You are following playbooks on SEO for Accounting firms. You are writing blog posts. They are live on your accounting firm’s website. But no one’s reading it. And you feel like your accounting SEO efforts are going to be in vain. It might be packed with helpful advice, but if it’s not structured the way Google prefers, it won’t show up in search results.
You reading this blog is a sign for me that your blogs aren’t ranking. And you want to know what works in marketing for accounting firms and what your blogs are missing. When you are ready, we can get on a discovery call and audit your accounting SEO and blogging strategy.
Another possible reason of you reading this blog is maybe you actually enjoy writing and just want to sharpen your skills. Either way, you’re in the right place.
89% of marketers say blogging is their top content marketing priority. It must be your priority too. Let’s do it right.
In this blog, I’ll walk you through a 13-step checklist I use when doing SEO for accounting firms and write blog posts that both Google and humans love.
Here’s a simple example to help you understand the Local SEO:
Let’s say an eCommerce founder needs a bookkeeper. They Google “ecommerce bookkeeper.” They’ll see blog posts, videos, and a few service pages from firms across the country.
Now they search “ecommerce bookkeeper near me.”
Now, they’re looking at local service providers inside Google Maps.
That shift from broad to local is where Local SEO steps in.
It’s all about proximity.
And it works through five key moves:
More on the strategy part later.
Related Read – Technical SEO for Accounting Firms: Top 5 Tools to Use
Your blog title is doing more than introducing the post. It’s what decides whether someone clicks or scrolls past, and hence, an extremely important part when you are doing SEO for your accounting firm.
A strong title should do three things:
Sounds simple. But in practice? It’s tricky.
Take this for example:
“How to Save Thousands in S-Corp Taxes (Even If You’re Late to the Game)” That headline tells you the topic, speaks to a real pain point, and uses language your audience types into Google. On the flip side, something like
“Important S-Corp Tax Info”
might sound safe, but it’s easy to overlook.
With the right keyword appearing on your title, you might get impressions. But to convert those impressions into clicks, you need a strong title.
Related Read – Local SEO for Accountants: Basics + Trick to Expand your Reach
Your meta description is the short snippet that shows up below your blog title in Google search. If it’s vague or boring, people will scroll right past you even if your content is gold. It’s the next thing people read once they find the title appealing.
Shown below is a screenshot of search console. What blog gets what amount of impressions and clicks – you get to know all those details on your websites search console.
CTR= Impressions/Clicks
Higher CTR tells that your title and meta description is performing well.
A good meta description works like a mini advert.
It should tell people what they’ll learn, include your main keyword, and give them a reason to click.
Something like:
“Want your blog posts to actually rank? Here are 13 easy steps accountants can use to improve SEO—without hiring an agency.”
Much better than:
“A blog about SEO for accountants. Learn more.”
Also:
Keep it under 155 characters.
I use tool called ToTheWeb to make sure the length is under character limit and gets better visibility in SERPs.
Lastly, add a gentle call to action. Something simple like “Read more” or “Start here” works just fine. It won’t make or break your SEO. But it might be the reason someone actually reads your blog.
Need help auditing your accounting SEO strategy? Book a free SEO discovery call here.
A clean, keyword-focused URL helps search engines (and humans) understand what your post is about. No need to get fancy.
Let’s say you’re writing about tax deductions for dentists.
This works:
/tax-deductions-for-dentists
This doesn’t:
/blog/2024/07/taxblog-post-9
Here’s the rule:
If you already have a post at /bookkeeping-tips, don’t make another one called /bookkeeping-tips-2.
Clean URLs make your blog look professional, improve click-through rates, and make it easier to share. It’s not the flashiest part of accounting SEO, but it’s one of those small things that quietly helps everything else work better.
Want help turning this into a strategy for your firm? Let’s talk.
Schema is a bit of behind-the-scenes code that helps Google understand your blog better. Think of it as giving your blog a label, so search engines know it’s an article, not just a random web page.
For blog posts, use schema types like:
Adding schema won’t magically bump you to the #1 spot, but it can enhance how your post appears in search like showing a thumbnail, date, or even star ratings if applicable.
More visual real estate = more clicks.
Related Read – Basics of SEO for Accountants to Get Attention on Search Engines
Images aren’t just for looks. They help break up the text, explain complex ideas and boost your SEO, if used right.
But here’s the part most people skip: alt text.
Every image you upload should have a short, clear description in the alt attribute.
This tells Google what the image is about (since it can’t see) and also helps screen readers describe it for visually impaired users. Alt text isn’t the place to stuff keywords. Just describe what’s there, like you’re explaining it to someone over the phone.
Example:
“Chart showing tax deductions by industry”
“tax accounting tax deductions best CPA SEO image”
If possible, use your own images. For eg. screenshots, graphs, or visuals that reflect your work. Stock photos? Fine in a pinch. But the original visuals tend to perform better over time.
There’s no magic number, but here’s a good rule of thumb:
Aim for at least 700 words.
That’s usually enough to cover a topic with some depth and signal Google that it’s worth indexing. But don’t just write to hit a word count.
If you’re writing about something broad (like “tax planning strategies”), you’ll probably need more. If it’s super specific (like “home office deduction for therapists”), shorter might be just fine (as long as it’s helpful.)
What matters most:
Fluff doesn’t rank. Value does. And if your competitors are writing 1,500-word guides on the same topic? You don’t need to match them word for word. But you do need to be just as useful.
So write enough to be helpful.
No time to DIY? I can help map this to your firm’s content plan. Schedule a call to get started.
A TOC with jump links lets readers skip straight to the part they care about. And here’s the bonus: Google sees those anchor links too. Sometimes, it even shows them directly in search results giving your post more visibility (and a better chance at that click).
Keep it basic:
It’s a small detail that improves both UX and SEO. No one wants to scroll endlessly to find the one answer they came for. A jump link lets them land exactly where they need to.
Related Read – Technical SEO for Accounting Firms: Top 5 Tools to Use
Your headings aren’t just there to look pretty. They organize your content for both readers and search engines.
Start with a single H1 (your blog title).
That’s it. Just one. No exceptions.
Then break your content into logical sections using H2s.
If you need to go deeper within a section, use H3s (and H4s if absolutely needed).
Think of it like a table of contents built right into your post. It helps readers scan, and Google understand the structure of your content.
Messy heading use confuses everyone and may even affect how your post ranks.
Here’s a simple guide:
Clean formatting = better readability, better accounting SEO, and a better shot at featured snippets.
If your blog is an island, Google can’t find it. That’s where internal links come in. Every blog post should link to other pages on your site and be linked from somewhere else.
This creates a web of content that’s easier for Google to crawl and understand. It also keeps readers on your site longer, jumping from one useful post to the next. That’s good for engagement, and even better for accounting SEO.
Here’s how to do it right:
Internal link example: From your blog on cash flow, link to your ‘Monthly Bookkeeping Checklist
If your blog talks about a service, a checklist, or even a downloadable guide, don’t just mention it. Show it.
That’s where product cards come in. These are simple embedded blocks that highlight what you’re offering, right inside the blog. Think of them like little callout boxes with a title, a short description, maybe an image, and a button.
They catch the eye. They drive clicks. And they give your most valuable pages a chance to convert readers without feeling pushy. You can test different calls-to-action (CTAs) to see what works.
For example:
If you’ve got blogs that already get decent traffic, try adding a product card mid-way through. It turns passive readers into active leads without needing to overhaul the post.
Want your blog to grab a featured snippet? Start thinking beyond paragraphs.
Google loves structure. And so do your readers. Using basic HTML elements like bullet lists, numbered steps, comparison tables, and accordions make your content easier to scan, quicker to digest, and more likely to be pulled into a snippet box.
Example:
Instead of writing, “There are several tax deductions available to small businesses,” try:
Common tax deductions:
Now you’ve helped both Google and your reader.
Tables are great when you’re comparing tools, plans, or rules. Accordions? Ideal for FAQs or long-winded answers you want to keep tidy. These elements improve user experience too—keeping people on the page longer and lowering bounce rates.
So yes, content matters. But so does how you present it.
If you have a YouTube video that covers the same topic as your blog, use it. Embed it right into the post. It gives readers another way to engage with your content (especially those who prefer watching over reading).
It also sends positive signals to Google that your page is rich with helpful media.
Bonus: You get visibility in two places: Google and YouTube.
You don’t need a full production crew. Even a simple explainer, screen recording, or walkthrough can work well as long as it adds value.
Place the video near the top of the post, ideally after your intro or table of contents. That way, it’s seen fast and keeps people on the page longer. No video? No stress.
But if you’re creating content regularly, pairing a blog and video can double your chances of getting found.
You’ve written a helpful blog. Now what?
Don’t just hope readers take the next step. Rather, you are supposed to help them figure out the next step by putting them clearly.
A simple, clear call-to-action (CTA) gives your blog a purpose beyond just being read.
It could be:
CTAs don’t have to be pushy. They just need to be helpful and relevant to the content. Placed at the end or naturally within the post. They give readers a direction. And for you they improve time on site, interaction, and conversions.
If your blog ends without a CTA, you’re leaving value on the table. Always give your reader the next step.
Complete this checklist when you’re next creating a blog post, and you won’t just be “writing content”…
You’ll be crafting an experience that’s clear, useful, and easy to navigate. One that resonates with your readers and the search engines. And now, you know exactly how to do that.
Still have any doubt around accounting SEO or any other segment around marketing for accountants? Schedule a call.
Already blogging as part of accounting SEO? Drop your blog link in the comments. I’ll take a look.
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