SUCCESS STORIES

National Accounts: Always Account for SEO Success

National Accounts is a small accounting firm in Adelaide, led by Director Michael Wilczynski, who calls himself an unusual Chartered Accountant. He loves helping clients get the best outcomes, build wealth and streamline the way they work.

Adelaide is home to hundreds of accountants, all competing for the same local searches. To grow, National Accounts needed to find a niche of its own.

It found one in a new generation of business owners: streamers, influencers and content creators, who earn a real income online and need an accountant who understands how they work.

Want results like this?

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188%

increase in organic traffic

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231%

increase in organic visibility

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80%

conversion rate for content creator leads

The Need

National Accounts started by targeting local searches like "accountant Adelaide" and "tax accountant Adelaide", but with more than 340 accountants in the area, competition was fierce. The firm needed a way to stand out, reach a new audience and grow its organic traffic.

The key objectives:

Double organic visibility
- Grow ranking keywords from 367 to 734 in 12 months.
Double organic traffic
- Grow monthly organic traffic from 589 to 1,178 in 12 months.
Find a niche
- Reach an audience that traditional accountants weren't serving.
Better leads
- Bring in high-quality clients who value specialist advice.

The Plan

Accounting doesn't have to be boring. We set out to make National Accounts the go-to accountant for content creators.

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A new audience

Shift from generic accounting terms to content creators and influencers.

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Platform pages

Research keywords for landing pages on Twitch, YouTube and other platforms.

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Helpful blogs

Plan long-form blogs on how creators on platforms like Patreon are taxed.

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Content briefs

Give the firm clear briefs and optimisation tips for the content it writes.

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Searches no one else was answering

Gen Z and millennial creators are starting businesses of their own, and many traditional accountants won't publicly serve them. We researched searches like "do social media influencers pay tax" and "is patreon taxed". The volumes were smaller than local accounting terms, but so was the competition, giving the firm a fast path to rankings.

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Starting with Twitch and YouTube

We began with landing pages for Twitch and YouTube creators. Our content briefs helped the firm write pages that explained how each platform is taxed and how National Accounts can help, with a clear call to action, all within regulatory requirements.

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Doubling down

As those pages took off, we expanded to Patreon, TikTok, Airbnb and dropshipping, with long-tail keyword research for supporting blogs. Together, they positioned National Accounts as the leader in its niche.

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A crowded local market

With more than 340 accountants in Adelaide, local searches were hard to win. Finding a niche gave National Accounts room to grow, nationally.

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Making accounting stand out

Accounting isn't usually exciting. Speaking directly to creators about their platforms made the firm's content relevant and engaging.

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Getting the most from every hour

Targeting lower-competition searches meant the campaign could rank quickly and make every hour count.

The Results

Comparing June 2023 with June 2022, National Accounts more than tripled its organic presence.

Organic visibility up 231%: Ranking keywords grew from 367 to 1,218, far beyond the goal of 734.

Organic traffic up 188%: Monthly organic traffic grew from 589 to 1,698, well past the goal of 1,178.

8 of the top 10 pages: By June 2023, eight of the firm's ten top landing pages were about streaming and social media platforms.

Leads that convert: The firm grades influencer and content creator leads among its best, with an 80% conversion rate on average.

A new business focus: National Accounts now describes itself as an accounting firm for content creators, and Michael has become an influencer in his own right.

231%

Increase in organic visibility

188%

Increase in organic traffic

80%

Conversion rate for content creator leads

The Conclusion

National Accounts started as one of hundreds of accounting firms in Adelaide, all chasing the same local searches. Its director has always been an unusual Chartered Accountant, so it made sense to find an unusual niche.

We found it in content creators: a growing group of young business owners that many accountants weren't serving. Pages for Twitch, YouTube and other platforms answered the questions creators were already asking, and helpful blogs built the firm's authority.

In a year, ranking keywords grew 231% and organic traffic grew 188%. Creator leads became some of the firm's best, converting at 80%, and National Accounts reshaped its whole business around them.

+231% organic visibility. +188% organic traffic.
Accounting for a new generation.

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In-depth AI & SEO audit

Uncover weaknesses and opportunities to overtake the competition and gain market share

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Expert traffic analysis

Discover quick wins to boost  your visibility for your most valuable search terms

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Custom AI & SEO roadmap

Get clarity and confidence with an AI & SEO strategy aligned with your goals, industry, and unique challenges

Client success:

188%

increase in organic traffic

231%

increase in organic visibility

80%

conversion rate for content creator leads

“National Accounts are based in a highly competitive accounting field in Adelaide and are a very small business trying to find their niche in their industry. ”