Search Engine Optimisation, or SEO, is a critical component of any accountancy firm's online marketing strategy. It involves a range of techniques and practices aimed at improving the visibility of your website on search engines like Google.
In Search Engine Optimisation for Accountancy Firms, Jo Edwards shows that SEO is the most effective online marketing technique for generating leads and growing your professional services firm in today’s increasingly digital marketplace. Below we’ve outlined just some of the words of wisdom Jo imparted.
1. Offsite SEO – Increasing Your Authority
Offsite SEO refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs). The main goal of offsite SEO is to build your site's authority, which helps search engines see that your website is an ideal search result because it is from a reputable, reliable, and trusted source.
Building Credible Backlinks
One of the most effective offsite SEO strategies is to acquire credible backlinks from other authoritative websites. These are links that point to your site from external sites. When high-quality, relevant websites link to yours, it signals to search engines that your content is valuable and worth ranking well.
Leveraging Social Media
Social media platforms can also play a role in offsite SEO. By sharing content and engaging with your audience on social media, you can drive traffic to your website and increase your online presence, further establishing your firm's authority.
Google reviews are particularly important for local SEO. Encourage satisfied clients to leave positive reviews on your Google My Business listing. This not only improves your credibility but also can lead to higher rankings in local search results.
2. How to Conduct Keyword Research
Keyword research is the process of finding words and phrases that people use in search engines that are relevant to your services. Understanding what potential clients are searching for allows you to tailor your content to meet their needs.
Using SEO Tools
There are various tools available, such as Google Keyword Planner, SEMrush, and Ahrefs, which can help you identify keywords related to accountancy services. Look for terms with high search volumes but lower competition for a better chance of ranking well.
Thinking Like a Client
Remember to think from the perspective of your prospective clients. They may not be familiar with industry jargon, so consider what layman terms they might use to find services like yours.
3. How to Write Keyword Rich Content
Once you have identified your target keywords, it's time to create content that incorporates these terms naturally and effectively.
Your focus keyword should appear in key places such as the title tag, headings, and the first paragraph of your content. However, avoid keyword stuffing; instead, use keywords thoughtfully and sparingly to maintain readability.
Meta Titles and Descriptions
Craft meta titles and descriptions that include your focus keyword. Keep your meta titles under 60 characters and meta descriptions concise to ensure they display properly in search results.
Internal and External Links
Incorporate outbound links to authoritative sites and inbound links to your own relevant content. This not only provides value to your readers but also helps search engines understand the context and relationships between different content on your site.
4. Monitoring Your SEO Performance
To ensure your SEO efforts are paying off, it's crucial to monitor your performance regularly.
Tracking Rankings and Traffic
Use tools like Google Analytics to track your organic search traffic and keyword rankings. Pay attention to which pages and keywords are performing well and which need improvement.
More importantly, measure whether your traffic is converting into leads and clients. Ask new clients how they found you and use conversion tracking in Google Analytics to see which pages are leading to inquiries or sign-ups.
Staying Updated with Algorithm Changes
Search engines frequently update their algorithms, so it's essential to stay informed about these changes. Adjust your SEO strategies accordingly to avoid penalties and maintain or improve your rankings.
By focusing on both onsite and offsite SEO, conducting thorough keyword research, writing keyword-rich content, and monitoring your performance, your accountancy firm can improve its online visibility and attract more clients through organic search. Remember, SEO is a long-term strategy, so be patient and consistent with your efforts for the best results.
For the full session, please click here. Jo Edwards covers the following topics during this webinar:
- Offsite SEO – increasing your authority
- How to conduct keyword research
- How to write keyword rich content
- Monitoring your SEO performance
The contents of this article are meant as a guide only and are not a substitute for professional advice. The author/s accept no responsibility for any action taken, or refrained from, as a result of the material contained in this document. Specific advice should be obtained before acting or refraining from acting, in connection with the matters dealt with in this article.