In today’s digital-first world, potential clients aren’t flipping through the phone book to find an accountant. Instead, they’re searching online – typing phrases like “accountant near me” or “tax advisor in Bristol” into Google. If your firm isn’t showing up in those results, you’re missing out on valuable leads.
That’s where local SEO comes in.
Local SEO (search engine optimisation) is the process of optimising your online presence for local searches. So, your firm will appear in search results when people in your area look for accounting services. Unlike traditional SEO, which focuses on ranking nationwide or globally, local SEO is all about visibility in your town, city or region.
This is especially important for accountants. Why? Most people looking for accounting services prefer to work with someone local – whether it’s for tax preparation, bookkeeping or business advice. Ranking well in local search results means more visibility, more website traffic and ultimately, more clients.
In this guide, we’ll walk you through everything you need to know about local SEO for accountants. From optimising your Google Business Profile to generating positive client reviews, you’ll learn the key steps to ensure your firm ranks highly in local searches and attracts the right clients.
Understanding local SEO: What it is and why it works
What is local SEO?
Local SEO is a strategy that helps businesses appear in search results for location-based queries. When someone searches for an accountant in their area, Google prioritises businesses that are nearby and relevant. This is why you’ll often see a ‘local pack’ – a box displaying three businesses on Google Maps – at the top of the search results.
For example, if someone searches “accountant in Manchester,” Google will show the top-ranking accounting firms in that area, along with their contact details, reviews and location on a map.
How local SEO helps accountants
Unlike national businesses that compete for rankings across the country, accountants typically serve clients within a specific geographic area. By focusing on local SEO, you can:
- Increase visibility – Appear in front of potential clients exactly when they’re searching for services you offer.
- Outrank competitors – A well-optimised website and Google Business Profile can help you rank higher than competing firms.
- Build credibility – A strong online presence, complete with reviews and local mentions, reassures potential clients that your firm is trustworthy.
- Drive more leads – When people searching for an accountant find your business easily, they’re more likely to get in touch.
Claiming and optimising your Google Business Profile
Your Google Business Profile (GBP) is one of the most powerful tools for local SEO. It’s the listing that appears when someone searches for your firm on Google or finds you on Google Maps. A well-optimised GBP can dramatically improve your chances of ranking higher in search results.
How to claim your Google Business Profile
If you haven’t already, follow these steps to claim your profile:
- Go to Google Business Profile Manager – Visit Google Business Profile and sign in with a Google account.
- Search for your business – If your firm is already listed, claim it. If not, create a new listing.
- Enter your details – Fill in your firm’s name, address, phone number and business category.
- Verify your business – Google may send a postcard to your address with a verification code, or allow you to verify via phone or email.
Optimising your Google Business Profile
Claiming your GBP is just the first step. To improve your local rankings, make sure you:
- Use the correct business name – It should match exactly what’s on your website and other listings.
- Ensure NAP consistency – Your name, address and phone number (NAP) must be the same everywhere online.
- Choose the right categories – Select relevant categories like “Accountant” or “Tax Preparation Service.”
- Write a compelling business description – Include your key services and location-based keywords naturally.
- Add high-quality images – Photos of your office, team and logo help build trust with potential clients.
- Keep your business hours updated – Include special hours for holidays or busy seasons.
Can anyone change my Google Business Profile?
A well-maintained GBP not only helps with rankings but also increases the likelihood that potential clients will choose your firm over competitors. But it’s important to note that anyone can suggest a change to your business listing. Google may also make changes itself based on information from other directories, a third-party source or edits from a Google user.
With this in mind, it’s a good idea to log into your GBP dashboard every month or so to make sure everything is still correct.
How to avoid GBP suspensions
Given the importance of Google to local SEO, it’s vital to avoid GBP suspensions. These can arise due to inconsistencies in business information, suspicious activities (like fake reviews) or any violation of Google’s guidelines. Read through the guidelines to ensure you’re familiar with what’s required – and what’s prohibited.
Website optimisation for local search
Your accounting website is the foundation of your online presence, and optimising it for local search is crucial. A well-structured, fast-loading and locally relevant website helps Google understand your firm’s location and services. That makes it easier for potential clients to find you in Google’s organic results. With only 0.63% of searchers clicking on results on the second page, you can see how vital it is to get on that first page of results.
Related: Why Is My Website Not Ranking on Google?
On-page SEO best practices
On-page SEO refers to changes you make directly to pages on your site. To rank well for local searches, your website should include:
- Localised keywords – Use terms like “tax accountant in Bristol”, “small business accountant in Manchester” or “bookkeeping services in Leeds” naturally throughout your content.
- Optimised title tags and meta descriptions – These are the snippets that appear in Google’s search results. For example:
Title tag: Expert Accountants in Bristol | Tax & Bookkeeping Services
Meta description: Looking for a trusted accountant in Bristol? We help businesses with tax, payroll and bookkeeping. Contact us today for expert advice.
Relevant keywords in title tags can help pages rank well, while keywords in your meta description will be shown in bold text if they match a user’s search – which can improve click-through rates. - H1 and subheadings with location-based keywords – Use headers like:
- Why Small Businesses in Edinburgh Need an Accountant
- How to Reduce Your Tax Bill in Cardiff
- Google Maps embed – Adding a Google Map with your office location improves user experience and signals to Google that you’re a local business.
- Internal linking – Link to other relevant pages on your website, such as service pages or blog posts about local accounting issues.
Technical SEO improvements
This is all about the backend of your site. Google favours websites that are fast, secure and easy to navigate. To improve performance:
- Ensure mobile-friendliness – Many clients will search for your firm on their phone, so your website must display properly on all screen sizes.
- Improve page speed – Use tools like Google PageSpeed Insights to check your site’s loading time and make necessary optimisations.
- Use schema markup – Adding LocalBusiness schema markup helps Google understand key details about your firm, such as your address, opening hours and services.
Creating localised content that attracts clients
Publishing high-quality content tailored to your local audience helps establish authority and improve search rankings.
What kind of content works for local SEO?
- Blog posts targeting local search queries
- “How to Choose the Right Accountant in the North East”
- “The Best Small Business Tax Deductions in Cornwall”
- “Filing Self-Assessment Tax Returns in Sheffield”
- Case studies featuring local businesses
- Highlight how your firm has helped local clients with their finances.
- Use real data to demonstrate success, such as tax savings or financial growth.
- Local news and industry updates
- Cover legislative changes affecting businesses in your area.
- Offer expert insights on tax regulations or accounting updates relevant to your city or county.
- Service pages tailored to multiple locations
- If you serve multiple areas, create individual pages like “Accountants in Manchester”, “Accountants in Leeds” and so on.
- Include client testimonials from those regions to build trust.
How content helps your SEO
Google rewards websites that provide useful, relevant and engaging content. By consistently publishing localised blog posts, case studies and guides, you can:
- Increase your chances of ranking for local search terms
- Build credibility and authority in your industry
- Attract backlinks from local businesses and news sources
The power of online reviews & reputation management
Reviews play a massive role in local SEO. Not do they improve your ranking, but they also instill trust in your firm from potential clients. A GatherUp survey found that 85% of customers feel a degree of trust in online local business reviews.
Why reviews matter for accountants
- Google prioritises businesses with strong ratings – The more positive reviews you have, the more likely your firm is to appear in the Google local pack.
- People trust online reviews as much as personal recommendations – A five-star rating builds credibility.
- Reviews influence conversion rates – A potential client is far more likely to contact a firm with glowing testimonials.
How to get more reviews
- Ask happy clients directly – After completing work for a client, ask them to leave a review on Google or Trustpilot.
- Make it easy – Send clients a direct link to your Google review page.
- Offer incentives (ethically) – While you can’t buy reviews, you can encourage clients with small gestures, such as a free consultation or a discount on future services.
- Respond to every review – Thank clients for positive feedback and address negative reviews professionally to show that you care about client satisfaction. Responding to local business reviews is seen as part of providing good customer service, according to 92% of GatherUp respondents.
Don’t resort to fake reviews!
Whatever you do, you should avoid adding fake reviews or paying agencies to do so. Google is cracking down on fake reviews, with warning alerts threatened for businesses that aim to manipulate their star ratings. It could cause long-term or even irreparable damage to your reputation and your local SEO efforts.
Learn more in our guide to reputation management for accountants.
Building local citations and listings
Local citations are online mentions of your accounting firm’s name, address and phone number (NAP). Consistent and accurate citations across various directories help search engines verify your firm’s legitimacy, improving your local SEO rankings.
Where to list your accounting firm
To strengthen your online presence, ensure your firm is listed on:
- Google Business Profile (the most important listing)
- Yelp
- Thomson Local
- Yell.com
- Bing Places for Business
- Facebook Business Page
- Industry-specific directories such as ICAEW, ACCA or AAT directories
- Local chamber of commerce or networking groups
Best practices for local citations
- Keep your NAP details consistent – Your business name, address and phone number should match exactly across all platforms.
- Complete every listing – Fill out as many details as possible, including services, opening hours and links to your website.
- Update listings regularly – If you change your phone number, address or services, update your listings immediately to avoid confusion.
Having consistent and well-maintained citations improves your local SEO performance and makes it easier for potential clients to find and trust your firm.
Leveraging social media for local engagement
Social media isn’t just for global brands – it’s a powerful tool for accountants to connect with local clients and boost their local SEO presence.
How social media impacts local SEO
- Builds brand awareness – Regular posts keep your firm top-of-mind for local businesses and individuals.
- Increases engagement – Likes, shares and comments show Google that your firm is active and relevant.
- Drives traffic to your website – Posting valuable content encourages people to visit your site, increasing your rankings.
- Strengthens local connections – Engaging with other local businesses and clients fosters trust and credibility.
Best social media platforms for accountants
- LinkedIn – Ideal for B2B marketing and networking with business owners.
- Facebook – Great for community engagement and sharing updates.
- Instagram – Useful for branding and showcasing your firm’s personality.
- X (formerly Twitter) – A good place to share tax updates and quick tips.
What to post on social media
- Local tax deadlines and reminders
- Accounting tips and FAQs for small businesses
- Case studies and client success stories
- Behind-the-scenes office updates
- Engagement with local events or charities
For more, take a look at these 25 social media ideas for accountants!
By posting consistently and engaging with your audience, you can establish your firm as a trusted resource in your local community.
Local link building: How to earn authoritative backlinks
Backlinks are a critical ranking factor for SEO. Put simply, this is when other websites link to yours. For accountants, local backlinks can boost your credibility and improve search rankings.
How to get local backlinks
- Get featured in local news – Offer expert financial insights or comment on tax law changes.
- Join local business directories – Being listed in reputable directories improves trust and rankings.
- Collaborate with other local businesses – Partner with law firms, estate agents or financial advisors for mutual backlinks.
- Sponsor local events – Many community events and charities offer website backlinks to sponsors.
- Write guest articles – Contribute financial advice articles to local blogs or business websites.
Each quality backlink signals to Google that your firm is an authoritative local business, helping improve your search visibility.
Tracking & measuring your local SEO success
Improving your local SEO is an ongoing process, and tracking your progress is essential to understanding what’s working and where you need to improve.
Key metrics to track
- Google Business Profile Insights
- How many people viewed your profile
- How many clicked your website link
- How many requested directions or called your office
- Google Analytics
- Total website traffic and traffic from local searches
- Bounce rate (how quickly visitors leave your site)
- Top-performing pages and blog posts
- Google Search Console
- Which keywords your firm is ranking for
- How many impressions and clicks your website gets
- Any technical SEO issues affecting your rankings
- Online reviews & reputation
- Your Google star rating
- The number of new reviews received
- How quickly you respond to client feedback
By regularly reviewing these metrics, you can refine your local SEO strategy and make data-driven improvements.
Related: 5 Digital Marketing KPIs Your Accountancy Firm Should Track
Getting started with local SEO for your accounting firm
Local SEO is one of the most powerful ways for accountants to attract more clients and grow their businesses. By optimising your Google Business Profile, improving your website, publishing valuable local content and engaging with your community, you can increase your firm’s visibility and stand out from the competition.
But local SEO isn’t a one-time task – it requires ongoing effort and attention. Search trends change, competitors update their strategies and Google regularly tweaks its algorithm. To stay ahead, accountants need to continuously refine their approach.