Standing out as an accountant or financial advisor online isn’t easy. Clients have countless choices, and most will turn to Google when they’re deciding who to trust with their finances. If your firm doesn’t appear where they’re searching, those opportunities go to someone else. SEO for Accountants & Financial Advisors is the process that makes sure you’re visible at the right time, in the right place, to the right people.
Financial services are built on credibility, and that extends to search. They’re looking for help with tax returns, bookkeeping, SMSFs, business structuring, or financial planning, and will search for the best one rather than the most convenient. By aligning your website with those real searches, SEO brings you closer to the people actively seeking your expertise and ready to take the next step.
Why should an accountant or financial advisor invest in content when the ultimate goal is winning new clients? The answer is trust. People don’t hand over their finances to just anyone. They spend time researching, often asking questions like “how can I reduce tax as a small business?”, “What is SMSF compliance?”, or “What does an accountant do for investment portfolios?” If your website provides clear, reliable answers, you establish yourself as the trusted choice before a client makes contact.
From an SEO perspective, content built around these real-world questions signals to Google that your firm is an authority on the subject. In-depth service pages for tax, bookkeeping, SMSFs, or family business accounting, supported by blogs and suburb-specific case studies, create a strong footprint that outperforms competitors with thin content. This consistency in covering financial topics helps you rank higher while also giving clients the confidence to choose you.
Service Page Optimisation
Generic “Services” pages rarely convert because they cover too many topics without providing the detail clients are looking for. Someone searching for “SMSF accountant Sydney” doesn’t want a page that mentions SMSFs alongside ten other services. They want a page dedicated to that one area, showing depth and experience.
We create optimised service pages for each of your key offerings, such as tax returns, bookkeeping, SMSFs, financial planning, and business accounting. Each page is written to match how clients actually search, with clear explanations, local keywords, and calls to action. By including examples, outlining your process, and addressing common client concerns, these pages both build trust and drive enquiries.
For SEO, they also signal to Google that your site covers each service in detail, making it more likely you’ll outrank competitors with thin or generic service descriptions.
Most people searching for an accountant or financial advisor will start locally, but showing up in the Map Pack is only the first step. Clients aren’t just looking for whoever is closest. Although it is convenient and a decision-maker, they want to see proof of quality and expertise before making contact. Focusing on your Local SEO can put you on the right people’s screens in your area, even positioning yourself as the local expert.
That’s why your Google Business Profile and local landing pages need careful crafting. A complete, accurate profile with reviews, service categories, and photos makes a stronger impression than a bare listing or an AI-generated listing.
When paired with suburb-specific pages on your website that explain your services in depth, such as “Business Accountant Parramatta” or “SMSF Advisor North Sydney”, it keeps you visible and credible.
Local SEO done well brings a steady flow of leads from people in your area. For accountants and financial advisors, that balance of local visibility and authority is what turns searches into lasting relationships.
Why does Google trust some accounting firms over others? One of the biggest factors is backlinks, which are links from other reputable websites that point back to yours. For accountants and financial advisors, the strongest backlinks often come from trusted places like professional associations (CPA Australia, CA ANZ, FPA), business chambers, local government directories, and financial publications.
These links reinforce your reputation in the eyes of prospective clients.
Our approach is to secure links that WOW your audience in your industry. That might include getting your firm listed in local council or chamber of commerce directories, publishing a tax tips article on a finance blog, or being quoted in a business news piece during end-of-financial-year coverage. Each of these placements builds your authority where clients already look for financial guidance, while also improving your standing with Google.
When combined with a complete Google Business Profile, suburb-specific service pages, and authoritative content, these backlinks give your firm the edge over competitors. For accountants and financial advisors, strong links mean stronger visibility, higher-quality enquiries, and the trust signals that convince clients to choose you.
Technical SEO makes sure your website works the way both Google and potential clients expect it to. A fast-loading, mobile-friendly site is the difference between someone becoming a potential client and someone moving to the next page. Optimising speed, navigation, and mobile experience keeps visitors engaged and helps Google prioritise your site in search results.
Equally important is ensuring your key service and location pages are easy for Google to find and index. Clean sitemaps, properly set redirects, and structured internal linking guide both users and search engines through your site, highlighting core services like SMSFs, tax planning, or business accounting.
Adding schema markup for “Local Business” and “Professional Service” can also enhance how your details appear in search, giving you more visibility where it matters. In short, strong technical SEO removes roadblocks, so your site performs smoothly and your services are discoverable.
What is SEO, and why do accounting and financial advisor firms need it?
SEO, or Search Engine Optimisation, is the process of improving your website so it ranks higher in Google. Builders and renovators benefit because SEO makes their services more discoverable when homeowners are actively searching for construction or renovation work in their area.
How long does it take to see results from SEO for Accountants & Financial Advisors?
Results take time. It usually takes several months before you see significant improvements in rankings and traffic. SEO is an ongoing process, but the gains compound as Google recognises the authority and value of your site.
What are the key SEO strategies for Accounts & Financial Advisors?
The most effective strategies include optimising Google Business Profiles, building suburb-specific landing pages, creating detailed service pages, publishing high-quality content, earning reputable backlinks, and ensuring websites are fast, mobile-friendly, and secure.
How can local SEO benefit my Account & Financial Advisors Firm?
Local SEO ensures your business appears when homeowners search for a builder in their suburb. By optimising your Google profile and creating local landing pages, you make it easier for potential clients in your target areas to find and contact you, leading directly to more enquiries and booked projects.
Tom Galland — Founder of SEO Growth
Trusted by 100+ growing brands across Australia