Author Archive
Tips for Effective Keyword Planning and Research
By now most accounting marketing professionals have a grasp on the basics of search engine optimization or SEO. At the least there is a conceptual understanding that each page should have set of keywords assigned to it that are relevant to content. However, over time it’s quite common to give thought to how keyword diversification could impact website traffic and ultimately conversions. These thoughts are essential to the SEO process and ones that our clients often confide in us. Experimentation in SEO is crucial as it will help determine how to optimize the site for best results. However, most accounting marketers are not familiar with the process of keyword research and planning so they hesitate to make experimental changes. Keyword research and planning is often the most mysterious part of SEO for most marketers. So rather than relying on guesses or what feels right, we have provided a few insights on how to approach the process below.
Read More →SEO Strategies for 2017
As year-end approaches, many firms are focused on building their 2017 budgets and, along with that, their strategy for multiple areas of the business. We have been working closely with clients to develop the strategy and tactics to bring their digital marketing and SEO efforts to the next level in 2017. However, this got me thinking about the big changes coming and where accounting marketing professionals should focus their attention. Of course, much of this depends on the amount of work done on the site to date, but a general guideline can often be useful.
Read More →The Truth About Duplicate Content
In my work with accounting marketers one of the most frequently asked questions I receive is about duplicate content. There is the assumption in the industry that duplicate content on a website is the equivalent of the black plague. Once a site has been spotted with it by Google they may as well admit defeat and shut the site down. Okay that is an overstatement, but you get the point. The truth is that duplicate content is not damaging to a website’s rankings as many believe. In fact, Google has published a fair amount of information about how they handle duplicate content and the impact. To help industry professionals understand the impact, I have provided some eye opening information below.
Read More →Key Google Analytics Reports
Most every accounting marketing professional understands the importance of campaign metrics. They are not only essential to understanding a campaign’s performance, but also for identifying areas of success and where improvement can be made. The same is true with websites. In fact, every CPA firm we work with has a Google Analytics account and is […]
Read More →Optimizing for Voice Search
Search engine optimization (SEO) is an old hat in the online world, let alone that of accounting marketing. The firms of today have become convinced about the power of website marketing either by practical experience or through word of mouth. Each year there are several presentations at the Association of Accounting Marketing and other industry […]
Read More →Marketing Monday June 2016: Why Content Marketing is an SEO Catalyst
By now most accounting marketing professionals are familiar with search engine optimization (SEO). The process of modifying meta data by keyword or topic to attract those who may have an interest in purchasing a service offered by the firm. In fact, many of the firms we talk to have had success transforming their website from […]
Read More →Marketing Monday May 2016: Seasonal Site Sweep 101
Hip hip hooray! We are officially in full swing of Spring. The ground has thawed, the skies are blue, flowers are blooming and the craze of April’s tax season has passed. While it may seem like a good time to sit back and relax a bit, it’s a great time to consider doing a clean-up […]
Read More →Technical Tuesday – March 2016
InDesign Tips & Tricks: Create a PDF with Clickable Hyperlinks As a marketer I’m sure you often have requests to create collateral for various personnel or departments of your firm. I’m also sure that the created collateral contains the firm’s website as well as an email address for direct contact with a specific person. Are […]
Read More →Drive More Website Leads with Prospect Centered Content
Recently I was a speaker at the December meeting for the Chicago Chapter of the Association of Accounting Marketing. It was a great opportunity to connect with AAM members in another city and engage them in discussions about their websites and digital marketing efforts. A good portion of the presentation focused on quality content — what it is, how it is developed, and how firms of any size can build a process and structure to generate such content. Obviously, the majority of marketing professionals understand the need to publish quality content, but often they are challenged because very few have the resources and tools in place to do so. In fact, due to circumstances beyond their control, they are often required to settle for less than optimal content because it’s the best they can do. Having worked in several firm’s myself, I can certainly understand how subpar content exists and is published, however, what’s more, important is to have a clear understanding of quality content so that marketing professionals can move the firm’s towards it.
Read More →Why WordPress?
When submitting proposals for websites, we are often asked why FlashPoint designs and implements websites using WordPress. In fact, this question comes up so often that I have finally decided to write a blog post about it. The truth is, in terms of open content management systems, WordPress offers the most flexible and easy to use system for those who are not very technical. Some firms we work with are actually quite savvy at using WordPress and have become experts of sorts, but not everyone starts this way.
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