Search Engine Optimization (SEO) for Accountants
Online marketing agency webmarketing123.com has today revealed their ‘Digital Marketing Report’ where they surveyed 500 marketing professionals to find out where they received the majority of their leads from.
The winner, by a wide margin, was from search engine optimization, which accounted for 53% of generated leads, compared with 28% for pay-per-click advertising such as Google AdWords and 19% for social media such as Facebook, Twitter and LinkedIn.
With Google still accounting for two-thirds of all searches in the US (and around 90% in the UK and Australia), these statistics reinforce what I said in my book, Internet Marketing Bible for Accountants, that getting to the top of the Google rankings is the best source of new leads that any accounting practice can hope to get. And all those leads are completely free as well.
At first glance, getting to the top (or near the top) of the search engine listings probably seems like a completely impossible task. Make a search under a keyword phrase such as ‘yourtown accountant’ and the number of results returned will probably be in the millions. You could be excused for thinking that you have better odds of winning the lottery than getting to the top of the search engine rankings.
Fortunately though, you would be wrong.
As an exercise, I checked the results coming from searches for the keywords ‘accountant’ and names of median-sized cities in the US, UK and Canada in an attempt to find ‘average’ results in each country. I was actually quite surprised by what I found.
In most cases, when I was on the third page of the Google results (listing results from number 21-30), most of the results that I was getting were not directly relevant to my search if I was looking to employ the services of an accountant or CPA in those cities. In many cases, the results were recruitment advertising where companies were looking to hire accountants on one of the major job sites or else they were listings from directories with more lists of accountants – more minor versions of listings like those of yelp.com.
On the page before this, the second page of the results showing listings 11-20, the results were a little better. Around half of the results on average were for web sites belonging to ‘real’ accounting firms, while the other half were more job ads and directories. It was only on the first page of Google where the majority of the results were for ‘real’ accounting firms who I would be interested in contacting.
So what can we learn from this exercise?
The bottom line is that getting on the first page of Google in your city is probably not going to be nearly as difficult as it might appear at first glance. Just making a few minor changes to your website (or creating one in the first place if you don’t already have one) is probably all you need to do to get your practice listed somewhere on the first page of Google. With the information contained in the book, Internet Marketing Bible for Accountants, this is something that you should be able to achieve with just a few hours’ work. With a little more time and effort spent in obtaining some links coming into your site, a top three listing should also be within your grasp, providing that your practice is not located in one of the biggest (and thus most competitive) cities in the country.
If you don’t know anything at all about making changes to your website, or simply don’t have the time available for it, then Informer Books’s sister company, Informer Marketing, could take care of the entire search engine optimization process for you at a very affordable price.
So don’t throw away the opportunity of generating many more leads from your website. Either order your copy of Internet Marketing Bible for Accountants today, or contact Informer Marketing for a quotation on how much it would cost to optimize your website.