Most internet users searching for accounting services start their search using search engines like Google. Examples of searches include such terms as "accountant near me" and "tax preparer". Therefore, being listed in these types of searches will help to drive qualified leads to your accounting firm. This is where Local SEO comes into play.
Local SEO is the practice of optimizing your online business profile so that customers in your local area can find your business in search results based on their location. Below is a step-by-step guide to help accounting firms understand how to effectively use Local SEO to improve their business' visibility in the local area.
Why Do Accounting Firms Need Local SEO?
Accounting services are local in nature; therefore most customers look for professionals who are close by and easily accessible. Through local SEO, accounting firms can:
Show up on Google Maps and local search results
Attract highly qualified potential customers searching for services nearby
Gain credibility with potential clients by displaying customer feedback and reviews
Have the ability to compete with other local accounting firms
If your accounting firm's website does not have an optimal local presence (through local optimization), even if you are an excellent accountant, you will continue to be invisible in the digital world.
Optimizing Your Google Business Profile
One of the top factors for Local SEO is the creation of a Google Business Profile. This allows your accounting firm to show up in Google Maps and local search results.
Key things to do to create a Google Business Profile for your accounting firm are:
Make sure the name of your firm, the address and phone number are all accurate.
Choose appropriate categories such as: Accountant, Tax Consultant, etc.
Include photos of your office, staff pictures and working hours.
Write an easy to read, keyword-rich description of your firm.
When you update your Google Business Profile regularly, you build confidence with Google (and with users).
Using Local Keywords Strategically
The emphasis in Local SEO is on using keywords that specify "where". Accounting firms should concentrate on using specific, location-specific keywords instead of general keywords such as "Accountant". Examples of location-specific keywords are:
Accountant in [Your city]
Tax Consultant in [Your area]
GST Filing Services near Me
Bookkeeping Firm in [Your location]
It's important to use location-specific keywords organically in all aspects of your website, including website content, headings, meta tags, image alt text and URLs.
Building Reviews and Managing Online Reputation
Online reviews are one of the most important factors in determining local rankings and credibility. Google considers the number and consistency of positive customer reviews to indicate that the business is a trustworthy source.
The best practices for a business include:
Encouraging your clients to write a sincere review about you and/or your company.
Having a clear process for dealing with both positive and negative reviews.
Ensure that new reviews are coming to your review profiles at a consistent frequency.
An effective business review profile has better SEO results than a poorly maintained review profile.
Adding Local Schema Markup
Schema markup allows search engines to clearly understand your Accountancy firm. Some types of schema that will be particularly useful for a firm include:
LocalBusiness Schema
Organization Schema
Review Schema
FAQ Schema
By adding local schema markup to your firm’s website, you are improving how your firm appears in search results, as well as opening up new opportunities for Rich Results in Google.
Creating Dedicated Location Pages
If you run an accounting firm with multiple locations, you can create individual pages for your various locations to maximize the number of search optimizations your website gets in relation to your business.
The following items should be included on each location page:
Unique Service Description(s)
Location Specific Keywords
Embedded Google Map
Local Client Testimonials
Having location pages for multiple locations increases the rankings for search engine inquiries from multiple geographical locations.
Optimizing for Voice Search and AEO
The way in which we are searching online has changed drastically due to the introduction of voice-search & machine learning algorithms. People are using Chatbots and Google Voice Search to ask questions like “who is the best Accountant near me?”, “where should I file my tax return?”, etc.
To optimize your accountancy website for this shift in how people are searching for your Services, you should include the following on your website:
FAQs Section
Question and Answer Content Style
Write in a conversational and natural way.
This is known as Answer Engine Optimisation (AEO)
Improving Mobile Experience and Website Speed
Searches within local areas happen via a mobile device, this means poor website performance or mobile design results in lower rankings & less conversions. To enhance your local search performance, implement the following improvements:
Mobile responsive design
Fast loading pages
Easy to navigate menu
Click to call/contact.
Providing better user experience signals to search engines will result in a higher ranking of the site.
Publishing Helpful Local Content
Accountants and accounting firms can also create helpful local content to attract local searchers and establish topical authority as a resource within their community. Examples of content that accountants may create include:
Important Tax Deadlines in [City]
Tax Savings Ideas for Small Business Owners in [Area]
GST Compliance Advice for New Businesses in [Area]
Publishing useful content will result in increased local traffic to your site and establish your firm’s topical authority.
Tracking and Improving Performance
Local Search Engine Optimization(SEO) is a continual process. Firms need to regularly track their performance. To accomplish this, firms should monitor their:
Keyword Rankings
Website Visits
Google Business Profile Insights
Calls, Form Submissions, and Inquiries
The insights gathered from monitoring your local SEO performance will allow firms to better their strategies over time.
Final Thoughts
The most effective way to grow your accounting firm and get lots of high-quality local clients is through local SEO. You can create a strong brand presence within your local market by utilizing your website, Google Business Profile, keyword research, customer reviews and content.
You will need a methodical approach to accomplish this which requires experience, tools and strategy. To get your accounting firm to grow quickly through local SEO, our seo service can provide you with the necessary tools, expertise and assistance in achieving long-term sustainable local growth and digital authority.