United Kingdom
Small businesses in the UK look for an accountant at four moments: the first year end, the VAT threshold, a tax return they cannot face, and the day their current accountant stops replying. Each moment is a search, and each search is made by somebody ready to sign an engagement letter with the first firm that answers well.
The competition is the directories, the online accountancy brands and the marketplaces, which hold the head terms with pages nobody trusts. A local firm wins on the town, the sector and the question: "accountant for contractors [town]", "self assessment accountant near me", "making tax digital for landlords".
ICAEW and ACCA practising rules apply to what a firm can say about itself, and the pages stay inside them without any effort, because nothing here needs a claim.
The shapes accountants are found by in the UK. The words in brackets are whatever the searcher puts there: the town, the suburb, the matter, the treatment.
Bookkeeping, VAT, payroll, year end, self assessment, company formation, and the sectors you know: contractors, landlords, ecommerce, hospitality. Each is a search with a different question behind it, and one services page ranks for none of them.
Searches spike around the self assessment deadline, the VAT quarters and the year end. Pages that answer the question of the month, written well before it, catch the business owner at the moment they decide.
The fixed-fee online accountancy brands hold the national terms with scale. They cannot be in your town, cannot know your sector, and cannot appear in your map pack, which is where a local firm wins the client who wants a person.
The industry page, SEO for accountants, has the problems and the questions in full; the country page, SEO services in the UK, has the search landscape in the UK for every trade.
For many trade and service terms the top results are aggregators. Two routes past them: the map pack, and pages specific enough that a directory listing cannot answer the question.
Buyers search by town. A page covering a whole county competes with pages written about each town in it, and loses to all of them.
Spelling, the word for the trade and the way an address is written all signal whether a page was written for this market or translated into it.
Each is written for the way that city searches and for the trades that search there most.
SEO happens in your accounts and on your website, so nobody needs to visit. We scope the work on a video call in your hours, send a written quote, and then work month by month with a call whenever you want one. The result is judged on the enquiries in your own records, never on a ranking report.
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived. What each visit is worth is your sales process, not ours, so these are the visits we can prove rather than a conversion figure we cannot.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
No, and the pages do not try to. They compete on the town, the sector and the answer to the question, which is what a business owner searching for a person, rather than a subscription, is looking for.
The pages describe what the firm does and who it does it for, without claims the rules would not allow, and everything goes to you before publication.
Profile work shows in weeks, service and sector pages in a season, and the deadline pages earn at their deadline. Enquiries in your inbox and calls from the profile are the measure.
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.
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