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 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:
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
|CPA near me||33,100||Medium|
|accountants near me||27,100||Medium|
|tax accountant near me||12,100||Medium|
|certified public accountants||6,600||Low|
|my tax account||5,400||Low|
|small business accounting||6,600||Medium|
|accounting firms near me||3,600||Low|
|tax advisor near me||3,600||Medium|
|general ledger accounting||2,900||Low|
|my IRS account||4,400||Low|
|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.
Related Resources - Citations for Accountants
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