SEO Guide for Accountants

Clients now find accountants online, often through Google, voice assistants, or AI search tools.

In 2025, visibility depends on both SEO and Answer Engine Optimisation (AEO) – structuring your content so Google and AI systems can quote you as the answer.

Key focus areas:

Local SEO: Keep your Google Business Profile active with accurate details and reviews.
Keyword targeting: Use real search phrases like “tax return help” or “accountant for small business.”
Helpful content: Write guides and FAQs that answer questions clearly and concisely.
Technical SEO: Ensure your site is fast, mobile-friendly, and secure.
AEO readiness: Use clear formatting, short answers, and up-to-date facts for AI visibility.

The result? More visibility, stronger trust, and a consistent flow of qualified leads – without relying on ads.

Why SEO Is Now Essential for Accountants

1. Clients search differently

Potential clients no longer rely on word-of-mouth alone -instead they ask Google. From “VAT advice for contractors” to “help with tax return,” people are now typing -and increasingly speaking– specific questions into search engines, voice assistants, and AI tools like ChatGPT.

As a result, this shift has created a new frontier in digital visibility: Answer Engine Optimisation (AEO). This is the practice of structuring your content so it can be understood, interpreted and surfaced by AI-driven search results.

For accountants, this means writing content that not only informs but also answers questions clearly, concisely, and factually.

In essence, AEO as the next evolution of SEO – one that focuses on how search engines and AI summarise your expertise. To optimise effectively:

• Be clear: Lead with a direct answer before expanding on the detail.
• Be structured: Use headings, bullet points, and FAQs so AI can easily extract information.
• Be trustworthy: Keep facts current – especially tax years, rates, and legislation.

Ultimately, by adapting for both traditional search and emerging “answer engines,” your firm can appear not just in results, but also within the answers themselves.

What Is Answer Engine Optimisation (AEO)?

AEO helps your content appear in AI-generated summaries, voice responses, and Google’s AI Overviews.

To be featured:

Start with a short, factual statement.

• Use structured formatting (H2s, lists, FAQs).
• Keep information accurate and human-sounding.

When someone asks, “How do I file a self-assessment?”, your website could become the answer.

2. It builds authority and credibility

When potential clients see your firm appearing consistently across Google Search, Maps, and AI summaries, it sends a strong signal of professionalism. Reviews, fresh content, and structured data all contribute to that authority.

3. It’s cost-effective and sustainable

Unlike paid ads, SEO continues to generate enquiries long after the initial effort. Once you’ve built authority, rankings and visibility compound over time.

4. It strengthens your local footprint

For most firms, local SEO is the fastest win. Optimising your Google Business Profile helps you appear in Maps and “near me” searches – exactly where clients are looking.

The Building Blocks of a Strong SEO Strategy

Local SEO: Showing up where it matters

Your Google Business Profile is one of your most valuable online assets.

• Keep your NAP details (name, address, phone) consistent.
• Add accurate service descriptions such as “Small Business Tax Returns.”
• Post regular updates and respond to reviews to signal trust.

🔗 Learn more: Our Local SEO Services

Keyword Research: Understanding what clients are searching for

SEO starts with intent.

A search for “accountant for startups” is different from “help with self-assessment tax return.”

Use tools like Google Keyword Planner or AnswerThePublic to uncover real phrases potential clients use, including question-based ones suited for AEO.

Quick win: Group keywords by purpose:

Informational: “What can an accountant do for my small business?”
Service-based: “Bookkeeping services near me”
Transactional: “Hire an accountant for year-end accounts”

Content That Converts

The top-performing firms don’t just optimise – they educate.

Create guides, blogs, and FAQs that answer real client pain points:

“What expenses can I claim as a sole trader?”
“How do I switch accountants mid-year?”

These pages build trust and capture long-tail keywords. Write clearly, use plain English, and open with short, direct answers for AEO compatibility.

🔗 Tip: Combine this approach with our content marketing services

On-Page Optimisation

Every page should serve a clear purpose.

• Use keywords naturally in headings and meta titles.
• Add concise descriptions that encourage clicks.
• Link between related topics (e.g. “Tax planning” → “VAT advice”).
• Include calls-to-action such as “Book a consultation.”

Structured, scannable content helps both users and AI engines find exactly what they need.

🔗 Learn more about our technical SEO services

Technical SEO: The behind-the-scenes essentials

Even simple improvements make a difference.

Mobile-first: Ensure your site works perfectly on phones.
Speed: Compress images and streamline plugins.
Security: Use HTTPS to protect data.
Structure: Use logical navigation and clean URLs.

Backlinks and Reputation

Backlinks are the online equivalent of professional recommendations.

Earn them by:

• Listing your firm on trusted directories (ICAEW, local business listings).
• Writing guest articles for finance or business sites.
• Creating shareable resources like “Tax Deadlines for 2025.”

High-quality links strengthen your domain authority and support your SEO foundation.

SEO in 2025: The Rise of AI Search

Search is evolving rapidly. Google’s AI Overviews and tools like ChatGPT are transforming how users find and consume information.

To stay visible:

• Write content that answers common questions clearly and factually.
• Add FAQ schema so Google understands your structure.
• Keep guides up to date with the latest figures and tax years.

AI search rewards relevance, clarity, and expertise; all of these are areas where accountants already excel.

Practical Next Steps

Start improving your visibility today:

• Update your Google Business Profile with services and posts.
• Audit your site for speed and mobile usability.
• Publish one educational blog post each month.
• Add an FAQ section optimised for AEO.
• Encourage reviews from satisfied clients.

Final Thoughts

SEO for accountants is no longer just about rankings – it’s about being the answer.

By combining traditional SEO with Answer Engine Optimisation, your firm can stay visible across Google, voice search, and AI platforms.

The result is greater trust, higher visibility, and a steady flow of quality enquiries.

If you’d like tailored help building an SEO strategy for your accounting practice, speak to Artemis Marketing’s SEO specialists – we help small businesses grow sustainably through smart, data-driven SEO and digital marketing.