Rethinking your keyword strategy
Why Optimising For Search Intent Matters
June 8, 2024
What is a featured snippet?
Unlocking the Power of Voice Search: Strategies for Optimising Accounting Content
June 17, 2024

Mastering Search Intent for Accountancy: The Ultimate Guide


Understanding search intent is the key to unlocking SEO success in the accountancy sector. Knowing what your audience is searching for and why enables you to craft content that not only attracts visitors but also converts them into clients. This comprehensive guide will delve into the types of search intent, their significance for your business, and how to optimise your content to fit with each type.

 Search intent refers to the purpose behind a user's query. It can generally be categorised into four types:

  1. Informational Intent: Users are looking for information or answers to their questions.

  2. Navigational Intent: Users are trying to find a specific website or page.

  3. Transactional Intent: Users are looking to make a purchase or complete a transaction.

  4. Commercial Investigation: Users are researching products or services before making a decision.



What is Search Intent?


Search intent refers to the underlying reason why a user conducts a particular search query. It is also known as user intent, audience intent, or query intent. When someone types something into a search engine, they have a specific purpose or question in mind. Understanding and meeting this intent is essential for ranking well on search engine results pages (SERPs) and for effectively engaging with your audience.


Why Search Intent Matters for Accountants


Satisfying search intent is arguably the most important aspect of SEO. Google prioritises providing the most relevant and useful answers to users' queries. If your content aligns with what users are looking for, it will rank higher, attract more traffic, and convert more effectively. Conversely, failing to meet user expectations can result in lower rankings and a loss of potential clients.

We have a full article on why is matters here - Why Optimising For Search Intent Matters


Types of Search Intent for Accountants


There are four primary types of search intent: informational, commercial, transactional, and navigational. Understanding these can help you create content that meets the specific needs of your audience.

Informational Intent for Accountants

Definition: Informational intent involves users seeking general information or answers to specific questions. These queries often come from users at the top of the sales funnel who are in the early stages of their research.


  • "What is a balance sheet?"
  • "How to file taxes for small businesses?"
  • "What are the benefits of hiring an accountant?"

Why it’s important: Informational queries represent the first point of contact with potential clients. Providing valuable information helps establish your firm as a trusted authority and can lead to future engagements.

Optimisation Tips:

  • Create detailed blog posts, FAQs, and how-to guides.
  • Use clear headings and bullet points for easy readability.
  • Include visuals like infographics and videos to enhance understanding.
  • Optimise for featured snippets and answer boxes.

Example: A blog post titled "How to File Taxes for Small Businesses: A Step-by-Step Guide" can attract small business owners seeking help with their taxes. By providing comprehensive, easy-to-follow information, you position your firm as a helpful resource, increasing the likelihood of these visitors returning for professional services.

Commercial Intent for Accountants

Definition: Commercial intent refers to users who are comparing products or services and are close to making a decision. These users are typically in the middle of the sales funnel.


  • "Best accounting software for small businesses"
  • "Top accounting firms for tax preparation"
  • "QuickBooks vs. Xero for accountants"

Why it’s important: These users are evaluating their options and are likely to convert soon. Providing detailed comparisons and reviews can help them make informed decisions, positioning your firm as the go-to choice.

Optimisation Tips:

  • Create comparison articles, reviews, and case studies.
  • Highlight the unique features and benefits of your services.
  • Use keywords that indicate comparison (e.g., "best," "vs.," "top").
  • Include client testimonials and success stories.

Example: An article titled "Top 5 Accounting Firms for Tax Preparation: Pros and Cons" can guide users comparing their options. By providing unbiased comparisons and showcasing your strengths, you can attract clients ready to make a decision.

Transactional Intent for Accountants

Definition: Transactional intent involves users who are ready to take action, such as making a purchase or booking a service. These users are at the bottom of the sales funnel.


  • "Hire an accountant near me"
  • "Book a consultation with an accountant"
  • "Accounting services pricing"

Why it’s important: Transactional searches indicate high intent to convert. Ensuring your services are easily discoverable and providing a seamless user experience can lead to direct conversions.

Optimisation Tips:

  • Use clear calls-to-action (CTAs) and easy-to-navigate service pages.
  • Optimise for local SEO to capture nearby clients.
  • Provide transparent pricing and easy booking options.
  • Ensure your contact information is readily accessible.

Example: A landing page titled "Hire a Small Business Accountant Today - Affordable Pricing" can capture users ready to engage. By providing straightforward information and a simple booking process, you facilitate conversions.

Navigational Intent for Accountants

Definition: Navigational intent involves users searching for a specific website or page. These queries often come from users already familiar with your brand or seeking direct access to your services.


  • "XYZ Accounting Firm website"
  • "Contact XYZ Accountants"
  • "XYZ Accountants login"

Why it’s important: Navigational searches are typically from users who know what they want. Ensuring your website ranks well for these searches and provides a good user experience is crucial.

Optimisation Tips:

  • Ensure your website is technically sound and optimised for SEO.
  • Maintain up-to-date business listings and contact information.
  • Optimise for branded keywords.
  • Use sitelinks and schema markup to enhance visibility.

Example: Your website’s homepage should rank first for your firm’s name. A search for "XYZ Accounting Firm" should lead directly to a user-friendly, informative homepage that guides visitors to the information they need.


Determining Search Intent for Accountancy


To accurately determine search intent, analyse the features of the SERPs for various queries:

  • Informational: Look for answer boxes, knowledge graphs, and informational articles.
  • Commercial: Identify product reviews, comparisons, and detailed guides.
  • Transactional: Check for shopping results, local packs, and transactional language.
  • Navigational: Look for direct links to specific websites and branded searches.

Review the top-ranking pages for each type of query to understand the content type, format, and angle. Ask:

  • What type of content is ranking? (Blogs, product pages, homepages)
  • How is it formatted? (Guides, listicles, image-heavy)
  • What’s the angle? (Opinionated, factual, detailed)

How to optimise for search intent for Accountants


Informational Intent:

  • Content Type: Blog posts, FAQs, how-to guides.
  • Format: Detailed, easy-to-read, use of visuals.
  • Angle: Educational, authoritative.

Commercial Intent:

  • Content Type: Comparison articles, reviews, case studies.
  • Format: Detailed comparisons, pros and cons, client testimonials.
  • Angle: Unbiased, informative, persuasive.

Transactional Intent:

  • Content Type: Service pages, product listings, landing pages.
  • Format: Clear CTAs, easy navigation, transparent pricing.
  • Angle: Action-oriented, user-friendly, direct.

Navigational Intent:

  • Content Type: Homepage, contact page, service-specific pages.
  • Format: Clear layout, easy access to information, branded elements.
  • Angle: Direct, accessible, informative.

Implementing a Search Intent Strategy

  • Keyword Research:

    • Identify keywords associated with different types of search intent.
    • Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords.
  • Content Creation:

    • Develop content that matches the identified search intent.
    • Ensure high-quality, informative, and engaging content.
  • On-Page SEO:

    • Optimise meta titles, descriptions, and headers with relevant keywords.
    • Use internal linking to guide users to relevant content.
  • Technical SEO:

    • Ensure your website is fast, mobile-friendly, and easy to navigate.
    • Use schema markup to enhance SERP appearance.
  • Monitoring and Analysis:

    • Regularly analyse your website’s performance using tools like Google Analytics and Search Console.
    • Adjust your strategy based on data and trends.

Best Practices for Fulfilling Search Intent

  • Informational: Provide comprehensive, clear, and accurate information. Use visuals and structured data to enhance readability.
  • Commercial: Offer detailed comparisons and unbiased reviews. Highlight your unique selling points and include customer testimonials.
  • Transactional: Ensure a smooth user experience with clear CTAs and easy navigation. Optimise for local SEO and provide transparent pricing.
  • Navigational: Maintain a well-organised, SEO-optimised website. Ensure all business listings and contact information are up-to-date.



Mastering search intent is essential for any successful SEO strategy in the accountancy sector. By understanding and aligning your content with your audience’s needs, you can attract more visitors, build trust, and drive conversions. Whether your potential clients are looking for general information, comparing options, ready to make a purchase, or seeking your specific services, meeting their search intent will position your firm as a trusted and authoritative source. Implement these strategies to enhance your SEO efforts and watch your business grow.




1. How can I identify the search intent behind specific keywords related to accountancy?

To identify the search intent behind specific keywords, analyse the SERP features and top-ranking pages for those keywords. Look for patterns such as the presence of informational articles, product comparisons, service listings, or direct website links. Additionally, tools like Google Keyword Planner, Ahrefs, and SEMrush can provide insights into the intent behind keywords based on search volume and competition.

2. What type of content should I create to attract small business owners looking for accountancy services?

To attract small business owners, focus on creating a mix of informational, commercial, and transactional content. Informational content can include guides on tax preparation, bookkeeping tips, and financial planning. Commercial content can compare different accounting software or highlight the benefits of professional accounting services. Transactional content should include service pages with clear CTAs, pricing information, and easy booking options for consultations.

3. How can I optimise my accountancy firm's website for local SEO to capture nearby clients?

To optimise for local SEO, ensure your website includes your business name, address, and phone number (NAP) consistently across all pages. Create a Google My Business profile and keep it updated with accurate information. Encourage satisfied clients to leave positive reviews. Additionally, use local keywords in your content, meta titles, and descriptions, and include location-specific landing pages if you serve multiple areas.

4. How do I determine which type of search intent to prioritise in my content strategy?

Determining which search intent to prioritise depends on your business goals and target audience. If your goal is to attract new clients, start with informational and commercial content to build awareness and guide potential clients through the decision-making process. If you aim to convert ready-to-act users, focus more on transactional content. Regularly review your website analytics to understand which content types drive the most traffic and conversions, and adjust your strategy accordingly.

5. How can I measure the effectiveness of my content in meeting search intent?

To measure the effectiveness of your content, use tools like Google Analytics and Search Console to track metrics such as organic traffic, bounce rates, average session duration, and conversion rates. Analyse the performance of pages designed to meet different types of search intent. High engagement and low bounce rates indicate that your content is effectively meeting user needs. Additionally, monitor keyword rankings and SERP features to see how well your content is performing in search results. Regularly update and optimise your content based on these insights to maintain relevance and effectiveness.


Author: Dunc Cole

Dunc Cole is an SEO expert with over 15 years of experience in both agency and client-side roles. Dunc's strategic insights and hands-on approach have consistently delivered organic growth in any industry.

The best place to hide a dead body is the second page of Google.


After years of experience in larger agencies, we noticed a significant gap in the market for smaller companies and startups that didn't have a massive budget to allocate towards SEO. Many SMEs and startups understand the importance of SEO but find the barrier to entry too high.

Free SEO Audit

Get in touch now for a free audit for your website. We offer free advise on how you can gain the most visibility for your website, even if you choose not to come on board moving forward.