Search engine optimization has come a long way from the days when stuffing a landing page full of keywords was all it took to game the system. These days, it pays more to look at legitimate means of SEO such as link-building and content marketing in order to promote a site. Social Media Explorer notes that relevant content is not only authentic, but also believable. SEO requires good relevant content to be supported by a large number of healthy links coming into the site. White-hat link-building is one of the most important things a business looking to grow and build its brand can do, because it gives Google a better idea of what the site is about and who trusts it. All of this is standard fare for generic SEO construction and development, but how does an Accounting firm use this in constructing their SEO? How do they make these guidelines work in their favor?
Setting the Stage – Keyword Research
Almost every single site that advises accountants on their SEO advise on choosing the right keywords and that’s because they form the most important part of a company’s website. Through well-placed keywords throughout the site’s content and within the meta data, Google can read the site’s intentions and categorize it properly. Many companies look into localized keywords since it limits the scope of the searches that will be coming into them. It’s fine ranking at the top of Google for a competitive keyword, but many times searches that are done for an accountant will limit the search to local areas. Search Engine Land states that over 60% of search engine users use the local information they get in ads to make their purchase. This underscores the reason why having the right keyword to target the right audience by area and interest is important.
Building the Network – Backlink Profile Construction
Guest blogging used to be far more popular in the past than it is now among contemporary bloggers. However, in professional fields, blogging is a good way to build relationships and backlinks. Google uses backlinks in order to score a site’s authority. It’s far better to have a lot of backlinks from different sites than have incoming links from a single site. This simple fact is what makes professional blogging a good investment. But having links from sites of other professionals like an accountant can build our brand and reputation with Google at the same time. It’s a win-win situation. The quality of the content is as important as the source, since exploration of certain topics might appeal more to your specific audience than others. These are all things to take into account when developing relationships with other accountants in order to build our brand. Links from universities are especially useful in raising an accounting website’s authority rank.
Relevant, Consistent Content is Key
While not exactly “Field of Dreams”, the old adage of building it and them coming remains true. However, building it isn’t enough – you also have to maintain it. Developing a regular content generation schedule as well as interacting with the audience on the site is as important as any of the previously mentioned steps. Covering interesting topics can help a business set itself up as an authority figure on certain fields. building rapport and curating a community also fall under this category. Encouraging discussion to expand the way the audience thinks and sees different concepts in accounting is an easy way to develop engaging content for such a site. Content marketing proves to be more effective per dollar spent, says Content Marketing Institute. If you’re creating your own content or paying other professionals to do so, you’re already ahead of the game by adding quality content and saving a marketing budget doing so.
An All-Round Effort
SEO success doesn’t come overnight. It’s the result of planning and execution over days and weeks to develop the perfect strategy. Accounting and other professions have a smaller niche to aim at, and so they can target their SEO efforts a lot more precisely than retailers or other commercial marketing businesses. This also has a slight downside, since they have less of an audience to aim at. Due to this, their content marketing and SEO must be spot-on. That said, once a company has the dedication and ambition to develop a concise marketing plan and stick to it, it’s almost certain to see the numbers rise in regards to its customers.