Accounting is one of the most competitive industries in the world. With so many firms vying for the same potential clients, you need a way to stand out and to make your company grow.
One of the best ways to stand out among your competition is to ensure that you rank highly in search engine results pages (SERPs). Most Internet users won't look past the first page of search results, so if you don't rank highly, your website and your firm could be overlooked by potential clients.
In order to rank highly in results pages, SEO, or search engine optimization is crucial. On this page, we'll go over what SEO is, and some tips to help your accounting firm implement it on your website.
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What is SEO?
SEO is the process of improving your site so that it shows up more often for keywords that mean a lot to your clients, and so that it ranks higher in search engine results pages. Due to the consistent results of SEO, it is one of the most profitable forms of marketing.
One of the main goals of SEO is to make your site easy for search engines, like Google, to read and understand. When your site is easily understood, it is easier to index, which means that it can be served seamlessly to users that are looking for your firm.
When someone searches for a term in Google, they typically enter a word or phrase called a keyword, into the search bar. SEO is implemented so that your site shows up in the top results for keywords relating to your industry, like "accounting firm in [your city]."
All in all, SEO includes roughly 200 individual ranking factors that all help you succeed online. They include everything from properly coding your site to earning links to your site from other companies. But for now, let’s take a look at why SEO is so important for accounting firms.
Why is SEO important for accountants?
SEO is important to your accounting firm because it allows you to reach the highest number of potential clients. If it's done right, SEO will target the customers that need and want your services, and earn valuable traffic to your website.
To make sure you can earn those leads, you can use a few tried-and-true SEO methods on your site.
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SEO tips for accountants
These tips are some of the best ways to start optimizing your website. There are lots of other ways you can improve your site, but these will give your website the foundation it needs to grow.
Research keywords that are relevant to your industry
As stated earlier, keywords are the words and phrases that search engine users type into the search bar to find exactly what they're searching for online. That means keywords are one of the biggest factors in determining whether or not someone sees your accounting firm’s website in their search results.
As a result, you need to make sure that you show up for the keywords that are important to your business.
Short keywords, like “accounting firm,” are typically bad for small businesses. These keywords are highly competitive, and they’re usually dominated by big brands. Plus, they’re not descriptive, so you don’t know the intent or background of the person searching for it.
On the other hand, long keywords (also called “long-tail keywords”) are great for accounting firms. These keywords, like “accounting firm in [your city],” show some characteristic of the searcher, and they also reflect a person’s intent to become a client. After all, why would they want accounting firms in your city if they weren’t looking to employ an accounting firm?
Long-tail keywords have much less traffic than short keywords since they're so specific. But that means they’re also less competitive, so you can dominate the search results. And on top of all that, you can be sure that the people you attract to your site are all potential clients, meaning you’re attracting qualified leads to your business.
To find the keywords that work for you, check out the Google AdWords keyword planner.
Create pages about those keywords
After you have your keywords laid out, it’s time to use them on your site. Create pages for each keyword that give the helpful, extensive information about that keyword. So if someone is searching for “reliable accounting firm in [your city],” you can create a page that talks about how long you’ve been in the area, how well you’ve worked with your past clients, and your professionalism.
These kinds of pages build trust between you and the reader by showing your expertise and experience in accounting, which creates a connection between you and a potential client. The more helpful information you can give them, the more likely they’ll be to convert into a paying client.
And speaking of conversion, your pages should all include some way for a visitor to convert. Use a call to action at the end of your page like “Contact us today!” and provide a form field or a link that allows visitors to give you their contact information. Once you have that valuable information, you can contact them directly to nurture that lead into a paying client.
In addition to article pages on your webssite, a blog is another great way to create content for your readers. Blogs are beneficial because you can use them to target your most valuable keywords, they're easily sharable on social media, and Google loves when a website has a high number of pages.
List your business on Google My Business
When you submit your accounting firm to Google My Business, you'll show up as a result when someone searches for your firm in a local context.
Google My Business also shows valuable information like the address of your firm, ratings, and hours of operation. These results also show up at the top of results pages, so if you're listed there, you'll be one of the first firms clients see.
Don't forget about user experience
When Google ranks your website for search results, they want to know that your website is one of the best possible results to serve to customers. Your site won't be ranked as one of the best in the eyes of Google if it has a high bounce rate due to slow load time or difficult navigation.
To make sure that your website viewers get the best possible experience, make sure that you utilize a navigation bar that helps users to easily find exactly what they're looking for, quickly and efficiently.
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WebFX is a top SEO agency
SEO is our forte at WebFX, and we have a dedicated team of SEO experts who know all the ins and outs of this profitable marketing method for your accounting firm.
Do you want to get more revenue for your accounting firm? Contact us today for a custom SEO strategy for your company!
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