Every time a prospective client searches for accountancy practices near them, they see the following types of results:
- Advertisements: These are placed by businesses using Google Ads. This is known as SEM (search engine marketing) and it is an easy way to promote your website so that it appears whenever someone searches for specific keywords.
- Map of the area: If Google knows where you’re searching from, a map will pinpoint some local accountancy businesses. Try a Google search for “accountant near me” and you’ll see an example.
- Organic results: These are the websites that Google considers to be more relevant. You’ll want your business to show up at the top of this list. Some of the first results might be directories of accountancy practices so it’s important that your practice is also listed in those sites.
In order to appear at the top of the list of organic search results, your SEO needs to be up to scratch. It enhances your probabilities of being among the first organic results and, although it takes time, it is highly effective when done right. Below is a summary of four steps to follow to start optimising your website:
1. Set up a high-quality Google My Business profile
If you haven’t already set up a ‘Google My Business’ profile, do it now. Every small business should have one these days.
2. Fill your website with highly relevant content
One of the most effective ways of optimising your page for search is to look at the keywords people are using in your area and including them in your website. If you start a Google Ads campaign you will gain access to their Keyword Planner. Find more tips on relevant content in my blog.
3. Ensure consistency across directories and social media
Search engines also refer to directory websites such as Yelp and Yellow Pages to confirm details about your business. Be sure to have the exact same business name, address, and phone number in listings on all the important sites of this type.
Finally, look up your business on ‘Moz’ and check that your listings are verified, identify any duplicates you might find and get recommendations.
4. Seek great links, ratings and reviews
Never underestimate the power of great reviews – Google loves reviews because searchers love reviews. Politely ask your clients to share their opinion about your accountancy practice on these pages, and even send them direct links to the review pages to make it even easier for them to leave their feedback. See my blog for ideas on how to encourage clients to give positive web reviews which will boost SEO.