SEO For Accountants

adventure tax

In the US alone, there are 25,000 people searching for “CPA Near Me” in Google every month. And 13,000 people searching for “Accountants Near Me”.

Despite thousands of people using Google to find accountants locally and internationally, hardly any accountants are doing SEO marketing (which is why I created this “SEO for Accountants” how-to guide).

Why? Because it’s hard to get right, and traditionally accountants have relied on word-of-mouth and practice acquisitions to grow their client base.

This means there’s currently a HUGE opportunity to get clients via Google.

It’s super exciting.

But— this opportunity won’t last forever.

SEO for Accountants: What Is SEO?

SEO stands for Search Engine Optimisation. Basically, it means creating blog and website content that appears in Google + Google Maps.

However, it’s easier said than done.

SEO is where you use specific keywords and place them strategically in your website, headings, images, URLs, and Google business listing. It’s also about getting links from authoritative websites (mostly done with guest blogging or podcast interviews).

In today’s digital world, most business owners go straight to Google to find an accountant.

They want to hire someone. They’re looking at reviews. They’re ready to buy.

The difference between SEO marketing and digital marketing for accountants, is that SEO is targeting people who want to buy.

People don’t go to Facebook or Instagram to buy stuff.

They go to Google.

And if you’re not doing SEO yet (or if it’s not implemented correctly) you could be missing out on hundreds of potential client enquiries.

Getting started with SEO doesn’t have to be complex.

When done correctly, you can attract more local and national clients, boost your online visibility, and get a steady flow of new clients.

And who doesn’t want that?

Why Most Accountants Don’t Do Marketing

Most accountants rely on referrals repeat clients.

While referrals can be great, they’re also unpredictable.

Relying solely on word-of-mouth can lead to inconsistent client flow, making it harder to predict revenues throughout the year.

Plus, you need to make sure that referrals > client burn rate.

Otherwise, you’ll be left with a shrinking client base.

Many accounting firms think SEO marketing is unnecessary or worry it’s too technical. Or they don’t have the time to do it (I totally get it—running an accounting firm take a lot of hours and hustle!)

By not doing SEO, accountants are limiting their potential business growth.

And the truth is….

SEO is the most reliable way to drive high-quality traffic directly to your website.

It’s more important than ever before.

It’s easy to get clients in Google, and I’m going to show you how.

Getting SEO wrong—or worse, ignoring it altogether, can lead to a range of problems:

Missed Enquiries: Potential clients search for accountants on Google every day, and if you’re not visible, or if you haven’t updated your Google Maps listing, your competitors are getting those leads (and I’m pretty sure you don’t want that).
Increased Marketing Costs Later: Without SEO, accounting firms often turn to expensive paid advertising or marketing agencies that charge $10-15k per month to catch up.
Lost Credibility: A limited online presence (or none at all) can make your firm look outdated and untrustworthy, especially to clients who value tech-focused, modern solutions.

In short, not having SEO means missing out on clients.

It leaves you vulnerable to business cycles and makes you dependent on external referrals.

The good news?

If you implement an effective SEO strategy, you’ll naturally get more word-of-mouth referrals (because you’ll have a larger client base and online audience).

So—I’m guessing you’re here because you want more client enquiries. Let’s explore the many wonderful benefits of SEO for accountants.

“We had almost no organic enquiries and had to rely on paid ads and lead generation. About two months in, we started seeing a steady flow of organic website enquiries that are easy for us to convert into clients. We’ve already made back the cost of Ellie’s services many times over.” Daniel, Oak & Meadow Accountants (Australia)

What is SEO?

SEO (Search Engine Optimisation) is a scientific, data-based process of improving your website so it ranks higher in search engine results (Google, Mozilla etc).

The main goal is to make your blog content and website more interesting and helpful for readers.

SEO for accountants means:

Increasing your visibility for relevant searches like “tax accountant Sydney” or “small business accounting advice.” This could be through blog posts or your Google Maps listing.
Bringing in quality leads who are actively searching for your services (and who are ready to buy). This leads to booked calls and a growing email list (who you can sell to later).
Establishing credibility as an expert and thought-leader in your industry, which boosts your backlinks and grows your website reach (leading to more clients down the track).

Benefits of SEO for Accountants

Investing in SEO can make a huge difference to your firm’s growth. It can take 3-6 months to start seeing results and takes an investment of time and money, like anything worth having in life.

You’re not going to put $1,000 into your super fund or 401k and expect to retire on it, right?

It’s the same with SEO.

To beat your competitors, you need to make regular “deposits” of time and money into building your SEO website content and client base.

Here’s why I recommend SEO for accountants:

Consistent Inbound Leads: SEO helps attract qualified clients who are actively searching for your services (like virtual CFO, tax agent, or business advisor).
Improved Local Visibility: Local SEO helps you rank for location-specific searches, such as “Accountant in Brisbane,” making it easier for nearby clients to find you.
Long-term Investment: Unlike ads that stop when your budget does, SEO continues bringing traffic to your website for months or even years to come (because website content and blogs last forever).

SEO is an asset. And it will pay in dividends for years to come when you do it right.

How Accountants Can Use SEO to Get More Clients

Want to start doing SEO for your business?

Here’s a step-by-step guide to set up an SEO strategy specifically for accounting firms.

Note: You don’t have to do this yourself—you can hire an SEO strategist to do it for you.

1. Research Your Target Keywords

The first step in any SEO strategy is finding the right keywords.

Keywords = the phrases that potential clients are typing into Google when looking for a product, service, or solution to a problem.

For accountants, common keywords include:

“Tax accountant [suburb]”
“Tax agent”
“Small business accountant [City]”
“Xero bookkeeper”
“Virtual CFO“

How to find accounting SEO keywords:

Use AHREFS to identify terms with high search volume. Type in a few keywords like “tax”, “accountant”, “xero”, “business advisor” etc.
Focus on long-tail keywords (3-4 words) that are more specific and less competitive.
Look for related keywords using the left side-bar.
Filter for keywords with a difficulty less than 30.
Think about your ideal client’s pain points. Keywords like “tax advice for freelancers” can attract very specific leads.
Once you’ve got a list of 300+ keywords, export them into Excel or Google Sheets and sort them into topics / locations / services. These will form the basis of your web pages and blogs.

2. Optimise Your Website Pages

Once you have your keywords, it’s time to add them to draft out your web pages and blog posts.

For example, you might create a list of service pages like:

Tax Agent
Business Advisor
Bookkeeper
Virtual CFO

These would be listed as separate pages in your website. They would form sub-headings under your menu tab “Services”.

Next, you’d do the same for the menu tab “Locations” (depending on which locations you want to target):

Tax Accountant Sydney / Central Coast / Melbourne
BAS Agent Brisbane / Perth
CPA New York / Washington / Chicago
Enrolled Agent California / Boston

Once you have your permanent services and location pages outlined, you want to add specific keywords to them.

Page Titles and Meta Descriptions: Include one set of keywords per page (one topic, service, or location keyword only). You can add them to the headings, title, meta description, URL, image alt tags, file names, and throughout the text. Yoast SEO can help guide you through this process (it’s a plugin for WordPress). This is called on-page SEO and it improves your chances of showing up in Google searches.

For example, for this article, I optimised it for the keyword “SEO for accountants”. Picking one main keyword per page (with 1-2 secondary keywords) is important. Otherwise Google won’t know what keyword you want to rank for.

Headings and Subheadings: Break up your content with keyword-optimised headings, bullet points, and short sentences. Make it easy for Google to understand what your page is about.

Content: Write high-quality, helpful content that naturally uses your keywords. Avoid “keyword stuffing,” which can hurt your rankings. Make sure it flows and reads well.

For Example: If you specialise in “tax accounting for small businesses,” you can create a service page titled, “Tax Accounting for Small Businesses” with informative content that addresses common tax issues.

Make sure your pages / posts are 1,000+ words. And also add internal and external links. Make sure your external links are to reputable sources (government websites or research journals).

3. Leverage Local SEO

For accountants, local SEO is essential. Here’s how to get more local clients:

Google My Business (GMB): You can set up and optimise your Google Maps listing with your services (hint: use service keywords in your description), business hours, and contact info. This helps you rank for local searches and show up on Google Maps.
Local Citations: Add your business to relevant directories like Yellow Pages and TrueLocal and any industry directories for accountants (for backlinks). Consistent citations build credibility with Google.
Client Reviews: Ask satisfied clients to leave reviews on Google. Recent, positive reviews boost your local rankings and help build trust.

Tell me more

4. Create Valuable, Targeted Content

Written content (like blog posts, PDFs, or ebooks) is one of the best ways to attract clients who need accounting help.

By sharing specific insights and expertise, you position yourself as a thought-leader and expert in the accounting space.

Here’s a few content ideas:

Tax Tips: You could post articles with tips for specific groups, like “Tax Tips for Freelancers” or “5 Tax Deductions Every Small Business Owner Should Know.”
How-To Guides: Create guides on processes like “How to Choose the Right Accountant for Your Business” or “What to Do Before Tax Season.”
Answer Common Questions: Address FAQs like “What records do I need to keep for taxes?” or “How often should I meet with my accountant?”

Consistent, high-quality content builds authority and increases organic traffic.

5. Build Backlinks to Your Site

Backlinks are links from other websites to yours. They’re one of Google’s top-ranking factors. Here’s how you can build backlinks for your website:

Guest Blogging: Write articles for small business websites or industry blogs that link back to your site. Make sure their domain ranking (DR) is 30+ if possible (higher DR is always better).
Podcast Interviews: Reach out to local business or accounting podcasts to be interviewed. When they publish the podcast, they’ll usually link to your business (if in doubt, ask them).
Networking: Connect with local businesses and partners who might link to your site in their resources section.
Local Directories: Submit your business to accounting-specific directories for added credibility and extra backlinks.

Create a Lead Magnet

While not a part of SEO, a lead magnet is a powerful tool for getting more email sign-ups and leads (who you can sell to later).

A lead magnet is a free resource you offer website visitors in exchange for their email address. It’s a great way to turn website visitors into warm leads.

Warm leads = people who are interested in your services. These leads are more likely to become clients in the future.

Creating an Effective Lead Magnet for Your Accounting Firm

Think about common challenges / pain points for your customers. Then create something that solves their problem. You want it to be high-value.

Tax checklists: A downloadable PDF with tax deduction ideas for small businesses or freelancers.
Free webinar: Offer a short, free webinar to help business owners cut unnecessary expenses and get more tax deductions.
Mini e-book on financial basics: Create a guide on topics like “Top 10 Tax Deductions for Small Business Owners” or “Essential Financial Tips for Freelancers.”
Financial Health Quiz: Develop a short online quiz that helps people assess their financial position. Finish with an option to receive tips or advice from your firm. There are plenty of quiz software programs out there to make it easy for you (quizzes are a popular lead magnet tool).
Free Initial Consultation: Offer a free, 30-minute consultation call, which gives potential clients a taste of your services.

How to Set Up Your Lead Magnet

Create the Content: Start with a simple, high-value resource. Make it easy to read, visually appealing, and branded with your firm’s colours and logo. It’s likely to be a downloadable item (PDF) or a link-based item (quiz, webinar).
Add an Email Signup Form to Your Website: Set up a form where visitors can submit their name and email to download the lead magnet. You can deliver the download automatically via your email software.
Use a Call to Action (CTA): Place the form on your homepage, relevant blog posts, and service pages with a clear CTA like “Download Your Free Tax Checklist” or “Get Your Financial Health Score.”

Just remember to keep it short, actionable, and packed full of value.

More value = more likelihood of them booking a call.

Build an Email List

Once you have a lead magnet, the next step is to build an email list and start emailing these new leads.

Email marketing is a great way to stay top-of-mind, build trust, and provide ongoing value to potential clients, turning them from leads into long-term clients.

Very few accountants send emails or have an email list.

So if you do send emails—you’ll destroy the competition.

Why Email Marketing Works for Accountants

Email marketing allows you to:

Build Trust: Regular, helpful content positions your firm as a trusted expert.
Nurture Leads Over Time: Not everyone is ready to hire an accountant immediately. Email keeps you connected with people who may need your services in the future.
Share Updates and Services: New tax laws, important deadlines, or changes in services are easy to communicate via email.

How to Build and Engage Your Email List

Use an Email Marketing Platform: Choose a platform like Kit, Mailchimp, or ActiveCampaign to manage your email list and automate campaigns.
Send an Automated Welcome Email: As soon as someone downloads your lead magnet, send an automated warm welcome email thanking them and explaining what they can expect from future emails (you could even have a “welcome” sequence of 5-7 emails introducing them to your firm).
Create a Content Calendar: Plan a mix of useful content and updates to send your list. This might include:
- Monthly Tax Tips: Helpful tax advice for business owners, freelancers, and individuals.
- Industry News: Summarise tax law changes, financial updates, or budget announcements.
- Blog Post Updates: Whenever you post a new piece of content (like a blog post)—email your list about it. Post a snippet, with a link to “read more”.
- Seasonal Reminders: Send reminders before tax season, financial year-end, or quarterly deadlines.
- Client Success Stories: Showcase real-life examples of clients who’ve benefited from your services.
Include a Call-to-Action (CTA): At the end of each email, encourage readers to contact you for a free consultation or to read your latest blog post.

Creating Value-Driven Email Content

Your email list is a valuable asset. Your readers’ time is limited. To make the most of it:

Be Consistent: Send regular emails—weekly, biweekly, or monthly—depending on your content schedule.
Provide Real Value: Focus on what your audience needs, not just promotions. By consistently delivering value, you keep your readers engaged and happy.
Optimise for Engagement: Use short subject lines, helpful tips, and include links to your website, blog, or social channels to increase engagement.

Putting It All Together: Building a Sales Funnel

Writing blog posts, creating a lead magnet and building an email list all work together as part of a sales funnel.

Here’s how it works:

Blog Posts: Write SEO-optimised blog posts and website content that ranks in Google, drawing people to your website.
Lead Magnet: Offer a helpful resource, like a “Top 10 Tax Deductions For Businesses in 2024” to encourage email sign-ups.
Email Signup: Visitors exchange their email for the free guide and are added to your email list.
Welcome Email: A friendly introduction email lets new subscribers know they’ll receive regular insights from your firm.
Ongoing Nurturing: Send useful content, client success stories, tax tips, and service promotions through your email list.
Convert Leads to Clients: Add a CTA to each email encouraging readers to book a consultation or check out your latest blog posts.

When you do this, you’ll have a steady stream of engaged prospects. They’ll trust your firm before they even contact you, making them more likely to become long-term clients.

Pretty cool, right?

SEO For Accountants: Real Results

To show the power of SEO for accountants, I’ve included a couple of examples from clients who achieved significant results.

281% Traffic Increase in 6 Months

One of my clients (a mid-size accounting firm in the US) struggled to generate leads outside of referrals and Google Ads.

I focused on writing blog posts targeting specific accounting keywords like “dental CPA” and “retirement strategies for businesses”.

In doing so, their organic traffic almost tripled in 6 months (which resulted in a lot of additional client enquiries).

Now—50% of their new clients come from website enquiries.

5+ New Enquiries Per Month

A start-up Australian accounting firm wanted to attract more high-value clients. I did a full SEO strategy for them, with keyword research, blog topics a Google Maps listing, and website audit. Within 2-3 months:

They started receiving 5+ new client enquiries every month.
Their website visits doubled, with all of their new traffic coming from Google search + Maps.

Get More Leads + Clients

Investing in SEO for your accounting firm isn’t just about getting more web traffic.

It’s about getting qualified business enquiries, building your credibility, and increasing your client base.

SEO can bring in high-quality, consistent leads from people actively searching for your services or an accountant in your specific area.
Focus on local SEO to ensure nearby clients can find you.
Create valuable content to position yourself as a go-to resource and expert.
Build your online reputation with backlinks and client reviews.

Ready To Get Started?

SEO is a powerful strategy, and the long-term benefits are definitely worth it.

By taking these steps (or hiring an SEO strategist to do it for you) your accounting firm can stop depending on word-of-mouth referrals and enjoy the boost in growth that comes from a strong online presence.

Contact us today for a free marketing strategy session.