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SEO | 6 min read

Marketing an Accountancy Practice with Expert SEO

10 August 2017 Written by Alexander Costello

If you’re an accountancy practice and are looking for ways to boost your online visibility, SEO is your answer. 

With Search Engine Optimisation for financial services you optimise your website according to keywords relevant to your service offering. You then create content to ensure your practice appears as high as possible on search engine queries.

This blog post aims to inform you on various SEO techniques, geared for business growth and better visibility for your practice. Our expert marketers have all the inbound marketing knowledge you need to begin marketing an accountancy practice.

Keen on Keyword Research

Ensuring that your site is sufficiently optimised for search engines is the first step to improving your visibility. Through extensive keyword research you can identify keywords with the highest volume: those that are being searched the most.

They should be relevant to your service and industry, and reflect just what it is your audience wants to know. Getting found on Google is all about research and execution. You need to know what you are doing, and do it well. 

For keyword research you have a whole host of tools at your disposal, with Google’s Keyword Planner being the most notable.

Awesome On-page SEO

So, here’s the execution bit. Once your keywords are highlighted and you have written your bevy of content surrounding your keywords, it’s time to optimise.

As your aim is to rank higher, it pays to keep an eye on what your competition are doing. Just how are they ranking so high for that keyword? What’s the winning formula? 

According to Google’s latest algorithm update Hummingbird - introduced August 2013 - Google prioritises quality over quantity. Hurrah for quality content! Hurrah for well-researched topics! Hurrah for thought-leading content writers everywhere! The age of ‘Black Hat SEO’ is diminishing, thankfully.

Optimising your content for SEO includes some of the following:

  • Optimising your meta-description and meta-title for each page

  • Optimise your URL by including your keyword

  • Optimise your H1 tags

  • Make use of internal links that are keyword optimised and encourage the user to see more of your site

There’s really not too much more to it. If done well, SEO will prove invaluable for boosting visibility, increasing web traffic and nudging you further up those search engine results.

Local SEO is More Important than you think

Before we dive right into it, let us give you a brief definition of what local SEO is: it’s gained popularity in SEO circles for its ‘real-life’ approach to SEO. It aims to position your website in front of people who are located nearby. 

You can think of local SEO as a kind of yellow pages. Your potential clients are searching to find where your practice is.

A few statistics: 50% of local-mobile searchers are looking for business information like a local address - this type of search intent is highly specific and is more likely to result in a sale. 

Still not convinced? According to Wordstream, 72% of consumers who did a local search visited a store within five miles. Whilst that may be more retail-focused, there is definitely something to be said for local SEO.

It’s still uncharted territory for a lot of accountants, and marketers too!

Get Those Links

If you’re writing content that you think is valuable, informative and generally has a lot to offer, you should seek out backlinking opportunities. The content should speak on important issues within accountancy - positioning yourself as an expert and thought-leader shouldn’t be underestimated!

Backlinking is when another site refers to a piece of content written by yours truly. If a site with a particularly high domain authority (DA) links to your content, the search engines will reward you greatly.

This is because search engines will value and rank sites with a healthy link equity. It’s seen as a sign of your site’s credibility and significance. Get those links! Here are a few ways you can do it.

Write Exceptional Content

This leads on from the previous section quite nicely, and it's an area we should dive into. As we said, you will only receive links with high DA through quality content that serves searcher intent.

What we also mentioned earlier was Hummingbird, the most recent overhaul of Google’s search algorithms. A particular achievement of Hummingbird is how it builds logical connections between search queries, assisting the searcher with additional relevant avenues for them to pursue.

The update pioneered ‘conversational search’ - a mode of thinking whereby Google takes more notice of longer tail keyword searches as opposed to ambiguous, short searches. As a result, the search engine pays a lot more attention to what an entire query means.

“What does this mean for my content”, I hear you ask. Well, your practice needs to focus more on providing useful content that your target audience can engage with. Google has such a focus on quality SEO content that any half-hearted guff just won’t cut the mustard.

Here are a few tips you can keep in mind to stay out of Google’s bad books:

Ensure your content is useful

Google has no time for keyword-jamming, article spinning or duplicated content. It will not only neglect to rank you, but could even penalise you too. 

Use keyword research tools like Answer The Public to see what long-tail terms people are searching for, and combine that with in-depth competitor research so you can outrank other accountancy practices.

Flip the formula

Don’t be afraid to mix things up a bit. It’ll keep your readership guessing, nevermind your clients and content writers. 

You can experiment with things like format, structure, tone of voice and even give your senior accountants a go at writing a blog. They’re the experts, right?

Hummingbird is so different to the search algorithms we’ve seen before. Whereas older search engines would focus on singular words themselves, the intelligent hummingbird thinks on its feet and looks beyond the obvious to understand the meanings of these words.

The hummingbird will ask: “the search query is ____, so what might the searcher want to know? Here are a few avenues they can go down”. Clever, isn’t it. 

Use keywords sparingly

Keyword stuffing will leave a sour taste in any decent SEO’s mouth, never mind the searcher. When a web page is shoehorning keywords into every possible nook and cranny, it’s blatantly obvious.

Don’t let this be you! A good keyword strategy is never at the cost of good writing, clear expression and useful information.

With the above tips driving your accountancy practice forward, you’ll set yourself up for success. Let us summarise:

  • Be keen on keyword research
  • Be on-page SEO experts
  • Ace your local SEO strategy
  • Build links like there’s no tomorrow
  • Create exceptional content

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