When people look for an accountant, they usually search for one nearby: "accountant Sunnybank", "tax agent near me", "small business accountant Logan". The firms that show up are rarely the biggest. They're the ones that make it easiest for Google to understand who they help and where.
Here's how local accounting firms get found.
1. Start with your Google Business Profile
For local searches, the map results often matter more than the normal listings. Make sure your profile has:
- "Accountant" or "Tax preparation service" as your primary category, whichever matches your main work
- every service listed, like individual tax returns, BAS, bookkeeping, SMSF and business advisory
- your exact name, address and phone, matching your website
- real photos of your office and team
- a steady flow of genuine reviews
Our Google Business Profile guide walks through each step.
2. Organise your services by client type
Individuals, sole traders, companies, trusts and SMSF trustees search differently and need different things. Structure your site around them:
- Individuals: tax returns, rental properties, investments
- Sole traders and small businesses: BAS, bookkeeping, payroll, tax planning
- Companies and trusts: structuring, compliance, advisory
- SMSFs: set-up, administration and audit coordination
Each gets its own page, which means each can rank for its own searches.
3. Create location pages for the suburbs you serve
If you have one office but clients across several suburbs, a few well-written location pages can help. Mention the area genuinely: where you are, parking, nearby landmarks, the kinds of local businesses you work with. Avoid dozens of near-identical pages with only the suburb name changed.
4. Publish around the tax calendar
Accounting search interest follows the calendar, peaking around end of financial year and tax time. Plan content ahead:
- May and June: end-of-financial-year checklists, tax planning tips
- July to October: what to bring to your tax appointment, common deductions
- Year-round: starting a business, choosing a structure, BAS deadlines
Keep articles general and accurate, and update them each year rather than writing new ones from scratch.
5. Give visitors something useful
A tax-time checklist, a document upload link or a simple fee guide gives people a reason to stay and come back. Interactive checklists work especially well, since clients return to them every year.
6. Show who they'll deal with
Accounting is a relationship business. Partner and staff profiles with real photos, qualifications and areas of focus build trust. Many firms also show their registered tax agent number and professional memberships, like CPA Australia or CA ANZ, which reassures clients.
7. Get the technical basics right
- A unique title and description for every page, like "Small Business Accountant Sunnybank | Your Firm"
- Fast loading on mobile
- HTTPS
- A sitemap submitted to Google Search Console
- Structured data that tells Google your business type, address and hours
Try our Google preview tool to test your titles and descriptions.
8. Ask for reviews at the right time
The best moment is right after you've saved a client money or time, like when a refund lands or a tricky return is lodged. Send a short message with your direct review link.
How long does it take?
Profile improvements and technical fixes can show results within weeks. New service and location pages usually take a few months to rank, depending on competition in your area.
See what we build for firms on our accountant websites page.
This article is general information only and isn't legal, financial or technical advice for your situation. Questions? Talk to us.