Online Marketing For Accountants
Technology tends to quickly change the dynamics of most markets, and this rule holds just as true in the world of accounting as well.
In a relatively short time, accounting SEO has gone from being an interesting but untapped lead generation approach, to an absolute necessity for any accountant that wants to keep up with the competition.
And according to statistics provided by Google AdWords, 70% of mobile searchers call a business directly from search results. That means that if your business is not at the top of your local keywords, you are all but sure to leave thousands of potential new customers to the competition.
How SEO for Accountants Can Result in Tremendous Business Growth
With so many marketing for accounting firms’ services available online, each offering different approaches to bring in new leads, it can become confusing as to which methods are the most effective.
However, when you look at the statistics, the picture becomes much clearer.
A 2015 poll done by Ascend2 showed that 89% of marketers online found SEO to be highly effective in achieving goals of search engine rankings, website traffic and lead generation.
Another study done by Google showed that four out of five consumers look for local businesses online, with 88% of them doing so on their smartphone.
These statistics show that not only is SEO a very viable tool in gaining new customers, it’s basically crucial if you don’t want your accounting business to be lost among the competitors.
What Makes a Good SEO for Accountants Strategy
While there is overwhelming evidence that SEO is highly effective for almost any type of local business, and there are plenty of bookkeepers trying to achieve success with SEO, the truth is that a majority of them never see any tangible results from search engine optimisation.
And the reason for it is not that SEO does not work, which is a conclusion often drawn, but instead the fault lies with a poor choice of SEO strategies, either by the businesses themselves, or by the marketing companies that are hired to implement an SEO strategy.
There is no magic and tricks when it comes to making a website rank for relevant keywords – there are very clear Google Webmaster Guidelines which clearly explain which approaches are effective in making a website appear in Google Rankings.
Here are just some of the most important aspects that make sound SEO marketing strategies for accountants:
1. Keyword Research
One of the most common mistakes made by bookkeeping companies is not having a clear picture of what keywords should be prioritised in their SEO efforts.
This is a step that might actually be the most time consuming, because it not only requires in-depth research into which keywords are the most valuable in the local market, but also which are realistic to rank in the short term, and which would require a long-term strategy to rise up in the rankings.
This process will also reveal untapped niches in the market – keywords, which are still not dominated by the competition, but have consistent traffic from the target audience – and allow to very quickly start bringing in targeted traffic.
2. On-Site Optimisation
Another essential step in ensuring that Google is able to easily differentiate between different pages on a website is a thorough on-site optimisation process.
While the process can be complicated, it can be done relatively quickly by an experienced SEO marketing agency, and the good news is that once it’s done, you won’t have to worry about it anymore.
However, a poorly optimised website is already fighting an uphill battle trying to rank for relevant keywords, because Google will simply not rank a website that does not clearly define its purpose.
3. Build Authority
A big part of ranking high in search engine rankings is being seen by Google and other’s as an authority in your area.
And while authority might be difficult to determine objectively outside of the internet, it’s surprisingly specific in the online world.
Gaining backlinks, guest posting and being prominent on social media can all have a positive effect not only on how search engines perceive your website, but how your target audience sees it as well.
The Real Power of SEO
While all of this can seem complicated, the truth is that with effective marketing strategies for accountants, SEO can turn out to be most powerful lead generation tool in your arsenal.
The initial stages of strategy and implementation do take some time, but a successful campaign can mean years of qualified leads finding your website, already looking for accountant services and ready to do business immediately.
According to a study done by BrightEdge, organic traffic, or traffic from search engines, was responsible for 51% of all business-to-business and business-to-consumer leads, while paid traffic was responsible for only 10%, with social media driving another 5%.
So while paid lead generation approaches do have their place, they should be used only in of responsible for the bulk of the traffic a website receives.
Putting It All Together
There is no question accounting SEO is an essential tool that should be a key element of any marketing for accountants strategy, but the importance of leaving the campaign to professionals that specialise in accounting marketing services is simply a must, if the desired results are to be achieved.
So if you’re ready to take your digital marketing to the next level and startenjoying a steady stream of hyper-targeted visitors to your website, call 1800 799 813 NOW orfill out a form here and let us set you up with the complete accounting SEO package.