Entity SEO for Accountants: Why Local Relevance is Crucial for Client Acquisition

• Dec 02, 2024
• AFTW Marketing Team
• General Info

SEO is changing. If you’re an accountant or run an accounting firm, you’ve probably heard all about the usual SEO tactics—targeting keywords like “tax advisor near me” or “accounting services for small businesses.” But as the digital landscape evolves, there’s a new kid on the block you should be paying attention to: Entity SEO. And, trust me, it’s more than just a buzzword.

Let’s explore how Entity SEO is revolutionizing local search, why local relevance is more important than ever for accountants, and what you can do to stay ahead in the game.

What Is Entity SEO, Anyway?

Before we dive into the why, let’s get clear on the what. Entity SEO is about optimizing your online presence around entities, which are unique concepts or identifiers that search engines can recognize and understand. In simple terms, an entity is a distinct, well-defined “thing” in the digital world—like your accounting firm’s name, your services, or even your location.

So, instead of just matching keywords, search engines like Google are now looking for more context. They want to understand how different entities (like your firm) connect with other pieces of information, like your industry, your services, and even your physical location. The better Google can understand you as an entity, the higher your chances of showing up in relevant searches, especially local ones.

Why Local Relevance Is Key for Accountants

Let’s face it: Most accounting firms rely heavily on local clients. Whether it’s businesses in your city or individuals looking for tax services, your bread and butter comes from people who are geographically close to you. That’s why local relevance isn’t just a “nice to have” feature—it’s crucial for driving client acquisition.

Here’s where Entity SEO comes into play. By optimizing your firm’s online presence for local searches, you’re telling search engines, “Hey, I’m not just an accounting firm—I’m the accounting firm for this specific area.” And that can make all the difference.

How Does Entity SEO Improve Local Search?

When Google understands your firm as a unique entity, it starts associating you with specific services and locations. Think of it as adding more context to your business so search engines can better serve you to potential clients. Here’s how Entity SEO boosts your local search performance:

1. Stronger Presence in Local Search Results
   With Entity SEO, your firm can show up in local packs, which are those top three business listings that appear on the first page of Google. This is prime real estate for local client acquisition.

2. Enhanced Search Features
   Ever notice those knowledge panels on the side of Google’s search results? Or the way some businesses have quick links to call or get directions? That’s the power of Entity SEO. The more Google understands your firm, the more likely it is to present your information in a user-friendly, highly visible format.

3. Improved Voice Search Results
   Voice search is on the rise, and people often use it for local queries like “find an accountant near me” or “CPA for small business taxes.” Entity SEO helps position your firm as a top answer for these searches, which are often driven by local intent.

Practical Steps to Boost Entity SEO for Your Firm

Alright, so how do you get in on this? Here are some practical ways to improve your Entity SEO and local relevance:

1. Optimize Your Google Business Profile

Start with the basics. Your Google Business Profile (formerly Google My Business) is a critical piece of the puzzle. Make sure all the information is accurate and up to date: your address, phone number, hours of operation, and service areas. Don’t forget to add high-quality photos and encourage clients to leave reviews. The more complete and robust your profile, the easier it is for Google to understand your firm as a trusted local entity.

2. Use Structured Data

Here’s where things get a little technical but very impactful. Structured data, or schema markup, helps search engines understand the content on your site. Think of it as a way to “label” your firm’s services, address, and other key information. By adding structured data to your website, you’re making it easier for Google to connect the dots and improve your local search visibility.

3. Consistent Local Citations

Local citations are mentions of your business’s name, address, and phone number (NAP) on other websites, like local directories or industry listings. Consistency is key here. If your firm is listed with slightly different information on various sites, it creates confusion for search engines. Make sure your NAP is uniform across all platforms to reinforce your local entity status.

4. Leverage Content That Highlights Local Relevance

Content isn’t just for blogs and articles anymore. Use your website to publish content that establishes your local expertise. Write about tax laws specific to your state, discuss financial strategies for local businesses, or even feature case studies of clients from your area (with their permission, of course). This hyper-local content signals to search engines that your firm is highly relevant to your geographic area.

5. Invest in Local Backlinks

Backlinks are still an SEO heavyweight, but when it comes to local SEO, not all backlinks are created equal. Aim to get backlinks from reputable local sources, like your city’s Chamber of Commerce, local news sites, or community blogs. These links act as a vote of confidence for your firm and strengthen your entity’s local relevance.

How Client Reviews Boost Entity SEO

Never underestimate the power of online reviews. When clients leave positive feedback on platforms like Google, it doesn’t just make your firm look good—it also helps search engines validate your entity as a trustworthy business. Make it easy for satisfied clients to leave reviews by sending follow-up emails with direct links or mentioning it at the end of a successful engagement.

The Role of Voice Search in Local SEO

Voice search is becoming a major factor in how people find local services, including accountants. People use voice search differently, often with longer, more conversational queries. Entity SEO helps your firm appear in these results by making your information more accessible to voice search algorithms. Make sure your content answers common questions clearly and naturally, like “How do I find a CPA near me?” or “What are the best accounting firms for small businesses?”

Entity SEO is changing the game for local search, and if your accounting firm wants to thrive, adapting to these changes is essential. By optimizing your online presence for local relevance, you’re not just making your website more attractive to search engines—you’re making it easier for potential clients to find and trust you.

Ready to enhance your local SEO and start attracting more clients? Contact us today to learn how we can help your firm implement Entity SEO strategies that drive real results. Let’s make your accounting firm the top choice in your area, one search query at a time.