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Written by: Benjamin Paine
Managing Director at Digital Nomads HQ
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SEO for Accountants: 9 Strategies to Get More Clients
Just like any other digital marketing strategy, search engine optimisation (SEO) doesn’t have to be complicated. Of course, you have a lot of advanced SEO strategies, but you don’t necessarily need them to appear on the first page of Google (or get new clients).
The big question you’ll have to answer is: Are you able to run an accounting firm, do the work expected of you, get new clients, and take on the responsibility of an SEO specialist? If you do, great! This guide was designed for you.
In our article, we’ll only discuss strategies you’d be able to implement yourself. We recommend you download our free DIY SEO ebook to keep it with you, as we’ll reference specific strategies from it.
If you don’t have the time to tackle this project yourself, we recommend taking a look at the best SEO agencies in Australia to help you move the needle.
Before we dig into our top strategies, let’s go through a little intro of what SEO for accountants is and whether you actually need it.
Do Accountants Need SEO?
The simple explanation of SEO is the following: It’s the act of optimising your website for search engines (like Google) to drive more visitors (traffic) to important pages (like service pages, for example).
The in-depth explanation: Simply doing great work has long been insufficient to get noticed (word-of-mouth marketing is still a big deal for specific generations, but it’s not enough to stay competitive). The simple truth is that 93% of organic traffic comes from the first page of Google, and 33% of that traffic is allocated to the first-ranking article.
In essence, if you’re not showing up on Google, you will go unnoticed as potential clients are searching for accounting services online.
Think of SEO as the tool that puts you in front of the right people at the right time. So, let’s dig into some easy-to-implement SEO strategies that can help your accounting firm attract more clients.
Suggested Listen: SEO: One-Off Wonder or Long-Term Commitment
Top 9 SEO for Accountants Strategies
1. Understand Your Target Audience
The first step to any successful SEO strategy is to get really clear about who you’re trying to reach. Are you working with small business owners, freelancers, individuals with complex tax situations, or maybe large companies?
Note: Refer to Chapter 2 in our DIY SEO ebook for a complete guide on keyword research.
Actionable Steps
- Define Your Ideal Client: Create a profile for each type of client you serve. List out their key traits, like the industry they’re in, common challenges they face, and specific services they’re likely to need.
Ask yourself the following questions to help determine your target audience:
- What is their profession?
- What does a typical day in their life look like?
- Where do they go for information?
- How do they prefer to obtain services?
- What is important to them when choosing an accounting firm?
- What do they value most?
- What are their goals?
- How old are they?
- Keyword Research Based on Client Needs: Once you know your target audience, it’s easier to brainstorm keywords they might use. For example, a small business owner might search “tax deductions for Australian small businesses,” while a freelancer might look for “accounting help for Australian freelancers.”
Suggested Further Reading: Keyword Research for SEO
- Address Pain Points in Content: Understanding your client’s pain points is important. What keeps them up at night? Use this insight to create content that resonates with them and answers their questions.
2. Optimise for Local SEO
If your accounting firm serves a specific area, like Melbourne, Brisbane, or Sydney, local SEO is a must. When someone searches for “accountant near me,” Google’s local organic search results come into play. You want your business to show up front and centre.
Note: Refer to Chapter 4 in our DIY SEO ebook for a guide on local SEO.
Actionable Steps
- Set Up or Optimise Your Google Business Profile: Make sure your business profile is complete with your address, phone number, operating hours, and services. Add photos and encourage happy clients to leave positive reviews.
- Add Location-Based Keywords to Key Areas of Your Website: Include city-specific target keywords in your page titles, headers, meta descriptions, and within the content. Think phrases like “tax accountant in Sydney” or “Brisbane small business accounting.”
- List Your Business in Local Directories: Sites like True Local, Yellow Pages, and Hotfrog are great spots to be featured in for local SEO. Make sure your details are consistent across all listings, as even small discrepancies can hurt your search rankings.
3. Create High-Quality Content
Prospective clients are likely to have many questions about taxes, deductions, and compliance. Answering these questions in a blog or article, potential clients signal to Google that your site is an authoritative source (which is key to ranking higher on Google).
Note: Refer to Chapter 3 in our DIY SEO ebook for a guide on content strategy and on-page optimisation.
Actionable Steps
- Brainstorm FAQs and Common Client Questions: Make a list of the questions clients frequently ask and use these as topics for your blog posts. Examples might be, “How do I prepare for tax season?” or “What expenses can I claim as a small business?”
- Use Australian-Specific Tax Information: Provide content specific to Australian tax laws, which will resonate more with local clients. For example, you can include tips on recent tax changes, deduction eligibility, and industry-specific accounting practices.
- Create Evergreen Content: Write in-depth guides that will remain relevant over time, like “A Guide to Small Business Tax Deductions in Australia.” Update them regularly as tax rules change, and promote them on social media and via email newsletters.
4. Conduct Keyword Research for Niche Phrases
As we’ve mentioned, keyword research is important for any SEO strategy, but for accounting, it’s best to go niche. Broad terms like “accounting services” are too competitive. Instead, aim for long-tail keywords—phrases that are specific and often longer—that match your unique offerings.
Note: Refer to Chapter 2 in our DIY SEO ebook for a complete guide on keyword research.
Actionable Steps
- Identify Niche Keywords Using Free Tools: Tools like Google’s Keyword Planner can help you find keywords specific to your niche. For example, “bookkeeping for Melbourne creatives” or “tax planning for Australian tech startups.”
- Target Service-Specific Keywords: If you offer business advisory services, for example, try targeting keywords like “financial planning for Australian startups.”
- Use Keywords in Key Places: Incorporate these long-tail keywords in your page titles, subheadings, and throughout your blog content naturally. This helps search engines understand the focus of each page.
5. On-Page SEO: Get the Basics Right
On-page SEO refers to the elements on your web pages that make it easier for search engines to understand and rank your content. This includes titles, headers, URLs, and meta descriptions.
Actionable Steps
- Create Descriptive Page Titles and Meta Descriptions: Each page title should clearly state what’s on that page and include keywords. A good meta description gives a concise summary and includes keywords to encourage clicks.
- Use Header Tags (H1, H2, etc.): Break up content with header tags to make it easier for readers and Google to understand the structure of your page. Use keywords naturally in headers to reinforce page relevance.
- Optimise Image Alt Text: Describe images using keywords where appropriate. For example, if you have an image of a tax consultant meeting with a client in Melbourne, you could use alt text like “Melbourne tax consultant advising client.”
6. Gather Testimonials and Client Reviews
You already know this by now, but trust is a key factor when someone chooses an accountant, and nothing builds trust like positive itsreviews. Testimonials and reviews will improve your online presence and your SEO by signalling to Google that your business is legitimate and well-regarded.
Actionable Steps
- Ask Happy Clients for Google Reviews: After successfully working with a client, send a friendly follow-up email asking them to leave a review on your Google Business Profile.
- Showcase Testimonials on Your Website: Create a dedicated testimonials page and sprinkle reviews throughout service pages. Add keywords like “trusted tax accountant” or “reliable bookkeeping” naturally within these testimonials.
- Feature Case Studies for Common Client Challenges: If you have a great story about how you saved a client money or helped with compliance, create a case study. Be specific—describe the client’s situation, your approach, and the results.
Suggested Read: How to Remove Google Reviews for Improved Local SEO: 5 Steps
Most people are searching for services on their phones, so a website that doesn’t work well on mobile is a big problem. A mobile-friendly, responsive design can improve user experience and is a ranking factor for Google.
Note: Refer to Chapter 5 in our DIY SEO ebook for a guide on technical SEO.
Actionable Steps
- Run Mobile Testing on Your Website: Use Google’s Mobile-Friendly Test tool (now Lighthouse) to see how your website performs on mobile. Adjust any issues that might hinder user experience, like tiny text or navigation buttons that are hard to tap.
- Simplify Your Layout and Navigation: Make sure visitors can easily find your contact information, services, and blog content without excessive scrolling or tapping.
- Optimise for Fast Load Times: Large images can slow down load times, so resize and compress images. Avoid complex layouts or animations that might look good on desktop but slow down mobile performance.
8. Build Authority with Quality Backlinks
Building backlinks is arguably one of the hardest SEO strategies; however, that doesn’t influence its importance. A backlink is a link to your site from another reputable website. Google views backlinks as votes of confidence, so having high-quality links pointing to your site (a good backlink profile) can improve your SEO ranking.
Note: Refer to Chapter 6 in our DIY SEO ebook for an in-depth discussion on digital PR (building backlinks).
Actionable Steps
- Guest Post on Industry Blogs: Reach out to financial and business blogs or even accounting publications (as long as they’re authoritative sites) and offer to contribute an article. Of course, try to get a backlink to one of your primary pages. The key here is to try to place the link as naturally as possible.
- Collaborate with Other Local Businesses: Partner with other local businesses or industry organisations to run joint webinars, write case studies, or co-author content that benefits both parties.
9. Track and Adjust Your SEO Efforts
SEO isn’t set-and-forget; it’s about regularly reviewing what’s working and adjusting your strategy over time. Tools like Google Analytics and Google Search Console can help you monitor your performance and identify areas for improvement.
Note: Refer to Chapter 7 in our DIY SEO ebook for an in-depth discussion on how to measure, prioritise, and execute SEO.
Actionable Steps
- Set Up Google Analytics and Search Console: Use these tools to track metrics like organic traffic, user behaviour, and which pages are getting the most views.
- Monitor Relevant Keyword Rankings Monthly: Track your main keywords to see if your rankings are improving over time. If they’re not, you may need to adjust your content or SEO approach. Remember, your keyword rankings will depend on how old your business and website are; if you have established yourself as an authority, you can expect to see regular keyword improvements. If you’re a new business, for example, it can take up to 6 months to start seeing keyword ranking improvement.
- Regularly Update Content: Fresh content helps maintain rankings, so revisit and update blog posts at least once a year to keep them relevant and up-to-date.
Frequently Asked Questions
What Does SEO Mean in Accounting?
SEO, or Search Engine Optimisation, in accounting, involves strategies to help an accounting firm’s website rank higher on search engines like Google. This means implementing tactics that make it easier for potential clients to find your website when they search for accounting services online. Effective SEO for accountants includes optimising your website with relevant keywords, creating valuable content for clients (like tax tips or financial guides), and ensuring your site is listed in local directories. By improving SEO, accounting firms can attract more clients and grow their business.
Is SEO Expensive for Small Accounting Firms?
SEO costs vary depending on the services you choose and whether you manage it in-house or work with an agency. For small firms, there are many cost-effective options, such as DIY SEO efforts, local SEO optimisation, and targeted keyword research. Investing in the right foundational strategies can help you achieve results without a large upfront cost.
Recommended Read: How Much Does SEO Cost in Australia?
What Is SEO in CPA?
SEO for Certified Public Accountants (CPAs) focuses on attracting clients who are specifically looking for CPA services. SEO for CPAs may involve targeting keywords related to tax preparation, audit services, or specialised financial advice. It’s about making sure your CPA website appears at the top of search results when people search for the services you offer.
Common strategies include using CPA-related keywords, creating content that addresses common client questions, and gaining backlinks from reputable financial sites. This approach helps CPAs increase their online visibility in search engines and credibility with potential clients.
What Is SEO for Financial Services?
SEO for financial services refers to the use of SEO strategies to attract clients to financial service websites, including those of accountants, financial advisors, or investment consultants. The goal is to make the website rank well on search engines for specific financial service-related keywords like “financial planning,” “investment advice,” or “mortgage brokers.”
SEO for financial services involves creating informative content, like guides on personal finance or retirement planning, and optimising website structure and content with relevant keywords.
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