The Ultimate SEO Checklist for Accountants and Tax Professionals

 

Let’s face it being good at numbers doesn’t mean you’re naturally great at digital marketing. Most accountants and tax professionals I know would rather spend a Saturday catching up on ledgers than figuring out what Google’s up to this week. I get it. But here’s the truth: if your firm isn’t showing up online, you’re probably leaving money on the table.

Clients are searching. They’re typing things like “CPA near me” or “help with taxes Chicago.” And if you’re not there, someone else is likely someone who’s mastered a few simple SEO steps.

The good news? You don’t need to be a tech wizard. This checklist will walk you through the essentials without the jargon. If you stick with it (or even better hand it to someone who knows this stuff), you’ll start seeing results.

1. First: Know the basics of SEO (without the jargon).

SEO short for search engine optimization is basically the art of helping Google (and other search engines) figure out what your website is about and why it deserves to be on page one when someone searches for services like yours.

You’re not “gaming the system.” You are just facilitating people online.

Consider SEO to be the map that directs clients to the front door of your website, which is like a digital office.

2. Get Clear on Your Keywords

You want to show up for the stuff people are actually searching for. That means identifying your keywords. Not just broad stuff like “accountant,” but specific things:

●     “Tax prep for freelancers”

●     “Small business CPA in [City]”

●     “IRS help near me”

You don’t need fancy software to figure this out. Ask your clients how they found you. Type your services into Google and see what auto-suggestions pop up. Look at what your competitors are doing.

Then, make sure those words naturally show up on your website in your service descriptions, blog posts, and even image captions. Don’t force it. If it reads weird, rewrite it.

3. Local SEO Is Your Bread and Butter

If you're a tax pro or accountant, 90% of your business is probably local. That’s why local SEO matters so much.

Here’s your quick-hit list:

●     Google Business Profile: Claim it, update it, add photos, and don’t skip your service areas.

●     Online directories: Make sure your business name, address, and phone number are consistent everywhere Yelp, Bing, Facebook, etc.

●     Reviews: Ask happy clients to leave reviews. Don’t be shy about it. People trust reviews almost as much as word-of-mouth these days.

●     Local content: If you serve a specific area, mention it! A blog post like “5 Tax Tips for Denver Contractors” does double-duty: it's helpful and boosts your local relevance.

4. Your Website Design Really Matters

I’ve seen accounting websites that look like they haven’t been touched since 2009. Here’s the deal: clients will judge your business based on how your website looks and works.

A professional website design service should make your site:

●     Load fast (3 seconds or less)

●     Look good on phones and tablets

●     Be super easy to navigate

●     Make it crystal clear how to contact you or book a consultation

And please, ditch the stock photos of handshakes and calculators. Use real pictures of you, your team, your office, something that builds trust.

5. On-Page SEO: The Basics You Shouldn’t Skip

Every page on your site needs to pull its weight. Here’s what to look for:

●     Page titles that clearly say about what the page is (for example, "Tax Preparation Services in Austin, TX")

●     Goal descriptions that invite people to click (think of them as mini-ADS for your page)

●     Headers (like H1, H2) that break up your content and include relevant terms

●     Alt text on your images so Google knows what they’re showing

●     Internal links — don’t just have a bunch of isolated pages. Link between them naturally.

It sounds like a lot, but once you’ve done it once or twice, it becomes second nature.

6. Don’t Sleep on the Tech Side

This stuff’s not glamorous, but it’s necessary:

●     SSL: Your site needs to be secure (HTTPS). If it’s not, Google will warn people away.

●     Broken links: Run a check every now and then. Nothing says “out of date” like a 404 error.

●     Site speed: Big image files and clunky code will slow things down. Keep things lean.

●     Sitemap: Make sure Google knows where to find all your pages.

If this sounds like a headache, hire someone. A solid SEO service or web guy can knock this out in an afternoon.

7. Blog… Even If You Don’t Love Writing

Blogging isn’t about “going viral.” It’s about answering the questions your potential clients are already Googling.

Here are a few blog post ideas any accountant could write:

●     “What to Do If You Get a Letter from the IRS”

●     “Tax Deductions Most Freelancers Miss”

●     “How Small Business Owners Can Prep for Tax Season”

Keep it simple. Be helpful. Use plain language. Bonus: Google loves fresh content.

8. Get Some Backlinks (But Be Smart About It)

A backlink is just a link to your website from someone else’s. The more trustworthy sites that link to you, the more Google thinks, “Hey, this business must be legit.”

You don’t need hundreds. A few good ones go a long way. Try:

●     Writing a guest article for a local business site

●     Getting listed in your chamber of commerce

●     Partnering with other professionals (lawyers, real estate agents) who can link to your site

Avoid sketchy “buy backlinks” offers. They’re not worth the risk.

9. Look at the Data (Even Just Monthly)

Google Analytics and Google Search Console aren’t just for marketers. They show you what’s working.

Track:

●     Which pages get the most visitors

●     What people are searching to find you

●     Where your traffic is coming from

●     How long people stay on your site

You don't have to dive every day - just check once a month to stay informed.

10. Know When to Call in the Pros

If you are hit during the tax season or simply not interested in DIY SEO, that's fine.There are great agencies out there who specialize in SEO for accountants.

A good digital marketing agency can handle your SEO, your website design, your content, and even your Google ads, freeing you up to focus on what you do best.

Just make sure they understand the accounting world. You want someone who knows what a 1099 is and why Q4 content matters.

Final Word

This checklist isn’t rocket science but it is powerful if you stick with it. You don’t need to master everything overnight. Start small. Make your website a little better. Post one blog. Ask for one review.

Then keep going.

Before you know it, when someone in your area Goggles “accountant near me,” it’ll be your name they see first.

And if you’d rather skip the DIY route, a solid SEO service or digital marketing agency can be worth every penny.