10 Steps to Rank Your Accounting Firm Higher for Local & “Near Me” Google Searches

Mobile and voice search have revolutionised how clients find accountants. With “near me” queries rising by 200% in just two years and 85% of adults using search engines daily, ranking high locally is essential for growth. Here’s a practical blueprint to help accounting firms improve visibility, attract new clients, and stand out in their city.

1. Create and Optimise Your Google Business Profile

A complete Google Business Profile drives an average of 7x more clicks than an incomplete listing. Set up your profile with accurate business name, address, phone, website, hours, and a well-crafted description. Add professional photos and update your services (“Chartered Accountant,” “Payroll Specialist,” “Xero Gold Partner”).

Pro tip:

• Use Google’s “services” field to list offerings like “GST Returns Wellington,” or “Business Advisory Auckland”

2. Get Client Reviews and Always Respond

Reviews are vital with 82% of local consumers reading reviews before approaching a business, and Google’s top-ranked results average 404 recent reviews. Ask clients for feedback after every engagement, and reply to every review (even the critical ones). Firms that reply to just 25% of reviews see conversion rates increase by 4.1%.

Pro Tip:

• Request reviews via email after filing, or add a review link to your thank-you notes.
• Mention specific services in your replies for SEO (“Thank you for choosing us for your end-of-year tax review”).

3. Optimise Your Website for Mobile

84% of local “accountant near me” searches happen on a phone, and 76% of mobile users will visit a business within a day. Ensure your website loads fast, looks crisp, and is easy to navigate on all devices. Test forms and click-to-call buttons regularly.

Quick wins:

• Use Google’s Mobile-Friendly Test
• Place your contact form and “Book Consultation” button in top, visible locations

4. Ensure Accurate Business Info Everywhere

Mismatched information (NAPW: Name, Address, Phone, Website) is a major reason firms miss top rankings. Check all listings on Google, LinkedIn, Yelp, Xero Advisor, and Facebook. Update changes across all platforms immediately.

Pro Tip:

• Use local tools (Moz Local) to audit listings.

5. Add Schema Markup

Use schema markup so Google easily identifies your hours, services, and reviews. Businesses that add LocalBusiness schema show more info—and star ratings—in search previews.

How-to:

• Use Google’s Structured Data Markup Helper
• Update your schema monthly, and test with Google’s Rich Results Tool
• Australian city example: “Schema marked up for ‘AccountingService’ targeting Melbourne tax queries”

6. Increase Reviews on All Key Platforms

Besides Google, maintain reviews on platforms like Facebook, Yelp and accounting-specific directories. 91% of consumers look for positive local reviews before choosing a business.

Checklist:

• Set up alerts for new reviews
• Reply promptly
• Ask happy clients to post on multiple platforms

7. Use Local SEO Heatmaps

Heatmaps reveal which pages and elements users click most. Shift high-engagement buttons (like “request callback”) to hot zones for more conversions.

Tools:

• Try Hotjar or Microsoft Clarity

8. Audit and Sync All Review/Directory Listings

Google factors in accuracy and duplicates across directories. Fully synchronised listings are 2.7x more likely to convert local searchers.

Pro Tip:

• Regularly remove outdated profiles and phone numbers
• Use a checklist to audit Yelp, Xero Advisor, LinkedIn, and Google

9. Add User-Generated Content and Local Keywords

Feature testimonials, case studies, and FAQs using natural language and city/service terms: “GST specialist Christchurch,” “Business advisory in Cambridge.” Authenticity beats keyword stuffing.

Read more about SEO optimisation here.

10. Optimise for Voice Search

Nearly half (46%) of users now search by voice for local services. Write FAQs and answers conversationally. Keep hours and address visible on your site and in your profile.

Bonus: Fix Broken Links Regularly

Broken links hurt your reputation and drop your rankings fast. Scan your site monthly using Google Search Console.

Businesses see a noticeable jump in engagement and rankings after regular maintenance.

Summary Table: 10 Steps for Accounting Firm SEO Success

Real-world results confirm that these measures drive more visibility, calls, and conversions for accounting firms. 76% of local searchers visit a business within a day, and 80% of local searches lead to customer conversions. Use these strategies to make “near me” searches work for your firm and turn active local searchers into loyal clients.

Get your accounting firm listed and optimised with BOMA, learn more about our SEO and Managed Marketing Services here.