Accounting Social Media Marketing: Is Your Website Provider Posting the Same Articles for All Clients and Putting You at Risk for Duplicate Content?

Many accounting firms sign up for “done-for-you” website and social media packages thinking they’re getting unique, professional content that will help them rank higher on Google and attract new clients. Unfortunately, what you may actually be getting is the exact same articles, blog posts, and social media updates that hundreds —or even thousands —of other firms are posting.  To Google, this is spam and they hate spam.  

This practice doesn’t just water down your marketing; it can actively harm your search engine visibility.

1. The Duplicate Content Problem

Search engines like Google want to deliver the most relevant and original information to users. When they encounter the same article repeated across hundreds of websites, they often:

• Show only one version in search results (and it may not be yours)

• Lower the ranking of duplicate pages to avoid cluttering results

• Reduce the overall authority of sites that rely heavily on non-original content

If your accounting firm’s blog is filled with generic, syndicated posts that appear word-for-word on dozens of other CPA websites, you’re essentially invisible in organic search.

2. Why It Happens in the Accounting Industry

Several website providers for accountants operate on a “content library” model. They write a batch of general articles—tax tips, year-end reminders, small business advice—and push them out to every client’s site and social media feed.  In other words, they use the exact same article for blog posts and email newsletters.  

While it’s easy and inexpensive, this approach has drawbacks:

• Your firm sounds exactly like your competitors

• You lose the ability to target niche keywords and local markets

• You miss opportunities to showcase your specific expertise and personality

• You risk Google ignoring your blog entirely because it sees no originality

3. How This Hurts Social Media Marketing Too

Duplicate content isn’t just a website problem—it affects social media as well. If your Facebook page, LinkedIn profile, and blog all post the same content for thousands of accounting firms, this is a problem and viewed by search engines as spam.  

4. What to Do Instead

If you want your content to boost SEO, attract followers, and position you as the go-to expert, it must be original and tailored to your audience. That means:

• Writing blog posts based on real client questions and challenges

• Creating videos or infographics that showcase your firm’s personality

• Targeting local keywords and issues relevant to your community

• Repurposing original content into social media posts, email newsletters, and lead magnets

5. The Bottom Line

When your website provider posts the same articles for every client, you’re paying for content that doesn’t help you rank, doesn’t engage your audience, and could actually harm your online visibility.

In a competitive accounting market, originality matters. By investing in unique, SEO-friendly content and personalized social media marketing, your firm can stand out from the cookie-cutter competition, attract more qualified leads, and build a stronger brand presence online.