Running a successful accounting or finance business isn’t just about crunching numbers—it’s about ensuring local clients can easily find and trust your services.
With the right digital marketing strategies – especially in the competitive field of the financial services sector – and local search engine optimisation (SEO) strategies, accountants, financial advisors and investment professionals can overcome resource limitations, attract more clients and establish themselves as industry leaders.
In this article, we’ll cover practical strategies to market your accounting or finance business, find clients and optimise your local SEO efforts to stand out from competitors.
What is SEO for financial services?
SEO for financial services involves a specialised digital marketing strategy that enhances a finance company’s visibility in search engine results. This includes keyword research, local SEO, content marketing and technical optimisations to ensure your site is visible to potential clients searching for financial solutions.
Does SEO work for financial advisors?
Yes, it does. SEO is a powerful tool for financial services providers, helping them enhance their SEO strategies to improve organic visibility and attract clients who are actively searching for financial planning, investment advice or tax assistance. A well-optimised website can increase visibility, build credibility and drive more qualified leads.
Why is SEO important for accounting, finance & investment services?
SEO is crucial for professionals in the financial services sector because it ensures your business appears in search results when potential clients are looking for your expertise. Given the vital role of the financial services sector in the economy, effective online marketing strategies are essential. Here’s why SEO matters:
- Increased visibility: Many people search online for accountants or financial advisors before making a decision. A strong SEO strategy ensures your business ranks higher in search results.
- Targeted traffic: SEO helps attract visitors actively looking for financial services, increasing the chances of conversion.
- Local reach: Local SEO connects you with clients in your area who need services like tax preparation, investment advice or bookkeeping.
- Cost-effective: Unlike paid advertising, SEO provides long-term visibility and organic traffic without ongoing costs.
- Builds trust: High rankings signal credibility, making potential clients more likely to trust your services.
Investing in SEO is an investment in the long-term success of your finance business.
Understanding local SEO.
Local SEO focuses on optimising your online presence to attract more business from local searches. For accountants and financial professionals, this means ensuring that when someone in your service area searches for tax services, bookkeeping or financial planning, your business appears at the top of the search engine results page (SERP).
Financial service companies can enhance their digital marketing strategies through effective content creation, including visual content like videos and infographics. This is crucial for local SEO as it targets people actively looking for your services. By optimising your website and online profiles, you can increase visibility and convert more visitors into long-term clients.
RELATED: What is the best SEO strategy for small business?
Keyword research for finance & accounting services.
Keyword research is the foundation of any SEO strategy. In the context of financial services SEO, developing a comprehensive digital marketing strategy aimed at enhancing online visibility is crucial. Identify the search terms potential clients use when looking for accounting or financial services. Start by brainstorming services such as ‘small business tax accountant’, ‘investment advisor near me’, or ‘financial planning for retirees’.
Use tools like Google Keyword Planner, Ahrefs or SEMrush to find related keywords and assess their search volume. Look for long-tail keywords like ‘best financial advisor in [city]’ or ‘tax return services in [suburb]’. These keywords often have lower competition and higher conversion rates due to their specific intent.
How do I market myself as a financial advisor?
Marketing yourself as a financial advisor requires building credibility, establishing trust and making it easy for potential clients to find you. Here are seven strategies to help you stand out:
- Develop a strong online presence
Create a professional website showcasing your services, credentials and success stories. Include a blog with financial advice to position yourself as an expert. - Optimise for SEO
Use keywords like ‘financial advisor in [city]’ or ‘investment planning near me’ to improve your search visibility. List your business on directories like Yellow Pages, Google Business Profile and LinkedIn. - Leverage social media
Platforms like LinkedIn, Twitter and Facebook are excellent for sharing financial insights, client success stories, and market updates to engage with potential clients. - Attend networking events
Join local business groups, attend financial planning seminars and collaborate with real estate agents, lawyers, and accountants to build a referral network. - Encourage word-of-mouth referrals
Satisfied clients are your best advocates. Ask for testimonials and referrals and consider offering incentives for successful referrals. - Get reviews and testimonials
Positive client reviews on Google and finance-specific platforms build trust and help new clients feel confident in choosing your services. - Create educational content
Publish blog posts, whitepapers, and video explainers on financial planning, investment strategies and tax-saving tips. Educating clients establishes you as a trusted expert.
Marketing yourself as an accountant or financial expert requires building a strong, professional brand. Here are seven ways to make your brand stand out from the crowd:
- Create a professional website
Your website should be user-friendly, with clear service descriptions, contact details, and calls to action like ‘Schedule a Consultation’ or ‘Request a Quote.’ - Leverage social media
Platforms like LinkedIn and Facebook are excellent for engaging with potential clients. Share financial tips, market insights and updates about your services. - Network locally
Attend business events, join local chambers of commerce and partner with related industries (e.g. mortgage brokers, real estate agents) to reach more clients. - Use traditional marketing
Flyers, brochures and sponsorships at local business expos can still be effective, especially for B2B services. - Encourage word-of-mouth referrals
Satisfied clients are your best marketing tool. Offer incentives for referrals to attract more business. - Get online reviews
Positive reviews on Google Business Profile, Yellow Pages and Facebook enhance credibility and improve SEO rankings. - Invest in content marketing
Publish blog posts, financial guides or tax tips to showcase your expertise and attract potential clients.
How to optimise for local SEO?
Local SEO ensures your business shows up when people search for financial services in your area. Here’s how to make it work for you:
- Optimise your Google Business Profile – Ensure your profile is complete with accurate business information, photos and regular updates.
- Use local keywords – Include phrases like ‘accountant in [city]’ or ‘investment advisor near [suburb]’ in your website content and meta descriptions.
- Build local citations – List your business on reputable directories like Yellow Pages, True Local and Oneflare to improve credibility.
- Ensure a mobile-friendly website – Many people search for financial services on their phones. A fast-loading, mobile-optimised site enhances user experience and SEO rankings.
- Encourage online reviews – Positive reviews build trust and improve local search rankings. Responding to reviews shows engagement and professionalism.
- Utilise Google Search Console – Use Google Search Console to gain insights on keywords that generate impressions but aren’t receiving clicks. Incorporating these keywords can enhance the visibility and effectiveness of your content.
RELATED: How to set up and update your Google Business Profile.
On-page SEO for finance websites.
On-page SEO involves optimising your website’s pages to rank higher in search engine results. Key strategies include:
- Using target keywords naturally in page titles, headers and meta descriptions
- Writing detailed service descriptions with relevant keywords
- Including client testimonials and case studies to build trust
- Using internal links to guide visitors to relevant pages on your site
- Adding alt text to images for better accessibility and SEO
- Setting up Google Analytics to collect and analyse relevant data, providing valuable insights into customer behavior and preferences.
Technical SEO for finance websites.
Technical SEO focuses on backend website elements that impact performance and search rankings. Ensure your site:
- Loads quickly (use Google PageSpeed Insights to check speed)
- Is mobile-friendly (responsive design is crucial for rankings and user experience)
- Has secure HTTPS encryption to build trust with visitors
- Fixes broken links and includes an XML sitemap for better search engine crawling. Partnering with an SEO agency can provide tailored strategies and comprehensive technical support to enhance these aspects.
Off-page SEO for financial professionals.
Off-page SEO improves rankings through activities beyond your website, such as:
- Building high-quality backlinks – Get listed on finance directories, guest post on reputable sites and gain links from industry blogs to reach your target audiences within the financial services sector.
- Engaging on social media – Share valuable content, participate in finance-related discussions and interact with potential clients.
- Guest blogging – Writing for other websites helps establish authority and gain quality backlinks.
By implementing these local SEO and marketing strategies, accountants and financial professionals can boost visibility, attract more clients and grow their business.
Measuring success with SEO KPIs.
Measuring the success of an SEO strategy in the financial services industry requires tracking a variety of key performance indicators (KPIs). Some of the most important KPIs to track include:
- Organic traffic: The number of visitors to your website who come from search engines
- Search engine rankings: The position of your website in search engine results pages (SERPs) for specific keywords
- Conversion rate: The percentage of visitors who complete a desired action, such as filling out a form or making a purchase
- Bounce rate: The percentage of visitors who leave your website immediately after arriving
- Average session duration: The amount of time visitors spend on your website
- Pages per session: The number of pages visitors view during a single session.
By tracking these KPIs, financial services companies can gain a better understanding of how their SEO strategy is performing and make data-driven decisions to improve their online presence.
In addition to these KPIs, financial services companies should also track their return on investment (ROI) from SEO efforts. This can be done by tracking the revenue generated from organic traffic and comparing it to the cost of SEO efforts.
It’s important to track the progress of your SEO efforts over time. This can be done by setting up a baseline and tracking the changes in your KPIs over time. SEO is a long-term strategy, and it may take some time to see the results, so it’s important to be patient and consistent in your efforts.
Need help getting started? List your business on Yellow Pages Online to boost your visibility and connect with more local customers today.
Or take it further with Thryv – a powerful all-in-one platform to help you manage reviews, run ads, automate follow-ups and grow your business while you focus on the work that matters.
