Google’s Local Pack
Local SEO is a key part of marketing strategies for accounting firms, and the Google Local Pack is a great tool to help them rank highly in local search results. But what is it exactly, and why does it matter? Let’s take a look.
Google Maps is something many of us take for granted when we search for local businesses. It shows us where we’ll find the service we’re looking for, as well as information such as opening hours when we click on the listing. But because it’s so widely used by companies these days, it’s no longer enough to simply have a presence on Google Maps. To be noticed, you need to aim to appear on the Google Local Pack.
What is the Google Local Pack?
The Google Local Pack is a set of map results that are prominently listed when a local search is performed for a particular kind of business. Alongside their geographical location, companies are listed with other information such as contact details, star ratings from user reviews, and website links. The top three listings are typically presented above the organic search results, giving them immense exposure to local audiences.
In a survey conducted by Brightlocal, 99% of consumers used the internet to find local businesses in 2021. With that in mind, aiming for exposure on the Google Local Pack is a no-brainer and could significantly increase the volume of traffic reaching your website. And, of course, more traffic means more opportunities to gain new customers and grow your business.
How to rank in Google’s Local Pack
Unfortunately, there are no hard and fast rules that guarantee you a spot in the Google Local Pack, but there are several ways to increase your chances of appearing there. Focusing on local SEO as part of your accountancy marketing is key. Here are some steps you can take:
Make a Google Business Profile
The first step is to create a Google Business Profile (GBP), either by ‘claiming’ the listing that Google has created, or by creating a new listing. Doing this will ensure you start being featured on Google Maps, but you’ll need to optimise the listing for a higher position. Take care to fill out all the relevant fields and seek reviews from your existing customers to boost your rank.
Embed Google Maps on your website
Once you’ve created your GBP, you can embed the map onto your website’s contact page. Not only will the map help users to locate your business, it can also help you rank in local search results. Your contact page is a great opportunity to provide locally focused content, with brief directions to your physical location and some details about your premises, such as whether there’s disabled access.
Produce content with local keywords
Ensure you include local keywords in the copy for your service pages (e.g. accountant in [location]) to give both users and search engines clear signals about where your office is based. If your accountancy website has a blog, you can also include local keywords within posts to give your SEO a boost.
For help with optimising your site for local SEO, contact Whitefish Marketing today. We specialise in SEO services for accountants and can help you achieve your business goals.
