When a potential client performs an online search for a CPA firm, they are typically looking for a local firm. Search results will largely be irrelevant if they perform search on the keyword "CPA" or "accounting firm". More likely successful searches are done with a location and service, such as "Chicago Accountant" or "Albany NY CPA".

The major search engines recognize such local searches. When they notice a local search, they will display the local listings higher then the organic listings. These listings are oftentimes to a great extent more relevant then the organic listings.

Local Directories

There are other local directories such as YellowBook, USDirectory, YellowBot, and many, many others. Many of them may already have a listing for your CPA firm.

The source data for your listings probably originated from a mixture of third-party sources. There could very well be variations in your listing name, address and phone number. This potentially creates multiple representations of your company across the web. This decreases the capability of the various local search engines to know which of your listings is the accurate identity.

Updating Your Contact Information

Change your address or phone number and update your CPA website? Your new data may not be updated in these directories, unless you have control over your listings. The online directories make every effort to make certain they have accurate data. The longer you have been at your old address however, the more likely there could be hundreds of sites and directories that list your business at the old address. All that outdated information can influence the major local directories into thinking that is the right data.

Going Mobile

As individuals are moving more and more toward a mobile work, they are relying on local data more and more. In fact nearly half of local searches are conducted by people who know the business they are searching for. These people rely on the accuracy of your data and expect to find your up to date contact information and driving directions. They are relying less and less on finding it via your website.

Taking Control

For these reasons it is important that your company controls and proactively manages your local business identity. The local search engines will have increased confidence that they have valid and accurate listing data. This also improves the local search engines ability to link other unique content such as customer reviews and social media.

Several companies have "Local SEO" services that optimize and manage your accounting or CPA firm's local listings for you. Your business identity is submitted to and consistent across many directories, including all the main local search platforms. The precise number of directories is different from service to service, but at my CPA website design company we submit to more than a hundred of these "vertical indexes". When you change your business details your SEO should also make certain your information is updated in the local directories. By making sure you manage your online directory listings and keeping the data on them up-to-date you can ensure new and existing customers alike are able to find your CPA firm.