Local SEO Matters for Local Accounting Firms

Learn why local SEO differs from traditional SEO—and why accounting practices should pay attention.

Learn why local SEO differs from traditional SEO—and why accounting practices should pay attention

Local SEO vs. Traditional SEO

Local SEO vs. Traditional SEO

Contrary to what some businesses may think, local SEO is vastly different from traditional SEO. And accounting firms should pay attention—as what they do (or don’t do) with their local SEO will make a big difference in their search engine results.

For example, local businesses must rank in their local markets for keywords and search terms. Ranking for search results from outside their local markets is irrelevant, as the goal is to get in front of the eyes of their local target market.

Local SEO

  • Goal is to rank at the top of search engines for searches in your local market or region
  • Location is important
  • Searchers are often looking for a service provider

Traditional SEO

  • Goal is to rank at the top of search engines for keyword queries anywhere
  • Content is more important
  • Searchers are usually just looking for an answer to a question 


Local accounting, bookkeeping, tax, or advisory firms shouldn’t focus on traditional SEO strategies. Instead, they will get better, more focused results with local SEO strategies.

Local SEO Priorities for Local Accounting, Tax, Bookkeeping or Advisory Firms

1. Set Up Google My Business - and Optimize It

For local accounting, bookkeeping, tax, and advisory firms, the very first thing to do is to make sure that their Google My Business (and Bing for Business) listings are setup. If you do not already have a Google My Business (GMB) or Bing for Business listing take the time to request and verify your listing. 

If you do have a GMB listing, make sure that it is complete. Often businesses will set up a GMB listing for their business but they fail to make sure it is complete.

Google My Business Checklist for Accounting Firms

Review your GMB listing to make sure that the following have all been completed and are up-to-date:

  • Business hours / days are accurate
  • Address / Location
  • Phone number(s)
  • Category
  • Services provided
  • Your website URL
  • Your appointment booking page URL
  • Company description - aim for 500-750 words
  • FAQs - pre-populate common questions and answers
  • Pictures
  • Parking tips
  • Monitor and respond to reviews
  • Enable the messaging feature
  • Regularly make posts and updates

2. Incorporate Location-Based Keywords Into Your Website Content

Incorporate Location-Based Keywords

The first strategy small businesses should pay attention to is incorporating location-based keywords. These geographical keywords will help search engines locate the business and serve it to the local market that is searching for those services.

For example, if the top keyword is "accountant" than the local searches would be,

accountant in [my city/county/region], [my city/county/region] accountant, etc.

Using these location/municipality-specific keywords helps accountants get seen by users that are relevant. 

The 50 Best Keywords for Accountants

Keyword, Monthly searches, Difficulty

accountant
65,000
Low
CPA
135,000
Low
bookkeeping
60,500
Medium
Quickbooks self-employed
40,500
Medium
Intuit Quickbooks
33,100
Medium
CPA near me
33,100
Medium
accountants near me
27,100
Medium
forensic accounting
18,100
Medium
waveapps
14,800
Low
general ledger
14,800
Low
accrual accounting
14,800
Low
Quickbooks payroll
18,100
Medium
financial accounting
9,900
Low
tax accountant
14,800
Low
cost accounting
8,100
Low
managerial accounting
9,900
Low
tax accountant near me
12,100
Medium
accounting firms
9,900
Low
reddit accounting
12,100
Low
accounting services
9,900
Low
bookkeeping services
8,100
Medium
certified public accountants
6,600
Low
my tax account
5,400
Low
IFRS 16
4,400
Low
Quickbooks Enterprise
6,600
High
basic accounting
4,400
Low
capital account
4,400
Low
iasb
3,600
Low
Quickbooks 2019
6,600
High
IFRS 15
2,900
Low
small business accounting
6,600
Medium
Quickbooks Proadvisor
6,600
Low
CPA firm
5,400
Low
reconciliation accounting
6,600
Low
capital lease
4,400
Low
Quickbooks Accountant
5,400
High
accounting firms near me
3,600
Low
fund accounting
2,900
Low
accounting profit
2,900
Low
Contra Account
2,900
Low
Quickbooks Pro
3,600
High
tax advisor near me
3,600
Medium
public accounting
2,900
Low
cpa accounting
3,600
Low
Quickbooks Pricing
3,600
Medium
general ledger accounting
2,900
Low
my IRS account
4,400
Low
Quickbooks premier
2,900
High
divorce financial planner
720
Medium
edward jones financial
590
Low

3. Optimize Map Listings

Utilize Maps SEO

80% of internet users own a smartphone—and over half of Google searches on a mobile device are done by people looking for a local business or product.

Google Maps is an essential component of the search results those users see when looking for local businesses, making it a non-negotiable for small businesses that want to be seen in their market. 

Customers will search for terms like, "accounting firm near me" which will automatically query their location on the map. 

Make Sure You Use Name, Address & Phone Number Correctly & Consistently

Use NAP Correctly & Consistently

NAP (name, address, and phone number) is information that small local businesses need to make sure is correct and consistent. It is one of the most significant factors in boosting local SEO.

This information optimizes the business’ website and online presence for local search, as Google uses it to create confidence in the accuracy of the business information.

When information for a business is consistent across the web, this helps search engines in retrieving local results for geo-targeted searches. This, in turn, boosts search ranking position. 

Make sure that your NAP is consistent across all platforms - your own website, your Google My Business listing, your maps listing, how you show up on other directories or websites.

4. Understand Your Local Competitors

Understand Your Local Competitors

Researching your local competition is important for local SEO, as it will give you a benchmark for comparison. Some useful information to research on your competition:

  • What keywords they’re trying to rank for
  • What their top ranking content and keywords are
  • What their backlinks and referral traffic look like

Understanding who your local competitors are and how they perform will help you identify areas your business can improve, as well as identify ideas for content and keywords.

5. Use Relevant Listings, Directories and Citations

Use Relevant Citations

A local citation is a mention online of the name, address, and phone number of your business. These citations can exist on social media platforms, local business directories, websites, and apps.

Citations account for approximately 13% of how search engines will rank your business in local searches, making them an important part of boosting local SEO. Having the right citations—ones that are relevant to your industry and region—will help boost your local SEO. 


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