A Leading Accountancy SEO Agency based in Cardiff, serving clients across the UK & USA

SEO is the key to finding new clients for accountancy practices, fractional finance directors, business consultants, independent accountants (IR35 subcontractors), and other tax & financial advisors. With our 15 years of experience in Bespoke SEO strategies and local search engine ranking techniques, we ensure increased website traffic, higher lead conversion, and better customer retention.

We build websites for accounting firms and optimise accountants’ niche websites with monthly SEO, content planning, blog optimisation, technical SEO, local SEO, and social media marketing.

True SEO Ltd’s founder, Mr. Mohammad, is an accountant (ACCA, UK) who has worked at accountancy practices, multinational organisations, and credit rating agencies. Mohammad’s skill in accountancy and search engine optimisation is our biggest strength because we understand the operation of accounting firms with practical knowledge of client acquisition & funneling. 

Let’s present one of our recent success stories.

Search for Virtual Finance Director, Virtual CFO, or Outsourced CFO in Cardiff, Bristol, Newport, or across the UK — my client’s website dominates the results. Surprisingly, 4 out of the top 10 Google positions are theirs.

Accounting Firm SEO Service Details

We optimise accountants’ and other financial services’ websites for search engine rank. With our SEO service, accountancy practices can dominate Google search and acquire more clients seeking financial services and business consultancy. We create niche websites for accountants & financial consultants and offer location-based SEO services for better lead generation.

Key Takeaways

If you are an independent accountant offering financial advice and tax consultancy or a chartered accounting firm seeking expert SEO consultation, book a free meeting to start with.

In this discovery meeting, we will analyse your website’s search engine rank performance and suggest what is best for your business.

The initial discovery call is usually 15 minutes. However, we do not charge if the initial meeting is prolonged.

We may arrange a future proposal meeting upon your feedback after the initial meeting.

Our Expert SEO Services for Accountants, Fractional FDs, Financial Advisors, Tax Professionals & BPO Firms

We design, optimise, and rank websites for financial advisors, accountants, virtual finance directors, and tax consultants. We optimise for the related keywords’ rank. We implement Google’s EEAT principle (trust signals) for building trustworthiness and relevance. Additionally, we create in-depth content, perform blog optimisation, social media marketing, and LinkedIn marketing/reputation management to create lead funneling. 

In short, we turn website clicks into money for the accountants. Here are the SEO services we perform for the accountancy practices. We follow the top-performing accountancy & financial keywords to start optimising your website.

How do we bring Accountants in ChatGPT search & Google’s AI Overview?

People who look for accountancy services are now selecting accountants directly from ChatGPT or from Google’s AI overview. Ideally, they select an accountant without clicking the website. We rank our accountancy clients on ChatGPT & AI overview through LLM seeding techniques.

We have cracked down on Google’s AI overview algorithm patents, which work similarly for the LLM (ChatGPT/Perplexity ranking).

We have noticed that the AI engine looks for consensus (citations/enforcement from several trusted sources) before suggesting a brand/website.

We apply our expert LLM seeding technique through NLP optimisation, and continuously work for the endorsement. We are happy to announce that most of our accountancy clients are now getting clients directly from the AI overview & ChatGPT search.

Who do we help?

• Accountancy Practices (AAT, ACCA, ICAEW, ICAS, CIMA, CIOT, ATT, CIPFA, CPA)
• Virtual & Fractional Finance Directors (VFD/FFD, Outsourced Finance Function) / Fractional CFOs
• Independent Accountants & SME Practices
• Financial Advisors (when positioned as tax/accounting advisors)
• Forensic Accountants
• Digital / Cloud Accountants
• Financial Planners
• Bookkeepers
• Non-Executive Directorctors
• Virtual Finance Office / Accounting & Finance Outsourcing companies / Offshore BPO Accounting firms.

How does SEO help accounting practices?

True SEO’s online marketing & SEO strategy for ICAWE, ACCA & CIMA-accredited accounting firms ensures a steady stream of new clients without relying solely on referrals. A strong digital presence for accountants increases lead generation, trust & credibility, and competitive advantage. We also serve CPA accountants besides ACCA, ICAEW, CIMA, and AAT accountants.

• Lead generation – More website traffic means more client inquiries, especially for tax advice and accounting consultancy.
• Trust & credibility – Higher rankings signal authority in the accountancy and tax consultancy industry.
• Competitive advantage – Outranking local accountants brings more visibility in high-demand areas.
• Instant momentum – Expert SEO service helps you connect to potential customers during peak time. For example, self-assessment tax return clients will look for accounts and make quick decisions during December and January.

With Google prioritising local searches, Expert Local SEO for accountants ensures chartered accounting firms appear in Google Business Profile results, local directories, and map searches, which helps in maximising profit.

There are over 30,000 accounting firms in the UK, and a £37 billion industry value. Competition for clients is tough. The Big Four firms each generate over £4.3 billion annually. Small and mid-sized firms need to stand out through online presence and digital marketing. Referral-based growth is no longer enough – potential clients now start their search for accountants on Google, so SEO is key to long-term business growth.

High-growth accounting firms get 29% of their new leads from digital sources vs 23% for low-growth firms. Firms that invest in SEO outperform their competitors. Ranking for high-intent search terms like “tax accountant near me” or “corporate tax advisor UK” brings in businesses actively looking for financial services. Content marketing like publishing tax saving tips or industry insights, positions a firm as a trusted authority and improves search rankings.

Under True SEO’s consultancy, a UK based chartered accountancy firm saw a 5x increase in online enquiries, going from 20 to over 100 per month after optimising their website and SEO. This generated an additional £1 million in revenue in one year. Their conversion rate from site visitors to leads improved from 1.4% to nearly 6% showing the direct financial impact of a well-executed SEO strategy.

For small and mid-sized firms, SEO isn’t a nice-to-have – it’s a proven way to increase visibility, attract qualified clients, and increase competitive advantage.

How do accountants face the Wrong SEO?

Most of the chartered accounting firms (ACCA, ICAEW, CIMA & CPA) usually offer services such as year-end accounts, self-assessment tax, corporation tax, and VAT returns. Based on the service, the accountancy business owners usually optimise their website for these keywords.

However, customers search for something else.

Instead of searching for Tax return, visitors search for ‘Pension Tax Advice’.

Maybe someone in the UK needs an expert accountant with pension advice or Inheritance Tax advice before looking for a tax accountant.

What’s the catch here?

We help you connect with your customers at an earlier stage so that you can convert the customers for your additional services.

Here’s a list of potential keywords that you have been missing due to the expertise lack of your existing SEO agency.

Here’s another example. We cleverly ranked an article on the best accounting software that eventually drives customers looking to automate accounting functions. Instead of marketing Xero or QuickBooks, we helped the visitors learn about different choices.

The result?

Our article ranked above the XERO & FreshBooks (ultimately outranked a big brands).

How does our expert SEO consultancy help a niche accounting firm in Cardiff?

With our expert SEO consultancy services for accountants, we ranked a Cardiff-based accountancy firm nationally. We launched our client’s website in January 2025, and by April 2025, we could successfully rank more than 300 accounting & tax-related keywords in Google nationally across the United Kingdom.

Picture below refers to the current ranking position for our recent client (RX Virtual Finance), an accounting firm specialised in the pharmacy niche. We brought the website in Google’s first page within 60 days of launching the SEO optimised website.

Update: ‘RX Virtual Finance’ just topped for the keyword: “Pharmacy Accountants”. Our Topical authority process helped this niche accounting firm secure a solid 1st page rank in the UK’s Google SERP.

Case Studies – How did we help Total Books Accountants?

We have been managing Total Books Accountants’ SEO for a couple of months, and we have seen significant rank growth for the website. Total Books offers accountancy & tax consultancy along with their flagship service – Fractional Finance Director Service.

Key Results we delivered in 4 months:

• Rank increase
• More than 100 keywords are ranking on Google’s first page
• Recovery from the previous Google update
• Higher indexing & topical coverage
• Achieving EEAT
• ChatGPT & AI ranking without any backlink or spamming

How do Potential Clients Search for Accountants Online?

Clients searching for accountants online typically look for local services, industry-specific expertise, and credibility signals. Keywords like “accountants near me,” “small business tax advisor,” or “IR35 compliance expert” reflect different user intents.

Searches fall into three categories:

• Informational – “How do I file a VAT return?” (Blog & content marketing opportunity).
• Navigational – “Top accountancy firms in London” (Brand positioning).
• Transactional – “Hire an accountant for self-assessment” (Service page optimisation).

Understanding search intent allows accountants to optimise content, target the right audience, and convert visitors into clients.

We have ranked ‘RX Virtual Finance’ for competitive keywords such as ‘best pharmacy accountants’, ‘best pharmacy accountant in Cardiff’, ‘accounting outsourcing for pharmacy’, virtual finance director for pharmacy’, and more. Just because we understand the practice, we were successful in ranking a niche website within a month. Special thanks to the practice principal Mr. Buhir Rafiq, who helped us with budget extension and cooperation.

Here’s an example of an informational search query. Someone might look for a particular information instead of looking for service. Here, a probable pharmacy owner is looking for cash flow forecasting, and our client’s information blog appeared first against the search query.

The accounting firm search query can also be related to an idea. The solution to an idea can convert a visitor into a client for your practising firm. The below picture refers to a query about someone looking for an idea about outsourcing a CFO for his organisation. Against that search query, one of the pages from our client’s website appears to have a VFO / VFD lead for about 50 grand a year.

Our local SEO strategies helped TotalBooks Accountants with optimising their Google My Business Profile, which drives more than 80% of local visitors by placing the GMB in first place for accountancy service-related queries.

Why Generic SEO Won’t Work for Accountants?

Accounting firms need an SEO expert who understands both the technical and industry-specific challenges, such as organising the website, managing the content structure based on the service and the type of accountants. For example, an AAT accountancy practice would go for tax returns and annual accounts, whereas a fractional CFO would target content around business growth, advisory, expansion, and exit planning.

Content optimisation depends on the perspective of the targeted client of the accountant or financial advisor.

How Google’s E-E-A-T Helps Accountants Rank Higher

Optimising for E-E-A-T ensures that Google ranks your accounting website higher, positioning you as an industry leader and a reliable choice for clients.

Google prioritises websites that demonstrate expertise, credibility, and trustworthiness—crucial factors in the financial sector. Accounting firms must optimise for Google’s E-E-A-T principles to improve rankings and attract high-quality clients.

SEO strategies that improve E-E-A-T include:

• Showcasing Professional Credentials – ACCA, ICAEW, CPA or CIMA accreditations boost credibility.
• Publishing Expert Content – HMRC updates, tax planning advice, and case studies reinforce authority.

Earning High-Quality Backlinks – Being featured in accounting publications, finance blogs, and business directories increases trust. However, building trust starts with optimising your website from a technical SEO perspective.

Google’s spokesperson, John Mueller, has confirmed that a website cannot ensure trustworthiness solely depending on backlinks unless the Main content do not meet Google’s quality raters’ guidelines. (Search Engine Journal, 2025)

How to set SEO strategy for High-Value Tax Clients?

High-value tax clients such as property investors, business owners, company directors, and high-net-worth individuals (HNWIs) seek solutions for complex tax issues rather than standard accounting services. That can be an ideal solution for financial advisers, fractional CFOs, and small practices looking to grow.

Understanding their pain points, regulatory challenges, and search behaviours is crucial for a successful SEO strategy targeting premium tax services.

Learn how to write accounting blogs for higher client conversion.

Let Property Tax & Landlord Tax Compliance

Landlords and property investors struggle with Section 24 mortgage interest relief restrictions, capital gains tax (CGT) on buy-to-let properties, and Stamp Duty Land Tax (SDLT) surcharges. SEO strategies can be:

• Target search queries like “How to reduce tax on rental income in the UK” or “Capital Gains Tax for landlords 2024”.
• Publish authoritative guides on HMRC landlord tax regulations, tax-efficient property structures (LLPs vs Ltd companies), and SDLT reliefs.
• Optimise landing pages for “landlord tax accountant” and “property investor tax specialist” to attract professional landlords.

HMRC Tax Penalties & Compliance Issues

Businesses and individuals facing HMRC tax investigations, late filing penalties, and disputes require expert intervention to reduce fines and negotiate settlements. Follow below content optimising strategy:

• Optimise for urgent search queries like “Appeal HMRC tax penalty” or “What to do if I get a tax investigation letter?”
• Publish blog content covering “How to reduce tax penalties for late VAT returns” and “What triggers an HMRC tax investigation?”
• Implement local SEO to attract businesses needing tax dispute resolution in major UK cities.

Inheritance Tax (IHT) Planning After the 2024 Autumn Budget

Rising IHT thresholds and frozen nil-rate bands create a significant tax burden for HNWIs, making estate planning essential.

SEO Strategy:

• Target search terms like “How to reduce inheritance tax in 2025” or “Gifting strategies to avoid IHT”.
• Create high-value pillar content on trust planning, IHT reliefs for business owners, and property tax exemptions.
• Rank for “Inheritance tax accountant in [city]” and “tax planning for family wealth” through service pages.

Here’s an in-depth guide I wrote on Inheritance Tax keywords & SEO.

Company Directors & Business Taxation

Directors face challenges like IR35 compliance, salary vs dividend tax efficiency, corporate restructuring, and exit planning taxation.

SEO Strategy:

• Optimise for searches like “Best tax structure for company directors” or “IR35 tax planning for contractors”.
• Publish blog content on tax-efficient salary withdrawals, business asset disposal relief, and R&D tax credits.
• Implement high-authority link building with finance blogs, legal firms, and business networks.

What Social Media Marketing strategies help accountants with website SEO?

Social media marketing enhances SEO for accountants by driving website traffic, building brand authority, and generating backlinks from high-authority platforms. While social signals don’t directly impact rankings, a strong social media presence improves content visibility and engagement, which can lead to better search performance.

Key Social Media Strategies for Accountants:

• LinkedIn Optimisation: Share thought leadership articles and engage with industry professionals.
• Content Distribution: Promote blogs and tax insights on Twitter, Facebook, and LinkedIn to attract website visits.
• Video Marketing: Use YouTube and Instagram Reels to explain tax topics and link back to your website.
• Google Business Profile Updates: Regular posts help increase local search visibility.
• Client Reviews & Testimonials: Encourage satisfied clients to leave LinkedIn recommendations and Google reviews to enhance credibility.

How do Accountants build backlinks? Best Practices

Building high-quality backlinks is crucial for accountants looking to improve domain authority, search rankings, and online credibility. Backlinks from trusted finance, business, and industry websites signal to Google that your accounting firm is a reliable source of information.

Best Backlink-Building Strategies for Accountants:

• Guest Blogging on Finance Websites: Write expert articles for business, tax, and finance publications like ICAEW, AccountingWeb, and Business Insider.
• Partnering with Local Business Networks: Get listed in chambers of commerce, financial directories, and trade associations.
• Creating Shareable, Data-Driven Content: Publish tax guides, compliance updates, and industry reports that finance websites will reference.
• Leveraging PR & Media Mentions: Contribute expert opinions to news sites covering tax and financial trends.
• Sponsoring or Collaborating with Business Events: Earn backlinks from event pages and professional networks.

How Do We Track SEO Performance and Implement It in an Accounting Website?

We use Google Analytics, Search Console, and rank-tracking tools to monitor keyword performance, traffic sources, and lead generation. For accountants, we track local SEO rankings, Google Business Profile insights, and engagement metrics. Based on data, we implement on-page optimisations, content updates, and conversion improvements. Regular reporting ensures your accounting website stays competitive, attracts high-intent clients, and maintains strong search visibility.

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