{"id":14489,"date":"2011-08-16t17:41:14","date_gmt":"2011-08-16t21:41:14","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=14489"},"modified":"2024-11-19t21:33:24","modified_gmt":"2024-11-20t02:33:24","slug":"whos-searching-for-accountants","status":"publish","type":"post","link":"\/\/www.g005e.com\/2011\/08\/16\/whos-searching-for-accountants\/","title":{"rendered":"who&#8217;s searching for &#8220;accountants?&#8221;"},"content":{"rendered":"<p><strong>not as many as before. in fact, the number of google searches has dropped by 50% since 2004.<\/strong><\/p>\n<blockquote><p><em>we were alerted to this &#8220;alarming online search trend&#8221; by amit vemuri, ceo at teaspiller, a company which has <a href=\"\/\/www.g005e.com\/2011\/08\/09\/survey-clients-find-most-accountants-websites-useless\/\">already generated a little controversy in these pages<\/a>. but read on for vemuri&#8217;s views and analysis. vemuri&#8217;s take is interesting, provocative, and, if correct, problematic for the profession. his call to action isn&#8217;t necessarily new, but that doesn&#8217;t make it any less urgent. then <a href=\"\/\/www.g005e.com\/2011\/08\/18\/rebuttal-google-searches-for-accountants-is-rising-not-falling\/\"><strong>see the rebuttal here.<\/strong><\/a><br \/>\n<\/em><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: right;\"><em>&#8212; rick telberg<\/em><\/p>\n<\/blockquote>\n<p><strong>by amit vemuri<\/strong><\/p>\n<p><em> ceo, <a href=\"http:\/\/www.teaspiller.com\/\">teaspiller<\/a><\/em><\/p>\n<p>it&#8217;s a wake-up call to the worldwide accounting community. it also confirms the aicpa\u2019s latest survey about how all size firms are having <a href=\"\/\/www.g005e.com\/2011\/06\/14\/its-official-the-war-for-clients-has-begun\/\">a hard time getting new clients<\/a> (and retaining clients).<\/p>\n<figure id=\"attachment_14492\" class=\"thumbnail wp-caption alignright\" style=\"width: 212px\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-14492  \" title=\"google search on accountants\" src=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/google-search-on-accountants-e1312923415543.jpg\" alt=\"\" width=\"212\" height=\"229\" srcset=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/google-search-on-accountants-e1312923415543.jpg 590w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/google-search-on-accountants-e1312923415543.jpg 300w\" sizes=\"auto, (max-width: 212px) 100vw, 212px\" \/><figcaption class=\"caption wp-caption-text\">index showing number of google searches on the word &quot;accountants&quot; since 2004 shows steady declines. source: http:\/\/www.google.com\/trends?q=accountants<\/figcaption><\/figure>\n<p><strong>observations:<\/strong><\/p>\n<ul>\n<li>online searches for \u201caccountants\u201d have <a href=\"http:\/\/www.google.com\/trends?q=accountants&amp;ctab=0&amp;geo=us&amp;geor=all&amp;date=all&amp;sort=0\">declined by 50% since 2004<\/a>.<\/li>\n<li>the steady decline represents a cagr of about -10%.<\/li>\n<li>the problem is happening worldwide \u2013 not just in the united states.<\/li>\n<\/ul>\n<p><strong>some good explanations:<\/strong><\/p>\n<ul>\n<li>do-it-yourself accounting software is stealing market share from accountant practices.<\/li>\n<li>accountants don\u2019t know how (or want) to market themselves online.<\/li>\n<\/ul>\n<p><strong>some other explanations \u2013 mostly refuted:<\/strong><\/p>\n<figure id=\"attachment_14493\" class=\"thumbnail wp-caption alignright\" style=\"width: 150px\"><img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-14493\" title=\"amit vemuri, ceo, teaspiller\" src=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/amit-vemuri-ceo-teaspiller-150x150.jpg\" alt=\"amit vemuri, ceo, teaspiller\" width=\"150\" height=\"150\" srcset=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/amit-vemuri-ceo-teaspiller-150x150.jpg 150w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/amit-vemuri-ceo-teaspiller.jpg 100w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><figcaption class=\"caption wp-caption-text\">amit vemuri<\/figcaption><\/figure>\n<p>we\u2019ve spoken to the accounting community and got a lot of possible explanations. here are some of the explanations we\u2019ve refuted.<\/p>\n<ul>\n<li><em>\u201cclients search for specialties.\u201d<\/em> we\u2019ve tried multiple types of accountant searches (cpas, pcaob, financial planners, etc.) and almost all are seeing declines.<!--more--><\/li>\n<li><em>\u201cclients look for accountants in a particular location.\u201d<\/em> since this was a broad search, the location would be included in the trend (e.g. a search for \u201caccountants in omaha\u201d would appear in the trends since the word \u201caccountants\u201d is in the search).<\/li>\n<li><em>\u201call professional services are seeing a decline.\u201d<\/em> actually, the trends search for \u201cdoctors\u201d didn\u2019t see the same decline \u2013 while lawyers did see a similar decline (lawyers are facing pressure from diy alternatives as well).<\/li>\n<li><em>\u201cthere&#8217;s a problem in the way google scales the search volume in the graph.\u201d<\/em> while there are more pictures of cute kittens on the internet, the search volume was indexed in relation to 2004 \u2013 and there are more people using the internet now than ever before. read more <a href=\"http:\/\/www.google.com\/intl\/en\/trends\/about.html#7\">here<\/a> about how google scaled the data.<\/li>\n<\/ul>\n<p><strong>some possible (and controversial) solutions:<\/strong><\/p>\n<p>here are some ideas we heard from the accounting community to help fix the problem.<\/p>\n<ul>\n<li><strong>accountants need to make it more convenient for clients to work online with their accountants.<\/strong> one of the main draws of diy alternatives is convenience. accountants need tools to make their service equally as convenient online (e.g. online credit card processing, virtual office tools, or anything that reduces a trip to an accounting office).<\/li>\n<li><strong>organizations, like the aicpa and the institute of chartered accountants, need to spend more on marketing their members to the general public.<\/strong> for example, in 2010, the aicpa (<a href=\"http:\/\/www.aicpa.org\/about\/annualreports\/downloadabledocuments\/2010annualreport.pdf\">aicpa annual report, pdf<\/a>) made over $200 million from its members, but spent only $8 million on marketing members (note: aicpa executives pocketed $21 million in salaries). to contrast, turbotax and h&amp;r block combined spend about half a billion dollars on marketing a year \u2013 and have whittled away at the image of accountants as \u201cquality\u201d practitioners.<\/li>\n<li><strong>create a real directory for all accountants to be listed and marketed effectively.<\/strong> make it so easy for clients to search for an accountant online that customers have a single destination to find and compare accountants. currently, potential clients who try to search for an accountant online have a herculean task\u2013clients are using google, yelp, linkedin, state board websites, and other sources to try to triangulate and find a great accountant. the aicpa and other accounting organizations could band together to create a common marketing platform for all their members\u2013and use revenue from members to market the directory to the general public.<\/li>\n<\/ul>\n<p>we can see that there\u2019s a basic public awareness problem on the value of using an accountant. but we also hear about the complaints about \u201cquality\u201d and \u201cconvenience\u201d with using accountants too. the google search trend is an alarm about our complacency as an industry\u2013and should be a call to action.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>not as many as before. in fact, the number of google searches has dropped by 50% since 2004. we were alerted to this &#8220;alarming online search trend&#8221; by amit vemuri, ceo at teaspiller, a company which has already generated a &hellip; <a href=\"\/\/www.g005e.com\/2011\/08\/16\/whos-searching-for-accountants\/\">continued<\/a><\/p>\n","protected":false},"author":17,"featured_media":14493,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[5],"tags":[79],"class_list":["post-14489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-outlook","tag-marketing"],"acf":[],"yoast_head":"<!-- this site is optimized with the yoast seo plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ 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