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WHY CPA Firms Should Consider SEO

     -     Dec 15th, 2010   -     Accounting Marketing, Search Engine Optimization   -     6 Comments

Many CPAs and accountants want to know how to use limited marketing resources to best position their firm. Should firms continue to invest in traditional marketing activities such as advertisements, sponsorships, direct mail, and e-mail marketing, or venture into Web site marketing and, more specifically, search engine optimization (SEO)?
Getting noticed in the right place during an Internet search is what SEO is all about. A developing technology, SEO increases the likelihood your company will be easily noticed by prospects searching for information on a specific topic or service. Anyone searching for information on Google or other search engines will find your site based on the meta-tag information (keywords, descriptions, and title) embedded in each page.
Once SEO has been integrated into your online presence, reports generated through an Internet Service Provider (or third-party traffic tool such as Google Analytics) provide very specific and easy-to-understand information you can use to determine the amount of traffic, who visited, and where they spent the most time on your Web site.
While most marketing professionals find the concept of SEO appealing, many have reservations about integrating the strategy into their marketing plan because they are unsure how to gain buy-in from management. A majority of partners in CPA firms do not have a firm understanding of the mechanics of SEO, much less how it will benefit their bottom line to implement such a strategy.
Altering or changing long-standing marketing activities can be difficult, especially if they have been producing results. It is difficult to push away a program the firm has been successfully using for years and replace it with an unknown which may or may not produce results, from the partner perspective. As a result, it is imperative to find an effective way to present this strategy, especially if your firm is a slow mover.
Positioning SEO as a viable marketing strategy can have a very positive and meaningful impact on your firm’s marketing efforts – often immediately and at little or no cost. Here are six reasons why SEO works.
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