Project Overview
Numbers that matter: measurable local SEO growth across Chester, Liverpool and Wirral
Our client, a group of three accounting offices in the Northwest of England, wanted to improve its online visibility, attract more website traffic and generate more enquiries through organic search.
Each office served a distinct local audience, meaning the SEO strategy needed to go beyond general accountancy keywords. To achieve meaningful growth, each location required its own search focus, content plan and local optimisation strategy.
Before our involvement, the client’s SEO performance was limited, with low clicks and impressions across key local search terms. The business had a strong offline reputation but was missing opportunities to reach people actively searching for accounting services online.
Over the course of a two-year consultancy, Targeted SEO worked with the client to improve local relevance, strengthen on-page optimisation, create evergreen SEO content and build a more consistent approach to organic search.
The Challenge
The client’s main challenge was not simply a lack of traffic. It was a lack of visibility in the right local searches.
Each office was operating in a competitive accountancy market, but the website was not consistently ranking for location-specific, high-intent keywords. This meant potential clients searching for accountants in Chester, Liverpool and Wirral were not always finding the business at the point they were ready to make an enquiry.
The group also lacked a cohesive digital marketing strategy across its three locations. Content was not consistently optimised, local relevance could be strengthened, and the website was missing opportunities to target searches around accounting, tax, business support and advisory services.
This limited the client’s ability to compete online and meant the business was relying too heavily on referrals rather than building a scalable organic search channel.
For a multi-location accountancy firm, local SEO only works when each office is treated as its own search market, with clear targeting, relevant content and consistent trust signals.
Our 360° SEO & Website Approach
A Targeted SEO, content and local search strategy built for accountants.
To improve performance across all three locations, we developed a strategy focused on the areas most likely to influence visibility, relevance and long-term growth: keyword targeting, on-page SEO, evergreen content, local SEO and clear reporting.
SEO audit & discovery
We began by reviewing the client’s existing organic search performance to understand how each office was performing across clicks, impressions and local visibility.
This helped us identify where the site was underperforming, which location searches offered the strongest opportunities, and where content needed to be improved to better match user intent.
Rather than treating the business as one broad accountancy brand, we looked at each office individually to understand the search demand in each local area.
SEO research & strategy
We carried out keyword research to identify the terms potential clients were using when searching for accounting services across Chester, Liverpool and Wirral.
This included broad accountancy terms, service-led searches, long-tail queries and location-specific keywords relating to accounting, tax preparation and business support.
The strategy focused on improving visibility for searches with stronger commercial intent, helping the client appear in front of users who were more likely to need accountancy support.
SEO content strategy
Content played a central role in the campaign.
We focused on creating and optimising evergreen SEO content designed to remain useful, relevant and visible over time. This included content that answered common client questions, supported core accountancy services and strengthened topical relevance across the website.
By targeting subjects with long-term search demand rather than short-term trends, the content was able to continue attracting traffic and supporting rankings after publication.
On-page SEO
We optimised key website content to improve relevance and search performance across each office location.
This included improvements to page titles, meta descriptions, headings and body copy, ensuring target keywords were incorporated naturally while maintaining clear, helpful content for users.
The aim was to make each page easier for search engines to understand while also making the website more useful for potential clients.
Local SEO
Because each office served a different local audience, local SEO was a key part of the strategy.
We strengthened location-based targeting across the website and supported local visibility through Google Business Profile optimisation. This helped improve the client’s presence in local search results and made it easier for nearby users to discover the relevant office.
The local SEO strategy ensured each office could build visibility in its own market rather than relying on a single generic approach.
SEO consultations & reporting
Throughout the campaign, we provided clear SEO consultancy, reporting and analysis so the client and wider marketing team could understand what was working and where further opportunities existed.
This included setting SEO objectives, reviewing performance data and explaining progress in plain English. The result was a more transparent, collaborative approach to SEO, with activity tied back to measurable outcomes.
Results and organic growth
Measured growth across Chester, Liverpool and Wirral office locations
The focused implementation period from September 2023 to July 2024 delivered measurable growth across all three office locations.
| Group Office | Increase in Impressions | Increase in Clicks |
|---|---|---|
| Chester | 38% | 142% |
| Liverpool | 33% | 63% |
| Wirral | 204% | 244% |
The strongest growth came from the Wirral office, where clicks increased by 244% and impressions increased by 204%. This showed a significant improvement in both visibility and user engagement from organic search.
Chester also saw strong progress, with clicks increasing by 142% and impressions growing by 38%. Liverpool achieved a 63% increase in clicks alongside a 33% increase in impressions.
Together, these results show the value of a location-led SEO strategy for accountancy firms with multiple offices. By improving relevance across each local market, the campaign helped the client generate more visibility from users actively searching for accounting services in their area.
Why evergreen content supported long-term performance
A key part of the campaign was the use of evergreen SEO content.
Unlike short-term campaign content, evergreen content is designed around topics that remain useful and relevant over time. For an accountancy firm, this means answering consistent client questions around tax, accounting, business planning and financial support.
This approach helped the website build stronger topical relevance and maintain visibility in search results. In some cases, the content proved resilient in rankings, consistently holding strong positions and helping the client remain visible for valuable search terms.
For professional service firms, this type of content is particularly valuable because it supports both SEO performance and user trust. Potential clients are not just looking for a service provider; they are looking for reassurance, expertise and clear guidance before making an enquiry.
Client testimonial:
I have worked in conjunction with Targeted SEO with a client I have over the past 2 years, and the results from the work we’ve done with them speak for themselves.
The team helped the client to better understand SEO, better target their content planning and writing using Surfer to optimise blogs, and we’ve seen great increases in traffic across the content we’ve worked on with them.
They’ve also helped us to set clear objectives for SEO and given us clear reporting and analysis against these objectives for the client. They take some of the ‘mystery’ out of SEO and speak in plain English to clients, which is a huge help. I would highly recommend them as an SEO partner.”
— Sam Davies, Marketing Consultant working in conjunction with Haines Watts, Northwest accountants.
SEO for Accounting Firms
SEO and local search for accountants
Turn your accountancy website into a consistent source of qualified local enquiries
If your accountancy firm has a strong reputation offline but limited visibility in search, SEO can help you reach potential clients at the exact point they are looking for support.
At Targeted SEO, we work with accountants and financial service businesses to build SEO strategies that improve visibility, strengthen trust and generate more meaningful enquiries.
Whether you need to improve local rankings, optimise service pages or create helpful content that demonstrates expertise, we can help turn your website into a long-term growth channel.
Request an SEO audit
Get a clear, honest assessment of how your accountancy website is performing in Google and where the strongest opportunities are for growth. Talk to us about a professional SEO audit for your firm.
Please note: Since this SEO campaign was completed, the three Haines Watts offices featured in this case study have been acquired by DJH, reflecting the wider growth and development of the business during this period. You can read more about the acquisition here.
