SEO for Accounting Firms: A Guide for Busy Firm Owners
As an accounting firm owner, you’re no stranger to competition: Competition in services, competition in pricing, competition in talent, and now competition in visibility. With so many firms offering similar services, how can you differentiate yourself and attract the “right” clients? That’s where SEO for accountants comes into play, a powerful tool for increasing visibility, driving traffic, and converting leads to long-term clients.
With over a decade of experience building a $100+ million company and working with over a thousand accounting firms worldwide, I’ve had a front-row seat watching how SEO can drive sustainable growth. In this blog, I’ll share what I’ve found to work—because, let’s face it, the accounting industry is competitive, and you need every advantage you can get.
“But Nick, we’re too busy running our firms. How can you expect us to learn and implement all of this, can’t we just get someone?”
I hear you, and you can get a dedicated accounting SEO professional, but as firm owners, you keep a finger in every pulse of your accounting firm, including SEO, and that’s why we’ve broken this guide down to the essentials. If you’re interested in a full, comprehensive SEO for accountants guide, we’ve also attached a downloadable resource for you at the end, but until then, let’s get started.
Do Your Keyword Research
Imagine a small business owner typing “tax planning for small businesses” into Google. Will they find you, or will your competitor snatch that business? The first thing you need to focus on is keyword research. Understanding how clients search for accounting services can ensure they find you instead.
Start by using SEO tools like SEMrush or SurferSEO to find relevant accounting keywords. As a business, it’s important to focus on geo-targeted keywords based on your office locations or, if you don’t have a physical office, on the regions you serve and support. For example, “small business tax accountant in Boston” is far more targeted (and sometimes easier to rank for) than simply “accountant” or “accounting services.”
The goal here is not just to rank for any keyword, but to attract qualified leads or prospects at the bottom of the funnel. Once you identify these keywords, integrate them naturally into your website, blogs, and service descriptions. This ensures that when someone searches those terms in Google, your firm is among the first they see.
Create Content That Matters
After completing your keyword research, start creating valuable content around it. But don’t just pump out content to fill up your blog page—create content that answers your target audience’s questions and genuinely interests them. When people search for things like “how to file small business taxes,” they’re not just looking for information; they’re looking for someone who can help them solve that problem, and you should be there to answer.
High-value content helps your website rank higher on search engines, but more importantly, it sets you up as a trusted authority in the eyes of your potential clients. Consistently offering actionable advice and clear explanations of complex issues encourages clients to seek your services. It also encourages social shares, engagements, and increases time spent on your site—all critical factors for improving SEO.
“Consistency” is the operative word here. Regularly publish data-driven content that meets your audience’s needs and optimize each piece with the right keywords. Over time, this approach builds your authority and keeps your firm top-of-mind for potential clients.
On-Page Optimization
When people talk about SEO, ‘on-page optimization’ is one of those terms that gets thrown around a lot, but what does it actually mean?
In simple terms, on-page SEO refers to the elements on your website that you can directly control and optimize for search engines. Think of it like preparing your office for a new client meeting—you ensure everything is in the right place, your systems are running smoothly, and you’re ready to make a great first impression. That’s what on-page optimization does for your website, it makes sure it’s set up to perform its best, for both search engines and website visitors.
On-page SEO involves optimizing both the content (what people read) and the backend technical aspects (what search engines read) of your site. Let’s break it down a bit further.
Content Optimization: Delivering Value to Your Audience
First, you want to ensure your content is relevant, valuable, and structured in a way both readers and search engines can easily navigate. This means using the right keywords in a natural and informative way. Your content should aim to solve client problems, answer their questions, and provide clear CTAs.
Backend Optimization: Helping Search Engines Understand Your Site
Behind the scenes, there are crucial factors that help search engines like Google understand and rank your pages. These include:
Title Tags & Meta Descriptions – These are the snippets that show up in search results. A well-crafted title tag and meta description help your page rank and entice users to click. Include your primary keyword and keep it punchy. Here’s a great example from one of TOA Global’s articles:
Headings (H1, H2, H3) – Structured headings help users easily navigate your content and also signal to search engines what’s important. Your H1 tag should clearly describe the page’s main topic, while H2s and H3s break down subtopics to enhance both readability and SEO. Moreover, ensure you mention your primary keyword in some of the headings.
URL Structure – Clean, descriptive URLs that include keywords are essential for both users and search engines. For example, instead of something generic, customize your URLs and aim for something simple and specific.
It helps search engines understand the page’s content and users know what to expect.
Imagine At Text – Ensure the images on your site include descriptive alt text. This not only improves accessibility for visually impaired users but also provides search engines with context about the image. Plus, it offers another opportunity to include relevant keywords, enhancing your SEO.
User Experience (UX) Optimization: A Happy Visitor Is a Happy Search Engine
Google’s algorithms are increasingly putting focus on UX, which means the following factors play a crucial part in your rankings:
Website page load speed
Mobile friendliness
How easy it is to navigate
When visitors land on your site and leave immediately due to slow speed or poor navigation, it signals to Google that your page may not be the best result for future searches. By optimizing for UX, you encourage visitors to stay longer, interact with your content, and increase the chances of converting them into clients.
Local SEO – Dominating Your Service Area
Now, let’s talk about one of the most powerful aspects of SEO for accountants: local SEO. If your firm serves clients locally, most of your business likely comes from nearby companies and individuals. With 46% of Google searches including a local intent within them (searches that end with “near me” or a location), local SEO becomes a non-negotiable if you want your firm to stand out in the community.
Local SEO focuses on establishing your firm as the leading expert in your area. This involves making sure that when someone searches for “CPA near me” or “bookkeepers in [your city],” your firm ranks at the top of the results. Here’s how to achieve that.
Optimize Your Google Business Profile (GBP)
First, claim and optimize your Google Business Profile (formerly Google My Business). It’s like the modern-day Yellow Pages. When potential clients search for accounting firms in your area, your profile could be the first thing they see. It appears in the local pack (the map result below) and provides key information clients need to decide, such as contact details, hours, and reviews.
The stronger your online presence and the more positive reviews your profile has, the more likely you appear in the top searches.
Here are some essentials to keep your GBP optimized:
Accurate NAP
Your name, address, and phone number (NAP) should be consistent across the web, from your Google profile to your social media and website. Inconsistencies can confuse Google and harm your rankings.
Photos and Descriptions
Upload high-quality images of your business. Add a concise yet compelling, keyword-rich description of your services and why clients should choose you.
Reviews
Encourage your happy clients to leave positive reviews. Not only do reviews help with your ranking, but they also build trust with potential clients who may be seeing your firm for the first time.
Build Local Citations
Another way to dominate your local market is to show up everywhere. Get listed in places like Yelp and Apple Business Connect, and industry-specific directories like Clutch. These citations signal to search engines that your firm is legitimate and well-established in your area.
Tip: Just like with GBP, keep your NAP consistent across all platforms.
Get Involved in Your Community (Online and IRL)
Lastly, show your involvement in the local community. Engage in local PR and build backlinks by sponsoring events, partnering with complementary businesses, or contributing to community newsletters or blogs. The more you integrate your firm into the local scene, both online and offline, the more visibility you’ll gain in local search results.
Build Authority with Quality Backlinks
In the world of SEO, link building is the digital version of getting a referral or recommendation. It’s the process of getting other websites to link back to your site. These links are called backlinks, and they play a huge role in SEO because search engines view them as a vote of confidence.
When credible websites link to your content, it tells Google, “This site is valuable and trustworthy,” which can boost your search rankings.
TOA Global linking back to Topfirm
So how can you earn these backlinks?
Guest Posting
Reach out to industry blogs and websites that cater to your target audience. For example, if you can guest post on the blog of an established accounting software provider like QuickBooks, that’s huge! Offering to write guest posts can earn you backlinks while positioning you as an authority in your field. Plus, it’s a great way to share your expertise with a wider audience.
Collaborations
Partner with other businesses or professionals in complementary industries (e.g., legal firms, financial advisors, etc.). Cross-promoting content or offering joint webinars benefits your clients and generates backlinks from trusted sources.
Create Content Worth Sharing
At the end of the day, people link to useful content. Create detailed guides, infographics, or whitepapers that others in your industry will want to reference.
It’s all about establishing your firm as an industry leader that other professionals and websites look for insight and value.
SEO Is a Marathon, Not a Sprint
I’ve seen too many firm owners expect overnight results with SEO, only to become frustrated when things don’t change immediately. The truth is, that SEO for accountancy firms is a long-term investment. But if you put in the work, it pays off in spades.
To learn more about SEO for accounting and boost your firm’s online presence, check out SEMRush Academy for free step-by-step marketing courses to improve your search rankings, attract qualified leads, and grow your business. You’ll dive into the details—from using SEO tools for keyword research to mastering link building and everything in between.
