SEO for Accounting Firms
One of the best ways to bring in more business to your accounting firm is through SEO.
So what is SEO exactly?
SEO stands for search engine optimization and is the practice of bringing more traffic to your website through organic search engine results.
The top 3 positions in Google search results account for more than 50% of all clicks.
That's pretty substantial.
So when your accounting firm's website appears at the top of Google search results, it's almost a guarantee that you will be driving substantial traffic to your website.
To get your accounting firm in front of the right audience, you'll need a solid SEO marketing strategy.
We are going to show you insider tips and tricks that will help you rank higher in organic search engine results, bringing more leads to your website.
More leads means more business. Now let's get to business, shall we?
Here is an overview to get you started with developing a SEO strategy that will boost your online presence.
1. Keyword Research
An effective SEO campaign is all about using the right keywords.
Keywords, keywords, keywords.
What you are probably asking yourself right now, is how do you choose the right keywords?
How do you know what keywords you should be targeting?
Don't worry, we will show you how to conduct keyword research.
Let's say your accounting firm is located in Nashville, TN.
You'll want to use keywords that people are searching for when they are looking for an accountant in Nashville.
We've put together a list of popular accounting firm keywords to get you started.
In this example, we are using Nashville. For your own keywords, just swap out Nashville for the city you are located in.
- Accounting Firm
- Nashville Accounting Firm
- Accounting Firm Nashville
- Nashville Accountant
- Nashville Accountants
- Accountant in Nashville
- Accountants in Nashville
- Nashville Accountants
- Nashville Accountant
- Accounting Companies
- Nashville Accounting Companies
- Accounting Companies in Nashville
- Business Accountant
- Nashville Business Accountant
- Accountant for Small Businesses
- Nashville Accountant for Small Businesses
- Accounting Services
- Nashville Accounting Services
You can use the Keyword Surfer - SEO Chrome Extension to search for keywords and see their search volume.
When considering the value of keywords, you want to consider search volume and location relevancy.
The best keywords are those that have high search volume and are locally relevant.
This means you will be using the keywords that are searched the most and are relevant to your service areas.
2. Competitor Analysis
Now that you understand keyword research, it's time to talk about building links to your website.
The best way to start building links is through competitor analysis.
Basically, your goal should be to analyze websites that are already experiencing success in local search results.
If they are at the top of search results, then their sites are performing well, and you can learn from them.
Additionally, if you can find gaps in their online strategies, you'll be able to fill those gaps with your own strategy, allowing you to potentially surpass their success in the future.
Ahrefs is an excellent tool for analyzing your competition. When you do competitor analysis research, these are some types of links you should be looking for:
- Guest posts
- Directory Submissions
- Badge Icons
- Sponsorship Links
- Local Directories
- Niche Directories
Learn from your competitors. Find what types of links they have and check their UR in Ahrefs.
Ahrefs defines UR as"the strength of a page's link profile on a 100-point scale. The bigger the number, the stronger a page's link profile is."
When analyzing your competition, you will want to identify the links they have that show a UR of at least 20.
Research is key here, so we recommend you do this for at least your top five to ten competitors.
Next, you will want to look at the overall marketing strategies of your competitors.
When analyzing the competition's marketing strategies, try answering the following questions:
Do they consistently post blog content? Is this content high quality? How can we post better content?
Do they typically use paid ads?
Are they active on social media? If so, which channels?
Which pages on their website are indexed in search engines?
By identifying the weakness of your competition, you will know where you can build strength.
You may find that your competition doesn't post relevant content on a regular basis, or perhaps they don't even use social media to market themselves.
Consider every aspect of your competition's marketing, and do what they don't.
Find what they are doing well, and do it better.
Find what they aren't doing, and knock them out of the park.
3. On-Site Optimization
On-Site Optimization refers to anything you do to enhance your accounting firm's website.
An accounting firm's website should be fairly simple (not many pages) but you would be surprised what can be overlooked.
Below, we have listed some important areas of your website and how to optimize them so they are top notch.
If you want your website to be ranked on search engines, having a solid URL structure is crucial.
It's important that your website's URLs are short and clean.
For example, if you are looking to rank a page for "Dallas Accounting Firm", your URL should look something like this:
www .example.com /dallas-accounting-firm
Meta information is extremely important. If you want your website to appear at the top of search results, it is essential that you optimize your Meta information.
There are 2 main elements of Meta information, including your meta title and meta description.
This refers to the title of each page on your company's website. It is also known as your page title. It should always include your primary keyword.
If your goal is to rank for multiple keywords on a single webpage, try using as many keywords as you naturally can in your page title.
Try to keep it relatively short, as search results will only display around 55-65 characters.
This makes creating an attention grabbing meta title all the more important.
Now that you have your meta title, let's talk about your meta description.
While this may not directly affect your SEO rankings, it will have an impact on your click through rate (CTR).
Your meta description can have up to 160 characters.
Describe your business, what you do, and what makes you special in a short and concise blurb.
Be sure to use keywords and try to include a call to action at the end to improve your click rates.
By simply improving your meta description, you can quickly improve your search engine rankings.
Now, this alone will not grant you the #1 spot, but it can definitely give you the boost you need to start rising in the ranks.
Each page on your website should be structured with header tags.
Make sure you only have one H1 tag for each page.
Then, the rest of the content on your website can be organized by H2, H3, and H4 tags.
To create the strongest header tags, use synonyms of your primary keywords.
4. Effective Website Architecture
Once your URL, metatags and header tags have been effectively optimized, it's time to focus on creating high quality content.
In this phase, you won't need to worry too much about keywords as long as your keyword density is around 1-3%.
When it comes to improving your ranking, implementing effective website architecture is the easiest way to reach your goals.
Effective site architecture will:
- Use links to direct to your more important web pages
- Guide visitors to your website to the most important pages
- Allow your website to rank higher
When building your website, here are some things to avoid:
- Sitewide menus, sidebars, and footer links
- Too much internal linking
Alternatively, here are some things to include in your website:
- Location pages
- Anchor text that has a high keyword density
- High quality blog posts that provide valuable insight to readers.
5. Name, Address, Phone Consistency
While we don't recommend the use of site-wide internal links, we do recommend incorporating site wide NAP information for your business.
This information should be in the footer, including the name of your business, your address and your contact information.
It is absolutely crucial to ensure that this information is consistent on each and every page of your website, in addition to your social media pages, business listings, and any other place where your business and contact information will be available.
6. Website Speed
Don't overlook the speed of your website. This is one of the biggest mistakes you can make.
If your website is slow, it will only end up deterring new leads, rather than attracting clients.
As well, Google will often prioritize websites that load quickly.
So, if your website is slow, make sure you find a solution as soon as possible.
7. Broken Links and 404 Errors
Another critical thing to avoid is broken links.
These will only end up frustrating any new users who come across your company's website looking to know more, and it can significantly damage your organic rankings.
Make sure that you are monitoring your website and implementing regular site audits to make sure that there are no broken links.
If you do happen to find a broken link, make sure to fix it as soon as possible by either changing it to a working URL or removing the link from your site altogether.
8. Mobile Friendly Website
If your website is not accessible on a mobile device, then google will not prioritize it in the search engine rankings.
This is because over 60% of online searches are conducted on a mobile phone.
Since these rankings mainly have the user's experience in mind, having a website that is not mobile friendly will only hurt your SEO strategy.
In order to appeal to new users, this is a must.
9. Duplicate Content
When you are making content for your website, make sure that all of it is completely unique.
If you do experience issues involving duplicate content, you can use a tool like Siteliner to find the problem and address it.
10. Google My Business Page
A strong SEO strategy includes optimizing your Google My Business page, so it's important to make sure everything is 100% accurate.
Make sure your business name and contact information are all the same, and that you have included an actual, physical address.
Make sure your working hours are consistent on all platforms, and be sure to include a short description of your business that includes your primary keywords.
11. Social Media Development
Whether you like it or not, in this day and age, it's important to recognize the power of social media.
Your social profiles will ultimately have an impact on your local SEO ranking and performance.
Your social media profile should include your business name, contact information, and business address.
This is a great way to improve your visibility with clients.
Again, it is always important to make sure that all of your NAP information is accurate and consistent on your social media profiles.
12. Demonstrating Your Credibility
When creating your website, it is important to put your business' credibility on display. Include reviews and testimonials from previous clients.
If you have been featured on a credible or well known promotional website, include it.
All of this will help your website's SEO rankings, and new clients will be more trusting of your abilities.
When beginning an SEO marketing strategy for your business, there are many things that you need to consider.
While this task may seem daunting, the hard work is worth it.
Believe us, it's what we do, and we see the payoff for our clients.
If you want to learn more about SEO strategies and how to rank higher on search engines while growing your business, contact Revenue Scout today.