Problem
The existing website didn’t fully represent the depth of the firm’s services, expertise, or target clients.
Solution
The site was redesigned and expanded with clear pathways between services, client types, team, pricing, and resources.
Jensen CPA SEO Case Study
Building a stronger digital presence for a Calgary CPA firm through website redevelopment, SEO, content strategy, and Google Ads.
Overview
Jensen CPA is a Chartered Professional Accounting firm based in Calgary, Alberta. Founded in 2017, the firm provides corporate tax, monthly bookkeeping, personal tax, and fractional CFO and controller services for businesses and individuals.
When I began working with Jensen CPA, the firm already had an established reputation and experienced accounting team. The opportunity was to build a digital presence that better reflected the quality of the firm behind it—and create a stronger foundation for attracting new clients through search.
The Work
Problems Solved
Problem
Several commercially important accounting services needed stronger dedicated pages.
Solution
Core services were expanded into detailed landing pages built around specific client needs and search intent.
Problem
Educational content was limited, and the firm’s expertise wasn’t connected to what potential clients search for.
Solution
Articles were built around Alberta tax and business questions tied directly to Jensen CPA’s services.
Problem
The website architecture needed to be expanded and its technical foundations strengthened.
Solution
Page targeting, internal linking, crawl and indexation, structured data, and breadcrumbs were improved as the site grew.
Problem
Organic visibility was limited compared with the opportunity in the Calgary market.
Solution
Targeted Google Ads captured high-intent searches and generated new client conversions while organic visibility grew.
The Results
Building Organic Visibility in a Competitive Calgary Market
Within the first four months of the engagement, Jensen CPA’s organic search visibility increased substantially.
Comparing equal 28-day periods, average daily Google Search impressions increased from approximately 240 to 784 per day.
Average daily organic clicks increased from 2.8 to 5.4 per day over the same comparison period.
That represents:
The growth has also extended beyond branded searches, with Jensen CPA gaining first-page visibility for commercially relevant Calgary accounting searches.
Search Visibility
Growing Visibility for Calgary Accounting Searches
The increase in overall impressions is only one part of the result.
Jensen CPA has also developed visibility for competitive non-branded searches directly related to its Calgary accounting services.
Examples from Google Search Console include:
7.31Average position
4.72Average position
9.91Average position
10.01Average position
These searches are particularly important because they represent people actively looking for accounting firms and CPAs in the Calgary market rather than people already searching for Jensen CPA by name.
Image coming soonSearch query / ranking visual
Content Growth
Turning Accounting Expertise Into Organic Visibility
The expanded content strategy has also created new ways for potential clients to discover Jensen CPA before they’re ready to contact an accountant.
Several educational resources began generating significant search visibility during the initial campaign.
These articles aren’t treated as standalone traffic pieces.
Relevant content is connected back to Jensen CPA’s services and areas of expertise through internal linking, helping create a broader information architecture around corporate tax, business accounting, and financial management.
- Search Question
- Expert Content
- Relevant Accounting Service
- Jensen CPA
Website Strategy
Building More Than a Higher-Traffic Website
The goal isn’t simply to increase the number of impressions displayed in Google Search Console.
The larger objective is to build a website capable of supporting Jensen CPA’s growth over the long term.
01
Someone looking for a corporate tax accountant can now land directly on detailed corporate tax information.
02
A growing company looking for higher-level financial support can discover Jensen CPA’s fractional CFO services.
03
Small-business owners can find resources specifically relevant to their needs.
04
Business owners researching complex tax questions can discover the firm through educational content before they’re ready to engage an accountant.
05
And Google Ads can direct high-intent searches toward landing pages that already clearly explain the firm’s services.
The website has evolved from a relatively limited online presence into a broader search and client acquisition platform.
Why It Worked
What Drove the Growth?
There wasn’t one SEO change responsible for the increase.
The growth came from improving multiple parts of the website together.
01
Website redevelopment created a stronger foundation for future growth.
02
Dedicated service pages expanded the number of commercially relevant searches Jensen CPA could compete for.
03
Content strategy created visibility around questions Alberta business owners are actively researching.
04
Internal linking and site architecture connected those resources with the firm’s priority services.
05
Technical SEO and structured data improved how the growing website is organized and represented to search engines.
06
Google Ads added another channel for capturing high-intent searches and generating client opportunities.
Together, those improvements created a much broader search presence than optimizing a handful of existing pages would have achieved.
The First Four Months
Early Results, With More Room to Grow
This case study represents approximately the first four months of ongoing work with Jensen CPA.
That context matters.
The website and content strategy are still developing, and many of the pages contributing to the firm’s search presence are relatively new.
The next stage is focused on continuing to strengthen visibility around commercially important services, expanding topical authority, improving pages based on real Search Console data, and turning increased visibility into more qualified enquiries.
The initial results provide a measurable foundation for that continued growth.
Accounting SEO Experience
SEO Built Around How Accounting Firms Grow
Working directly with accounting firms has shaped how I approach SEO for professional services.
Accounting websites need to do more than target phrases such as “accountant near me.”
Potential clients may research corporate tax, bookkeeping, business structures, payroll, tax planning, financial reporting, restructuring, and advisory services before deciding which firm to contact.
At the same time, accounting content needs to accurately represent complex financial topics and make the expertise of the professionals behind the firm clear.
The SEO strategy therefore needs to connect:
- Services
- Expertise
- People
- Content
- Location
- Search Intent
Jensen CPA demonstrates how those elements can be built into one connected website strategy.
Explore SEO for Accounting Firms→
Corbin JensenScale SEO
Project Lead
Strategy & Implementation by Corbin Jensen
The Jensen CPA engagement is managed directly by Corbin Jensen, founder and SEO specialist at Scale SEO.
My work with the firm has included website redevelopment, SEO strategy, technical SEO, service-page development, content planning and optimization, internal linking, structured data, search performance analysis, and Google Ads management.
Because strategy and implementation are handled directly, search data can be turned into website changes without passing recommendations between separate account management, SEO, content, and development teams.
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