Often, before asking for referrals, your potential clients look for accounting services online. This is why you need to consider SEO and link building for accountants.
SEO (Search Engine Optimization)? Isn’t that dead? Isn’t GEO (Generative Engine Optimization) the new shiny thing?
SEO is GEO, and vice versa. And it is key to:
- Rank your website higher in search engine results pages
- Attract the right leads
- Ultimately, grow your accounting firm
In this guide, we’ll walk you through how to get started with accounting SEO. Everything you need, starting from keyword targeting to link building, is here.
💡Have a good grasp on the basics, but only here for backlink services for your accounting website? Check out our SEO services, particularly the guest post links and niche edits.
Why SEO and link building for accountants shouldn’t be ignored
TL; DR:
| Benefit | Why it matters for accountants |
|---|---|
| SEO improves visibility | Helps your firm show up in Google when clients search for accounting services. |
| Link building builds trust | Backlinks from authoritative sites boost your credibility and rankings. |
| Local SEO drives local leads | Optimizes your presence in map packs and “near me” searches. |
| It’s a long-term strategy | Builds consistent traffic and leads without relying on paid ads. |
More clients are searching online
Whether someone needs help with tax filing or small business bookkeeping, they’re likely starting their search on Google. If your accounting firm’s website doesn’t appear in those results, you’re missing out on valuable leads.
SEO puts you where clients are looking
SEO helps your site rank for relevant keywords that your ideal clients are typing in. Want to show up for “CPA services near me” or “accounting services for freelancers”?
You need a solid SEO strategy in place!
Link building builds authority
Link building helps you rank higher on search results. But it does something better: it builds trust. When other reputable websites link to your content, Google sees your site as more authoritative. This boosts your rankings and credibility with potential clients.
Local SEO helps you compete
For firms serving a specific city or region, local SEO helps you appear in map listings and local searches. Combine that with content that answers client questions, and you’ll have a competitive edge in your area.
SEO is a long-term growth engine
Strong SEO efforts aren’t a one-time fix. But over time, the results compound. Your firm attracts the right traffic, generates leads consistently, and grows without relying solely on ads or referrals.
Understanding search intent & choosing relevant keywords
TL; DR:
| Concept | Why it matters for accounting SEO |
|---|---|
| Search intent | Aligns your content with what potential clients are actually looking for. |
| Relevant keywords | Help your site rank for the terms your audience uses (not just industry jargon). |
| Long-tail keywords | Bring in more qualified traffic with higher conversion potential. |
What is search intent (And why accountants should care)?
Search intent is the “why” behind a search query.
Is someone looking to hire an accountant, get tax tips, or compare service providers? Understanding then helps you create content that matches what your audience seeks.
For example:
- “Best accounting software” = research intent
- “CPA near me” = purchase intent
- “How to write off business expenses” = informational intent
Your chance of ranking and converting is green when your articles match searchers’ intent.
How to identify relevant keywords
Use tools like Google Keyword Planner, Ahrefs, or Ubersuggest. They are super effective for keyword research. And while you’re at it, think beyond generic terms like “accountant.”
Research these instead:
- Small business tax accountant in [City]
- Freelancer bookkeeping services
- When are quarterly taxes due?
These keywords better reflect what your future clients are searching for.
Use Long-tail keywords for higher conversions
Short keywords get more traffic, but long-tail keywords (3–5 words or more) bring in visitors with clear intent.
For example:
- Someone searching “LLC accountant for startups in Denver” will likely be a client.
- Someone Googling “accountant” is probably looking up the spelling or meaning of the word.
Local keyword variants are a must
If you offer location-specific services, include the neighborhood in your keywords. State-based keywords (e.g., “tax prep in Phoenix” or “bookkeeping services Brooklyn”). These local SEO terms help you show up in local packs and drive nearby leads.
On-Page SEO for accountants: Get the basics right
TL; DR:
| Element | Why it matters |
|---|---|
| Meta descriptions | Improve click-through rates by summarizing your page in search results. |
| Header/title tags (H1, H2, etc.) | Help organize your content for readers and Google. |
| Internal linking | Guides visitors and spreads SEO value across your site. |
| Optimizing existing content | Increases traffic by improving what you already have. |
Start with clear Meta descriptions
Your meta descriptions don’t directly impact search rankings. But they can influence clicks.
As a rule, a good description clearly explains what the page is about and includes a relevant keyword. Example:
- Looking for small business tax help in Austin? Our CPA firm offers expert support and fast filing.
Keep it under 160 characters and make it compelling.
Use header tags to structure your content
Use H1 for the main title, H2 for core sections, and H3s or H4s for subpoints. These headings help search engines understand the structure of your content. Plus, they make your content skimmable for readers.
💡 Pro tip: Include accounting SEO keywords in headers when it fits.
Optimize existing content first
Before creating new blog posts or service pages, optimize existing content. That includes:
- Updating outdated information
- Adding new internal links
- Improving readability
- Inserting relevant keywords when they fit
Refreshing what you already have can lead to quick SEO wins.
Add internal links to keep visitors moving
Linking between related pages keeps visitors on your site longer.
For example, you can link from:
- “Bookkeeping Services” to “Small Business Tax Planning”
Also, internal links help Google discover more of your pages. It’s a win-win.
Using schema markup to improve visibility in search
TL; DR:
| Types | Why it’s useful for accountants |
|---|---|
| Schema markup | Add extra information (like reviews, services, and FAQs) to your listings in search results. |
| Rich results | Help your accounting firm stand out in search with ratings, location, or FAQs shown directly in Google. |
| LocalBusiness schema | Tell Google your firm is a trusted local provider — great for local SEO. |
What is schema markup?
Schema markup is a bit of code you add to your website to help search engines understand your content better. It doesn’t change what visitors see. But it can lead to rich results in Google. Think of results like star ratings, address info, service lists, and FAQs.
Why schema matters for accountants
When potential clients search for an accountant, they’re likely comparing multiple firms. Rich snippets can make your listing more noticeable and trustworthy by showing:
- Client reviews
- Your business location
- Services offered
- Pricing info (if included)
This extra context can improve your click-through rate, even if you’re not in the #1 spot. Schema makes all that possible.
Key schema types for accounting firms
Here are the most useful ones for your SEO:
- LocalBusiness: Ideal for firms targeting specific cities or regions.
- Service: Lists the services your firm provides, like “Tax Planning” or “Bookkeeping.”
- Review: Showcases client testimonials or ratings.
- FAQ: Displays question-answer pairs right on the search results page.
You can use tools like Google’s Structured Data Markup Helper to get started. It requires no coding expertise.
Schema is a trust signal
While schema doesn’t directly impact your rankings, it improves visibility and builds trust. Those two alone give you a leg up in local and organic search.
How to build backlinks to your accounting firm’s website
TL;DR:
| Tactic | Why it works |
|---|---|
| Guest posting | Share insights on industry blogs and get a backlink in return. |
| Local directories | Get listed in relevant, high-authority directories to boost local SEO. |
| Client testimonials | Offer reviews to tools or services you use in exchange for a backlink. |
| Link-worthy content | Create useful guides or templates that other websites want to reference. |
Why backlinks matter
Backlinks (links from other sites to yours) are like votes of confidence to Google. The more quality backlinks you have, the more authoritative and trustworthy your site looks. Ultimately, this gets your web pages higher rankings in search results.
That said, let’s discuss the 4 easy ways to build backlinks for your accounting firm’s website.
1. Guest posting on relevant sites
Reach out to blogs or websites in small business, finance, or local news with article ideas (e.g., 5 Tax Tips for Freelancers). Include a short bio or link back to your site. This builds both links and authority.
2. List your firm in high-quality directories
Submit your business to accounting and local SEO directories like:
- Yelp
- Google Business Profile
- Clutch
- CPA-focused directories.
Note: Ensure your business name, address, and phone number (NAP) are consistent across all listings.
3. Use client testimonials to your advantage
Offer short testimonials to the software you use (like QuickBooks or payroll services) and ask for a backlink in return. It’s a win-win: they get social proof, and you get a high-authority backlink.
4. Create link-worthy content
Other sites are more likely to link to yours when you publish unique, valuable content (e.g., A Free Quarterly Tax Calendar for Small Businesses).
Consider:
- Checklists
- Templates
- Local tax guides
- Industry benchmarks
This also helps with your SEO strategy by building trust and brand recognition.
Tracking and improving your SEO efforts over time
TL; DR:
| What to track | Why it matters |
|---|---|
| Keyword rankings | See how well your content performs for relevant terms. |
| Organic traffic | Measures how many people find your site via search. |
| Conversion rates | Tracks how many visitors actually become leads or clients. |
| Backlink growth | Monitors your website’s authority and link-building progress. |
Don’t “set it and forget it”
SEO is an ongoing effort. Algorithms change, competitors publish quality content, and keywords evolve. You must check in regularly and adjust your strategy to keep your rankings (and leads).
Track these metrics monthly
Use free or affordable tools like Google Analytics, Google Search Console, or Ahrefs to monitor the key performance indicators below:
- Search engine rankings: Are you climbing for your target keywords?
- Organic traffic: Is it trending up or flatlining?
- Top-performing pages: Which blog posts or service pages are getting the most views?
- Conversion rate: Are your visitors turning into clients or bouncing?
This data shows where your SEO strategy is working and where it needs help.
Refresh underperforming pages
You can always fix pages that aren’t ranking or converting well. Try:
- Updating the title and meta description
- Rewriting content to better match search intent
- Adding or adjusting relevant keywords
- Improving internal links or page speed
Start with pages that already have traffic; even the minutest improvements here can have the most felt impact on your organic search results.
Check on your backlinks
Use tools like Ahrefs or SEMrush to monitor:
- How many sites are linking to you?
- Which pages are they linking to?
- Are the links from credible sources?
If you notice spammy or irrelevant links, disavow them. This will safeguard your domain authority.
Keep a monthly SEO report
Either with a spreadsheet or a tool dashboard, log your accounting firm’s SEO progress. It helps you stay accountable and spot long-term trends. While at it, track what’s working and double down on it.
Conclusion: Bring all your accounting SEO efforts together
SEO for accountants isn’t a trick. It means showing up when clients search for help, which involves targeting the right keywords, optimizing your site, and building authority with backlinks and local signals.
If you’re short on time, SERPReach can help. We build quality backlinks and SEO strategies for accounting firms.
Parting advice?
Refresh your content, add schema, and build links. Stay consistent, and your rankings on Google search results will improve—as well as on other search engines.
For issues on technical SEO elements (such as site speed), consider help and a full site SEO audit.
