SEO for Accountants: Get Found by More Local Clients

Why Local SEO Matters for Accountants

When someone searches for “accountant Auckland” or “tax agent Melbourne”, they’re looking for a local expert. If your firm isn’t visible in those searches, you’re missing out on high-intent clients ready to engage. Local SEO connects you with people who are actively seeking your services, often with immediate needs.

• Local SEO delivers qualified leads—people who are ready to act.
• Search engines prioritise local results for service queries, especially on mobile.
• Smaller firms can outrank national brands by focusing on their region.

So how do you make sure your firm stands out in local searches? Below, we’ve outlined 10 practical, proven strategies to boost your visibility and attract more high-value clients in your area. Whether you’re just getting started or want to refine your current approach, these steps will help you get results—without needing to be an SEO expert.

1. Don’t Miss Out—Claim and Optimise Your Google Business Profile

Your Google Business Profile (formerly Google My Business) is essential for appearing in Google Maps and the “local pack”. It’s free, powerful, and often overlooked.

How to Claim and Optimise:

• Claim your profile: Go to Google Business Profile, search for your firm, and claim or create your listing. If you’re in Australia, also claim your Apple Maps listing.
• Complete every field:
  • Business name (use your legal name, e.g., “Smith & Partners Accountants Auckland”)
  • Address and phone number (must match your website exactly)
  • Website URL
  • Opening hours, including special hours for public holidays or EOFY
  • Service areas (e.g., “serving Christchurch, Rangiora, and Canterbury”)
  • Services and service descriptions (e.g., “GST returns, Xero setup, payroll”)
• Write a keyword-rich description: Example: “Chartered Accountants in Wellington specialising in small business tax, GST, and Xero advisory.”
• Add photos and videos:
  • Office exterior and interior
  • Team photos (with permission)
  • Logos, certifications, and awards
  • Short videos introducing your team or explaining your services
    (Businesses with photos get 35% more click-throughs to their websites.)
• Encourage and respond to reviews:
  • Ask happy clients to leave reviews after you complete work for them.
  • Respond to every review—thank clients for positive feedback and address concerns professionally.
• Promote your profile:
  • Link to your Google Business Profile from your website (embed a Google Map).
  • Share your Google Business Profile link in email signatures and on social media.
  • Mention your profile in email newsletters and client communications.

Pro tip: Use Google Business Profile “Posts” feature to share updates, events, or offers—just like a mini social feed.
Example: “Book your free EOFY tax planning session—available in June and July!”

2. Use Location-Specific Keywords Strategically

The right keywords help you reach clients searching for your services in your area. Here’s how to use them for maximum impact:

Where to Use Local Keywords

How to Find and Use Keywords

• Use Google Keyword Planner or SEMrush to find local search terms with good volume.
• Focus on combinations like “accountant [city]”, “tax agent [suburb]”, “BAS agent [region]”.
• Include keywords naturally—avoid awkward phrasing or “stuffing”.
• Tailor keywords to your specialisms:
  • “GST accountant Auckland”
  • “Xero advisor Melbourne”
  • “Payroll services Christchurch”

Example: Instead of “Welcome to our firm”, use “Smith & Partners: Chartered Accountants in Hamilton, NZ—Specialists in small business tax and GST.”

If you need help generating content, try AI Content Assist from BOMA.

3. Optimise Your Website for Local Search

A well-optimised website is your SEO foundation. Here’s how to make yours stand out:

Website Essentials

• Unique titles and meta descriptions:
  • Every page should have a unique, location-specific title and description.
  • Example: “Business Accountant in Wellington | GST, Xero & Payroll Specialists”
• Location pages:
  • If you serve multiple cities or regions, create a separate page for each (e.g., “Accounting Services in Hamilton”, “Tax Planning for Brisbane Startups”).
    Each page should include:
    • Local keywords
    • Testimonials from clients in that area
    • Local contact details
• Mobile responsiveness:
  • Over 60% of local searches come from mobile devices. Your site must look and work great on smartphones and tablets.
• Fast load times:
  • Compress images, use efficient hosting, and minimise unnecessary plugins or scripts.
• Clear contact details:
  • Display your address, phone number, and a clickable map on every page.
• Schema markup:
  • Use structured data to help search engines understand your business and location.
  • Example: Use org/LocalBusiness markup for your contact page.

For more website tips, see How to Build a Successful Accounting Firm Website or watch our webinar on Website Optimisation.

4. Track Your Results and Adjust Early

SEO is measurable. Tracking lets you see what’s working and where to improve, so you can invest your time and budget wisely.

Tools to Use

• Google Analytics: See how many visitors come to your site, which pages they view, and where they’re located.
• Google Search Console: Check which search terms bring people to your site, monitor site health, and spot technical issues.
• Google Business Profile Insights: Monitor how often your listing appears in searches, what actions people take (calls, website visits, direction requests), and which search queries lead to your profile.
• BrightLocal or Moz Local: Track your local rankings and citation accuracy.

What to Watch

• Increases in website visits from your region.
• Growth in enquiries or calls from your site or Google profile.
• Which pages or keywords are driving the most traffic.
• Actions taken on your Google Business Profile (calls, direction requests, website clicks).

Example: If you notice most website visits come from “tax accountant Auckland”, create more content or service pages for Auckland businesses.

For more on measuring marketing success, see The Accountant’s Guide to Digital Marketing.

5. Build Local Citations and Directory Listings

Citations are mentions of your business’s name, address, and phone number (NAP) on other websites. Consistency is key for local SEO.

Where to List Your Firm

• Google Business Profile
• Apple Maps
• Bing Places
• Yellow Pages (NZ and AU)
• Industry directories: Chartered Accountants Australia and New Zealand, CPA Australia, NZICA
• Local business associations or networking groups, for example Auckland Chamber of Commerce, Melbourne Business Network

Best Practices

• Ensure your NAP details are identical everywhere.
• Regularly check and update your listings.
• Remove or correct outdated or duplicate entries.
• Add a link to your Google Business Profile from your website and social media profiles.

Example: If your website says “Level 2, 123 Queen Street, Auckland” but your Yellow Pages listing says “Suite 2, 123 Queen St”, update one so they match exactly.

For more on building your digital presence, see How to Build a Successful Accounting Firm Website.

6. Encourage and Respond to Client Reviews

Reviews are a powerful trust signal and a ranking factor for local SEO.

How to Get More Reviews

• Ask satisfied clients to leave a review on Google or Apple Maps after you finish their work.
• Make it easy by sending a direct link to your review page.
• Include a review request in your email signature or after a successful project.

How to Respond

• Thank clients for positive feedback.
• Address any concerns in negative reviews professionally and promptly.
• Use reviews as an opportunity to highlight your firm’s values and responsiveness.

Why Reviews Matter

• Positive reviews improve your visibility in local search results.
• They help persuade potential clients to choose your firm over competitors.
• They provide valuable feedback for your practice.

Example: “Thanks for your kind words, Sarah! We’re glad we could help your Wellington business with GST compliance.”

For more on building trust and credibility watch our webinar on how to Transform Your Firm’s Online Reputation with Expert Strategies.

7. Create Content That Attracts Local Clients

Content is one of the most effective ways to demonstrate your expertise and connect with potential clients in your region. However, many accountants struggle to produce regular, high-quality content—especially content that’s relevant to New Zealand or Australian regulations, tax updates, and business conditions.

Blog Ideas for Accountants in NZ and Australia

• “GST Changes for Small Businesses in Wellington”
• “EOFY Tax Planning for Sydney Startups”
• “How to Choose an Accountant in Tauranga”
• “Xero Tips for Christchurch Business Owners”

Local References to Include

• Use terms like “IRD”, “ATO”, “BAS”, “GST”, “KiwiSaver” to show local expertise.
• Mention involvement in local events, charities, or business networks (e.g., “Proud sponsor of the Auckland Chamber of Commerce annual awards”).

Example: Write a blog post answering “What does the IRD require for GST returns in New Zealand?” or “How can Melbourne startups prepare for their first BAS?”

8. Why BOMA’s Country-Specific Content Library Is a Game-Changer

BOMA makes it easy for accountants to stay visible and relevant with a country-specific content library designed for New Zealand and Australian firms. This library is packed with up-to-date articles written by human subject matter experts covering tax updates, compliance, business advice, and more—all tailored to your region’s terminology, regulations, and client needs.

Key benefits:

• Always local and relevant: Every article is written for your country, so you’re never sharing generic or overseas-focused advice.

• Saves time: Simply select, customise, and publish—no need to start from scratch. You can personalise articles, add your own insights, or use them as-is.

• Multi-channel ready: Share content across your email, website, and social media with just a few clicks.

• Consistent updates: New content is added weekly, keeping your communications fresh and timely.

• Builds trust and engagement: Sharing timely, relevant information strengthens your client relationships and positions your firm as a proactive advisor.

Real-world example:
If there’s a change to BAS reporting in Australia or new GST rules in New Zealand, BOMA’s library will have a ready-to-share article you can quickly customise and send to your clients—demonstrating your expertise and responsiveness.

BOMA’s content library makes marketing effortless for accountants by providing a vast collection of ready-to-use, country-specific articles tailored for New Zealand and Australian accounting firms. Instead of spending hours writing blogs, newsletters, or social media posts—which are often non-billable and time-consuming activities—accountants can easily customise and share expertly written content that resonates with their local audience.

9. Build Local Backlinks

Backlinks from trusted local sources help search engines see your relevance and authority.

How to Earn Local Backlinks

• Sponsor community events, sports teams, or charities (e.g., Auckland Chamber of Commerce, Melbourne Business Network) and request a mention on their website.
• Collaborate with local businesses for joint content or referral partnerships.
• Submit articles or expert commentary to local media or business blogs.
• Join local business associations and ask for a directory link.

Example: Write a guest blog for a local law firm about “Tax Tips for Small Businesses in Wellington” and include a link back to your site.

For more information on building backlinks for your accounting website click here.

10. Avoid Common Local SEO Mistakes

• Inconsistent business info across directories.
• Neglecting mobile optimisation.
• Ignoring or mishandling reviews.
• Forgetting to update your Google Business Profile.
• Overusing keywords or writing unnatural content.

Example: If you change your phone number, update it everywhere—website, Google profile, Yellow Pages, and all directories.

For more on best practices read our article on Easy SEO Tips For Your Accounting Firm’s Website – In 5 Minutes.

Ready to Attract More Local Clients?

Don’t let your competitors take the lead. Start by claiming your Google Business Profile today to appear in high-intent local searches. Or talk to BOMA about how we can help with our managed marketing services. The sooner you act, the sooner you’ll connect with high-value local clients. By following these steps, your firm can become the go-to choice for local clients—without needing to be a digital marketing expert. Start now, and watch your local presence grow.

For more practical marketing insights and tools, visit BOMA’s Marketing Resources.

For a broader digital marketing overview, see The Accountant’s Guide to Digital Marketing.