Here are ten result pages that tend to rank highly. They include directories, local firm pages, and mid-to-large firms. For each, I’ve analysed On-Page & Content, Domain & Backlinks / Authority, User Experience, Local SEO, along with what they do particularly well and where there are opportunities.
| Rank | URL / Site | On-Page SEO & Content | Domain Authority / Backlinks & Trust Signals | User Experience (UX) | Local SEO & Geo Signals | Strengths & Gaps |
| 1 | GoodFirms — Top Accounting Firms in Johannesburg | Covers lots of “accounting firm in Johannesburg”‐type queries via directory format. Titles like “Top Accounting Firms in Johannesburg,” filters, lists; strong use of headings, firm profiles. | Strong domain for directories; many outbound/inbound profiles; lots of firms listed. The domain has existing authority as a review / marketplace site. | Easy to scan; many options; ability to compare; likely many internal links. UI likely fast and clean. | Good local relevance: firms in Johannesburg, filters by “Johannesburg” plus city names, regions; likely includes addresses in profiles. | Strengths: breadth; reviews; strong for discovery. Gaps: each firm profile may be shallow; users still need to click through to individual firm; less “deep content” for each firm. |
| 2 | Zuva Financial Services — “Accounting Firm in Johannesburg” | Very clearly optimised: “Accounting firm in Johannesburg” in headline and content; multiple services listed (accounting, payroll, secretarial, auditing, taxation etc.). FAQ section. | Moderate domain strength; likely relevant links; shows accreditations / registrations which help trust (SAIPA, SAICA, IRBA etc.). | Good UX: multiple service pages; contact info; quotes; structured content. Probably mobile responsive. | Strong local signals: mentions specific suburbs (Newtown, Rosebank etc.), physical address in Sandton, Gauteng. Geo references. | Strengths: very targeted; addresses SME needs; good local footprint. Gaps: might need more third-party review content; maybe further local landing pages per suburb; could improve schema / structured data. |
| 3 | Moore Johannesburg Inc. | Page dedicated to the Johannesburg office, with content about location, sectors served, staff, local credentials. The copy mentions “Parktown, Johannesburg”, “industry sectors in the biggest city…” etc. | Strong brand / firm name; Moore is part of a known network; likely many high authority backlinks; firm credentials recognised in the field. | Clean navigation; professional layout; staff bios; contact info; likely good trust signals; strong visuals and corporate messaging. | Good local SEO: physical address; office location; local telephone; “Johannesburg location” page. | Strengths: brand + local specificity; professional service range; likely exceeds expectations for bigger clients. Gaps: less “SME/fixed pricing” clarity; perhaps not as much content aimed at small/local business issues. |
| 4 | MMS Group – Audit, Tax, Advisory Specialists | Full range of services; content includes audit + tax + payroll + secretarial; the site has “Insights / Guides / News” resources too; service pages with details. | Well-established firm (since 1992), multiple offices; likely good backlink profile; domain trust. | Strong contact info; accessible service pages; calls to action; maybe case studies; clean layout. | Local presence in Gauteng & Western Cape; clearly services Johannesburg; telephone numbers; local contact points. | Strengths: experience; resource content; strong service breadth and trust. Gaps: may not use “accounting firm in Johannesburg” exact phrase everywhere; possibly less focused on small businesses; potential to improve local landing page specificity. |
| 5 | IAPA Johannesburg Chartered Accountants | Wide variety of accounting / auditing / advisory services; content states “Johannesburg Chartered Accountants (SA)”; authors/designations included. | Good domain; affiliations (SAICA, IRBA); recognized firm; likely many inbound links via partner / members network. | Good navigation; contact information; professional feel; listing of services clearly. | Local SEO: “Johannesburg” appears; physical presence; location, staff, addresses etc. | Strengths: trust; strong credentials; full suite of services. Gaps: maybe less content aimed at “why choose a local / SME firm vs large”; possibly less marketing/guide content; fixed-pricing transparency may be low. |
| 6 | The Beancounter SA | Content emphasises outsourced accounting, cloud accounting; very clear service focus; fixed/transparent fees; mentions SAIPA & SAICA accreditations. | Decent reputation; accreditations; niche in SMEs; likely inbound from clients using cloud accounting etc. | Clean, modern UX; focusing messaging; pricing transparency; likely good mobile experience. | Local targeting: SA firm; offers services across SA but emphasises Johannesburg clients; probably local testimonials etc. | Strengths: niche clarity; good trust; modern delivery. Gaps: maybe less coverage of audit or large corporate clients; perhaps fewer detailed case studies; possible to expand local landing pages per suburb. |
| 7 | Baker Tilly JHB | Very broad service list: audit, consulting, taxation, accounting, company secretarial etc.; strong “about us”; long history (“52 years”). | Big firm; global network; brand authority; likely excellent backlink profile; reputation strong. | Corporate / formal UX; lots of content; likely strong contact and staff info; resources; maybe less “light content” for SMEs. | Solid local presence; JHB office; likely strong local NAP, address, phone; probably handles clients locally and beyond. | Strengths: brand + credibility; broad coverage; depth. Gaps: might feel “big” / less personalized to small clients; may not use “accounting firm in Johannesburg” as landing page in some content; price transparency may be low. |
| 8 | Find An Accountant (Johannesburg) | Directory-style listings of individual accountants / firms; names of firms; makes it easy for users to see many options. | Domain authority lower than large firms but good for listings; many local firms listed. | UX depends; likely less content depth but good directory search / filtering; users can see multiple options. | Strong local relevance: focuses on Johannesburg accountants; often suburbs included; locality in listings. | Strengths: breadth; good for discovery; helps smaller firms show up. Gaps: less differentiating content; individual listings often have limited detail; weaker trust / accreditation info in some entries. |
| 9 | ProCompare — Top 20 Accountants Johannesburg | Lists of accounting firms; profiles; service summaries; “Top 20” framing gives social proof. | Directory / comparison; likely good traffic; many firms use it; some reviews. | Clean layout; ability to browse; likely contact / quote leads; multiple options. | Geo filtered by city; probably includes suburbs; addresses/contact for firms listed. | Strengths: good visibility; comparison utility; helps consumer choice. Gaps: again, shallow firm-level content; potential duplication; may not deeply engage with SME concerns. |
| 10 | PKF South Africa. | Strong “audit / accounting / advisory” content; resources; detailed service offerings; “About” pages; probably sector-specific info. | PKF is a well-known mid-tier network; good authority; many established clients; likely many inbound links. | Professional UX; downloads / FAQs; navigation; high quality visuals; staff/bios; contact info. | Has office presence; likely multiple branch pages; solid address/phone info; “South Africa” branding plus city presence. | Strengths: strong brand authority; quality content; credible network. Gaps: pages may be more general rather than hyperlocal; less “fixed pricing / small business” content; maybe less clarity for SMEs or startups. |
Common Patterns & Ranking Strategies
From the above snapshot, here are recurring signals / strategies that seem to help sites rank well for “accounting firm in Johannesburg”:
- Exact or close keyword matching in titles/H1/meta descriptions: phrases like “Accounting firm in Johannesburg”, “Johannesburg Chartered Accountants”, “Accountants Johannesburg”.
- Service breadth: firms that list multiple related services (audit, tax, payroll, secretarial, advisory) tend to do better. Depth of content helps.
- Trust & credentials: SAICA, SAIPA, IRBA registrations; years in business; staff bios; client testimonials. These improve perceived expertise and authority.
- Local signals: physical address in Johannesburg (and even suburbs), telephone numbers, local office pages. Using suburb names helps.
- Directories / listings: these aggregate many options, making them strong for discovery. Google seems to favour them for “best + city” queries.
- UX / content structure: clear service pages; FAQ sections; easy navigation; CTAs; responsive design.
Opportunities & Gaps You Can Exploit
Based on what top results are doing, here are areas where you (or any competing firm) can potentially get an edge:
- Hyperlocal Suburb Pages
Create content/pages for major suburbs (Sandton, Rosebank, Fourways, etc.) with specific neighbourhood references, local client cases, local reviews. - Transparent / Fixed Pricing / Packages
Many firms show services but fewer show pricing or fixed packages. That can help attract SMEs if you offer clarity. - Rich Content for SME Pain Points
Guides / FAQs oriented to small business challenges in Johannesburg: tax deadlines, compliance in Gauteng, small business audits, using cloud accounting, etc. This helps with long-tail and “informational” SEO. - Reviews / Testimonials
More visible client reviews on your own site + making sure Google Business Profile is well managed. Also external reviews or case studies. - Structured Data (Schema)
Using LocalBusiness schema, adding review schema, service schema etc., so Google better understands what you do and where. - Technical SEO & Speed / Mobile
Ensure fast loading, mobile responsive, good Core Web Vitals. Many directories do well here; local firm pages need to match.