Search engine optimization (SEO) helps your firm’s website rank for its main keywords on search engines. A staggering 90% of pages get zero traffic. If you’re not actively optimizing your site and content, you’re missing out on a chance to grow your firm. You have assets that have the potential to make you money, but they need a little extra help.
In today’s blog, we’ll talk about how you can use SEO to grow your accounting firm.
Creating content assets, whether it’s for your website or videos, doesn’t mean that people will actually see them. Why? We’ll for starters, people may not even be looking for the “thing” you’re talking about.
You can increase your chances of success and reduce the risk of creating assets that don’t generate organic traffic by doing one simple thing: keyword research.
Through keyword research, you can discover:
It would be nice to rank for “accountant,” but you’ll find that there are also a lot of people searching for “accountant for law firms” and other keywords that are easier to rank for and just end up being more profitable.
You can get started with keyword research by using a few tools:
Ideally, you’ll find low-competition keywords that get good traffic and try optimizing for them.
We’ve written on guide on keyword research that we encourage you to read if you’re having difficulty finding keywords for your firm.
It’s important to understand that targeting any keyword isn’t ideal. For example, if “accountant” is highly competitive and a lot of money is being funneled into this keyword by some of the largest accounting firms in the world, you may want to niche down your efforts.
It’s much easier to rank for:
If you can niche down your keywords to target your ideal client, you’re likely to rank faster and attract the clients you want to land.
Landing new accounting firm clients with SEO is possible when you niche down your keyword research to focus on highly converting keywords.
You’ve done a lot of keyword research up to this point, and now it’s time to optimize your site using this information. A few of the key things you want to do are add keywords to:
It’s essential to use the keywords naturally in your content and in the placements listed above. We want to mention that your keywords should be on topical pages. For example, you wouldn’t want to optimize a page on kites for your accounting keywords because it simply doesn’t make sense.
Google is very good at understanding page context and may even penalize you for “keyword stuffing” if you try placing these keywords on pages where they don’t make sense
When adding it to the body of your text, you can add a keyword a handful of times.
Even a one-spot increase in the search results will increase your chances of clicks by 2.8%, but the increase is higher when moving from position 3 to 2 or 2 to 1.
SEO takes time. Your optimization efforts won’t materialize immediately, but it’s worth it in the end. In fact, you can should read our article Why SEO Can’t Go Faster to understand the process better.
The keyword research you’ve done should shed some light on content gaps on your site that you can improve. For example, you may find gaps in your content for:
You can create content around the keywords related to these gaps. For example, you may create content for:
When you create content, think about the reader. A law firm that wants to hire a tax accountant will likely be interested in: how you can save them money on taxes. If you create content that answers their questions, you can rank for related keywords and will attract leads in the process.
You’re almost there. You’ve created content, but now it’s time to promote it so that others see it. Over time, SEO will drive organic traffic to these pieces, but you should use this in-between time to share this content:
You can also send direct traffic to these pages with pay-per-click ads, but it’s not 100% necessary to do this.
Building links is one of the sticking points we see for many accounting firms because it takes a lot of time and resources to build links properly. You never want to build spammy links or choose an SEO team based solely on the lowest price possible.
Instead, it’s better to find unique ways to build inks, such as:
Links are a vote for your website and one that will help you rank above the competition in the long-term.
Technical SEO is something that many people overlook, but it’s also crucial for your site. A lot goes into this form of SEO, such as:
Since technical SEO is vast, you may want to follow a complete guide like this one or hire someone with experience in this area.
Landing new accounting firm clients is possible, but it takes time, money, and the right approach. You can use the tips above to create a solid foundation for your firm to begin attracting organic search traffic.
Over time and with consistency, you’ll find that your SEO efforts are paying off.
However, SEO is a time-consuming process that many firm owners can’t juggle along with the rest of their regular workload.
Are you tired of navigating the complex SEO landscape and would rather hire someone with first-hand experience ranking accountant websites?
Click here to schedule a call with me to discuss how we can grow your firm with SEO.
Keyword research identifies what potential clients are searching for, allowing you to create content that answers their questions and targets specific services, increasing your chances of ranking higher in search results.
Niche down means focusing on specific, less competitive keywords that relate directly to your ideal clients, making it easier to rank and attract the right audience.
You should optimize your blog posts, page content, meta titles, meta descriptions, headers, and image alt tags with relevant keywords to improve your site’s visibility.
Share your content on social media, include it in newsletters, and directly reach out to clients. This initial promotion helps drive traffic while waiting for organic SEO results.
Link building helps establish your site’s authority and credibility, which can improve your search rankings. Quality links from reputable sources are essential for long-term SEO success.
Ensure your site has fast loading speeds, easy navigation, proper indexing, and no duplicate content. These factors enhance user experience and improve your site’s search engine ranking.