A fictional business. The figures are a modelled scenario, not a client result.
Philatelic record · Lot KT-1Finance & Professional
Kilbrack Tax
Sole-practitioner tax adviser · Cork
Calendar booked 6 weeks early
Full on 19 September, six weeks before the 31 October return deadline. 6-month local engagement.
Hover the stamp to inspect the engraving.
I · The challenge
Kilbrack's only marketing was a directory listing, and seasonal searches for self-assessment help went to Dublin firms and online filing apps.
Kilbrack is one chartered tax adviser, a small office and a busy autumn. Every year from August, people in Cork search for help with Form 11, rental income and preliminary tax — and every year they found Dublin practices with national landing pages, or filing apps promising to do it in ten minutes. The few who did call came through word of mouth, too late to plan the diary.
The brief was simple to say and hard to do: be the obvious local answer before the season starts, so the calendar fills in order instead of in a panic.
II · Diagnosis
A philatelist grades a stamp by its faults — thins, short perfs, fading. We graded Kilbrack's local presence the same way in the first fortnight.
The only Google Business Profile was auto-created from a directory: wrong primary category ('Accountant'), no hours, no services, no booking link.
31 citations carried three addresses (including a pre-2019 office on Oliver Plunkett Street) and two phone numbers.
Three Google reviews, the newest 26 months old. No request process; happy clients were never asked.
No LocalBusiness / AccountingService markup, no geo, no openingHours — nothing for Google to reconcile the listing with the site.
One homepage, no mention of Form 11, ROS, Pay & File or 31 October. Seasonal demand landed on national pages from Dublin firms and filing apps.
Mobile LCP of 4.8 s on a page-builder theme, and booking by 'email to arrange' — calls and enquiries were never tracked.
III · The strategy
Four tactics, printed in sequence so each one strengthened the next. The whole set is built on our Local plan.
Claimed and verified the profile; primary category 'Tax consultant', secondary 'Tax preparation service'. Listed each service — Form 11, preliminary tax, rental income, CGT — with plain prices, added a booking link, office photos and a weekly post answering one real tax question.
Built a deadline hub and three audience guides (landlords, sole traders, PAYE workers with side income) in May and June, so they had months to age before September's peak. Each states this year's dates, who must file and what to bring.
A short email and SMS with a direct review link, sent the day a return was filed — the moment of relief. A QR code on every invoice, a reply to every review within 48 hours, and never an incentive.
AccountingService schema with geo-coordinates, areaServed for Douglas, Ballincollig, Blackrock and Glanmire, seasonal openingHoursSpecification and sameAs links — matched to one name, address and phone across all 31 citations.
IV · 6 months, 6 covers
Month 1 · April
9 booked · 0 map-pack · 3 reviews
Month 2 · May
11 booked · 2 map-pack · 9 reviews
Month 3 · June
16 booked · 5 map-pack · 17 reviews
Month 4 · July
22 booked · 8 map-pack · 26 reviews
Month 5 · August
30 booked · 11 map-pack · 37 reviews
Month 6 · September
36 booked · 14 map-pack · 47 reviews
V · Results
Press a stamp to tear it off and read its postmark.
| Cat. no. | Search term | Vol / mo | Before | Map pack |
|---|---|---|---|---|
| SG 101 | tax adviser cork | 390 | — | #1 |
| SG 102 | self assessment help cork | 210 | — | #1 |
| SG 103 | form 11 help cork | 170 | — | #2 |
| SG 104 | tax return accountant cork | 320 | — | #2 |
| SG 105 | ros filing help | 140 | — | #3 |
| SG 106 | landlord tax return cork | 110 | — | #1 |
| SG 107 | sole trader accountant cork | 260 | — | #3 |
| SG 108 | pay and file cork | 90 | — | #2 |
| SG 109 | preliminary tax help cork | 70 | — | #1 |
| SG 110 | tax consultant douglas | 50 | — | #1 |
10 of the 14 map-pack terms shown. “—” means outside the local pack and the first page. Modelled.
First-day cover
Seasonal demand, a single location, a small team: the Local plan is built for exactly that shape of business.
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