Keyword research plays an integral role in improving an accountant’s Search Engine Optimization (SEO) as it helps to understand the specific terms and phrases users are entering into search engines when looking for accounting services. By incorporating these relevant and high traffic keywords into website content, blog posts, page titles, meta descriptions etc., search engines like Google can better understand what the site or page is about and so rank it higher on search result pages for those keywords. For example, keywords for an accountant may include “accounting services,” “tax preparation” or even “financial auditing.”

Moreover, if you specialize in a certain area of accounting, keyword research can help you target that niche even more. For instance, if you specialize in tax accounting for small businesses, finding and using keywords like “small business tax accountant” can make your site more visible to specific users who need your services.

More visibility leads to increased website traffic, which consequently increases the chances of gaining potential clients. Without keyword research, you may be using industry jargon that potential clients might not be searching for. In short, keyword research helps bridge the gap between your services and your clients by ensuring your website speaks the same language as them.

It’s also important to invest time in long-tail keywords, less common but more specifically relevant phrases may have less competition and a higher conversion rate. For example “small business tax accountant in Dallas” may yield lesser searches, but a user searching for that is likely to be more ready to hire than someone searching “accountant”.

To benefit from this, an accountant should regularly carry out keyword research to stay relevant and updated with search trends. Remember, SEO is not a one-time task, it’s an ongoing strategy!