The ability to shape and position your accounting firm’s website to attract qualified leads is the core function of search engine optimization (SEO). While there are other types of digital marketing that are designed to enhance branding and drive engagement with potential employment candidates, the purpose of SEO (and content marketing which I include under the SEO umbrella) is to drive qualified leads to your firm’s website. The challenge that many industry professionals face is there are literally dozens of vendors in the CPA space that claim to have the expertise, services and solutions to move firms toward their lead generation goal. Therefore, how can one tell the difference between the various providers and rate compatibility for their firm?