Local SEO strategies
One of the biggest traffic sources for businesses with a physical office comes from searches that include the phrase ‘near me’ or ‘in [location]’. And accounting firms can take advantage of the opportunities that this offers by having a strong presence in local search results.
There are a number of local SEO strategies for accountants to use to improve their exposure in these listings. Let’s take a look at them.
Off-page tactics
Google Business Profile
The first step towards optimising for local search is to create a Google Business Profile (GBP). This will either involve creating a new listing or claiming a listing that Google has already made. Then you’ll need to add as much information as possible about your practice – contact information, a description of your business and its services and opening hours should be the bare minimum. It’s also advisable to add images.
Local directories
Once your GBP is done, you’ll want to list your business in local directories. Choose ones that are relevant to your business, such as local-accountants-uk.co.uk and, if you’re an ACCA member, their directory. It’s also worth listing in recognised nationwide directories such as Yell.com, 192.com and Yelp.
Manage reviews
Collecting and managing reviews is another way to improve your local exposure in the search engines. Ask clients to leave reviews on Google, and respond to any feedback that is posted on Google, Facebook, or via third party websites. If a positive review is left, thank the client for their kind words. If feedback is negative, respond to let the client know you’re taking it on board. You can, of course, contact them directly to resolve any issues too.
On-page tactics
Keyword research
Your website should be optimised for local search results to give you the best chance of moving higher up the rankings. Effective local SEO for accountants should involve carrying out keyword research and incorporating local terms into copy. Your service pages, for example, could include phrases such as ‘bookkeeping in [location]’. Remember to use your nearest town and the county to ensure your reach extends further than your immediate local area.
There are several keyword tools online that will help you determine which phrases have the most search volume. This will enable you to decide which terms would be the most beneficial to use.
Meta data optimisation
Keywords can be included in the meta data of your website as well as in the copy. Customise meta titles to include relevant keywords, for example: ABC Accountants | Accountancy Practice Kent. Only use the most relevant key term for each meta title – making them too long will result in Google auto-amending them.
Mobile responsiveness
A huge component of local search is mobile search. With more people than ever using their mobile devices to make searches on the go, it’s essential that digital marketing for accountants encompasses a fully responsive website. This means ensuring images are compressed, webpages are short and simple, and click-to-call buttons are in place.
Help with local SEO
If you’re looking for help with your local SEO efforts, Whitefish Marketing can help. As a specialist marketing agency for accountancy firms, we have the experience and expertise necessary to help you stand out from the competition.
