Don’t obsess over highly-competitive single words or phrases in a bid to rank number 1 – for starters, cramming in the word “accountant” onto every page of your website in the hope of ranking number 1 for the search term [accountant] will not work – Google will see this as keyword stuffing and actually penalise your site. It’s far better to study the words and phrases that users actually type in to Google. You can do this through Google’s own keyword tool at https://adwords.google.com/
For example, data for the term [accountant] reveals that it is indeed a popular search phrase. Without doubt it’s worth creating pages of content that include the term [accountant] but this simple research also shows that by creating additional content that focuses on [accountants], or [accountancy] together with specialist pages containing specific content on [tax accountants] and [accounting services] your pages will appeal to a much larger amount of search traffic; i.e. those users who are searching for derivatives of the word accountant and words relating to the topic or service. So you might not achieve the top position for [accountant], but you’ll be receiving lots of qualified traffic who are interested in your specific accountancy services, rather than unqualified traffic who may or may not have been looking to hire your firm.
