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5 Tips for Keyword Research in 2019
Over the years accounting and law firm marketers have become increasingly familiar with search engine optimization (SEO). There are dozens of tutorials available online for the curious or otherwise inclined to learn about on-page optimization including how to add, edit and update on-page SEO elements such as meta title, meta description and other elements. Even those with little interest in the subject matter have come to understand the concepts and basic principles behind how the pieces fit together. This is fantastic because it allows marketers to deliver more value within their firm and overall digital marketing efforts. It should be noted however that one area where we routinely see professionals struggle is with keyword research. This can be a challenging area because not only is it an intimidating area to get started in, but there are also many different ways to approach it.
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How to Optimize Blog Posts
For accounting and law firms blog posts that demonstrate the knowledge and expertise of the firm are essential not only to answering prospect questions and concerns but also to attracting high quality leads to the firm’s website. The challenge many accounting marketers face is the uncertainty of how to optimize each blog post for maximum exposure. Although SEO is certainly a marketing specialty and does require experience and training to master, it doesn’t mean those marketers working with a limited budget are helpless. In fact, there are several steps you can take when posting blogs that will go a long way to enhancing exposure and moving the firm’s site up the ranks of internet browsers. Of course, many SEO agencies will tell you that it’s necessary to spend thousands of dollars to optimize your site, the reality is that a passionate marketer with a bit of Sherlock Holmes in their blood can make big strides with the firm’s SEO efforts while spending a lot less.
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Power of Website Imagery
In the beautiful world we live in, it’s no wonder humans are visual creatures. Moment by moment we are saturated with visuals – some better than others – and the online world is not much different. Think of all the websites one visits daily and what they are comprised of – images and content. Which stand out the most and are remembered? Most likely the answer is websites that utilize amazing imagery. In a very subliminal way, images have the power to persuade us to engage with a brand and ultimately make a purchase a service. Most certainly one’s curiosity has been piqued. Therefore, why is imagery so potent?
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Google Search Hacks
Many accounting marketers think they need to invest in expensive SEO tools or software to get important information about their website and how it’s ranking. While these software tools certainly do have value it’s important to note that Google itself offers a lot of clues about how it sees a firm’s site and the information available. In fact, there are a whole set of advanced search operators (nice technical term) which act as a suite of tools for those attempting to analyze their digital presence. For those just getting started in the world of SEO the good news is that these tools are free, and the information is provided directly from Google.
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3 SEO Hacks for Accounting Marketers
Search engine optimization has become a marketing specialty. Many accounting marketers struggle with knowing what they should do to increase their site’s exposure to clients, prospects and referral partners. While there are many steps that can be taken, most accounting marketers need to work in incremental steps because of resource issues, budget limitations, time constraints as well as lack of education on how to implement the needed changes. For larger firms, this has led to the introduction of digital marketers into the team. For others, it has required them to learn how to implement tactics independently. Whatever your situation there are some quick and easy hacks you can take to help increase your site’s rankings.
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Keyword Research Essentials for Accounting Marketers
There is a misconception in accounting marketing circles that they need to hire a digital agency to manage their firm’s website and search engine optimization programs. While there are advantages to working with an outside agency, motivated and engaged accounting marketers can take their firm’s website a long way without ever spending a dime on a digital agency.
The vast number of videos, blogs, podcasts and tools available on the web make it easy to develop foundational knowledge for general SEO, local SEO and even pay-per-click (PPC) and paid advertising. The only thing most accounting marketers need is the time to learn and the desire to experiment and try new things on their websites. If you have an experimental nature or a strong interest in learning about these topics beyond a 30-minute presentation – you’re in luck.
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Lessons in Color
On any given day, the eye sees thousands of colors in all the various landscapes and scenes we are bombarded with. Visuals that come to mind are red roses, cotton candy pink sunsets, turquoise blue seas, and misty purple mountains. Our world is saturated with unequaled artistry through nature and its elements which makes everything we see a visual delight. While Mother Nature has her way of creating colorful and meaningful art that tugs at the emotions – designers do also. In our professional world, this can be demonstrated by an interior designer preparing a color palette for a new living room, a graphic designer examining a new color scheme for a firm’s website or a product designer selecting the most memorable color for a new product launch
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SEO Tactics for Accounting Firms in 2019
As the new year starts it’s that time of year when accountants, bookkeepers and CPAs eagerly anticipate busy season which means tax season. For some, it’s the time of year when they connect with clients and prospects that have the greatest need for their services. While there is a captive audience it’s important to be as visible as possible with prospects that need your services. One way to gain visibility and get in front of prospects is through search engine optimization (SEO). It’s the process of positioning your website to appear on keyword specific search engine result pages (SERPs) on Google and other search engines. Although it may seem like a challenge to get your website to the front page of Google, it’s obtainable by consistently following a few tactics. When properly implemented, the benefit of SEO is that it will help to increase the number of inbound leads coming through the firm’s website. To help clients, prospects and others, we have provided a summary of SEO tactics which can be implemented to increase your
Read More →SEO Basics for Accounting Marketers
Accounting and CPA firms rely on their marketing departments to manage all aspects of the firm’s marketing efforts. For firms with a one-person department it means their accounting marketer must be skilled in several areas (marketing and communications, proposal writing, marketing technology and more) to keep efforts on track and producing a return. For those with larger departments it may mean having team members with specialties such as public relations, proposal writing, graphic designer and event manager. Beyond the traditional marketing function, accounting marketers are also expected to become proficient in search engine optimization (SEO) and digital marketing strategies. This can be a challenge because it’s an area that continuously evolves and is constantly changing. The good news is there are SEO basics that all marketers can learn to guide their efforts and we have provided a comprehensive overview of these below.
Read More →What is Gray Hat SEO?
This is a term that refers to SEO tactics that are neither white hat SEO or black hat SEO, but include tactics that use elements of both. In other words, they are tactics that don’t violate the guidelines established by Google or Yahoo because the way in which SEO is being implemented in unclear. An example that relates from the world of accounting would be taking a tax deduction for an expense that is not expressly permitted or prohibited by tax law. To put it into SEO terms, a fantastic explanation of this type of SEO can be found on website “WordStream”.
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