SEO Case Study: Driving Growth for an Accounting Firm

This SEO case study highlights the successful optimization of an accounting firm’s website. We started working on their site in February 2017, and within a year, their organic traffic grew from 400 visitors per month to over 8,500. This number has since doubled, demonstrating the long-term effectiveness of our SEO strategy.

Initial Challenges & SEO Audit

The company had recently undergone a rebranding and domain migration, but the transition was not handled properly. The main issues included:

  • Incomplete 301 redirects, which caused duplicate content problems.
  • On-site duplication, leading to poor search engine performance.
  • Low-quality content that needed improvement.

To address these problems, we conducted a technical SEO audit and a content audit. This allowed us to clean up the site and set the foundation for future growth.

Core SEO Strategies Implemented

After resolving the initial issues, we focused on three key areas:

1. Content Optimization & Keyword Research

The website’s existing content had two major issues:

  • Date-based URLs that limited content updates.
  • Low-quality blog posts that didn’t align with business goals.

To fix this, we redirected outdated URLs and optimized content to make it more relevant, valuable, and SEO-friendly. Our in-house team rewrote older articles and removed unnecessary posts, ensuring that only high-quality content remained. Additionally, keyword research was used to create a structured content plan, helping the site target the right audience.

2. Local SEO & Google My Business Optimization

Since the firm served clients in specific regions, we optimized their Google My Business (GMB) profile and updated the company name to reflect the rebranding. We also:

  • Added new photos and business details to the GMB listing.
  • Submitted local citations to improve visibility in regional searches.
  • Built local backlinks to strengthen the firm’s online presence.

As a result, the firm’s local rankings improved significantly, helping them attract more clients from their target area.

3. Link Building & Content Marketing

Competitive analysis revealed that top-ranking competitors had stronger backlink profiles. To bridge the gap, we implemented a long-term link-building strategy, which included:

  • Guest posting on industry-related websites.
  • Building partnerships to earn high-quality links.
  • Promoting content through digital PR strategies.

Once the website’s content quality improved, we leveraged it for content marketing, leading to sustained organic growth.

Challenges Faced During the Project

While implementing the SEO strategy, we encountered a few obstacles:

  • Website redesign issues: The development team changed URLs without setting up redirects, causing temporary ranking drops.
  • Resistance to SEO recommendations: Initially, there was pushback against implementing best practices like proper 301 redirects.

We resolved these issues by working closely with the client and ensuring SEO decisions were prioritized throughout the redesign process.

Results & Key Takeaways

  • Organic traffic increased from 400 to 8,500 visitors per month in one year.
  • Continued growth beyond initial projections, with traffic doubling over time.
  • Improved local rankings, resulting in higher client acquisition from target locations.
  • Stronger backlink profile, making the site more competitive in search results.

The success of this project underscores the importance of technical SEO, high-quality content, and strategic link building. Without a structured approach, growth would have been much slower.

Looking for Similar Results?

If you’re an accounting firm (or any service-based business) looking to increase your online visibility, we can help. Contact us today to discuss how we can create a tailored SEO strategy for your business.