Operating a business within a saturated market of similar, if not identical, make-up makes it difficult to choose unique keywords for your website.
As Accounting firms offer services not so unfamiliar to the next, the keywords a firm will choose will most likely resemble other accounting firms.
For this reason, when choosing keywords it is essential that they are as specific as possible. One should try to omit any fluffy language that has no bearing on the precise nature of the firm.
For example, words such as professional, quality, service or friendly are used so commonly, that Google will not identify these keywords as particular to a specific accounting firm.
However, emphasising the location, the name of the firm and the key services it provides (i.e. corporate tax) will increase the likelihood of a Google index.
