How to improve local search visibility for your accounting firm

Written by

Parth Shah

When clients are looking for an accounting firm to help them out with self-assessment, they will most likely search for good ones online. Proximity is one of the factors that go into choosing – if the client sees an accountant mentioned nearby on Google Search, they are more likely to go with that accountant than to scroll further down.

It is thus vital for you as an accounting firm to be visible to local search queries. For the first time, Team Stellaripe brings you a quick guide on how to get your business started on local SEO. Here you go:

1. Set up a Google My Business profile

While the top few results for a search query like ‘accountant near me’ are typically Google Ads, right below that is a map pinpointing local accountants. To show up on this map, you need to have an accurate Google My Business profile. Add the exact name, full address and primary telephone number of your business and choose a relevant category (if you don’t find an exact match, choose a category like ‘accounting firm’ instead).
Set up a Google My Business profile

You also need to enter your business website URL, so now is an excellent time to set up a website if you don’t have one already. It would help if you then got your listing verified for authority.

2. Add relevant website content

Your business website should, first and foremost, have the exact same name, address and telephone number you used for Google My Business. Set up an About Us page that describes precisely what you do – it is also a good idea to set up separate web pages describing each of your services.

This will help your business rank higher on search engines when people search for those specific services. In this regard, it helps to incorporate the keywords or search terms people tend to use when looking for those services.

Google Keyword Planner is a useful tool to get you started, and it comes free if you choose to invest in Google Ads. Once you have your list of target keywords, add them to the HTML title tag of each page and the page content wherever relevant.

At the same time, be sure not to excessively overuse keywords – search engines automatically flag content like that.

3. Add your profile to local business directories/listings

When you search for ‘accountant near me’, you will see that the first few organic search results include lists of accounting firms rounded up by business directories.

Be sure to have your accounting firm listed on directories like Yelp For Business Owners or Yellow Pages, with the exact same contact information you have on your website and Google My Business.

Most directories will list your business for free as long as your information is verified, so you should reach out to them right away.

4. Seek client reviews

Getting your business listed on online directories is just one step. Search engines also look for proof that customers like your business when ranking you – in other words, client reviews or customer feedback.

If your clients are not already leaving reviews, reach out to them with requests to do so and make it easier for them by sending them the URLs to the review pages on Google or Trustpilot or directories like Yelp.

You can even consider offering incentives to customers who share reviews, such as a discount coupon for their next invoice. Another way to generate positive signals for search engines is by asking clients to share the link to your website on social media.

5. Dive into client referrals

The more your business is talked about on the Internet, the likelier you are to show up on the first page of search engine results. One of the best ways to be mentioned more often is to have more clients, and one of the best ways to acquire more clients is to make use of referrals.

Give your customers incentives to refer your accounting firm to others who might need help with self-assessment. You can also give new clients who come in through referrals a special discount on their first purchase.

Referral programmes are an excellent way to capitalise on the goodwill you have earned from your happy customers, who will go on to recommend you highly to their friends and colleagues. This will earn you more positive reviews, more favourable mentions and thus a stronger SEO presence.


The practice will take time to deliver organic search results. However, if your goal is to boost your accounting firm’s online visibility in front of a local audience, you must improve your local search visibility.

So, if you want to get on the bandwagon but don’t possess the required knowledge. Don’t worry – Stellaripe provides a range of digital marketing services for accounting firms, including content writing, SEO and social media.

If you want to discuss your requirements with us, please fill the contact form, and we will get back to you as soon as possible.

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