SEO for Accountants: how we helped WellTax accelerate in the UAE

We are incredibly proud of the work we’ve done over the past year and four months with our friends at WellTax, a UK and UAE based firm that specialises in accounting, tax, and advisory services. So we thought it was time to dedicate a short case study to it.

Full disclaimer: we don't share our clients' sensitive data. Everything here is sourced solely from the publicly accessible side of SEO tools.

The challenge

Our journey with WellTax began in October 2023. At that point, we had been working on their brand new, multi-language website for several months, and it was finally ready to go live. Given some technical issues with migrating their content from their previous website, we anticipated some turbulence from an SEO perspective and advised WellTax accordingly.

As expected, the new website initially experienced a drop in traffic. To be fair, the previous site wasn’t really optimised for conversions — it mainly attracted visitors searching for informational keywords, rather than potential clients, and was already experiencing a drop in rankings in certain countries. But despite this temporary setback, WellTax trusted our expertise, and we set out to turn things around.

Spoilers! Here's WellTax's growth in UAE at the time of writing this article. And they are not stopping.

The strategy

Our goal was to establish WellTax as a leading authority in search results related to Dubai taxation, subsidiaries, company formation, and other relevant services. Basically, we aimed to optimise every possible keyword that aligned with their business objectives. This was crucial as they were expanding into the UAE with a new office.

So here's what we did.

Phase 1: Keyword Research & Targeting

We started by conducting an in-depth keyword research across Google UK, UAE, France, Spain, and Italy. The objective was to identify keywords that:

• Had low difficulty and low competition;
• Showed strong monthly search volume;
• Were directly aligned with WellTax’s service offering.

This took quite a long time, as we manually vetted and compiled a list tailored to WellTax’s specific goals. Once complete, we provided them with a structured, handpicked list of focus keywords to target with their content.

Phase 2: SEO Guidelines & Content Strategy

With the keyword foundation in place, we wrote a custom SEO playbook for WellTax.

This included things like:

• Keyword placement & density best practices;
• Optimising images with proper titles and alt-text;
• User experience (UX) considerations, to make sure content was engaging and easy to navigate;
• Internal linking strategies to strengthen authority and interconnect relevant pages;
• Technical SEO improvements, such as meta descriptions or page speed optimisations.

This image is for illustrations purposes only. Of course we delivered it digitally! And yes, at the time, Silvestri® was Silvestri Consulting®, so we still sported our old logo.

We didn't rely on generic SEO templates. The guidance we provided was completely tailored, backed by our own experience, and aligned with the latest search engine algorithms studies.

After delivering these recommendations, we held a kick-off meeting to walk WellTax through the entire process.

Phase 3: Execution & Optimisation

From there, we implemented a continuous monitoring and refinement process.

Here's what we still do today:

• We track their keywords almost on a daily basis to assess their performance;
• We study new keyword opportunities based on the topics they want to talk about (our SEO strategy is content-first);
• We have quarterly meetings to analyse data, refine objectives, and pivot if necessary.

This iterative approach has been our key to sustaining long-term success with their strategy, and ultimately led us where we are now.

The Outcome

WellTax embraced our strategy wholeheartedly, producing high-quality, SEO-optimised content which quickly gained traction. No wonder that within months, they saw significant improvements in search rankings.

Today, they rank for dozens of competitive UAE-related keywords. But what’s even more remarkable is that Google recognises them as an authority in the Dubai taxation space, leading to inbound enquiries from all over the world.

WellTax currently ranks with approximately 1,500 keywords. While of course not all of them are in the top 3, quite a few are in the first page and attract high-quality leads and traffic.

This is a testament to the power of a collaborative SEO approach, one that combines research, content quality, and continuous optimisation. We are grateful to WellTax for their trust and commitment, which played a key role in achieving these results.

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