Why Google Business Profile is the highest-return local SEO channel
"Accountant near me" is searched about 12,100 times per month in Australia, with a further 4,400 for "tax accountant near me". Local queries like these are where your Google Business Profile can appear, so the details of the profile matter.
A profile is quicker to set up than a full website SEO program (see SEO for accountants), and it is one part of how accounting firms get clients from Google. The checklist below covers categories, service areas, hours, posts, reviews and Q&A.
Demand splits across service types: "smsf accountant" is searched about 2,400 times per month in Australia, "small business accountant" 880, and "tax accountant sydney" 880. City-level demand is substantial: "accountant melbourne" 1,600 searches per month, "accountant brisbane" 1,300. Source: Google Keyword Planner, AU data pulled 17 October 2026.
Choosing the right categories: fewer is better
Google recommends using as few categories as possible to describe your core business. The primary category should complete the sentence "This business is a..." not "This business has a..." For most accounting firms, the primary category should be Accountant, Tax Preparation Service, or Bookkeeping Service, depending on which service generates the majority of revenue.
Additional categories should reflect genuine service lines the firm delivers, not aspirational services or keywords. A firm that offers both accounting and bookkeeping can list both categories. A firm focused exclusively on SMSF work might use Financial Consultant as a secondary category. Google implicitly includes more general categories when you select a specific one, so there is no need to add redundant entries. Source: support.google.com/business/answer/3038177.
Service areas vs physical address: which to show
An accounting firm that serves clients at its office address is a hybrid business and can show both its physical address and its service areas. A firm that works with clients remotely or visits them at their location, but does not serve customers at the office address, should hide the address and list only its service areas. Google treats these as distinct business types, and the choice affects how the profile appears in local search results.
Service areas must be defined by cities, postcodes, or other named areas, not by a radius from the business. You can add up to 20 service areas. The overall area should not extend beyond about two hours of driving time from your business. If approved, service area edits may take up to 48 hours to appear on your profile. Source: support.google.com/business/answer/3038163.
For a firm with multiple offices, check Google's guidelines on whether each location needs its own Business Profile before setting up service areas for each.
Setting hours: regular, special, and extended hours during tax time
Regular hours should reflect when clients can reach the firm during a typical week. Keep the main hours set to "Open with main hours" for special hours to appear on your profile. Use More hours for specific services with different availability, such as phone-only support or appointment-only consultations.
Most accounting firms extend their hours during tax time, roughly from July through October. Use special hours to mark these temporary adjustments rather than changing your regular hours. Google describes special hours as temporary changes, and its guidance on closures runs up to 6 days in a row; for longer periods such as the full tax season, consider adjusting regular hours for that period and resetting them after October. The wider tax-time plan is in tax-time marketing for accountants.
In the Business Profile editor you can add special hours for a date, and add another set of hours for the same date with More, then Add hours. Special hours override regular hours for that day, so if you are extending hours from 9am–7pm to 9am–9pm on a Thursday, enter 9am–9pm as the special hours for that date. Confirm your hours for public holidays even if they match your regular schedule, so clients know the information is current. Source: support.google.com/business/answer/6303076.
Using posts to stay visible during tax time and BAS quarters
Live Google Business Profile posts show on Search and Maps. Posts older than 6 months are archived unless a date range is set.
The three post types are Updates, Offers, and Events. Updates are the most versatile: use them to share news, remind clients about upcoming deadlines such as BAS lodgment dates, or highlight a service such as SMSF reviews. Events are appropriate for webinars, tax planning workshops, or client information sessions. The same updates can be reused on other channels, covered in social media marketing for accountants.
Google lists financial services among its regulated industries. You can use posts in a regulated industry, but Google says not to include content about the regulated products, so keep posts away from specific financial products. Phone numbers in post descriptions may also be rejected if Google cannot verify they belong to your business. Source: support.google.com/business/answer/7662907.
Tax time and BAS quarters are natural moments for a post. For example, a post in early July confirming that your firm is accepting new clients for the lodgment season, with a link to an enquiry form.
Building and responding to reviews
Reviews can help your business stand out and give potential clients useful information. A steady flow of recent reviews is more convincing than a burst followed by silence.
You can request reviews through a Google link or QR code. Google strictly prohibits offering incentives, like free or discounted goods or services, in exchange for reviews, including to change reviews or remove negative ones. These practices fall under its fake and misleading content rules. The simplest compliant approach is to ask satisfied clients directly, either in person at the end of a service or via email, with a link to your Google review page. Source: support.google.com/business/answer/3474122.
Reply to reviews publicly, keeping responses professional, polite, and brief. Write specific replies rather than sending the same generic thank-you to every reviewer. Google advises against using replies to offer deals or promotions. For negative reviews, acknowledge any mistakes honestly, explain what you can and cannot do, and never share the reviewer's private information. Ask the reviewer to contact you privately by phone or email if the issue is complex.
Managing the Questions & Answers section
Where the Questions & Answers section is available on your Google Business Profile, anyone can post a question or answer one, which creates both an opportunity and a risk. Questions about your services, fees, or availability are common and, if answered promptly and clearly, can convert searchers who would otherwise move on to a competitor.
Check your Q&A section regularly and answer new questions promptly. If a question has already been answered by a third party, you can add your own answer to clarify or correct.
Common questions on accounting firm profiles include "Do you charge for an initial consultation?", "Can you help with SMSF setup?", "What are your fees for a basic tax return?", and "Are you accepting new clients?". Answering these questions publicly saves time answering the same query over email or phone, and the answers remain visible to future searchers. Avoid posting detailed fee schedules or making specific claims about tax outcomes, as these can quickly become outdated or be taken out of context.