CPA Practice Advisor

NOV 2018

Today's Technology for Tomorrow's Firm.

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Page 6 of 33 7 Why SEO is Important to Accountants By Brian Swanson As the Internet and Google are ever-changing, so is the behavior of users and their needs which are currently shifting from global to locally-oriented searches. Currently it’s estimated that 59% of Internet searches are now performed with local intent and approximately half of all mobile searches are conducted to find information about a local business including hours of operation or directions. Why is this important to accountants and CPAs? The answer is simple – local search matters and optimizing your website for it is key. Individuals/businesses are seeking businesses that are within their geographic area (city, town or state) to help them solve their tax, accounting and business issues. For most firms, they are not targeting a national audience and would prefer strong rankings with locally initially searches. Local SEO tactics can help move the needle on the firm’s efforts. Four Ways that Google Displays Local Search Engine Results Page (SERPs) Keyword Only Searches – If users search for an accounting firm without including keywords such as a city name they are relying more heavily on traditional organic ranking factors for results which can be limiting. An

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