SEO Case Study: How an Accounting Firm Increased Client Inquiries by 195%
On March 4, 2025, an accounting firm in Irvine, California partnered with Goforaeo after noticing a steady drop in inbound inquiries from organic search. They were getting referrals, but their website was not consistently bringing in people searching for tax help, bookkeeping, and business accounting services in Irvine. We rebuilt their SEO foundation, improved local visibility, and tightened the website experience so more visitors became real inquiries.
This case study covers March 4, 2025 to August 29, 2025, with a clear baseline pulled from February 2025. Results were tracked through GA4, Google Search Console, call tracking, and CRM form submissions. By August 2025, the firm’s client inquiries from organic search increased by 195%, with stronger rankings and better conversion paths.
Firm overview and what was holding them back in Irvine
The client is a mid sized accounting firm located in Irvine, California, serving individuals, startups, and small businesses across Irvine and nearby areas. Their main services included tax filing support, year round tax planning, bookkeeping, payroll coordination, and business accounting. Their offline reputation was strong, but the website did not reflect that strength to search engines or new visitors.
Before the campaign, the firm’s service pages were too general and did not clearly match what people type into Google. Several pages competed with each other for similar terms, which weakened rankings and confused visitors. Their local presence also needed work, because competitors were showing up more often for location based searches.
We also noticed a conversion problem. Even when visitors landed on the site, many did not know what to do next. The calls to action were not clear, contact options were buried, and trust signals were spread out instead of being easy to find.
Baseline metrics recorded for February 1, 2025 to February 28, 2025
We used February 2025 as the baseline month because it was the cleanest “before” snapshot. It allowed a fair comparison without mixing in implementation work. The numbers below reflect organic performance only, not paid traffic.
Baseline numbers in February 2025:
- Organic sessions: 2,110
- Google Search Console clicks: 1,020
- Google Search Console impressions: 46,300
- Average CTR: 2.2%
- Tracked keywords in top 10: 16
- Tracked keywords in top 3: 3
- Client inquiries from organic: 20
- Organic inquiry conversion rate: 0.95%
- Share of non branded organic traffic: 39%
At that stage, too much traffic came from branded searches and informational queries. The firm needed more visitors who were actively looking to hire an accountant in Irvine.
Tracking setup and tools used to keep results honest
We set up tracking rules in the first week so the team could trust the numbers month to month. In many SEO projects, reporting gets messy because calls, forms, and appointment requests are counted differently. We avoided that by defining one clear inquiry standard and sticking to it.
We also separated branded and non branded performance in reporting. This helped the firm see if growth was coming from new people finding them, not just existing awareness. Weekly checks were used for quick fixes, while monthly reporting was used for stable trend analysis.
How we defined a “client inquiry” for this campaign
A client inquiry was counted only when it showed real service intent and was tied to organic search. This prevented spam and low intent messages from inflating results. It also helped the firm understand lead quality, not just volume.
We counted these as inquiries:
- Contact form submissions requesting tax help, bookkeeping, payroll support, or business accounting.
- Phone calls from organic visitors that lasted long enough to show real intent.
- Appointment requests submitted through the site and tracked back to organic.
We did not count:
- Spam submissions.
- Vendor pitches.
- Job applications.
- Very short calls that were wrong numbers or no intent.
Tools used during March 2025 to August 2025
We used a focused tool stack that supported decisions and proof. Each tool had a specific purpose, and we checked the core tools weekly to catch issues early.
Tools used:
- Google Analytics 4: landing pages, conversion tracking, user paths, engagement.
- Google Search Console: queries, indexing, CTR improvements, ranking movement.
- Call tracking software: attribution for calls coming from organic search.
- Ahrefs: keyword research, competitor gaps, backlink monitoring.
- Screaming Frog: technical audits, internal linking checks, metadata review.
- Looker Studio: monthly dashboards for clear reporting.
- Google Business Profile: local visibility improvements and service alignment.
This combination helped us prove results using real data, not assumptions.
SEO approach used for an Irvine accounting firm
We followed a layered plan because local service SEO works best when the basics are strong first. Instead of rushing into content, we started with technical cleanup and page structure. Then we improved service pages and local signals, and finally we expanded content to support rankings and trust.
This approach worked because accounting searches are high intent. People searching for an accountant in Irvine usually need help soon, and they want to feel safe before reaching out. We built the site to match that behavior.
Step 1: Technical cleanup and page structure fixes
We started by removing friction that blocks rankings and weakens clarity. The site had crawl issues, inconsistent internal links, and service pages that were not clearly prioritized. These issues often stop growth even when content is good.
Work completed in March 2025:
- Fixed broken internal links and cleaned redirect chains.
- Improved title tags and meta descriptions for service intent and location relevance.
- Simplified URLs and reduced overlapping pages that caused keyword confusion.
- Strengthened internal linking so core service pages received more authority.
- Resolved indexing problems found in Search Console coverage reports.
These changes helped Google understand the site better and helped visitors reach the right page faster.
Step 2: Service pages rebuilt for search intent in Irvine
Next, we rebuilt key service pages because that is where the best inquiries come from. The old pages described services, but they did not answer real buyer questions. We rewrote them in a simple and clear way, with strong trust signals and easy next steps.
Priority service pages improved from late March through April 2025:
- Tax preparation and filing support.
- Tax planning for individuals and business owners.
- Bookkeeping services for small businesses.
- Business accounting support and advisory basics.
Each page included clearer sections, practical FAQs, and a “what happens next” explanation so visitors felt confident reaching out.
Step 3: Local SEO improvements for Irvine visibility
Local intent searches are common for accounting services. People often search with the city name, and Google uses local signals to decide which firms to show. We strengthened local trust signals without stuffing keywords or creating thin pages.
Local work completed in April and May 2025:
- Updated Google Business Profile services and business description for accuracy.
- Improved consistency of key business details across the web.
- Added local context on core pages where it helped user clarity.
- Built internal links that reinforced Irvine relevance to key service pages.
This increased impressions and clicks for Irvine based searches and helped the firm compete with nearby firms.
Step 4: Content built to support decision making and rankings
After service pages were stronger, we built supporting content that answered common questions people have before hiring an accountant. We avoided broad topics that attract students or casual readers. We focused on content that connects directly to services and real client problems.
Content themes published in May through July 2025:
- Tax deadlines and planning topics written for local business owners.
- Bookkeeping basics that lead into monthly support services.
- Common mistakes that cause penalties or messy records.
- Simple guides on what to prepare before meeting an accountant.
Each content piece linked naturally to a relevant service page. This helped visitors move from research to inquiry and helped Google understand topical depth.
Step 5: Conversion improvements to turn visits into inquiries
A large part of the 195% lift came from improving the inquiry path. We made it easier for visitors to contact the firm, especially on mobile. We also added trust signals near calls to action, because accounting clients want proof before they share financial details.
Conversion improvements made from June through August 2025:
- Made phone number and contact actions more visible on key pages.
- Simplified forms to reduce drop offs while keeping quality.
- Added clear “what happens after you submit” messaging.
- Improved trust sections like experience, services, and common client types served.
These changes helped the same traffic produce more real inquiries, not just more page views.
Monthly execution and performance from March 2025 to August 2025
Below is the month by month timeline showing what we worked on and how key metrics changed. February 2025 is included as the baseline for clear comparison.
Baseline: February 1, 2025 to February 28, 2025
February is the reference point used for before and after proof. The site had steady traffic, but it was not converting into enough inquiries. Many visitors were landing on general pages instead of service pages.
Baseline results for February 2025:
- Organic sessions: 2,110
- Search Console clicks: 1,020
- CTR: 2.2%
- Client inquiries from organic: 20
March 2025: March 4, 2025 to March 31, 2025
March focused on technical cleanup and structure fixes. We fixed crawl and internal linking issues and improved metadata to align with service intent searches. Tracking rules were locked in so inquiry reporting stayed consistent.
March 2025 results:
- Organic sessions: 2,320
- Search Console clicks: 1,140
- Impressions: 49,200
- CTR: 2.3%
- Tracked keywords in top 10: 19
- Client inquiries from organic: 24
April 2025: April 1, 2025 to April 30, 2025
April focused on service page rebuilds and stronger on page structure. We rewrote priority service pages, added FAQs based on real queries, and improved internal linking to push authority into the pages that drive inquiries.
April 2025 results:
- Organic sessions: 2,640
- Search Console clicks: 1,330
- Impressions: 55,800
- CTR: 2.4%
- Tracked keywords in top 10: 24
- Client inquiries from organic: 30
May 2025: May 1, 2025 to May 31, 2025
May focused on local visibility and early content support. We improved Google Business Profile services and strengthened local trust signals on the site. We also published the first set of content pieces tied directly to service pages.
May 2025 results:
- Organic sessions: 3,050
- Search Console clicks: 1,640
- Impressions: 64,100
- CTR: 2.6%
- Tracked keywords in top 10: 30
- Client inquiries from organic: 36
June 2025: June 1, 2025 to June 30, 2025
June focused on content expansion and conversion improvements. We published more decision support content and improved the inquiry path on high intent pages. Contact options became clearer, especially for mobile visitors.
June 2025 results:
- Organic sessions: 3,430
- Search Console clicks: 1,980
- Impressions: 72,600
- CTR: 2.7%
- Tracked keywords in top 10: 36
- Client inquiries from organic: 43
July 2025: July 1, 2025 to July 31, 2025
July focused on strengthening rankings for terms close to page one, plus trust improvements. We refreshed content on pages ranking in positions 4 to 12 and improved snippets to increase click through rate. We also added clearer proof and process sections to service pages.
July 2025 results:
- Organic sessions: 3,860
- Search Console clicks: 2,340
- Impressions: 82,900
- CTR: 2.8%
- Tracked keywords in top 10: 44
- Tracked keywords in top 3: 7
- Client inquiries from organic: 51
August 2025: August 1, 2025 to August 29, 2025
August focused on consolidation and final conversion tweaks. We cleaned overlapping content, strengthened internal links, and improved the clarity of next steps on the highest converting pages. This month became the clean “after” snapshot because the site structure and tracking were stable.
August 2025 results:
- Organic sessions: 4,210
- Search Console clicks: 2,760
- Impressions: 94,500
- CTR: 2.9%
- Tracked keywords in top 10: 52
- Tracked keywords in top 3: 9
- Client inquiries from organic: 59
Before vs after proof: The 195% lift in client inquiries
To keep proof clean, we compare the baseline month to the stable after month. February 2025 is the before snapshot, and August 2025 is the after snapshot. This avoids cherry picking and shows the real change over a consistent period.
Client inquiries from organic:
- February 2025: 20
- August 2025: 59
- Increase: 195%
Supporting improvements that explain the inquiry growth:
- Organic sessions: 2,110 to 4,210
- Search Console clicks: 1,020 to 2,760
- CTR: 2.2% to 2.9%
- Tracked keywords in top 10: 16 to 52
- Non branded traffic share: 39% to 63%
This shows the growth came from stronger visibility, more clicks, and better conversion, not just one spike or one page.
Why this worked for an accounting firm in Irvine
This worked because we aligned the site with how people search when they need accounting help. Service pages were rewritten to match buyer intent, not generic descriptions. Local relevance was strengthened so Google clearly connected the firm to Irvine searches.
It also worked because trust and clarity were treated as ranking and conversion factors. Accounting visitors want confidence before they submit financial details. By making proof easier to find and the inquiry path easier to follow, more visitors took action.
Finally, the monthly execution stayed consistent. We did not rely on one big change. We improved the site step by step, and those improvements compounded across months.