CPA Practice Advisor

NOV 2018

Today's Technology for Tomorrow's Firm.

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COVER STORY example of such a search would be an Internet user in Dallas, Texas searching for an accounting firm. Instead of searching locally with the terms “Dallas Texas accounting firm,” their keywords would be “accounting firm.” These types of searches are shifting more and more to a locally focused list of results which means it’s important for your firm to make the necessary adjustments to be found more readily. Remember, Google wants to deliver the most relevant search results to the searcher and will use local results first. ■ Keyword + Location Searches – As mentioned above, keyword searches that include important information such as a city name rely more heavily on true local ranking factors from Google. It’s likely that Google will list results that are pulled from local listings like Google My Business, Facebook, Yelp and other directories. An example of a keyword + local search could be “Charlotte North Carolina Forensic Accounting.” In this example, the searcher is clearly stating the focal point for the search results. It’s essential to ensure your website is optimizing for service and industry terms combined with geographic terms. ■ “Near Me” Searches – Near Me searches are gaining popularity on Google and are no longer just about finding a specific place. They’re about finding a specific service/product, in a specific location, within a specific timeframe. An example of Google wanting to filter local search results is the following: a user will type a phrase in Google assuming it’s local and Google will suggest the addition of “Near Me”. When the user accepts, Google returns local search results based on the user’s physical location. An example of this type of search would be the search for “bookkeeper.” Google suggests adding "near me" and the search now becomes “bookkeeper near me.” ■ Mobile Based Searches – Many are surprised to learn that searches on a mobile device can yield very different results than the same searches conducted on a desktop computer. Why? Google can determine the device you are using and delivers results that are best suited for it. So, if a website is not mobile friendly, or has other issues, it will be ignored when a search is conducted on a mobile device. Since the number of mobile searches is increasing it’s important to ensure your website is optimized with local SEO. In addition, make sure the mobile version of your website is meeting Google best practices. In Perspective If you want to see how your firm is doing with its local SEO, then I suggest visiting the free Moz Check My Listing Tool. It will analyze all your listings and other information to give you a sense of where you stand. It’s a great tool and a useful way to gain a baseline understanding of where the firm’s website stands. ■ Brian Swanson is the Chief SEO Strategist at FlashPoint Marketing, a digital marketing agency that provides search engine marketing and search engines optimization services. S AV E T H E D AT E ! December 6, 2018 CPA Practice Advisor Presents Ensuring Success 2018 ... public accounting's premier annual live streaming event! EARN UP TO 10 FREE CPE CREDITS 10 One-Hour Sessions Free Live Streaming Conference Cutting Edge Training from the Accounting Profession's Leading Visionaries SPEAKERS INCLUDE: Gary Boomer James Bourke Jean Caragher David Cieslak Damien Greathead John Higgins Kacee Johnson Ed Kless Marty McCutchen Jackie Meyer Byron Patrick Carl Peterson Sean Stein Smith Lindsay Stevenson Garrett Wagner Geni Whitehouse and many more Register Now:

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