As an accountant, you probably know all about crunching numbers—but what about crushing local search? If you want to attract more clients, especially those in your area, mastering SEO should be a priority.
Whether you’re just getting started or looking to improve your online visibility, Search Engine Optimisation (SEO) is the key to ensuring local businesses and individuals can find you when they need accounting services.
Why Local SEO Matters for Accountants
Before we dive into specific tips, let’s quickly touch on why local SEO is essential for accountants. Unlike national or global companies, accounting firms typically serve a specific region. Whether you’re an independent accountant or part of a larger firm, your primary goal is to attract local clients who need help with taxes, bookkeeping, payroll, or financial advice.
When a potential client searches for “accountants near me” or “tax services in [your town/city],” local SEO ensures that your business shows up front and centre. Essentially, it’s about making sure you appear when your ideal client is searching for services you provide—right in your local area.
Optimise Your Google Business Profile
If you’re serious about boosting your local search presence, the first place to start is with your Google Business Profile (formerly Google My Business). This tool is free, easy to set up, and has a massive impact on how visible your business is in local search results.
Here’s how to optimise it:
- Fill out all the details – Make sure your business name, address, phone number (NAP), website, and hours of operation are accurate.
- Use local keywords – In your business description, include keywords like “accounting services” or “tax consultants in [town/city name]” to help Google understand what you offer and where.
- Get reviews – Encourage satisfied clients to leave positive reviews. A solid review profile not only boosts your local SEO but also builds trust with prospective clients.
Local Keywords: Know What Your Clients Are Searching For
Just like you’d optimise your client’s financial records, you’ll need to optimise your website with the right local keywords. Think about what potential clients in your area are typing into Google when they need accounting services. It’s probably something along the lines of:
- “Accountants in [your city]”
- “Tax preparation in [your town]”
- “Bookkeepers near me”
To harness the power of these keywords:
- Incorporate them naturally into your homepage, service pages, and blog posts. For example, if you’re based in London, you’d want to mention “accounting services in London” in strategic areas of your site.
- Don’t forget about your meta titles and descriptions—those short snippets that appear in search results. These should include your location and service type, too.
Pro tip: Use tools like Google Keyword Planner to see what local search terms are trending and which ones could bring in the most traffic.
Build Local Citations
Local citations are one of the most straightforward ways to boost your local SEO efforts. Citations are essentially online mentions of your business’s NAP—name, address, and phone number—on directories, websites, or local blogs.
Some of the most important platforms to get listed on include:
- Yelp
- Bing Places
- Local directories (specific to your region or industry)
Make sure your NAP is consistent across all citations—any discrepancies can confuse Google and negatively affect your rankings. Consistency is key!
Create Locally Focused Content
Writing content that speaks directly to your local audience is a smart way to crush local search. Not only does this help you connect with clients in your area, but it also signals to Google that your business is relevant for local searches.
Here’s how to create local content that resonates:
- Write blog posts about local tax regulations or business tips that apply specifically to businesses in your area. For example, a post titled “Tax Tips for Small Business Owners in Manchester” can grab the attention of local entrepreneurs searching for advice.
- Create case studies or client testimonials from local businesses or individuals. Highlight how your accounting expertise has helped clients succeed within your community.
- Engage with local events or charities, and write about it on your blog. If your firm sponsors a local charity run or event, be sure to mention it! It shows you’re involved in the community and enhances your local presence.
Leverage Online Reviews
As an accountant, trust is everything. Prospective clients want to know that they’re working with a professional who can handle their finances with care and expertise. Online reviews are an excellent way to build this trust while also improving your local SEO.
Here’s what you can do:
- Ask for reviews after completing a project, especially from long-term or satisfied clients. A simple follow-up email with a direct link to your Google Business Profile makes it easy.
- Respond to reviews—both positive and negative. When you engage with reviews, it shows you’re active and attentive. Plus, Google favours businesses that interact with their audience.
- Don’t ignore negative feedback. Address it professionally and offer to resolve any issues. A thoughtful response can turn a negative experience into a positive one.
Mobile Optimisation is a Must
It’s 2024—most people searching for local services do it from their smartphones. This means your website needs to be mobile-friendly. If potential clients land on your site and it’s slow, clunky, or hard to navigate, they’re likely to click away and go straight to your competitor.
Here’s how to make sure your site is optimised for mobile:
- Use responsive design so your site adjusts to any screen size.
- Make contact information easily accessible—your phone number should be clickable, and your address should link directly to Google Maps.
- Ensure fast load times—people won’t wait for a slow site, especially on mobile.
Conclusion
In a competitive market, mastering local SEO can be a game changer for your accounting firm. By optimising your Google Business Profile, focusing on local keywords, building citations, and leveraging reviews, you’ll position yourself as the go-to accountant in your area. And remember, creating local content that speaks directly to your target audience can set you apart from competitors.
Local SEO isn’t just about driving more traffic to your website—it’s about attracting the right traffic. It’s about connecting with businesses and individuals in your community who are actively searching for your expertise. And that, ultimately, leads to more clients and growth for your firm.