Case study
MaxMargin Accountants
From #1 in Williams Landing to Page 1 Across Melbourne's West
Sector
Accounting and tax
Market
Melbourne's west
Services
Website and SEO
Audience
Individuals, sole traders and small businesses
+101%
More searches on page 1
Year on year
#1
Tax Accountant Williams Landing
Google search
Top 10
for Accountant Near Me
Google search
516
Google reviews
On Google
About the client
About MaxMargin Accountants
MaxMargin Accountants is a CPA practice based in Williams Landing, in Melbourne’s west. Its registered tax agents and certified practising accountants look after tax returns, tax planning and advice, accounting and bookkeeping, GST and BAS, business structuring, start-ups and business planning.
The practice works with individuals, sole traders, partnerships, companies and trusts. Its clients run all kinds of businesses: tradies, cafes, medical practitioners, NDIS providers, online stores, property investors, and rideshare and taxi drivers.
MaxMargin doesn’t treat a lodged tax return as the end of the job. The team stays with a business from start-up through growth, and 516 Google reviews show how many local people have come back to say so.
We’ve worked alongside the MaxMargin team for nearly 10 years.
Our work
0108
A Look at
Our Work
for MaxMargin
The website
The MaxMargin Website
The website is where every search ends up, so we keep working on it. New pages, a redesigned blog, cleaner footer links and regular mobile checks.
Each service and each suburb has a clear page of its own. Someone in Tarneit or Point Cook lands on a page written for them, with the practice’s phone number and booking form close at hand.
Starting point
Where MaxMargin Started
MaxMargin already had what most practices spend years building: a loyal client base, a busy office and a name people recommend to friends. Locally, it held the top spot in Google for tax accountant searches in Williams Landing.
The next step was reach. People across Melbourne’s west search for an accountant every day, often by typing “near me” or their own suburb. Together with the MaxMargin team, we set out to put the practice in front of those searches too.
Goals
What MaxMargin Wanted From Search
- Keep the #1 spot for tax accountant searches in Williams Landing.
- Reach page 1 for the “near me” searches people use when they want an accountant now.
- Give each suburb across Melbourne’s west its own page, so Google could match local searches to the right one.
- Keep the website and Google Business Profiles fresh with content people actually read and watch.
The challenge
Ready to Be Found Beyond Williams Landing
Accounting is a crowded search. Plenty of practices across Melbourne want the same tax and accounting enquiries, and the busiest searches don’t name a suburb at all.
That’s the opportunity. Someone typing “tax agent near me” in Hoppers Crossing is ready to book. So is a sole trader in Truganina looking for help with a BAS. Google shows them the practices it trusts most for that search and that place.
Winning those searches takes more than one strong page. It takes a page for each place, fresh content Google can read, and active local listings that back it all up.
Strategy
The Strategy Behind the Results
Protect the home ground
Keep the Williams Landing homepage at #1 with ongoing on-page and keyword work.
One page for every suburb
13 landing pages, from Williams Landing and Melbourne to Point Cook, Tarneit, Truganina, Hoppers Crossing and Werribee.
Give people more to read and watch
More than 90 blog articles, service booklets and magazines, infographics, and service videos and reels on every landing page.
Show up on the map
Four Google Business Profiles optimised, with weekly posts and full service listings.
What we did
What We Did, Phase by Phase
The foundation
Phase 1 · Website and on-page SEO
Full SEO audits, on-page and meta optimisation, keyword work on every page, internal linking, a sitemap, and analytics and search tracking set up.
Growing the footprint
Phase 2 · Landing pages
13 landing pages covering Williams Landing, Melbourne and suburbs across the west, including Laverton, Point Cook, Werribee, Tarneit, Hoppers Crossing, Derrimut, Truganina, Seabrook and Wyndham Vale.
Ongoing
Phase 3 · Content
More than 90 blog articles on tax and business topics. Service booklets and magazines, infographics, and a service video with voiceover plus reels for every landing page. TikTok and YouTube channels set up to carry the videos.
Every week
Phase 4 · Local listings and the website
Four Google Business Profiles optimised with weekly posts, services and product listings. On the website: a redesigned blog, a new blog template, footer link updates and regular mobile checks.
Results
How the Rankings Moved
Average Google position
accountant near me
tax agent near me
accountants near me
Search terms on page 1 of Google
Average Google position
Up from 135, year on year
271
Search terms on page 1
Up from 37, year on year
51
Search terms in the top 3
Year on year, the number of search terms where MaxMargin shows on page 1 of Google doubled, from 135 to 271. The number in the top 3 grew from 37 to 51.
The average Google position climbed in every period we measured: #48.0, then #35.4, then #23.2. Year on year, that’s a 1.7X better average position.
The biggest moves came on the “near me” searches. “Accountants near me” climbed from #27 to #5. “Tax agent near me” went from #59 to #9.
Keywords
Where MaxMargin Ranks
| Keyword | Best result | Google appearances a month |
|---|---|---|
| accountant near me | Top 10 (#6) | 95 |
| tax agent near me | Top 10 (#9) | 89 |
| tax accountant williams landing | #1 | 51 |
| accountant williams landing | #1 | 50 |
| tax agent williams landing | #1 | 49 |
| accountant hoppers crossing | Top 10 | 43 |
| tax agent hoppers crossing | Top 5 | 42 |
| accountants near me | Top 5 | 37 |
Business outcome
What It Meant for the Business
Rankings matter because of who’s searching. Someone typing “accountant near me” or “tax agent hoppers crossing” usually needs help with a return, a BAS or a new business, and wants to talk to someone soon.
Every keyword in the table above is on page 1 of Google, and MaxMargin holds #1 for three of them in Williams Landing.
More of those searches now lead to MaxMargin’s own pages, where people can call the office or book a consultation. And when they check the practice out, 516 Google reviews are waiting for them.
2X
Search terms on page 1, year on year
8 of 8
Table keywords on page 1
516
Google reviews
Content
Content That Gives People More to Find
Search gets people to the door. Content gives them a reason to stay and a reason to trust what they read.
Working with the MaxMargin team, we’ve published more than 90 blog articles on the tax and business questions their clients ask. Each landing page carries its own service video and reels. Service booklets, magazines and infographics turn the practice’s know-how into something people can keep.
Four Google Business Profiles get fresh posts every week, so the practice stays active where local people search on the map.
90+
Blog articles published
13
Landing pages
4
Google Business Profiles optimised
Weekly
Google Business Profile posts
AI search proof
TBD
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Figures are rounded. Search results change, and every business starts from a different place, so your results will vary.
