Are you looking at the wrong SEO data?
Every month, marketers log into Google Search Console and review hundreds or thousands of search queries. They see impressions, clicks, and rankings.
The problem? Most of those keywords will never generate a client. :-0
A query like “what is a balance sheet” might generate traffic. A query like “fractional CFO services” might generate revenue.
Those are two very different things.
Then, you discover these firm keywords are ranking in positions 8-15:
- Fractional CFO services
- Tax planning services
- Accounting advisory services
A small optimization to those pages could drive significantly more qualified leads than writing another article about tax deadlines.
If you’re responsible for marketing an accounting firm, the goal isn’t simply to rank higher. The goal is to identify the search terms most likely to turn into consultations, proposals, and new clients.
Fortunately, Google Search Console already contains this information—for FREE. You just need to force it to show you.
The Hidden Google Search Console Filter You Never Use (But should!)
Google Search Console includes a feature called Regex (Regular Expressions). Don’t let the name scare you.
Think of it as a keyword filter that allows you to instantly isolate high-intent searches from all the informational noise.
Instead of reviewing thousands of unrelated queries, you can create a filter that surfaces searches from people actively looking for accounting services.
In other words, prospects who may hire your firm.
Step 1: Open Google Search Console
Navigate to Performance → Search Results
This report contains all the search queries that generated impressions or clicks for your website.
Step 2: Add a Query Filter
Click + Add Filter → Query
Then choose Custom (regex) from the drop-down menu.
This allows you to create a custom keyword pattern. This step is crucial. If you do not choose the drop-down, no results will display.
Step 3: Paste This Accounting Firm Regex Filter
Use the following filter to identify searches related to accounting and professional services:
\b(cpa|accounting|bookkeeping|tax|audit|advisory|consulting|fractional\s+cfo|outsourced\s+accounting|client\s+accounting\s+services|cas|payroll|compliance|valuation|wealth\s+management|business\s+advisory|firm|partner|partners|practice|pricing|cost|service|services|provider|advisor|consultant|best|top|vs|alternative|alternatives)\b
Once applied, Search Console will display only queries containing those terms, and the report becomes much more focused.
Want More Buying Intent?
Create specialized filters based on the type of prospect you’re looking for, such as:
Commercial Intent Searches
These users are evaluating providers and may be close to contacting a firm.
\b(pricing|cost|quote|proposal|consultation|assessment|audit|service|services|provider|partner|vendor)\b
Comparison Searches
These users are comparing options before deciding.
\b(best|top|vs|compare|comparison|alternative|alternatives|review|reviews)\b
Solution-Seeking Searches
These users know they have a problem and are actively searching for a solution.
\b(solution|solutions|software|platform|consulting|advisor|consultant|outsourced|fractional|managed|implementation)\b
The Keywords That Often Matter Most
One of the biggest SEO mistakes people make is assuming that high traffic equals high value. However, some of the most valuable keywords generate relatively little traffic. But they align with high-intent (active) searches rather than navigational or informational (passive) searches.
These searches may only generate a handful of visits each month. But those visitors are often much closer to becoming clients than someone reading a general accounting article.
Examples include:
- Outsourced accounting services
- Fractional CFO services
- Accounting firm for manufacturers
- CAS provider
- Tax planning services
- Audit firm near [city]
- Accounting advisory services
- Business valuation firm
What To Do After You Find These Keywords
Finding the keywords is only half the process.
Next, review:
- Which pages are ranking?
- Which pages are getting impressions but few clicks?
- Which service pages rank on page two?
- Which high-intent keywords lack dedicated content?
Then optimize your website around those opportunities. Sometimes a simple title tag update is enough. Other times, you may need a dedicated service page, industry page, or supporting article.
The Takeaway
Most accounting firms already rank for money keywords. They just don’t know it.
Instead of spending hours digging through Search Console reports, use regex filters to isolate the searches most likely to generate revenue.
Try this today:
- Apply one of the regex filters above and sort by impressions.
- Look for high-intent keywords ranking between positions 5 and 20.
Those are often the fastest SEO wins because Google already considers your firm relevant. You just need to give the page a little more help.
Because the best keyword isn’t always the one with the most traffic. It’s the one most likely to become a client.