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02
Marketing Has Dramatically Changed
The days of conventional marketing are all but gone. While they may still support a company’s overall brand awareness, their effectiveness has alway been hard to measure. Even in the digital world, Google Ads and other Pay Per Click (PPC) methods have their limitations,. Once the budget runs out…you disappear from view.
That’s where SEO comes into its own:
- A huge budget isn’t required
- Unlike PPC, every dollar invested in SEO will deliver returns over time.
The great thing about SEO is that in part, it helps to level the playing field. That’s because a Google ranking can’t simply be bought; it has to be earned. Your rankings are dependent on the value that your site offers to online searchers with regard to how it answers the question they’re asking and ultimately, how it solves their problems.
03
What You Really Need To Invest In
SEO is probably one of the few marketing tools that gives small businesses the opportunity to compete alongside existing players, larger companies with large budgets. Strictly speaking, SEO is technically free. Unlike PPC, you don’t need money or a daily budget to stay visible. Instead, you invest in web design, web development and content writing services.
Investment is the key to SEO, not just in the services we’ve already highlighted. You also need to invest time and effort if you’re going to run a SEO campaign, successfully. To beat the competition you’ll need to invest time and commit to producing content regularly, and analyse your results. and you’ll have to wait patiently for improvements.
Successful Search Engine Optimisation campaigns won’t deliver results overnight, over the first few weeks – or even over the very first few months. But, little-by-little over the long term, all of the effort will pay off and traffic will come to your website in the numbers needed to help beat your competitors.
How Can SEO Help An Accountant or Bookkeeper?
SEO is all about improving a website’s visibility to search engines like Google. The goal is to be one of the first 3 web results listed when someone searches for words related to what your business practices. The higher your site appears in SERPs, the more visitors your site is likely to get, and, of course, visitors can be converted into paying clients.
The exact workings of search engines are basically secret to the companies that own them. What is known is that software called “search engine robots,” also known as:
"BOTS"
“CRAWLERS”
"SPIDERS"
move across the web. They collect information on every accessible website that exists. This is a process referred to as “indexing”. With Google, the results of their indexing is copied onto a huge number of computers, known as servers, in effect they make a copy of the web. So whenever you search the via Google you search the thought this copy of the internet.
04
This Is How Google Views The Web
If you want to learn about SEO, you need to be aware of what Google expects from your business. Google philosophy is that the world wide web web is a place where information is freely exchanged. This might seem to conflict any goals you have for your website. Most business owners tend to see their website as a channel for new business acquisition, not a medium to educate people for free.
The more we educate you (for free) about SEO, you will start to realise that providing free, valuable information is the best way to get the new clients your business needs. By freely giving away your valuable knowledge and expertise on a website, you can show the search engine crawlers as well as the visitors to your site the information they are looking for.
Over time you’ll achieve higher search engine rankings, as you broadcast your expertise to all and any potential customers, looking for problems. Before we delve into the finer details of SEO, let us let you in on what some of the main themes are in this guide:
Be Relevant To Your Audience
Being relevant to your target audience is all choosing your words wisely. By that we mean choosing the best SEO keywords for accounting and/or the best SEO keywords for bookkeeping. Since your main focus needs to be to answer the problems that your clients are having, that means that your website must appear to the target audience when people search the web using targeted keywords and search terms that relate to your firm’s services.
It’s important to be clear about the services you have to offer, other pertinent information such as the industries, your qualifications, length of time that you practice etc will add weight to your offer. Your website should be simple and easy to access, so that search engine crawlers can clearly understand what it’s about. and any potential clients can understand how you can help them.
Show That You Are An Authority Figure
Websites that are an authority on a specific subject matter will tend to rank higher than those that aren’t. You need to present yourself as the expert on all the services you offer and anything relevant to your business.
Quality, Quality, Quality!
Your website needs to provide visitors with a great User Experience (UX) as well as delivering an accurate response to their search query. Although other search engines – such as Yahoo and Bing – rank websites in different ways to Google, the principles are the same. SEO, what works Google will also work for the others.
05
Content Maybe King But...Context Is The Queen
Part of any good SEO means continuously turning out high quality content. The content produced should be written to showcase your specialities, as described above – search queries that lead visitors, which in turn lead to clients.
Content is a broad term that covers marketing pages text, blog posts, articles, videos, case studies and infographics. It’s really anything that provides value to visitors and is accessible to search engines. Not all content needs to sit on your website, publishing content on other websites and social media platforms also helps.
Any content marketing strategy should follow these guidelines:
Publish Content Frequently
Updating your site, as well as pointing to it on a regular basis lets Google know that it’s still active and indicates that you are taking the time and effort to actively promote your business. Produce quality, relevant content regularly.
Make Content That’s Tailored To Your Audience
Be as specific as possible, by writing about your area of expertise and make sure your website’s content is aimed at your audience. If you stray too far from your core area of speciality, you may confuse the audience and the search engine algorithms.
Try To Create Unique Content
Ideally the content on your site shouldn’t exist anywhere else on the web, if you do use content from a third party source, publish and reference that source . Never just copy and paste text from other websites onto yours. It will never rank as high as the original, it can also trigger a Google penalty, that can cause your site to drop in search rankings. There are also legal implications for breaching someone else’s copyright.
06
Link-building And The Importance Of Inbound Links From Other Sites
As we mentioned above, not all content needs to be published on your website, publishing on other websites with links to yours. Creating inbound links is a crucial part of an SEO campaign. We believe that Google sees the internet is an arena for the exchange of valuable information, links are the currency for this exchange.
When Google sees one site linking to another, it’s an indication that there is a relationship between the two sites. If you get inbound links from as many different websites as possible, over time it will improve your websites perceived authority to Google.
Using Local SEO, Social Media and Social Reviews
SEO shouldn’t just happen on your own website. As we’ve already touched upon, being present on other websites sends some additional signals to Google about you and your brand. Here are a few types of website that every accountant and bookkeeper should actively engage on:
Google My Business Profile (GMB)
Every business must have a GMB profile. It will give you a strong local presence when people search for a local business, such as yours in their area. Your business name, office address, contact information and website address will be displayed in Google search, Maps and Links to Your Social Media Pages.
Social Review and Using Customer Review Sites
There are any number of websites that allow customers to review businesses. These business reviews also send signals to search engines about your business. Furthermore they also help to influence any potential customers as they move through the buying journey, as they research you and your competitors. Positive reviews will help you stand out among your competition.
