Inexperienced accounting firms often view SEO as a complicated and confusing online strategy. But this isn’t necessarily always the case.
SEO stands for search engine optimisation. It is an umbrella term used for all the methods and strategies accounting firms can use to ensure the visibility of their website on search engine results pages (SERPs).
Despite what some may think, there is quite a bit small accounting firms can do to improve their SEO, without needing any great understanding or knowledge of SEO and without having to spend too much money.
Here is a list of things accountants can do to improve their firm’s SEO.
Set up a Google My Business account
A My Business account on Google is free and enables firms to appear in local search results for queries that are specific to their area of expertise.
Fix your website download speed
Optimising your website to have a fast loading speed will help your firm stand out from the competition concerning online performance.
Understand your online audience
When accountants understand their online audience, only then will they understand what they need to do online to grab their attention i.e. if a firm’s audience spends most of their time on Facebook, that firm should focus effort there. Not having a thorough understanding of your audience means your firm won’t be able to make efficient use of the online channels at your disposal.
Look at how search engines display results in your niche
Too often, small firms have no idea who they are competing with on search engines e.g. firms wanting to focus on a keyword that has a lot of larger firms ranking on the first page need to realise that their expectations need to be tempered.
Claim your address on Google Maps
You firm has a physical location, so make sure you claim the address on Google Maps.
Launch a blog and create content
Content is what helps firms rank for their target terms. And while building a blog shouldn’t just be done for SEO reasons, it does present an opportunity for firms to talk about their services and the issues around them.
If you do have a blog, make sure you update it regularly. This doesn’t mean updating it with five articles a day; as long as the content is regularly published, visitors and search engines have something to read.
Use internal linking to optimise your website
Effective internal linking is when firms link topics and themes together on their website in a more sensible way for visitors and search engines. For example, if your firm provides SMSF services, you’ll probably have lots of articles using that phrase. Since they’re not all going to rank for that term, choose the website page you’d most like to rank for SMSF, and point links to that.