Are you struggling to rank high in Google search results? If yes, it’s time you learn how Google works and what you can do to leverage its tools. This will help you secure a top position for your accounting firm in Google local search results, boosting your business growth.
Below are the 4 ways accountants can dominate Google search results and reach more local clients:
1. Understanding the Anatomy of a Google Local Search Results Page
The first step towards dominating Google search results is understanding how this search engine constructs local search results. Reason?
You will know how you can maximize your visibility in these tiers to rank at the top for better returns. So, what does the anatomy of a Google local search results page look like?
Local Services Ads
This unit appears at the top of Google results when people search for your services in the areas you select. It connects you with potential customers through calls or message requests.
The prospective clients can register a booking through the ad. In addition, any time a customer reaches out, Google notifies you through email, allowing you to turn the lead to a client.
The good thing is that you pay for this ad when a client contacts you directly. Hence, it’s a great small business marketing platform to minimize costs and increase returns.
Google Ads appear second in a Google search results page, and they help businesses to connect with clients in need of their products or services.
For instance, if you offer accounting services and have a Google Ad on it when prospective clients search for them, they can view your business ad. As a result, they may visit your website or make calls to your business.
Do Google Ads have budget flexibility? Google allows you to work with almost any budget. In addition, you can set a monthly budget range or even adjust it in the future.
Local Map Pack
What’s a Local Map Pack? Most Google search users are familiar with the Local Map Pack only that they don’t know it by name. This is a SERP feature on the first Google results page that caters to searches with local intent, and it appears after Google Ads.
It contains a map of business locations and listings of three businesses related to a specific search. Google also allows the users to see more Local Map Pack results depending on their relevance to the search.
You can leverage this unit to have a boosted online presence and engage with a local audience who need accounting services.
The Organic Listings appear last on Google search results and are more popular. With this tier, companies utilize SEO to optimize their rankings on Google search results. As an accountant, when you leverage this unit, you can boost your organization’s credibility and attract relevant users.
So, why should you have Organic Listings as part of your marketing strategy while it’s at the bottom? It costs nothing and has impressive returns on investment!
2. Building the Foundation of Your Digital Footprint
Oftentimes, business professionals aren’t sure where to start when it comes to digital channels. And while these platforms offer great solutions for businesses, they demand a strategic entry for every organization.
Where should I start as an accountant? Begin by building a foundation of your digital footprint to experience sustained growth and benefits.
Below is how you can build the foundation of your digital footprint:
Leveraging the 5 Key Local Search Signals Considered by Google in Ranking
Google considers certain local search signals when ranking its results. As a result, you need to work on these signals to enhance your visibility in digital channels. Here are the top 5 search signals you can appropriate:
- Google My Business
- Google My Business Categories
- Photos on Google My Business
- Online citations/directories
- Listings on review sites
Appearing on Multiple Tiers
Being on multiple Google tiers like Local Services Ads and Organic Listings simultaneously shows that you are an authority in the accounting field. As a result, you build trust in prospective clients, influencing their decision to do business with you.
Imagine having a Local Services Ad, Local Map Pack, and ranking at the top of Google organic listings. This means you have multiple channels to connect with clients, unlike when running a Google Ad only.
Consequently, you get more traffic, leads, and eventually, enormous returns. So, when building your digital footprint foundation, ensure you leverage the different tiers.
Utilizing the Core Elements of Your Digital Footprint
Digital marketing is crucial if you want to stay ahead of your competitors. With more organizations opening in the accounting field, you have to choose a unique approach that will see your company thrive through these core elements:
Gone are the days when customers would walk into a company without any information concerning it. Instead, before clients visit your company, they take their time to familiarize themselves with your entity on the website and learn whether you’ve got what they need.
So, keep your SEO game at the top to appear on the first page results and gain more visits!
Google My Business
Do you want to go beyond listings? If yes, Google My Business can help you do that. With this account, you get a free business profile that helps you connect with clients across the search and maps.
You also get to customize some features, influencing prospective clients to purchase from you. Moreover, they can message, call, or leave reviews for your business.
There are other listings sites out there that people use to find and learn about your business. Sites like Yelp, Nextdoor, BBB, among others. These sites are critical to providing potential new clients with key information about your accounting firm, like phone number, email address, website URL, list of services, etc.
What do you post on social media? What about on your blog?
Do you have videos or blogs that can trigger prospective clients to try your products or services?
Content has become the top-ranking factor for your digital footprint! The relevancy of what you’re publishing to the intended user and how recent that content is, are the two big contributing factors that influence how likely you are to be found online.
The number of reviews and the score you have determines whether Google will rank you near the top or not. In addition, reviews aid prospective clients in making decisions concerning your accounting services. So, if you don’t have reviews for your business, it’s time you request your previous customers for some.
Most renowned companies are aware of the impact that paid advertisements can have on their businesses. As a result, they invest in them and reap enormous benefits; they continue building a name for their brand, which is helpful in the long run.
Numerous social media platforms are receiving more active users besides the existing massive numbers. Whether Facebook, Instagram, or TikTok, you can open one of these accounts and begin to sell more!
Photos and Videos
Visual and audio-visual content is captivating and can help you drive the message home better. All you need to do is remain relevant for you to be visible in Google search results.
Business information is an essential part of your digital footprint because people can access important information such as product information.
3. Tips for Increasing Online Visibility
Wondering how you can increase your visibility in the different Google units? Here is how:
Google Local Services Ads
You can increase your online visibility using the Google Local Services Ads in the following ways:
- Have flexible working hours if you can, since Google considers this before ranking you after a search.
- Customize your ad to fit the searcher’s terms.
- Be responsive to your clients. By doing so you can get Google to rank you at the top of its results.
- Improve your review score and get more reviews.
You can improve your ad rank in the following ways:
- Enhance the quality of ad copy, visuals, and landing pages to ensure relevancy.
- Improve your ad extensions for better outcomes by displaying the best possible information.
- Google sets a minimum threshold that ads should meet to appear; ensure you address them.
- The context of the search, like the time, device, and terms, will determine whether you will be at the top or not. You can have your keywords match with the searchers’ terms.
Local Map Pack
Optimizing your Local Map Pack can help you increase your online visibility. But how can you accomplish this?
- Claim, verify and optimize your Google My Business listing utilizing all features like reviews, photos, business categories, and more.
- Building your citations – When increasing your mentions, observe the consistency in the way you present your local business information.
- Collaborate with the local community by participating in fairs or charities to get strong citations.
Since Organic Listings are free, you will have many ranking rivals here. But thanks to SEO and other approaches, you can win on this too. Below are the top tips you will find when you google local marketing tips for accountants:
- Evaluate your search ranking to identify any weaknesses and work on improving them.
- Do keyword research to resonate with the local terms and searchers’ context.
- Customize your website to be mobile-friendly.
- Build links appropriately.
- Improve on-page SEO.
4. Partner with a Marketing Intelligence Platform
Having everything in place is not easy as you need to attend to other business issues. But, you don’t have to go through the hustle; you can partner with a leading all-in-one marketing intelligence platform like the Surefire Local Marketing Platform.
This platform will help you simplify digital marketing, attract new clients, and increase your accounting firm’s profitability!
Final Thoughts: Google Local Marketing tips for Accountants
Local marketing tools like Google products can help you scale your accounting business. However, without understanding how Google ranks its tiers and leveraging them, you will strive to no avail. You can boost your business returns with the above tips and a top marketing intelligence platform like Surefire Local Marketing Platform! Reach out to our team today!