Well, countless accountants or accounting-related websites are stuck on the 37th page of Google. And there’s one simple reason for this: they don’t pay enough attention to search engine optimization, or SEO. No matter how great you are at your profession, if clients can’t find you online, unfortunately, you won’t succeed.
The basics are actually simple, just like filling out a tax return. Let’s take a look at what it’s all about!
Why is SEO so important for an accountant?
Just think about it: nowadays, if someone needs an accountant, what do they do? They grab their phone and type “accountant + city name” into Google (this is the most common scenario, after all).
And if you’re not among the first results, there’s little chance they’ll click on you. SEO (Search Engine Optimization) is all about making sure you’re the one they see first.
But it’s not just about gaining new clients. A well-optimized website also builds trust with potential customers. And let’s be honest—when it comes to finances, trust is everything, right?
What keywords do you need for SEO as an accountant?
Keywords in SEO are like ledger codes in accounting—you can’t operate without them.
But what keywords do you need as an accountant?
First, think like a potential client. What would they type into Google? “Accountant”? That’s too general. “Accountant in Budapest”? That’s a bit better. “E-commerce accountant in the 11th district”? Now that’s a bullseye!
These are called long-tail keywords. They’re more specific, and while fewer people search for them, those who do are genuinely looking for your services.
The location is a given. But think about what unique USP (Unique Selling Proposition) you offer. Do you specialize in accounting for e-commerce businesses? Are you well-versed in dropshipping? Are you experienced with flat-rate tax accounting for freelancers? Whatever it is, choose a niche that sets you apart from other accountants in your city or district.
To identify the right keywords, use tools like Google Keyword Planner, SEMrush, or Ahrefs—though the latter two can be quite pricey and come with a learning curve, they’re definitely worth the investment.
Pro tip: Or you can outsource the work to an external SEO agency that already has these tools and the expertise to use them effectively. (We at SEOlympic are one such agency – just saying.)
On-page SEO: the foundation you can build on
Now that you have your keywords, it’s time to incorporate them into your website. But be careful not to overdo it! Google doesn’t favor keyword stuffing, which is when you place too many keywords in your article.
Here are a few tips:
- Use your main keyword in the title of your page (this is what appears on the browser tab).
- Include it in the meta description as well (this is the short text that appears under your page title in Google’s search results).
- In your content, use subheadings (H2, H3, etc.), and incorporate keywords into them as well.
- Use your keywords or their synonyms naturally throughout the page’s text, but don’t overdo it!
Tip: Read our comprehensive article about keywords by clicking on this link.
Content is truly what attracts customers.
Google loves fresh, relevant content. And you know what? So do customers! So, it’s time to start blogging.
But what should an accountant write about?
You can write about frequently asked questions, such as “How do I choose a tax structure?” or “When is it worth switching from KATA?” You can report on recent changes in legislation and how they affect your clients. You could create case studies on how you’ve helped a client save money or how much tax refund they received last year. You might also offer tips and tricks for new entrepreneurs.
Remember, the goal is to provide value. If you share useful information, people will keep coming back to you—and Google will reward you for it too.
Technical SEO: It’s not rocket science, but it takes time to master.
Okay, this might sound the most intimidating, but trust me, it’s not that bad. Here are a few basic things to focus on:
Mobile-friendly (responsive) design is a must-have nowadays.
More people browse on mobile devices than on desktops, and Google knows this. That’s why it favors mobile-friendly websites.
Speed is also key. Use tools like Google PageSpeed Insights to check and improve your site’s speed. Security is equally important.
Get an SSL certificate (this is what makes your site’s URL start with “https” instead of “http”). Google favors secure websites.
Local SEO: Helping Local Clients Find You
If you’re looking for local clients (and what accountant isn’t?), you need to focus on local SEO.
Set up and optimize your Google My Business profile .
This is what appears on the right side when someone searches for your business.
Use local keywords: “accountant in Budapest,” “payroll services in Debrecen,” and similar phrases. Don’t forget the importance of reviews! Ask satisfied clients to leave a review about you on Google.
Backlinks are also very important.
In Google’s eyes, links are like votes. The more high-quality sites that link to you, the more important Google considers you to be.
Now for the million-dollar question: how do you get links?
Join professional organizations and ask them to list your site on their member directory. Write guest posts for other financial or business blogs. Sponsor local events and request a link in return.
But be careful! Low-quality, spammy links do more harm than good, so make sure to avoid them at all costs.
Measurement and analysis—just like in accounting, the numbers in SEO don’t lie.
As an accountant, you know how important numbers are. It’s no different in SEO.
Set up Google Analytics on your website and monitor the metrics.
Check if your visitor numbers are growing. Keep an eye on the bounce rate—how quickly people leave your site. Track conversions, such as how many people fill out your contact form.
Conduct a comprehensive SEO audit regularly (say, every 3 months). See what’s working and what’s not, and adjust your strategy accordingly.
Common SEO Mistakes Financial Professionals Make
Drawing from personal experience, I’ve gathered these common mistakes into one list. It’s crucial to understand and incorporate these into your strategy, as they are what will set you apart from other accountants.
- Many people use too much technical jargon.
- Yes, you understand terms like “cost of acquisition” or “depreciation rate,” but your potential clients might not.
- Write in a way that everyone can understand!
- Outdated content is another common issue.
- Tax laws change, and your website needs to be updated accordingly!
- Buying low-quality links is another typical mistake. Trust me, Google will catch on and penalize you for it.
- Finally, many neglect the mobile version of their site. Remember, more people browse on mobile than on desktop nowadays. Don’t overlook it!
Summary
Now that we’ve covered everything, here’s a quick action plan for the next 3 months:
In the first month, complete your keyword research, optimize your site’s on-page elements (titles, meta descriptions, etc.), and set up Google Analytics.
In the second month, start blogging! Write at least 4 articles per month. Optimize your Google My Business profile and request reviews from satisfied clients.
In the third month, continue blogging (one post per week). Start building backlinks: join professional organizations, write guest posts. Conduct your first SEO audit and adjust your strategy based on the results.
If you feel that you can’t or don’t want to handle all these tasks, then feel free to leave the work to us. After all, we don’t understand accounting, which is why we have an accountant. It’s completely natural that, as a financial professional, you also need an SEO expert.
Finally, don’t forget: SEO isn’t a sprint, and it’s not a one-time task, but continuous work. Just like in accounting, precision and persistence are key.
