The Ultimate Local SEO Guide for Accountants (Step-by-Step)

Last updated Nov. 17, 2024

Written by Iftekhar Chowdhury. In collaboration with oDeskStudio

Here’s the deal: 97% of people search online to find local services. And when someone Googles “accountant near me,” do you know who they pick?

The first accountant they see.

In fact, 46% of all Google searches are local. If your accounting firm isn’t showing up in the local search pack (that golden box of the top 3 results), you’re invisible to most potential clients.

Let’s fix that.

Step #1: Master Your Google Business Profile (GBP)

The fastest way to rank locally? Optimize your Google Business Profile (GBP). Think of it as your online storefront. If it’s incomplete or inaccurate, you’re leaving money on the table.

Here’s what to do:

NAP Consistency: Ensure your Name, Address, and Phone number are identical across your GBP, website, and directories.
Categories Matter: Select categories like Tax Preparation Service or Bookkeeping Service. These act as SEO signals for Google.
Add Killer Photos: High-quality images of your office, staff, and even client success stories (if possible).
Post Weekly: Sarah from Atlanta started posting tax-saving tips on her GBP weekly. Her profile views shot up by 87% in three months.

Pro Tip: Use tools like Whitespark to track your GBP’s rankings and see what’s working.

Step #2: Use Reviews to Build Trust (and Rankings)

Fact: 88% of people trust online reviews as much as personal recommendations.

Google also weighs reviews heavily in ranking your GBP. That means the more (positive) reviews you have, the better your chances of showing up in the local pack.

How to Get Reviews (Without Being Pushy):

Ask Immediately: After a successful tax season or audit, request a review.
Make It Easy: Use a link shortener like Bitly to send clients directly to your review page.
Automate It: Tools like Podium or BirdEye make review requests seamless.

Sarah implemented these tactics and saw her average rating climb to 4.9 stars. Her GBP calls doubled in a month.

Step #3: Local Keyword Research for Accountants

Here’s where most accountants mess up: they go after broad keywords like “accounting services” or “CPA firm.”

Big mistake.

Instead, focus on hyper-local keywords like:

“Small business accountant in [Your City]”
“Bookkeeping for startups near [Landmark]”
“Tax preparation in [Neighborhood]”

Use free tools like Google’s Keyword Planner or Ubersuggest to find local search terms with decent volume and low competition.

Pro Tip: Plug your competitors’ websites into tools like SEMrush or Ahrefs to uncover the keywords they’re ranking for—and steal them.

Step #4: Build Localized Landing Pages

Here’s the formula:
If you serve multiple cities or neighborhoods, don’t lump them into one generic “Locations” page. Instead, create individual landing pages for each area.

For example:

“Tax Filing Services in Miami”
“Forensic Accounting in Coral Gables”
“Virtual Bookkeeping for Small Businesses in Fort Lauderdale”

Each page should:

Include the local keyword in the title, URL, and H1.
Mention landmarks or neighborhoods to make it hyper-relevant.
Answer local-specific pain points (e.g., tax rules unique to your state).

Step #5: On-Page SEO That Moves the Needle

If your website isn’t optimized, your rankings will flatline. Here’s how to fix that:

Use Schema Markup: Add local business schema to your site. This tells Google exactly what you do and where you’re located.
Optimize for Mobile: 76% of local searches happen on mobile. Your site needs to load fast and look great on a phone.
Internal Linking: Link your service pages to your blog posts, and vice versa. This helps Google crawl your site better.

Step #6: Backlinks from Local Sources

Backlinks are the currency of SEO. But for local SEO, quality > quantity.

Here’s how to get local links:

Sponsor Local Events: Support a local charity or event and ask for a link on their site.
Chamber of Commerce: Join your city’s business directory.
Partner with Complementary Businesses: Collaborate with local lawyers, consultants, or other professionals to exchange backlinks.

Step #7: Content That Drives Local Leads

Here’s the golden rule: Write for humans, but optimize for Google.

Sarah started publishing blog posts like:

“How to Choose the Right Accountant in [City]”
“5 Tax Breaks Every Freelancer in [Neighborhood] Should Know About”
“Bookkeeping Tips for Small Business Owners in [Your Area]”

These posts didn’t just rank—they brought in highly targeted leads.

Pro Tip: Use tools like AnswerThePublic to uncover common questions people are asking about accounting in your area. Then, write blog posts answering those questions.

Step #8: Track, Adjust, Dominate

Local SEO isn’t a one-and-done thing. It’s an ongoing process. Tools like Google Analytics and Google Search Console can help you track progress.

Key metrics to watch:

Organic Traffic: Is it increasing month over month?
Click-to-Call Actions: Are people calling you directly from your GBP?
Local Keyword Rankings: Are you climbing for your target terms?

The Bottom Line

Local SEO transformed Sarah’s accounting firm. In just six months, her site traffic doubled, her GBP impressions tripled, and her calendar was booked solid.

And the best part? You can do the same.

With these steps, you won’t just rank—you’ll dominate. So, are you ready to take your accounting firm to the next level?