The value of local SEO for Sccountants
Did you know that 82% of consumers turn to local search to seek out local products and services – and that 29% do so at least once a week? So if you’re not yet focused on local SEO strategies and aren’t ranking for ‘near me’ searches, you need to go back to the drawing board and think again. Let’s take a closer look at the importance of local SEO for accountants and why clients still look for professionals within their catchment area.
What is Local SEO?
Local SEO is the practice of optimising your online presence to increase search engine visibility with local users. Research shows that 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours, so local SEO for accountants is vital. Failing to rank for location-based searches could have a damaging effect on your ROI as people in your local area simply won’t be able to find you online. Even if they have heard about your business, poor local SEO shows weak digital marketing skills and this might put off a modern client.
The Importance of Google’s Local Pack
When it comes to local search marketing, Google’s ‘Local Pack’ is the holy grail. This appears at the top of search engine results pages (SERPs) when a user makes a search query with local intent. It’s sometimes known as the Local 3 Pack, the Google 3 pack, the Google Map Pack or even the Snack Pack. The three most relevant results – determined by Google’s search algorithm – are featured in this local SERPs pack and are distinctly separate from the remaining organic results. If you own a brick and mortar accountancy firm, then you’ll want to appear here.
Perhaps unsurprisingly, Local Pack results get more clicks and more customers than any links that appear lower down the page. Why? Because the results are highly visible and relevant to the local search that took place. Google has, after all, sifted through bundles of content and deemed these results to be the best.
How Does Google Identify a Search with Local Intent?
In order to map out your local SEO strategy, it’s important to understand how Google identifies a search with local intent, as this will give you some marketing pointers. For example, Google knows that a local search is likely to include the name of a desired geographical area such as a town or a city. For example, ‘Payroll services in Ashford, Kent.’ So armed with this knowledge, you can create local SEO content to match. For example, your very own location-specific pages for the services you offer. Spell out what you do and where to ensure your content is relevant.
What’s more, a user is likely to include ‘near me’ within a local search query. For example, ‘an accountancy firm near me.’ Google will then use GPS tracking to accurately understand where the user is searching from and bring up relevant results. To appear in the Local Pack, you must therefore have updated all your business location details both on your website and your Google Business Profile. Such information will make it much easier for Google to present you for ‘near me’ searches. Don’t forget to update your details if you change location.
Top Tip: If you haven’t yet claimed your Google Business Profile, do it now. This will help your local SEO strategy no end as it allows you to plug in loads of essential details and mapping information. You can also post images which can be pulled into searches, as well as helpful details for clients such as opening and closing times. The more accessible your content is, the more consumers will gravitate to your brand. It’s also possible to post short articles, news updates and snippets that keep people informed of what’s going on with your brand. Include relevant and local keywords to ensure your content is easily found via search.
Google will also look out for search queries that appear without any additional information such as ‘payroll services’. The search engine puts two and two together and realises the person is looking for a business to visit. They’ll then pull in the user’s location when determining results. So this is another reason why your postcode and address need to be up to date.
Local SEO Top Tips
It’s clear that local SEO is hugely important for local accountants. But what else can you do to ensure you appear for local searches? Here are some top tips:
- Work on Citations
When third-party sites mention and link to your company, it inflates the credibility of your company. Google sees that others want to associate you and tries its best to do the same. So it’s a good idea to work on building local citations. You can do this by getting listed in directories.
- Produce Location-Specific Pages
As mentioned earlier, many people value local accountants as they want to arrange face-to-face meetings. So, producing location-specific content will help you attract the right audience. Think about the services you offer and set about creating a specific service page for each location. For example ‘Bookkeeping Services in Canterbury.’
- Focus on Local Content
By setting up a blog, you can focus on locally relevant topics that might not necessarily fit within the structure of your website. This allows for plenty of local keyword opportunities and will allow you to promote your local content via social sites using local keywords. You should get a bigger local following as a return which, in turn, will be good for business.
- Get Online Reviews
Reviews are crucial when it comes to SEO as they help local clients to decide which services to use. Gaining good reviews both on and off-site will help you to gain prominence as a brand.
- Get Local Backlinks
Having other pages across the internet featuring links back to your company’s page is a good way to ensure you appear high up the search engine results, and also improves trust in your brand. If visitors to these other sites can see that their owners are happy to vouch for you and promote your services, they’ll be more likely to use you.
Why Do Clients Want Local Accountants?
Digital marketing might be all the rage, but many clients still want to work with local accountants. This is because they know they can arrange a hassle-free, face-to-face meeting when necessary to discuss certain issues or prepare for particularly important moments in the tax calendar. Local accountants can also get to know a business better and understand how it works, rather than dealing with everything remotely.
So, perfect your local SEO strategy today with the help of Whitefish Marketing, specialists in SEO services for accountants.
