Posts In Category "Search Engine Optimization"
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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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”.
Read More →What is Black Hat SEO?
This is a term that refers to the use of tactics designed to manipulate search engine rankings. In other words, all the tactics used are designed to “encourage” Google and others to enhance a site’s rankings. This type of SEO is used by websites that want to quickly shoot to the top of the rankings for a certain term and generally seek an immediate financial benefit. They are not focused on providing a pleasant user experience and often completely ignore established guidelines published by search engines
Read More →What is White Hat SEO?
All industries have a particular vernacular that insiders use to not only communicate with one other but also to let people know they are an “insider”. Listen to a police officer on the job to experience this phenomenon in action. There is no shortage of acronyms that describe their various programs, tasks, and even their […]
Read More →What Should I Do with Old Blog Posts?
The world of search engine marketing and search engine optimization (SEO) is constantly changing. According to Moz, a leading SEO software development company, there have been more than 12 major Google algorithm updates which impact how a firm’s site is indexed and ranked. Given this moving target, it’s no surprise that marketers are often confused about various aspects of content marketing, SEO and website management. It’s difficult to understand what exactly Google wants you to do. A common question we are asked is about old blog posts and website content. On one hand, Google likes to see “older” content on websites because it indicates authority. On the other hand, however, they want fresh content addressing relevant issues and trends impacting the firm’s clients and prospects. It leaves many marketers wondering, what should I do with old blog posts?
Read More →Study Reveals Social Media as a Primary News Source
As technology continues to evolve and social media gains more and more popularity, the above headline should come as no surprise to many. The trend of today is to turn to online social media sources for news and information in comparison to the traditional way of reading the daily edition of the newspaper according to a recent study conducted by Pew Research Center. As surprising as this may seem to those us of who have been around a while, it’s true!
Read More →Does Social Media Impact SEO?
It’s widely understood that maintaining an active social media presence is good for business yet many marketers have trouble explaining why and how to their partners. We know we’re supposed to have social media profiles yet we can’t seem to explain to our decision makers how it impacts overall marketing for the firm. To help clients, prospects and others better understand, FlashPoint has provided a summary of key reasons below.
Read More →How SEO Benefits CPAs and Accountants?
Accounting marketers face many challenges when managing the needs and demands of the department. The Partner group has expectations about what marketing should be doing for the firm. Depending on the size and sophistication of the firm these expectations can differ. For larger firms with multiple needs there is often more than a single individual in the marketing department ensuring deliverables are completed and deadlines are met. This most commonly comes in the form of someone that is responsible for proposal development or event management. For smaller firms, the department is often a “one-man band” that requires the accounting marketer to wear many hats to meet the firm’s expectations.
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