You’ve probably heard a lot of talk about search engine optimization (SEO). Other companies are doing it but why should an accounting firm care about it? We know that SEO is a fancy term for strategies that help search engines like Google find your website and other online content. With so much competition across the web nowadays, accounting firms without optimized websites risk not being found by potential clients. Costing you potential business.
SEO & Online Visibility: Don’t Get Left Behind
A recent study by CPA2Biz found that accounting and finance firms who are utilizing online marketing found that 75% of accounting firms already generate some new business leads online. Additionally, they found that 71% of all firms are planning to increase their online marketing budget next year.
The study also found that high-growth firms or firms growing five times faster than the average, are generating twice as many online leads as average firms. So what strategy did these firms say was the most effective in terms of their online marketing efforts?
You guessed it, SEO.
Why is SEO so Important to Attracting Clients?
More and more people looking for accounting services are turning to the internet to research and find prospective firms. Another study by CPA2Biz revealed that 81% of buyers of professional services go online to “check out” a firm’s website before buying a service. The study also found that 63% of potential clients perform a search in a search engine on the firm to see what turns up, whether it’s reviews, evaluations, court reports and more.
Firms that are not easily found online are quickly becoming invisible.
It’s important to note that accounting clients also search for specific topics online: accounting issues they’re dealing with, help with interpreting new regulations or trying to solve business problems. Firms that are using SEO to optimize their content whether it be whitepapers or blog posts will be the ones clients get their answers from.
So you see the value in SEO, but what are some other things you should know?
Website Optimization and Online Authority
SEO practices, in short, usually fall into two categories: optimizing your website and building online authority. To really succeed in SEO, you will need to focus on both.
- Website Optimization: Make sure your site is responsive, meaning it looks great no matter what device you are on as well as looking at the technical “back end” of your site. It’s worth running a site audit to make sure you’re following best practices.
- Online Authority: Activities that ensure the rest of the online community knows about your website and other content can also help boost your SEO value. The more online relationships you build across the web the better.
Google Rewards Quality
Google, which dominates the search landscape, is always changing and updating its algorithms to provide users with the most accurate and high quality results to what they’re searching for. Knowing this, it’s important to focus on quality rather than quantity. Accountants who pride themselves on offering quality solutions to their clients are in great shape to capitalize if you take the same approach when creating your website and other online content.
Duplicate Content is a No No
Google, like real people, likes original content. If your firm is subscribing to a service that provides content to your site, it really won’t help you. You could actually be penalized for it. Instead of simply publishing a news bulletin about a new tax law, try to put your own spin on it by adding your opinion or writing about how it might affect your clients.
Google’s emphasis on quality content that is relevant goes great with offline marketing tactics that accounting firms have used for years. For those firms with a great brand and strong messaging, using SEO to drive more qualified leads to your site will yield great results.
Ready to start an SEO partnership that delivers real results ?