In simple terms, search engine optimisation (SEO) is the umbrella term for all the methods accounting firms can use to ensure the visibility of their website on search engine results pages (SERPs).
SEO plays a significant role in what accountants upload to their sites, and acquiring the right SEO skills can help accountants write for the web effectively and ensure that their content finds its audience.
However, accountants should be aware that quality always comes first; if an article or blog post is rubbish then no amount of SEO knowledge will help.
Developing the ability to write should be followed by developing the ability to give the content created, and the website it was written for, the best chance of showing up in search engine results.
Here is what accountants who write for their websites need to know about SEO:
How to write headlines
Headlines written for the online environment need to be alluring and descriptive. The keywords included in an article or ones accountants want to rank for should also be considered.
How to use keywords
Accountants should compile a target list of keywords and phrases that relate to the central theme of their website and that tie in with the services they offer. When writing headlines or content, these target keywords and phrases should be considered.
Thinking up a strategy of allocating target pages for each keyword or phrase is a sensible way of distributing internal link equity and avoiding individual pages on the same website competing against each other for rankings.
Understanding internal linking
Internal linking is an easy-to-use SEO strategy that can boost a firm’s search ranking and increase its website traffic. It is an onsite SEO strategy that refers to the practice of publishing links on a particular page of a firm’s website that lead directly to another page on the firm’s website. Simply linking to related articles within the same site can have beneficial effects for both readers and the website.
Despite its importance, internal linking is often one of the most overlooked tactics that can be used to achieve search engine ranking goals. While this may be due to websites now having more complex navigation menus, internal linking has been proven to deliver significant results simply through the optimisation of internal navigation structures.