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Bring in more CAS clients with SEO

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As the accounting landscape is ever evolving, the ability to adapt is key. Firms seeking business growth need to shift towards leveraging digital strategies to win. Search engine optimization stands out as a powerful tool for attracting clients. In this article, we’ll dive into a few ways accounting firms can leverage SEO for more CAS clients.

Before we can put a strategy in play, understanding what SEO is and why it’s important is key. SEO is optimizing website content and structure to improve search engine rankings. It’s crucial for increasing organic traffic (direct search traffic) and enhancing online presence.

SEO isn’t only about ranking higher on search engines. It’s about enhancing visibility, credibility and relevance online.

Online search is where most people first turn to find solutions they’re looking for. This makes having a robust SEO strategy non-negotiable. For firms, it’s not about clients finding you; it’s about being found by the right clients seeking your CAS.

Targeting the right keywords

First and foremost, keywords — the phrases people use to search — form the foundation of SEO. For accounting firms, identifying and targeting the right keywords is vital. Keywords should align with the services offered and resonate with the target client.

For CAS, targeting keywords focused around those services are important. For example: “Business budgeting and forecasting services [location]” or “Cash flow management [location].” Optimizing around those keywords, firms can attract those types of qualified inquiries.

Creating quality content

Content is another important piece of SEO. Producing high-quality, informative content not only showcases expertise but also enhances SEO performance. Tailoring it to address common challenges or client questions helps provide value. It also establishes thought leadership, which positions firms as authorities in the space.

There are many types of content. The most common are your webpages. Other types include blog posts, whitepapers, and case studies. Content should be valuable, relevant, and optimized for search engines. Also, ensure it’s always structured around targeted keywords.

For attracting CAS clients, creating content around your offerings is important. This could be blog posts articulating how your firm can help businesses — for example, writing about how your packaged CAS solution helps them make more money. 

Another idea could be breaking down each service within your package and how it helps them earn more. You could go one step further and create a piece of content for each service. There are endless ideas for content creation. Firms that create content often will see better rankings and more website traffic.

Optimizing website structure and design

A well-structured website not only enhances user experience but also improves SEO. Firms should ensure their website is mobile-friendly and fast-loading. Optimizing meta tags, headers, and URLs with relevant keywords boosts search visibility. 

Clear calls-to-action and simple navigation will help guide visitors towards your CAS services. These calls-to-action will help increase conversion rates that lead to more inquiries.

Harnessing local SEO

Leveraging the power of local SEO is indispensable. Local SEO tactics are about optimizing your website and content for local search. Targeting geospecific keywords allows a firm to take advantage of local search inquires. One strategy could be creating service pages targeting different areas within the region.

One service page could be optimized around “Business accounting Los Angeles,” and another for “Financial reporting services Los Angeles.” Of course, comprehensive keyword research and analysis would happen first to understand relevancy. The more of these pages you have, the more opportunities for potential clients to find you.

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Another way to shine through local SEO\ is optimizing your Google business profile. It can help your local search strategy in many ways. Below are three ways it does this:

1. Getting listed in the “Local pack.” Google often displays a “Local pack” of businesses related to a user’s search query. The better optimized, the better your chances of getting featured. This appears at the top of the search results page and is very visible.
2. Google Map integration is also a key component. Google business profile listings appear in Google Maps. Being showcased in Google Maps makes it easier for users to find your business. 
3. An often-overlooked piece to local SEO is obtaining positive reviews. It doesn’t increase search rankings directly, but they help build credibility. Firms with a strong local SEO presence are more likely to capture the attention of their clients.

This of course isn’t an exhaustive list, and there is more to local SEO. These are just a couple of areas that help getting firms in front of local businesses.

Monitoring and adaptation

SEO is not a one-time effort; it requires continual monitoring and adaptation. It is a long-term strategy that will continue to pay off well into the future. 

Like any strategy, tracking key performance metrics and analyzing competitor strategies is important. This data enables firms to adapt their SEO strategy towards achieving their goals.

As search algorithms update and evolve, understanding new updates helps improve strategy. Leveraging analytics tools and staying agile allows firms to refine their SEO strategy. Understanding this helps capitalize on emerging opportunities and maintains a competitive edge.

Conclusion

In a quest to attract more CAS clients, SEO emerges as a potent online strategy for accounting firms. By targeting keywords and creating quality content, firms can position themselves as the go-to. A well-designed and optimized website will help convert search traffic into new business. 

Leveraging local SEO, and embracing continual improvement helps elevate online presence. The more visibility, the greater potential of qualified leads reaching out. Ensure your online presence also encourages long-term client relationships through value-based content.

The bottom line, SEO is a must for sustainable online growth and attracting CAS clients. 

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Accounting

XcelLabs launches to help accountants use AI

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Jody Padar, an author and speaker known as “The Radical CPA,” and Katie Tolin, a growth strategist for CPAs, together launched a training and technology platform called XcelLabs.

XcelLabs provides solutions to help accountants use artificial technology fluently and strategically. The Pennsylvania Institute of CPAs and CPA Crossings joined with Padar and Tolin as strategic partners and investors.

“To reinvent the profession, we must start by training the professional who can then transform their firms,” Padar said in a statement. “By equipping people with data and insights that help them see things differently, they can provide better advice to their clients and firm.”

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Jody Padar

The platform includes XcelLabs Academy, a series of educational online courses on the basics of AI, being a better advisor, leadership and practice management; Navi, a proprietary tool that uses AI to help accountants turn unstructured data like emails, phone calls and meetings into insights; and training and consulting services. These offerings are currently in beta testing.

“Accountants know they need to be more advisory, but not everyone can figure out how to do it,” Tolin said in a statement. “Couple that with the fact that AI will be doing a lot of the lower-level work accountants do today, and we need to create that next level advisor now. By showing accountants how to unlock patterns in their actions and turn client conversations into emotionally intelligent advice, we can create the accounting professional of the future.”

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Katie Tolin

“AI is transforming how CPAs work, and XcelLabs is focused on helping the profession evolve with it,” PICPA CEO Jennifer Cryder said in a statement. “At PICPA, we’re proud to support a mission that aligns so closely with ours: empowering firms to use AI not just for efficiency, but to drive growth, value and long-term relevance.”

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Accounting

Accounting is changing, and the world can’t wait until 2026

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The accountant the world urgently needs has evolved far beyond the traditional role we recognized just a few years ago. 

The transformation of the accounting profession is not merely an anticipated change; it is a pressing reality that is currently shaping business decisions, academic programs and the expected contributions of professionals. Yet, in many areas, accounting education stubbornly clings to outdated, overly technical models that fail to connect with the actual demands of the market. We must confront a critical question: If we continue to train accountants solely to file tax reports, are we truly equipping them for the challenges of today’s world? 

This shift in mindset extends beyond individual countries or educational systems; it is a global movement. The recent announcement of the CIMA/CGMA 2026 syllabus has made it unmistakably clear: merely knowing how to post journal entries is insufficient. Today’s accountants are required to interpret the landscape, anticipate risks and act with strategic awareness. Critical thinking, sustainable finance, technology and human behavior are not just supplementary topics; they are essential components in the education of any professional seeking to remain relevant. 

The CIMA/CGMA proposal for 2026 is not just a curriculum update; it is a powerful manifesto. This new program positions analytical thinking, strategic business partnering and technology application at the core of accounting education. It unequivocally highlights sustainability, aligning with IFRS S1 and S2, and expands the accountant’s responsibilities beyond mere numbers to encompass conscious leadership, environmental impact and corporate governance. 

The current changes in the accounting profession underscore an urgent shift in expectations from both educators and employers. Today, companies of all sizes and industries demand accountants who can do far more than interpret balance sheets. They expect professionals who grasp the deeper context behind the numbers, identify inconsistencies, anticipate potential issues before they escalate into losses, and act decisively as a bridge between data and decision making. 

To meet these expectations, a radical mindset shift is essential. There are firms still operating on autopilot, mindlessly repeating tasks with minimal critical analysis. Likewise, many academic programs continue to treat accounting as purely a technical discipline, disregarding the vital elements of reflection, strategy and behavioral insight. This outdated approach creates a significant mismatch. While the world forges ahead, parts of the accounting profession remain stuck in the past. 

The consequences of this shift are already becoming evident. The demand for compliance, transparency and sustainability now applies not only to large corporations but also to small and mid-sized businesses. Many of these organizations rely on professionals ill-equipped to drive the necessary changes, putting both business performance and the reputation of the profession at risk. 

The positive news is that accountants who are ready to thrive in this new era do not necessarily need additional degrees. What they truly need is a commitment to awareness, a dedication to continuous learning, and the courage to step beyond their comfort zones. The future of accounting is here, and it is firmly rooted in analytical, strategic and human-oriented perspectives. The 2026 curriculum is a clear indication of the changes underway. Those who fail to think critically and holistically will be left behind. 

In contrast, accountants who see the big picture, understand the ripple effects of their decisions, and actively contribute to the financial and ethical health of organizations will undeniably remain indispensable, anywhere in the world.

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Accounting

Republicans push Musk aside as Trump tax bill barrels forward

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Congressional Republicans are siding with Donald Trump in the messy divorce between the president and Elon Musk, an optimistic sign for eventual passage of a tax cut bill at the root of the two billionaires’ public feud.

Lawmakers are largely taking their cues from Trump and sticking by the $3 trillion bill at the center of the White House’s economic agenda. Musk, the biggest political donor of the 2024 cycle, has threatened to help primary anyone who votes for the legislation, but lawmakers are betting that staying in the president’s good graces is the safer path to political survival.

“The tax bill is not in jeopardy. We are going to deliver on that,” House Speaker Mike Johnson told reporters on Friday.

“I’ll tell you what — do not doubt, don’t second guess and do not challenge the President of the United States Donald Trump,” he added. “He is the leader of the party. He’s the most consequential political figure of our time.”

A fight between Trump and Musk exploded into public view this week. The sparring started with the tech titan calling the president’s tax bill a “disgusting abomination,” but quickly escalated to more personal attacks and Trump threatening to cancel all federal contracts and subsidies to Musk’s companies, such as Tesla Inc. and SpaceX which have benefitted from government ties.

Republicans on Capitol Hill, who had —  until recently — publicly embraced Musk, said they weren’t swayed by the billionaire’s criticism that the bill cost too much. Lawmakers have refuted official estimates of the package, saying that the tax cuts for households, small businesses and politically important groups — including hospitality and hourly workers — will generate enough economic growth to offset the price tag.

“I don’t tell my friend Elon, I don’t argue with him about how to build rockets, and I wish he wouldn’t argue with me about how to craft legislation and pass it,” Johnson told CNBC earlier Friday.

House Budget Committee Chair Jodey Arrington told reporters that House lawmakers are focused on working with the Senate as it revises the bill to make sure the legislation has the political support in both chambers to make it to Trump’s desk for his signature. 

“We move past the drama and we get the substance of what is needed to make the modest improvements that can be made,” he said.

House fiscal hawks said that they hadn’t changed their prior positions on the legislation based on Musk’s statements. They also said they agree with GOP leaders that there will be other chances to make further spending cuts outside the tax bill. 

Representative Tom McClintock, a fiscal conservative, said “the bill will pass because it has to pass,” adding that both Musk and Trump needed to calm down. “They both need to take a nap,” he said.

Even some of the House bill’s most vociferous critics appeared resigned to its passage. Kentucky Representative Thomas Massie, who voted against the House version, predicted that despite Musk’s objections, the Senate will make only small changes.

“The speaker is right about one thing. This barely passed the House. If they muck with it too much in the Senate, it may not pass the House again,” he said.

Trump is pressuring lawmakers to move at breakneck speed to pass the tax-cut bill, demanding they vote on the bill before the July 4 holiday. The president has been quick to blast critics of the bill — including calling Senator Rand Paul “crazy” for objecting to the inclusion of a debt ceiling increase in the package.

As the legislation worked its way through the House last month, Trump took to social media to criticize holdouts and invited undecided members to the White House to compel them to support the package. It passed by one vote.

Senate Majority Leader John Thune — who is planning to unveil his chamber’s version of the bill as soon as next week — said his timeline is unmoved by Musk. 

“We are already pretty far down the trail,” he said.

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