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What is Structured Data?
Keeping current with search engine marketing and search engine optimization trends can be a challenging task. After all, most marketers are responsible for more than just the company’s website. Other priorities need your attention and in the blink of an eye Google can make one change that can impact how your website is ranked and displayed which impacts traffic, conversions and new business. A relatively recent change that was announced by Google (as part of a joint effort with other search engines such as Bing and Yahoo) was structured data. This is a new type of data that website marketers can provide to search engines that allows certain parcels of content to be displayed with more information including photos and other details. It’s an important development that marketers in every industry need to be aware of, and where appropriate, work with their SEO and digital marketing provider to implement. To help clients, prospects and others understand the impact of structured data on their marketing efforts, FlashPoint Marketing has provided a brief summary of key details below.
Read More →Why Your Company Needs a Content Marketing Strategy
Professional service firms have a unique challenge in Search Engine Marketing (SEM) because the nature of their work is selling intangible services rather than products that someone can touch, smell and experience. While it does change the dynamic, it doesn’t mean that success is out of reach. It simply means that additional time is needed to create the optimal SEM approach which includes a robust content marketing strategy. For many this has proven to be a challenging task due to the number of moving parts and individuals that need to be involved across the firm including staff, managers and partners. While the challenges exist the benefits to developing a strategy are clear. According to the 2017 B2B Content Marketing Study conducted by the Content Marketing Institute, companies that adopt comprehensive content marketing plans experience increased ROI in marketing efforts.
Read More →Developing Your Content Marketing Plan
Most accounting marketers understand the need for quality content in order to drive traffic, develop engagement and establish new leads through the firm’s website. For years it’s a message that has been drilled into the collective heads of all marketers by Google and other sources. The challenge that most face is how to generate the needed content to attract Google’s attention while creating interest and demand for the firm’s expertise and services.
Read More →Getting Started in Content Marketing
Most accountants and accounting marketers understand that Google calls the shots when it comes to Search Engine Marketing (SEM) and when they make a change or develop a new set of criteria it’s essential to pay attention to ensure the firm’s website is falling in line. A key area where many firms struggle is in […]
Read More →Questions to Ask When Evaluating SEO Providers
The ability to shape and position your accounting firm’s website to attract qualified leads is the core function of search engine optimization (SEO). While there are other types of digital marketing that are designed to enhance branding and drive engagement with potential employment candidates, the purpose of SEO (and content marketing which I include under the SEO umbrella) is to drive qualified leads to your firm’s website. The challenge that many industry professionals face is there are literally dozens of vendors in the CPA space that claim to have the expertise, services and solutions to move firms toward their lead generation goal. Therefore, how can one tell the difference between the various providers and rate compatibility for their firm?
Read More →Myth Busting
There’s a showed called MythBusters on The Discovery Channel where the hosts create elaborate, and often funny, experiments to determine if a common myth is true. Some of my favorite busted myths include how a penny dropped from a skyscraper won’t actually kill you, that a shark isn’t afraid of its own shadow and that you can’t really dodge a sniper’s bullet.
Read More →On Page SEO Essentials When Launching a Website
Creating a site that accurately reflects the firm brand, is pleasing to the firm and contains the proper narrative is only half the job. Marketers need to also focus on building a website that will generate new business opportunities and attract prospective job candidates.
Read More →Why is SEO Important During Website Development?
When launching a website development project there are many issues to consider including site design, desired functionality, content, professional photography and imagery. Making sure all the puzzle pieces are on the table, in the right order and fit together is essential to the success of your project project. Unfortunately, many accounting marketers and accountants miss an important aspect of a website project that can create future issues – they don’t consider search engine optimization (SEO) elements.
Read More →Dedicated Hosting – Is It Right for Your Firm?
When building a new website or experiencing issues with an existing firm website, the question of web hosting usually arises. When building a new site it’s not uncommon for a firm to assess a new provider. On the other hand, if they are having performance issues it’s normal to wonder what role the web host may play in the equation. As discussed in prior blog posts, there are several web hosting packages to choose from and often the differences are unclear. It’s simple to visit a web hosting company’s site to see the range of prices and services offered.
Read More →Google Expands Description Snippets
Right around the time marketers were scrambling to get all the details of the new tax reform documented and in order, another important change was happening. In late December 2017, Google announced that it was going to expand it is description snippet for the traditional 160 characters up to 320 characters. While it was announced as an upcoming change some time ago it appears that the change has finally been implemented.
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