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Ultimate Guide to SEO for CPAs (Part II)
In Part 1 of our Ultimate Guide to SEO for Accountants, we covered how SEO is used for accounting firms, how they benefit from strategic SEO, free tools to help accounting marketers tap into a fuller range of SEO applications and metrics, and factors affecting SEO performance. We talked about the technical considerations that can impact a campaign…
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What is Google Site Kit?
Reflective of the growing popularity of WordPress, amongst CPAs, accounting, law, and other professional service firms, Google recently published its own plugin. Site Kit, as the name suggests, provides marketers with the ability to access a variety of information from their Google Analytics and Google Search Console accounts. There is also an option to connect the firm’s website to Google Page Speed Insights, the Google-branded tool for checking page load time (both mobile and desktop).
Read More →Ultimate Guide to SEO for Accountants
We wrote about how high-growth accounting firms are increasing their digital marketing spend in 2020, and how most accounting firm marketers recommend increasing SEO spend, too. It’s such a big topic that it’s hard to know where to start, much less what everything means. In the next three posts, we’re going to dive into every major aspect of SEO so that by the time marketers are done reading, they’ll be able to explain what it is, why it matters for their firm, different ways of approaching SEO, and actionable tips that any firm can put into practice immediately. Look for the SEO icon next to quick, easy actionable tactics.
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Why is Quality Thought Leadership Important?
hought leadership has a significant influence on the purchasing process.
In a recent survey study by Edelman Business Marketing, it was discovered that most decision-makers engage with thought leadership at least one hour per week. In addition, it was found that 60% of decision-makers are willing to pay a premium because the thought leadership demonstrates deep thinking on a topic and demonstrates the virtues important to them. These findings reveal the importance of creating and promoting high quality thought leadership and the effect it has on prospects. The findings contained in the 2020 B2B Thought Leadership Impact Study, provide important insights into why thought leadership is important for SEO and digital marketing programs.
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Digital Marketing Insights for Accounting Firms
Digital marketing has become an important part of many accounting and CPA firm’s marketing practices. However, knowing where to allocate firm dollars to get the maximum return can be challenging. To help uncover where to invest, we asked several accounting marketing experts (including in house marketers), to give us their digital marketing insights most important for accounting firms.
We asked each expert to give us their insights on the top challenges for 2020, how they expect to tackle them and invited them to share other insights “simmering” in their minds. It’s a good variety of the issues and challenges CPA and accounting firms have on their plate.
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High-Growth CPA Firms to Increase Digital Marketing Spending
The end of the year is a time when most accounting firm marketers are budgeting and planning for the following months. Conscientious marketers will be working with their teams and managing partners to assess what worked well in 2019, what was worth the expense (even if the result wasn’t as expected), and where to focus time, energy, and dollars in 2020
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Best SEO Conferences – COVID 2020 Update
The fourth quarter is typically a time for marketing departments to budget for the next year. When evaluating where marketing spends and return on investment, in 2020 consider the role of continuing education. We know it’s important and judging by the results of 2019 Marketing Budget Benchmark Study, marketing teams do, too. Networking Events, Trade Shows, and Conferences were among the top five marketing expenses across an average of all 100 accounting firms they surveyed. High-growth accounting firms, in particular, know that digital marketing and SEO are keys for future growth, so adding at least one SEO conference to the marketing budget is highly recommended.
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It’s the Point of Contact
Many professional firm websites are specifically built to demonstrate the organization’s knowledge, skill, and experience with a specific service or in an industry. Since these companies sell their expertise and not a product, the manner in which confidence is built and trust earned is quite different than a product-based website. After all, what website one purchases their gym shoes from is more often based on price, option availability or shipping dates, than how long the specific company has been in business. However, with professional services, it’s the converse. The amount of technical training, staff experience, industry knowledge, credentials and formal education around the offered service are actually quite important.
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Geofencing – Professional Service Firms
Professional services marketers should always be looking for new, innovative, and cost-effective ways to advertise their firms and differentiate their services. As more firms shift their marketing budgets to digital advertising, mobile marketing, and local SEO need to be part of this mix. In fact, when searching for ways to maximize tight budgets, location-based marketing should be a no-brainer: it gets a higher response rate and more customer and client engagement than traditional forms of marketing.
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Best Browser Extensions for Marketers – 2019
Every day, people spend on average 6 hours and 42 minutes online. When more than 25 percent of an entire year is spent browsing the internet, it’s important to make that time as efficient, productive, and useful as possible. That’s where browser extensions come in. They add or enhance existing functionalities of websites or remove unwanted features, like pop-up ads. Google Chrome has thousands of extensions available in their web store to make the internet experience better, so how can the average marketer decide which ones are worthwhile? Let us help.
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