Who Is the Client?
Profesja is a professional accounting firm based in Nowa Huta (a district of Kraków) that has supported entrepreneurs with bookkeeping and HR and payroll matters for years. Its offer targets both small and medium-sized companies, covering full accounting services, tax settlements, preparation of declarations and reports, and consulting on tax law and accounting. The team is made up of experienced specialists who combine knowledge with practice, focusing on reliability, timeliness and an individual approach to every client. The firm stands out for its transparent communication, high level of service and modern solutions that enable smooth document exchange and quick access to financial data. Thanks to its reputation and commitment, Profesja has earned the trust of many entrepreneurs from Kraków and the surrounding area.
The Challenges
Before starting Google Business Profile SEO work, Profesja was not making full use of its potential in local search results. Despite high-quality services and years of experience, the profile was visible mainly to people who typed the company name directly, not to potential clients searching for accounting services in the region. The descriptions, categories and services section were not properly optimised, which limited the chances of appearing in results for important keywords such as "accounting firm Nowa Huta" or "HR and payroll services". An additional problem was the low number of user interactions with the profile: few clicks on the "call", "get directions" or "visit website" buttons. The profile also lacked regular updates of posts, photos and offer information, which could suggest to users that the company was less active. Faced with growing competition in the accounting industry in Kraków, it was necessary to implement a consistent local SEO strategy to increase visibility and the number of enquiries from new clients.
Goals
The goal of the project was to improve the ranking of Profesja's Google Business Profile for important keywords related to accounting services, and, as a result, to increase the number of enquiries from potential clients in Kraków and the surrounding area. We wanted to achieve this by:
- increasing the number of profile views in local search results and on Google Maps,
- improving CTR through a more attractive presentation of the profile,
- optimising the content of the descriptions, categories and services list,
- implementing regular publication of posts and photos,
- increasing the number of user interactions with the profile.
All these actions were meant to increase Profesja's recognition as the local leader in accounting services.
Automating Reporting and Results Analysis
As part of the project, we implemented a dedicated report in Looker Studio that automatically pulls data from the Google Business Profile via its API. This made it possible to continuously monitor profile views, clicks on action buttons, the number of reviews and the average rating. The report updates daily, allowing quick detection of changing trends and efficient reporting of results. The dashboard is available online 24/7 for the client, which increased the transparency of the collaboration and shortened the reaction time to any drops or increases in user activity.
Results in Keyword Visibility
After optimising the Google Business Profile, Profesja recorded a significant improvement in rankings for important keywords in the accounting industry. The biggest progress is visible for competitive local queries such as "accounting firm Nowa Huta" or "HR and payroll services". Thanks to the improved visibility, the profile started generating more website visits and phone calls from potential clients.
| Keyword | Position achieved |
|---|---|
| biuro rachunkowe nowa huta (accounting firm Nowa Huta) | 2 |
| księgowość dla firm (accounting for businesses) | 1 |
| obsługa kadrowo-płacowa (HR and payroll services) | 2 |
| usługi księgowe (accounting services) | 5 |
Actions Taken
We carried out a full optimisation of the Google Business Profile, including updating the categories, filling out the services list with relevant keywords, and expanding the company description in a way that is friendly to local SEO. We added high-quality photos of the premises and branding graphics, which increased the visual appeal of the profile. We implemented regular publication of informational and how-to posts, as well as systematic review management: encouraging clients to leave reviews and responding to every one. In addition, we launched an automated report in Looker Studio, which made it possible to track results on an ongoing basis and react to changes.
Summary
Optimising Profesja's Google Business Profile delivered measurable results in the form of higher rankings in local search results and an increased number of contacts from potential clients. The project shows that an effective local SEO strategy, combined with ongoing monitoring of results, can significantly improve a company's visibility and increase the number of enquiries.
If you want to achieve similar results for your company, get in touch with us. We will carry out a free analysis of your Google Business Profile and propose specific actions that will increase your local visibility, traffic and conversions.
