Follow this guide to local SEO for accountants
These tips will help you fully optimise your site for local searches in your location, whatever type of accountancy service you offer.
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1. Make Your Google Business Profile Work Harder
Your Google Business listing should showcase your full services, location, opening hours, and qualifications. Include real images of your office or team, respond to reviews, and use service categories like “Accountant,” “Tax Advisor,” or “Bookkeeping Service.”
Example: An accountancy firm in Croydon lists “Corporation Tax Returns,” “VAT Help,” and “Payroll Services” to appear in more local searches.
2. Create Individual Pages for Each Service
Rather than listing everything on one page, split your services across multiple, SEO-optimized pages.
Example: A Manchester firm has separate pages for “Self Assessment Tax Returns,” “CIS Support,” and “Small Business Accounting.”
3. Target Location + Service Keywords
Use combinations like “Chartered Accountants in Camden” or “Bookkeeping Services in Stockport” in your headers and meta descriptions.
Example: A Bolton practice ranks for “VAT Returns Bolton” after targeting that term across headings and alt tags.
4. Build Area-Focused Landing Pages
If you serve multiple towns or boroughs, create individual pages for each area with local context.
Example: A South London accountant has landing pages for Streatham, Brixton, and Clapham with unique copy for each.
5. Add Schema Markup to Boost Visibility
Use structured data like “FinancialService,” “Accountant,” and “LocalBusiness” to help Google understand your business.
Example: A firm in Salford adds structured data to display “5-star reviews” and service areas in search.
6. Publish Regular Blog Posts on Tax Deadlines & Advice
Cover timely and location-specific content like “Filing Your Self Assessment in London – What You Need to Know.”
Example: A Liverpool firm’s blog on “Expenses for Freelancers in 2025” ranks highly due to topical relevance.
7. Get Listed in Local & Financial Directories
Submit to directories like Yell, FreeIndex, Bark, and industry-specific sites such as UK Accounting Network or The Institute of Chartered Accountants.
Example: A practice in Sheffield gains traffic from being listed on TaxAssist’s partner directory.
8. Request Google Reviews from Long-Term Clients
Positive reviews build trust and help you rank in Maps results. Ask at the end of your year-end meeting or after a successful tax season.
Example: A Bristol firm uses a QR code in their office and email footers to request reviews post-appointment.
9. Make Sure Your Site Loads Quickly on Mobile
A slow or broken mobile site drives potential clients away. Compress images, streamline layouts, and test regularly.
Example: An Essex accountant halves their mobile bounce rate after switching to a lighter theme.
10. Use Client-Centric Questions as Subheadings
Instead of generic titles, use questions that reflect what people search.
Example: “Do I need an accountant if I’m self-employed?” or “What are the penalties for missing the tax deadline?”
11. Add Internal Links Between Related Pages
Help users explore your site—and boost SEO—by linking from blogs to service pages or from FAQs to contact forms.
Example: A blog post on “Choosing the Right Accounting Software” links to the firm’s “Xero Setup Services” page.
12. Include Local Keywords in Your Image Alt Tags
Photos of your office, events, or team should include location-specific descriptions.
Example: team-photo-stockport-accountants.jpg with alt text: “Accountants in Stockport offering tax advice to SMEs.”
13. Create Free Resources to Capture Leads
Offer downloadable tax checklists or guides in exchange for contact details.
Example: “Free Small Business Tax Calendar – 2024 Edition” builds an email list for a practice in Kingston.
14. Embed a Map and Directions on Your Contact Page
This reinforces local signals for Google and helps clients find your office easily.
Example: A Nottingham accountant adds “2 minutes from Old Market Square” in their contact copy.
15. Highlight Certifications and Association Memberships
Showcase ACCA, ICAEW, or AAT logos to build credibility and appear in searches like “ACCA accountant in Manchester.”
Example: A practice in Camden includes “ICAEW Registered Accountant” in both their homepage and service footer.
16. Track Conversions with Google Analytics
Know which pages generate phone calls or quote requests. Use UTM tags to track enquiries from SEO campaigns.
Example: A Leicester firm discovers 70% of leads come from their “Tax Planning” page and adjusts their menu accordingly.
17. Repurpose Client FAQs into Searchable Content
Turn frequently asked questions into individual blog posts or page sections.
Example: “Can I claim my home office as a business expense?” becomes a dedicated blog and ranks for long-tail keywords.
18. Optimise Meta Titles & Descriptions for Clarity and Clicks
Include service + location, use action-driven language, and stay within character limits.
Example: “Chartered Accountants in Camden | Get Help with Your Year-End Accounts”
19. Use Local Backlink Outreach to Build Authority
Reach out to other small businesses, financial bloggers, or regional news sites to gain backlinks.
Example: A Brighton accountant is featured in a local small business expo write-up and gets a high-authority link.
What are the most effective SEO techniques for accountants?
For accountants, the most effective SEO strategies include creating service-specific pages, targeting local keywords, maintaining a well-optimised Google Business Profile, and building backlinks from finance-related directories and websites.
Writing helpful blog content (such as tax tips or self-employment advice) can attract local business owners, freelancers, and individuals looking for answers.
Example: An accountant in Camden builds authority by writing “How to File Your Self Assessment as a Sole Trader in London.”
How do I choose the right SEO agency for my accountancy firm?
Look for an agency that has experience with service-based businesses and understands compliance in the finance industry. Ask about their experience with other accountants or financial professionals, and review case studies. They should be able to explain how they’ll increase qualified traffic, not just generic site visits. Bonus if they understand seasonal spikes (like self-assessment deadlines in the UK or quarterly tax in the US).
Example: A firm in Manchester selected an agency that had worked with a payroll bureau and grew local traffic by 120% within 6 months.
What SEO metrics should accountants track?
Track organic traffic, bounce rate, time on page, and most importantly, conversions—like quote requests, form submissions, and calls. You should also monitor local rankings for phrases like “accountant in Birmingham” or “Xero certified accountant NYC.”
Example: A Nottingham-based firm used Google Analytics and CallRail to discover their blog on “VAT for Shopify Sellers” generated over 25 consultation calls in a month.
How can local SEO benefit my accounting practice?
Local SEO ensures that your firm appears when someone nearby searches for “tax advisor near me” or “bookkeeper in Bristol.” It helps you rank in Google Maps and the local pack, which is where most mobile users click. Local SEO works especially well for accountants who serve a geographic area, whether that’s a single borough or a large metro.
Example: A firm in Richmond, London, earned the top 3 position in “tax return help Richmond” by adding structured data and client testimonials.
Should I invest in SEO or just use paid ads for my firm?
Both have their place. PPC offers immediate visibility but requires a continuous budget. SEO takes longer to build but creates sustainable traffic and higher trust—especially if someone’s comparing providers. Ideally, use PPC to test demand and SEO to own your brand and long-term visibility.
Example: A sole practitioner in Leeds used Google Ads to promote “VAT Returns” during tax season and invested in SEO to build long-term traffic to the same landing page.
What types of blog content work best for accountants?
Content that solves problems or answers client questions performs best. This includes tax deadlines, deductions, expense rules, and changes to legislation. Listicles, step-by-step guides, and FAQs rank well—especially if they include location context.
Example: “What Expenses Can Freelancers Claim in 2025?” ranks well for an East London practice targeting creatives.
How long does it take for SEO to start generating leads?
Most accountancy firms see initial traffic improvements in 2–3 months, but lead volume typically picks up around 6 months. Factors include competition, quality of content, and how many location keywords you’re targeting. Local firms often see faster gains than those targeting national traffic.
Example: A Glasgow bookkeeper saw ranking improvements in 8 weeks for “QuickBooks help Glasgow” but didn’t see leads until month 4.
Do accountants really need individual location pages?
Yes—if you serve multiple locations, each town or borough should have its own landing page with unique content. This helps you rank in “near me” and town-specific searches. Avoid duplicating content across each page; include local testimonials, directions, or examples of clients served.
Example: An Essex-based accountant created location pages for Chelmsford, Basildon, and Southend, resulting in a 3x increase in local enquiries.
How important are online reviews for accountants?
Reviews play a huge role in local SEO and client decision-making. Google uses review quantity and recency to determine how trustworthy you are. Reviews with keywords (e.g., “great accountant for freelancers in Camden”) can help you appear in keyword-specific searches.
Example: A Birmingham accountant added 22 reviews in 6 months, boosting their Google Maps ranking from 7th to 2nd.
What keywords should my accountant website focus on?
Focus on combinations of [service] + [location]—like “small business accountant Manchester” or “self assessment tax help in Islington.” Include variations like “tax advisor,” “bookkeeper,” and “chartered accountant.” Tools like Ubersuggest or Google’s Keyword Planner can help you identify volume and competition.
Example: A firm in York ranks for “property tax accountant York” after building a dedicated service page and blog on landlord tax tips.
Can SEO help my firm get more self-employed clients?
Definitely. Many freelancers, sole traders, and contractors use Google to find local or niche-focused accountants. Target terms like “accountant for freelancers” or “self-employed tax support in Hackney” with guides and FAQs.
Example: A Brighton accountant created a content hub for creatives, with guides like “Tax for Freelance Designers” and “Sole Trader vs Limited Company.”
Is it possible to rank in nearby towns without an office there?
Yes, but it requires effort. Google prioritises businesses with a local presence, but with well-written, location-targeted landing pages, reviews that mention nearby towns, and local backlinks, you can compete.
Example: A London firm without an office in Croydon ranks well there due to local press mentions and reviews saying “best accountant near Croydon.”
What’s the role of backlinks in accountant SEO?
Backlinks are essential for building domain authority and improving your search rankings. Focus on getting links from trusted directories, financial associations, local business groups, or guest articles on small business blogs.
Example: An accountant in Leeds earned backlinks from the local Chamber of Commerce site and ranked #1 for “startup accountant Leeds.”
SEO Strategies for Different Types of Accounting Services
SEO for Tax Accountants
Focus on tax deadlines, HMRC rules, and industry-specific tax challenges. Pages like “Capital Gains Tax Help in Manchester” or “US Expat Tax Services in London” perform well. Include FAQs and current-year updates (e.g., “2024 Budget Summary”).
SEO for Small Business Accountants
Target queries like “accountant for small business near me” or “startup tax help in Birmingham.” Focus on guides, business deductions, and incorporation advice. Testimonials from other small businesses build trust and drive enquiries.
Local SEO for Bookkeepers
Bookkeeping terms are highly location-based: “Xero Bookkeeper Hackney” or “QuickBooks help in Leeds.” Include service detail pages and blog posts like “How to Reconcile Your Accounts in QuickBooks.”
Top SEO tips for Payroll Providers
Payroll keywords often include “CIS payroll,” “PAYE support,” or “outsourced payroll Manchester.” Focus on benefits like accuracy, time-saving, and compliance. Industry-specific payroll content (e.g., for hospitality or construction) performs well.
Best SEO for VAT Specialists
Build pages for “VAT returns,” “MTD VAT compliance,” or “Flat Rate Scheme advice.” Write content around quarterly VAT deadlines and common pitfalls, such as “Avoiding Late Filing Penalties.”
Local SEO for Accountants Serving Contractors
Niche down with content like “Accounting for IT Contractors,” “IR35 Advice in London,” or “Limited Company Setup for Freelancers.” Explain IR35, umbrella companies, and expenses in detail.
SEO for Property Tax Advisors
Target terms like “landlord accountant Manchester” or “tax advice for Airbnb hosts in the UK.” Write guides about mortgage interest relief, capital allowances, and property income reporting.
Local SEO for Ecommerce Accountants
Use keywords like “Shopify accountant,” “Amazon FBA bookkeeping,” or “ecommerce VAT specialist.” Content could include “VAT rules for EU sellers post-Brexit” or “Accounting tools for online stores.”
SEO for Charity or CIC Accountants
Not-for-profits search for phrases like “accountant for charities UK” or “CIC accounting services.” Focus on funding compliance, SORP, and reporting obligations. Create case studies to build niche authority.
Local SEO for Personal Tax Specialists
Optimise for “tax return help near me,” “self assessment accountant,” or “HMRC tax dispute advice.” Include clear call-to-actions and break down the process for new or anxious clients.