About Link Placement
Why it works
Internal and external linking plays a key role in website SEO by helping search engines understand your site’s structure, guiding users to key conversion pages, and sharing authority between your most important URLs. But it’s not just about links, it’s about smart placement and clear signposting.
Actionable SEO steps:
Use meaningful anchor text by linking naturally with descriptive, keyword-rich phrases. Be strategic about linking to key pages; every blog post should funnel users toward your core accounting services or contact page. Don’t forget your B2B network, collaborate with industry peers to gain relevant backlinks that enhance your authority.
3. Write Content That Supports Users at Every Stage of the Funnel
Why it works
Content should speak to prospects before, during, and after their decision-making process. At Accountex, Oliver Eaerdly encouraged firms to treat every page like a sales conversation, anticipating objections, highlighting proof, and giving users a reason to act.
Actionable SEO steps:
At the top of the funnel, create blog content that answers early-stage questions and educates your audience. In the consideration stage, publish case studies and comparison content that communicates your unique value. And at the decision stage, optimise service pages with compelling CTAs, testimonials, and FAQs that remove objections and encourage action.
Your Brand Is the Sum of Its Parts, and SEO Supports Them All
Strong brands don’t just look good, they align across every digital touchpoint. As Rachel Harris hinted at the idea of branding exceeding marketing, operations and even your practice – brands live on.
Your SEO should:
- Match your site structure to your client journey.
- Be informed by feedback from sales and support teams.
- Work in tandem with design, UX and customer experience.
- Help inform your target niche or industry.
Use performance data, like engagement time on page and click data, to inform your design decisions. Build feedback loops with your sales team to understand what clients ask before converting, and tie your SEO strategy directly to conversion rate optimisation to align with real business outcomes. Discover our SEO-led website design services for accountants.
What We Learned from Accountex 2025
It wasn’t all SEO and branding, we also heard some valuable insights on how other channels can be better utilised. LinkedIn content doesn’t need to be complex, often, the best-performing posts reuse content you already have. For example, blog posts, and newsletters can often be reformatted into posts to support your social strategies.
Above all, remember that being ‘unmissable’ takes strategy. Every element of your digital presence should clearly answer the question:
Why should someone choose your accountancy firm over another?
Final Thought: SEO is an Accountancy Brand Builder
If your firm is serious about growth, visibility and lead generation, SEO must be part of the conversation. But not in isolation. The accounting firms that win online are the ones that connect SEO to design, UX, customer journey, and above all, clear positioning.
Whether you’re launching a new site, refreshing your messaging or planning an SEO campaign, we can help.
Get in touch with our SEO team for accountants.
