Local SEO for Accounting Firms: A Detailed Guide to Get Leads

Local SEO for Accounting Firms A Detailed Guide to Get Leads

If you’re an accounting firm owner trying to get your business found on search engines, then you’ve landed in the right place. 

In this article, we’re going to explore the not-so-mysterious world of Local SEO. 

Local SEO is one of the most powerful tools available for increasing visibility, leads and sales in your local area. With proper implementation, it can give you that competitive edge and help drive more qualified customers right to your door.

Now, before you start yawning, trust me—this is one thing you really don’t want to ignore if you’re keen on gaining more clients and growing your firm.

What’s Local SEO? 

Well, it’s a type of search engine optimization that helps local businesses—just like your accounting firm—rank higher in local search results on Google. Why does that matter, you ask? 

Because more visibility in local searches translates to more clients, more revenue, and more growth. It’s like SEO, but with a local twist, targeting people searching for services in your area.

The Impact of Local SEO on Accounting Firms

Think of it this way: When a potential client searches for “accounting firms near me” or “tax services in [your city],” does your firm show up on the first page of Google? 

If not, you’re missing out on a truckload of potential clients. 

According to Google, 46% of searches have local intent, and businesses that appear on the first page of these searches get the lion’s share of clicks.

Key Elements of Local SEO for Accountants

You’re probably thinking, “Ok. That’s great, but how do I rank higher in local search results?” 

Good question! There are several key elements to pay attention to:

  1. Google My Business for Accountants: This is the heart of your Local SEO strategy. Creating and optimizing a Google My Business listing is crucial for getting found by local clients.

  1. Consistency of NAP: That’s Name, Address, and Phone number. Google wants to see consistency here across the web, making your firm look more reliable.

  1. Customer Reviews: You know how you always check reviews before trying a new restaurant? Well, your potential clients do the same when looking for an accountant. Good reviews boost your credibility and rankings.

  1. Local Keywords and Content Optimization: Tailoring your website content and keywords to reflect your local area can give you a big boost in local search rankings.

  1. Backlinks and Local Directories: Having links from other websites to yours is like a vote of confidence in the eyes of Google. And being listed in local directories is a great way to build those links.

  1. Mobile Optimization: More and more people are using their smartphones to search for local businesses. If your website isn’t mobile-friendly, you’re turning away a significant portion of potential clients.

Must Read – Marketing For Accountants – 22 Proven Ways For 2X Growth in 2023

Common Issues We Face While Doing Local SEO

Here are some common issues you might encounter while doing Local SEO. It’s best to be aware of this so you know how best to navigate around them.

  • Inaccurate Business Information
  • Missing or Incomplete Google My Business (GMB) Profile
  • Lack of Localized Keywords
  • Ignoring Online Reviews
  • Incorrect Categories and Attributes
  • Neglecting Local Citations
  • Lack of Location-Specific Landing Pages
  • Unoptimized Website for Mobile
  • Not Utilizing Local Backlinks
  • Ignoring Social Signals
  • Inconsistent Online Presence
  • Ignoring Voice Search Optimization
  • Not Monitoring Competitors
  • Neglecting Analytics and Data
  • Ignoring Google Maps and Navigation

All these issues listed above make it harder to rank locally. But not to worry, we’ve created a step-by-step guide for you to follow to get the best results with Local SEO as well as tools that help with this..

Step-by-Step Guide to Implementing Local SEO for Accounting Firms

Alright, let’s dig into the nitty-gritty and get your Local SEO game plan in action:

  • Step 1: Create and optimize your Google My Business listing. This is free and relatively simple to set up. Be sure to fill in all the information as completely as possible and add photos to make your listing more attractive.

  • Step 2: Check that your NAP is consistent across all online platforms where your business is listed. That includes your website, social media, and online directories.

  • Step 3: Encourage your clients to leave reviews on your Google My Business page. Positive reviews not only help with rankings but also build trust with potential clients.

  • Step 4: Implement local keywords into your website and content. For example, instead of just using “accounting services,” use “accounting services in [your city].”

  • Step 5: Get your business listed on reputable local directories and look for opportunities to build backlinks from other local businesses or blogs.

  • Step 6: Make sure your website is mobile-friendly. A significant portion of local searches are done on mobile devices, and a mobile-friendly website provides a better user experience.

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      Local SEO Tools for Accountants

      It’s time to explore some Local SEO tools that can make a difference for your accounting firm. 

      These tools can help you optimize your online presence, monitor your performance, and make adjustments as needed to improve your rankings. Here are some top picks and how they work:

      1. Google My Business

      Google my business Local SEO tool

      This is the starting point for any local business, including accounting firms. Google My Business is a free tool that lets you manage how your business appears on Google Search and Maps. It allows you to increase the online visibility of your business, generate and respond to client reviews, upload pictures or media, learn how people search for your business, and more.

      For accounting firms, Google My Business can be used to improve your local SEO by optimizing your Business Profile. To do this, you need to create a free Business Profile on Google Maps which is something that anyone can do. 

      Once Google confirms it is not a duplicate, they will create the Business Profile for that location. The Business Profile is then open to consumers to leave reviews, add photos, ask questions, and even answer questions. The Business Profile may also get populated with information that Google pulls in from across the web.

      With a Google My Business account, you can manage your Business Profile by adding more information about your business such as your hours of operation, website URL, phone number and more. You can also respond to reviews left by clients which can help build trust with potential clients. Additionally, you can post updates about your business such as new services or promotions which can help attract new clients.

      How to use it to improve your Local SEO

      Here is a step-by-step guide to using Google My Business for accounting firms:

      1. Check whether your firm is already listed on Google My Business by visiting https://www.google.com/business and entering your business name into the search facility. If your firm doesn’t have an active listing, you can create one by clicking “Add your business to Google” and following the instructions carefully.
      2. Once you have created or claimed your listing, ensure that your business information is complete and accurate. Enter the official name of your business and choose the category that best describes your business (i.e. Certified public accountant). You may also choose secondary categories, such as Tax preparation. Next, enter your complete business address, including a suite number if applicable.
      3. Add photos or media to your listing. This can include photos of your office or team members.
      4. Respond to reviews left by clients which can help build trust with potential clients.
      5. Post updates about your business such as new services or promotions which can help attract new clients.

      2. Moz Local

      Moz Local SEO tool

      Moz Local is an automated listing management tool with active and continuous syncing of location data to partner directories. The primary purpose of Moz Local is to positively affect your visibility on Google by enabling you to publish location data and maintain its consistency in bulk.

      For accounting firms, Moz Local can be used to improve your local SEO by ensuring that your business listings are correct, consistent, and visible across the web. This can help boost the local visibility of their business.

      To use Moz Local for your accounting firm, you need to verify your business listing with Google or Facebook. These local listings are a crucial part of SEO because it’s how your audience finds your business.

      How to use it to improve your Local SEO

      Here is a step-by-step guide to using Moz Local for accounting firms:

      1. Check your online presence in preparation for purchasing a Moz Local subscription.
      2. Purchase a Moz Local location.
      3. Connect Google to Moz Local and what to do if you’re having trouble connecting your Google Business Profile.
      4. Connect Facebook and what to do if you’re having trouble connecting Facebook.
      5. Add information to your location profile and how Profile Completeness is calculated.
      6. Use Moz Local for reputation management with the Customer Feedback and Publish features.
      7. Use Moz Local for social posting.

      3. SEMrush

      SEMrush Local SEO tool

      SEMrush is an all-in-one digital marketing program that helps companies run digital marketing strategies like SEO campaigns. It is a popular SEO tool for conducting keyword research, competitor analysis, and Google Ad optimization.

      For accounting firms, SEMrush can be used to improve their local SEO by identifying target keywords and analyzing their competitor’s backlink profile. This can help them stay on top of their competition and follow the latest trends.

      How to use it to improve your Local SEO

      1. Set up your SEMrush account and connect your website, social media accounts, and Google Analytics. This will allow you to track your performance and get insights into your audience, competitors, and keywords.
      1. Conduct a site audit to identify and fix any issues that might affect your site’s ranking, speed, security, or user experience. SEMrush will provide you with a comprehensive report and recommendations on how to improve your site’s health and performance.
      1. Do keyword research to find the best keywords for your accounting niche, location, and services. SEMrush will show you the search volume, difficulty, trends, and SERP features for each keyword, as well as the top competitors and their strategies. You can also use the Keyword Magic Tool to generate hundreds of keyword ideas based on your seed keyword.
      1. Optimize your content for SEO and conversions. Use the SEO Writing Assistant to check your content’s readability, tone of voice, originality, and SEO best practices. You can also use the Content Template to get suggestions on how to structure your content based on the top-ranking pages for your target keyword.
      1. Monitor your rankings and analyze your competitors. Use the Position Tracking tool to track your rankings for your target keywords across different devices and locations. You can also use the Competitive Research Toolkit to compare your website with your competitors on various metrics, such as traffic, keywords, backlinks, and social media.
      1. Build and manage your backlink profile. Use the Backlink Analytics tool to find and analyze the backlinks of your website and your competitors. You can also use the Backlink Audit tool to detect and remove any toxic or harmful links that might hurt your reputation or rankings.
      1. Create and execute a social media strategy. Use the Social Media Toolkit to schedule and post content across different platforms, monitor your social media performance, engage with your audience, and analyze your competitors’ social media activities.
      1. Generate and nurture leads with email marketing. Use the Email Marketing Toolkit to create and send personalized email campaigns to your prospects and clients. You can also use the Lead Generation Tool to create and embed forms on your website to capture leads’ contact information.
      2. Measure and improve your results with analytics and reports. Use the Analytics Toolkit to connect your SEMrush data with Google Analytics and Google Search Console data. You can also use the My Reports tool to create custom reports and dashboards that showcase your achievements and progress.

      Must Read – Unlocking Growth: The Power of Referral Marketing for Accounting Firms

      Monitoring and Measuring Local SEO Performance

      Think of it like checking the pulse of your online presence to see how healthy it is.

      Simply put, it’s about keeping an eye on how well your accounting firm ranks in local search results and understanding the impact of your Local SEO efforts on traffic, leads, and conversions.

      Imagine you’ve started using certain keywords in your website content, like “best tax accountant in [Your City].” Monitoring would mean checking if your firm shows up when someone searches using that keyword. Measuring, on the other hand, is about gauging how much of an impact this has on your website’s traffic and potential client inquiries.

      So, how can software help you with this?

      Gone are the days when you’d need to manually search for your firm on Google and see where it stands. Today, there are fantastic tools designed to give you insights at your fingertips.

      1. Google Analytics: It’s free and immensely powerful. Google Analytics helps you track where your website’s visitors are coming from. Did they find you through a Google search? Or did they click on a link from social media? You can even set up goals to measure specific actions, like filling out a contact form.

      Action Point: Connect Google Analytics to your site and spend some time exploring the ‘Acquisition’ section to understand your traffic sources.

      2. Google Search Console: This is your window into how Google sees your website. You can discover which queries bring users to your site and how often your site appears in the search results for those queries.

      Action Point: Check the ‘Performance’ report regularly. Look for increases in impressions and clicks for your targeted keywords.

      3. Moz Local or SEMrush: These are more advanced, but they’re game-changers. They can track your local rankings, monitor online reviews, and even keep an eye on your competition.

      Action Point: Sign up and enter your business details. Use their dashboard to track changes in your local ranking and see suggestions for improvement.

      4. Review Trackers: Remember, Local SEO isn’t just about rankings; reviews play a huge role. Tools like ReviewTrackers or BrightLocal help you monitor reviews across various platforms, ensuring you never miss out on client feedback.

      Action Point: Set up notifications. Whenever you get a review, positive or negative, you’ll know instantly. And always, always respond – it shows you care.

      Best Practices for Generating Reviews and Local Citations

      Generating reviews and local citations is essential for any successful local SEO strategy. Why??

      1. Trust Builder: Reviews are the new word-of-mouth. When potential clients read positive feedback from others who’ve been in their shoes, it gives them confidence. “If they helped Jane get her finances sorted, they can help me too!”

      2. Local SEO Boost: Reviews (especially on Google My Business) can impact your local search rankings. Google loves businesses that are loved by their customers. The more positive reviews you have, the more likely Google is to rank you higher in local search results.

      3. Feedback Loop: Reviews, good or bad, are feedback. They can highlight areas of excellence or show where there might be room for improvement.

      So, How Can You Encourage Genuine, Positive Reviews?

      1. Just Ask! You’d be surprised how many satisfied clients would be happy to leave a review, but just haven’t thought about it. At the end of a successful engagement, simply ask, “Would you mind sharing your experience with our firm in a short review?”

      2. Make It Easy: Send them a direct link to your Google My Business page, Yelp profile, or any other platform you’re focusing on. The fewer steps they need to take, the more likely they’ll do it.

      3. Automate the Process: There are tools out there, like GatherUp or Podium, designed to help businesses collect and manage reviews. They can automate the asking process, ensuring you’re consistently gathering feedback.

      4. Show Gratitude: Always thank clients for their reviews, no matter if they’re positive or constructive. This not only nurtures your client relationship but also shows potential clients that you’re engaged and value feedback.

      5. Address Negative Feedback: If you do receive a less-than-stellar review, don’t despair. Respond calmly and professionally. Apologize if necessary and offer solutions. This can turn a negative situation into a positive showcase of your firm’s commitment to client satisfaction.

      By following these best practices, you can maximize your visibility in local searches and ensure that you are seen by potential customers in their area. 

      This is an essential step in developing a successful local SEO strategy and driving more qualified leads straight to the door. With the proper implementation of these tactics, you can dominate the local market and gain a competitive edge.

      Must Read – Performance Marketing For Accounting Firms 

      How long does it take to see local SEO results?

      The length of time it takes to see results from your local SEO efforts can vary depending on several factors such as the size and complexity of your website and the level of competition in your local market. 

      Generally, it is not uncommon for firms with an established presence to take around six months or more before they start seeing tangible results from their SEO activities. 

      On the other hand, businesses that are just starting out may see results sooner as long as their SEO strategy is implemented correctly.

      To ensure the success of your local SEO efforts and minimize the time needed to generate tangible results, set realistic goals and make sure your SEO team follows best practices for optimization. 

      Monitor your progress regularly and adjust your approach accordingly until you reach desired outcomes. Additionally, staying up to date on local SEO trends and making necessary changes when needed can help you achieve results faster.


      In conclusion, if you’re not leveraging Local SEO for your accounting firm, you’re leaving money on the table. By following the steps outlined in this guide and making Local SEO a priority, you can increase your visibility, attract more local clients, and grow your firm.

      So, what are you waiting for? It’s time to dive in and start optimizing. 

      Remember, Local SEO is a marathon, not a sprint. It might take some time to see results, but the effort is worth it in terms of increased traffic, trustworthiness, visibility, conversions, and long-term growth. 

      Take action today by leveraging the power of Local SEO!

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