A Step-by-Step Framework for Optimizing Your CPA Firm's Google Business Profile

When someone searches "CPA near me" or "tax accountant in [city]", the three results that appear in the Map Pack above organic listings come almost entirely from Google Business Profile signals. No amount of website optimization fully compensates for a weak or incomplete GBP.

In our experience working with accounting firms, the gap between a fully optimized profile and a neglected one is substantial — often the difference between appearing in the Map Pack and not appearing at all within a given search radius.

GBP matters for accounting firms specifically because:

• The search intent is high. Someone searching for a local CPA is usually ready to engage, not just browsing.
• Trust signals are visible before the click. Star ratings, review count, photo quality, and business hours all display in the Map Pack — prospects form opinions before they reach your website.
• GBP is free infrastructure. Unlike paid ads, a well-optimized profile generates visibility on an ongoing basis without per-click cost.
• The barrier to outperforming competitors is lower than it looks. Many CPA firms claim their profile but never fully complete it. Thoroughness alone creates an advantage.

The sections below walk through every component of a well-optimized GBP, in the order that has the most impact — starting with category selection, which is the single field Google weights most heavily in local ranking decisions.

Google uses your primary category as the dominant signal for which searches your profile is eligible to appear in. Choosing the wrong one means you may simply not show up for the searches that matter most to your firm.

Primary Category Recommendations

For most CPA firms, "Certified Public Accountant" is the strongest primary category. It is specific enough to match high-intent searches while broad enough to cover both individual and business clients.

Avoid setting your primary category to a generic option like "Accounting Firm" or "Financial Consultant" unless your practice is genuinely generalist. Google treats these as weaker signals for CPA-specific searches.

Secondary Categories to Add

You can add up to nine additional categories. Use secondary categories to cover the full scope of your services:

• Tax Preparation Service (if you handle individual tax returns)
• Bookkeeping Service (if offered)
• Payroll Service (if offered)
• Financial Planner (if applicable and accurate)
• Business Management Consultant (for advisory-focused firms)

Only add categories that reflect services you actually offer. Adding irrelevant categories to capture more searches is a tactic Google has become better at identifying — and it can dilute your primary category signal.

How to Update Categories

Categories are set in the GBP dashboard under Edit Profile → Business Category. You can search the full list of available categories by keyword. Google periodically adds new categories — checking this field once or twice a year is worthwhile, as more specific options sometimes become available.

Google's local ranking algorithm rewards completeness. A profile with every available field filled in signals that the business is active, legitimate, and engaged — all factors that correlate with higher Map Pack placement.

Work through each of these fields in your GBP dashboard:

1. Business Name — Use your legal or DBA name exactly as it appears on your website and other directories. Do not keyword-stuff (e.g., "Smith CPA Tax Accountant Chicago"). This violates Google's guidelines and risks suspension.
2. Address — Use a physical office address if possible. Service-area-only profiles (no displayed address) rank less consistently in competitive markets, though they are a valid option for home-based practices.
3. Phone Number — Use a local number, not a tracking number as the primary display. If you use call tracking, configure it carefully so the underlying number matches your website.
4. Website URL — Link to your homepage or a dedicated local landing page, not a generic directory profile.
5. Hours — Keep these accurate year-round. Update for tax season extended hours and holiday closures. Stale hours erode trust quickly.
6. Service Areas — Add the cities or zip codes you actively serve. This expands your Map Pack eligibility beyond your immediate address.
7. Services — List individual services (tax preparation, bookkeeping, audit, business advisory) with short descriptions. These feed into Google's understanding of what searches your profile should match.
8. Business Description — Use the full 750-character limit. Write for a human reader first, and naturally include your primary service and city once or twice.
9. Attributes — Answer all available attribute questions (accessibility, appointment availability, online consultations). These appear in your profile and matter to specific searchers.

This level of completeness takes 60-90 minutes to do properly the first time. It is not glamorous work, but in our experience, firms that complete every field consistently outrank competitors who treat GBP as an afterthought.

Photos are one of the first things a prospect evaluates when comparing CPA firms in the Map Pack. A profile with no photos — or only a blurry logo — communicates something about how the firm presents itself professionally.

What to Upload

• Exterior photo — A clear image of your office building or entrance, ideally with your signage visible. This helps clients find you and confirms you are a real, established office.
• Interior photos — Reception area, conference room, or work environment. These convey professionalism and help prospects feel oriented before they walk in.
• Team photos — Individual headshots or a group photo. Accounting is a relationship-based service. Putting faces to the practice builds immediate familiarity.
• Logo — Upload a clean, high-resolution version of your firm's logo as the logo image.
• Cover photo — This displays prominently on your profile. Use a high-quality image that represents your firm well — not a stock photo.

Photo Quality Standards

Avoid stock photography for anything other than decorative backgrounds. Google can identify frequently-reused images, and prospects find generic stock photos less trustworthy than real office images. Even a well-lit smartphone photo of your actual office outperforms a polished stock image of a generic desk.

Ongoing Photo Cadence

Adding new photos periodically signals an active profile. A reasonable cadence is one to two new photos per month — team events, new office additions, or seasonal updates to your reception area. This is a minor effort with a measurable positive effect on profile engagement metrics.

Reviews are one of the three core local ranking signals Google uses (alongside relevance and proximity). For CPA firms, generating a consistent flow of legitimate reviews is the most durable competitive advantage in local search.

The Right Way to Request Reviews

The most effective review requests happen at the moment a client has just received clear value — immediately after filing their return, completing a bookkeeping onboarding, or finishing an advisory engagement. Ask in person or follow up with a direct link to your GBP review form.

To get your direct review link: in your GBP dashboard, click Ask for Reviews. Copy the short link and use it in email signatures, follow-up messages, and client onboarding materials.

What to Avoid

• Never offer incentives for reviews. This violates Google's policies and the FTC's endorsement guidelines. Incentivized reviews can result in profile suspension and regulatory risk for licensed professionals. (Note: This is educational context, not legal advice — verify current FTC guidelines and your state CPA board's advertising rules with appropriate counsel.)
• Do not create a review station in your office on a shared device. Google flags reviews from the same IP address as your business.
• Avoid bulk review campaigns. A sudden spike of 30 reviews in a week looks manipulated. A steady pace of two to four per month over time is far more sustainable and credible.

Responding to Reviews

Respond to every review — positive and negative — within 48 hours. For positive reviews, a brief, specific acknowledgment is enough. For negative reviews, respond calmly, acknowledge the concern, and invite the client to contact you directly to resolve it. Do not include specific engagement details in your response, as this can raise confidentiality concerns for licensed accountants. When in doubt about what to disclose, consult your state CPA board's guidance on client confidentiality and advertising rules.

Two features of Google Business Profile that most accounting firms ignore entirely — Posts and Q&A — provide ongoing opportunities to add keyword context, demonstrate expertise, and control what prospects read before they click through to your site.

GBP Posts

Posts appear directly on your GBP panel in search results. They expire after seven days (for standard posts) or remain active (for offer and event posts). A consistent posting schedule signals to Google that your profile is actively managed.

Effective post topics for CPA firms:

• Tax deadline reminders (quarterly estimated tax dates, filing extensions)
• New service announcements (e.g., adding bookkeeping or payroll)
• Brief educational tips relevant to your client base (small business owners, individuals, nonprofits)
• Seasonal alerts (tax season hours, year-end planning reminders)

A realistic cadence is two posts per month. Each post should include a short descriptive paragraph and a call-to-action button ("Call Now" or "Learn More" linking to a relevant page on your site). Keep posts factual and professional — as licensed practitioners, any claims you make publicly are subject to your state board's advertising guidelines.

Q&A Section

The Q&A section is publicly editable — anyone can add a question or answer. Most firms discover this section only after a poorly worded question has been sitting unanswered for months.

The right approach is to seed it yourself. Log in to your GBP and post the three to five questions your prospects most commonly ask, then answer them yourself clearly and accurately. Good seed questions for accounting firms include:

• "Do you work with small business owners?"
• "What is your process for new tax clients?"
• "Do you offer virtual consultations?"
• "What accounting software do you work with?"

Monitor Q&A monthly and answer any new questions promptly. Unanswered questions are a missed trust signal — and occasionally, a competitor or unhappy contact can answer them on your behalf if you are not watching.