I want to share something I’ve noticed over & over while working with accounting firms: they’re amazing at numbers, but many almost invisible online.
I remember a client, boutique accounting firm in London who had years of experience, great client reviews, and dozens of unique services. Yet, when I searched for “small business accountant near me,” they didn’t appear on page one. Their website was great, their services top-notch, but Google didn’t seem to care at all.
That’s when I realized: most accountants are missing the one thing that actually moves the needle online — backlinks
As one SEO legend puts it, “Great content alone won’t cut it; backlinks are the votes of confidence your site needs for Google to care”. Brian Dean
Think of backlinks as professional references for your website. When other trusted websites link to your firm, Google sees it as a vote of confidence. And in this line of work taxes, payroll, bookkeeping trust isn’t just important; it’s everything.
In this guide, I’ll walk you through the real link-building strategies that actually work for accounting firms — the kind I teach at LinkRush — without fluff or technical jargon.
Why Backlinks Matter More Than You Think
Let’s be honest: accounting is a YMYL (Your Money, Your Life) niche. That’s Google-speak for “we’re going to scrutinize your site because it deals with money.”
Backlinks act as signals that your site is trustworthy. If Google doesn’t see that other websites vouch for you, you won’t rank, no matter how polished and great your content is. So never say “My content is Mindblowing” or “out of the world” keep it flowing and grounded, that helps your readers.
And here’s the kicker: most accounting firms don’t focus on this. They write blogs, tweak pages, and hope for traffic. That’s why this is your advantage — because you can do what most of your competitors aren’t doing.
Most accounting firms I speak with think link building is “just an SEO thing.”
But look at how the biggest platforms in the actually grew their online authority in Particular regions like UK, USA & Australia :
Crunch , intuit QuickBooks & Sage
Both publish consistent educational content and secure high-trust backlinks from UK finance publishers.
That’s why their accounting guides dominate nearly every UK search term.
Bench & Intuit QuickBooks
Their growth wasn’t only product — they used smart SEO and resource pages that naturally attracted links from US blogs, SaaS tools, and finance media, which boosted their US search visibility.
MYOB , Xero & Chartered Accountants ANZ
In Australia, visibility comes from a mix of local citations, industry partnerships, and authority backlinks from trusted AU business and compliance platforms.
The pattern is clear:
High-trust links → higher visibility → more inbound clients.
This is exactly the kind of link-building approach we use at LinkRush for accounting firms who want to get found faster without burning money on ads.
1. Write Content People Actually Want to Link To
I can’t tell you how many times I’ve seen firms publish generic content like “Why bookkeeping is important”, “Benefits of hiring an accountant”, “What is GST/VAT ?” and more like this
Honestly, the truth is nobody links to that stuff. Not a single blogger.
Instead, think about the real problems your clients lose sleep over “Payroll software errors”, “Tax audits coming up next month”, “Cash flow surprises”, “VAT/GST compliance confusion”
Write guides, checklists, or step-by-step tutorials around these topics. Better yet, add charts, examples, or a template.
I remember creating a payroll error checklist for a client, and within a month, five small business blogs linked to it naturally because it solved a real problem for their audience. That’s the kind of content that earns links.
2. Local Citations — Plant Your Flag in the Right Places
Local SEO isn’t just a buzzword; it’s about being visible where your clients search first. Think of local citations as little flags that tell Google: “This business exists, and it’s trustworthy.”
A few places you should claim and optimize: Google Business Profile, Yelp, and local business directories.
Here’s the kicker: many accounting firms skip this. One client finally set up and optimized just a handful of citations — their leads in the local area doubled in three months. Sometimes, the simplest moves give the biggest results.
3. Guest Posting — Share Your Wisdom Without Selling
I like to think of guest posting as giving a masterclass online. You’re not there to push your services — you’re there to educate.
Write about things people actually struggle with, like navigating tax audits or avoiding common bookkeeping errors. If your explanation helps a reader, blogs and platforms naturally link back to you.
One of my favorite success stories? A small firm wrote a guest post on a startup blog explaining payroll pitfalls — within weeks, it brought in leads and earned a high-authority backlink.
4. Free Tools — Give First, Earn Later
Ever notice how people love free calculators or templates? That’s because they solve problems instantly.
Accounting firms can create tools like: cash flow trackers, payroll spreadsheets, or tax deduction checklists.
The magic here: when someone uses your tool, they often share it, reference it, or link to it. One client’s free Tax template was picked up by multiple financial blogs and startup guides — and drove more traffic than any article they had ever published.
5. Testimonials — Tiny Effort, Big Reward
Here’s a clever little strategy: write testimonials for software you already use. Think QuickBooks, Xero, or Zoho Books.
Why it works: companies usually showcase user testimonials on their website — with a backlink. It’s effortless, underutilized, and it works. One client of ours gained five DR40+ backlinks just by doing this.
6. Media Opportunities — Become the Go-To Expert
Journalists are always searching for reliable experts. Platforms like HARO and Terkel make it easy to answer relevant questions.
Example: “What are the most common tax mistakes small businesses make?”
The trick is simple: be concise, provide actionable insights, and educate — no sales pitch. Being quoted on high-authority sites not only boosts backlinks but also builds credibility with potential clients.
7. Skyscraper Technique — Upgrade Existing Content
Don’t reinvent the wheel, improve it. Cars didn't come by reinvention but from improvising the Cart. The skyscraper technique works the same way by finding outdated or thin content, making it comprehensively better, and reaching out to the sites that are linked to the original.
Most webmasters will happily replace old links with your improved version. This approach is fast, effective, and ensures your site is seen as an authoritative resource.
8. Competitor Backlink Analysis — Steal Ideas, Not Content
Sometimes the smartest move is to see what’s already working for others. Using tools like Ahrefs or SEMrush, you can discover:
- Guest posts they wrote
- Directories where they’re listed
- Podcasts they appeared on
Then, adapt the approach to your firm. You’re not copying — you’re being strategic. It’s like learning from the leaders instead of stumbling in the dark.
9. Internal Linking — Guide Visitors & Google
Internal links are like breadcrumbs: they help both Google and visitors navigate your website. Link related blogs to service pages, like:
- Tax blog → Tax Filing Services
- Payroll blog → Payroll Services
- GST article → Compliance Services
Even small tweaks in internal linking can boost rankings and keep visitors engaged longer without creating new content.
Your Path Forward — Backlinks as Your Growth Engine
Backlinks aren’t just SEO — they’re your growth engine. They help clients find you, build trust, and position your firm as an authority.
At LinkRush, we help accounting firms:
- Build DR40+ guest posts.
- Create niche-specific backlinks.
- Optimize local SEO.
- Replicate competitor backlinks.
- Convert traffic into actual clients.
Focus on quality over quantity. High-value links and relevant content can transform your online visibility and your business. Start smart today, and watch your firm rise above the competition.
