Direct Assist Accountants: Local SEO Case Study

Client: Direct Assist Accountants
Industry: Accountancy
Location: Slough, Berkshire
Services: Website restructure, local SEO, content strategy, citations

This accountant SEO case study shows how we helped Direct Assist Accountants, an ACCA-regulated practice in Slough, grow its visibility in one of the most competitive local markets in the Thames Valley.

The Challenge

Direct Assist had a solid reputation and strong Google reviews, but its website was holding it back. Several pages targeted the same keywords and competed with each other. Old URLs led to dozens of broken links. Service pages were thin, and the site had no clear structure for the towns it served.

As a result, the homepage sat on page two of Google for its most important search, “accountants in Slough”.

What We Did

1. Rebuilt the Site Structure

We moved every service into a dedicated custom post type with a consistent layout, and built location pages for 18 towns across Berkshire and Buckinghamshire. Each location page has genuinely local content, not a template with the town name swapped.

2. Fixed Keyword Cannibalisation

Search Console data showed that several pages were competing for “accountants in Slough”. We merged the duplicate pages into the homepage with 301 redirects and pointed internal links at a single target page.

3. Cleaned Up Technical Issues

We cut broken internal links from over 50 to a handful, redirected outdated URLs and connected every location page to its neighbouring towns.

4. Built a Content Strategy

We planned a series of tax guides around the questions clients actually search, from Self Assessment deadlines to VAT deregistration. Each guide links to the matching service page, so the content supports the pages that bring in enquiries.

5. Strengthened Local Signals

We standardised the firm’s name, address and phone number across the web and built listings on Bing Places, FreeIndex and other UK directories.

The Results

Smaller town pages also reached the top of Google quickly. For example, the Taplow page ranked in the top two for “auditors in Taplow” within weeks of launch.

Key Takeaway

For local service businesses, more pages do not always mean more rankings. A clear structure, one target page per keyword and genuinely local content often deliver bigger gains than adding new pages.

See the live site at Direct Assist Accountants.

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