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Why is Original Content Important?

     -     Jan 26th, 2011   -     Accounting Marketing, Search Engine Optimization   -     3 Comments

This question is often asked of us when we first starting working with a new accounting firm SEO  client. They want to know what can be done immediately to make their website more attractive to search engines. Although there are on and off page optimization tactics that can usually be deployed to help accomplish this goal, the general response is develop more content.

Content Importance in SEO

“Why? I already have plenty of content on my site.”  A common question many ask.

The answer! The primary reason is that search engines love to index new content. After all they are in the business of answering users queries on a number of topics. So the more input you can offer on a specific accounting topic the more highly ranked your site will be in regards to that topic. Here is an example. If you have a benefit plan audit practice then it is not enough to simply discuss the audit service you offer. To be ranked high in this area, you will also need to create articles and other materials that focus on the happenings in benefit plan industry.  Think about the regulatory changes that  may affect plan participants, or the rulings from the Department of Labor that will impact plan sponsors. An example might be the new disclosure rules for plan sponsors.

Duplicate Content & SEO

As you contemplate content development and enhancement there is something you should know. Duplicate content or content that is shared across several sites offers NO BENEFIT to your accounting firm seo efforts. The reason for this is Google, Yahoo and Bing want to create the best user experience for those using their search engine. If your site has duplicate content then it tells the search engines that you did not develop the content yourself. This creates an problem for the search engines because they only want to credit the original author and not anyone else. So, the spider determines who initially published the copy and gives them the SEM/SEO benefits. Any other sites that have the duplicate content are ignored and receive low ranking with the search engines.

Impact on Your Firms

Audit your website and determine if the content is original or duplicate. There are several website development companies in the accounting marketing vertical that offer templated website design. Typically these are companies that can quickly create a website for you with only a few clicks of the mouse. If you have one of these sites then carefully review the content on each page. Determine if it is “canned” content or if it was uniquely provided to you. If the content is duplicated on several other accounting firm websites then you need to make a decision. Invest the time to change the content so that it is “original”, or make the changes outlined at the link below to reduce the SEO impact of such content.

Remember, the key aspect of Accounting firm SEO that you want to focus on is enhancing the user experience. Duplicate content that can be found on several sites may be effective at educating a cold prospect about your firm, but it will not do you any favors with search engine marketing.

For specific information on how Google handles duplicate content click the link to view the Google Webmaster section on duplicate content.

There are 3 comments

  • Pingback: Why is Original Content Important? | Accounting Marketing | Accounting world news

  • 8 years ago

    Kirill Storch   /  

    Very cool article and I could not agree with you more RE seo and original content. My firm was sold on this idea that we need to combine SEO with dual web based and FB based iframe apps. The people pitching us used the below example stating that this was an example of a free app that did self branding, and brought higher conversions. Can you comment as to the efficacy of this approach

    • 3 years ago

      Brian Swanson   /  

      IFRAME apps are generally not a good thing for some many reasons. I would need to know what the end goal of the effort was however to render an opinion

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