Web Search Optimization For Accounting Firms – part 1

Accounting Firm SEO is more important than everSEO or Search Engine Optimization, for accounting firms and other professional practices, is a procedural strategy whereby a CPA firm expends some of its money and/or valuable time systematically adjusting its Internet-based content and related website factors with the goal of ranking higher in the ‘organic’ (or natural) search engine results served up by Google (principally) and Bing and Yahoo (secondarily).

*See also -> SEO Blogging for Accountants – Part 1 and Part 2

internet marketing accounting firm SEO for accountants CPAsOne of the immediate things we do when exploring an SEO for CPA firm relationship with an accounting or other professional services firm is perform a comprehensive assessment of their website.

We aren’t really checking how visually aesthetic their website is (that is secondary), we instead examine what their site is doing to be visible in search engines’ queries.  We look at meta tags and page titles, site structure, links and how keywords in headlines and body content play both semantic-ally and mathematically.  While some CPA firms really “get it”, most accounting websites are far behind the curve when it comes to SEO.  Continue reading

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Eight Key Questions To Ask
– Before You Commission A New Website Design

New website design concepts demand that you ask the right questions
When a new website design or redesign is being contemplated,
ensuring that it’s to be built right is important to achieving +ROI

But, what exactly comprises a new website design that is built “correctly?” Is it the architecture? Is it the functionality? To lay a solid foundation, here are 8 important marketing questions business owners should ask their prospective new website design pro before commencing with any new or redesign site development.

One quick caveat: If a website designer is offering to build you a website or mock-up prior to understanding your business or industry, they are going about it in reverse..

“For your new website design to be successful as a marketing tool, you need a web designer whose design work is focused on the success of your business in your industry, rather than on just creative design,”  blogs Isaac Campbell, lead designer at Fannit, a top Washington state design and inbound-marketing agency.

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Best Accounting & CPA Firm Slogans

“Every company hopes to create an advertising tagline for their product or service that stands the test of time, but Philadelphia’s N.W. Ayer & Son was behind one that may last, well, forever. Frances Gerety, a copywriter for the now-defunct agency, coined “A Diamond is Forever” in 1948 for Johannesburg, South Africa, diamond company DeBeers,Forbes.  Here are favorite CPA firm slogans, as selected by Accounting Today – (click image for gallery)

Accounting and CPA Firm slogans and taglines

The P-word gets alliterative at BlumShapiro, but without losing its business edge. Staff may have impassioned words about their work, but they still measure them in percentages. You want that in an accountant. CLICK FOR MORE

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Does Your Practice Marketing Need A ‘Referral Engine?’

The Referral Engine by John Jantsch | CPA Practice Marketing

Source: Catalyst Enterprise Solutions

Most business owners and accounting practice marketing managers believe that whether clients and customers refer them is entirely out of their hands. But science shows that people can’t help recommending products and services to their friends—it’s an instinct wired deep in the brain.

And smart professional practice marketing managers and other business owners can tap into that hardwired desire.

Practice marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of fresh practice clients. Keep those clients happy, and they will refer your business to even more clients. Some of Jantsch’s strategies include:

Talk with your clients, not at them. Thanks to social networking sites, accounting and legal practices, or any business of any size, have the opportunity to engage with their clients on their home turf as never before—but the key is listening.

WATCH VIDEO & READ SAMPLE CHAPTER

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Social Media Use Survey of CPA Firms

CPA use of social media

According to results of the 2011 CPA Social Media Survey, LinkedIn and Facebook are the two most popular social media used by CPAs and accountants.

Source: Barry MacQuarrie – 

CPA social media survey

Click for Survey Results PDF

2011 survey,  conducted for the the second year, had the goal of determining if accounting professionals are adopting or avoiding social media. 

More than 650 accounting professionals participated in the survey from around the globe. Seventy-seven percent of the participants indicated that they worked for a CPA or accounting firm. We had great representation from all four generations currently in the workplace, with the majority of participants coming from the Baby Boomer generation.

>> Read full article at Intuit Accountant News Blog

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Blogging for CPAs part-2

blogging for CPAs and accountants is importantBusiness blogging is not new, it started over a decade ago. And blogging for CPAs is important to the marketing efforts of small and medium size accounting firms.

A major important  aspect of business blogging for CPAs is in-bound lead-inquiry generation via organic search.  Regular blogging increases search visibility by a significant measurable metric, and that means more inbound leads.  And inbound marketing leads cost less overall, and with a higher conversion rate, than ‘outbound’ generated leads (ie, email, direct mail, Adwords, etc.)

See also Blogging for Accountants part-1 

But… after speaking with dozens of bookkeepers and accountants over the past several months, when asked about blogging, the typical response is “We don’t have time” or “I wouldn’t know what to write about”.  (Wrong answer)

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Business Blogging for Accountants – part 1

Blogging for  Accountants and Business Owners

This is the first part in a series: Business Blogging for Accountants, Lawyers and Other Business Owners and Practice Managers.

We are hearing a lot of talk these days: “The end of business blogging…,” The death of business blogging…,” yada yada. And truly, blogging stats are going down a bit from previous all time highs. What with the many other channels of reader engagement, Twitter, Facebook, and LinkedIn, among others, it might not seem worthwhile to start or maintain a blog at your practice website.

See also – Blogging Made Easy 101

And who will read your business blog? What would you business blog about, your products or services? As a business owner why blog? The answer: more website visitors, some of whom may become your business clients or customers.

Here’s the not-so inside scoop on small business blogging for accountants – SEO (search engine optimization) and social media-driven content can increase the number of targeted visitors to your business website, not necessarily because of all the great content you will produce (well great content does help), but because the helpful and/or insightful content that you do produce will be indexed by search engines. Post fresh blogs with unique content regularly and they will be found and visited by increasing numbers of people looking for the types of information, services, or products that you provide.

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Marketing Tip #6 – Keep Score!

Management guru Peter Drucker once famously said, “that which can be measured, can be managed.” And this certainly applies to marketing. Think of it as keeping score. You want to find out what’s working and what’s not, what are the hot buttons of your prospects. Keeping score will allow you to measure the effectiveness of your marketing efforts and react accordingly.

WHAT'S YOUR MARKETING SCORE?Make sure you collect metrics from all of your marketing activities. Collect open, bounce and click rates for your email newsletter, and a call to action or freebie will help you measure the effectiveness of your direct mail campaigns. In terms of measuring the effectiveness of your website, Google Analytics is the best tool for quality feedback, and it’s free.

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