Let’s geek out for a moment, and we promise that it will be a great benefit to your accounting marketing success. There are three SEO boosters for accountants that we see firms miss all the time – but you don’t have to!
Let’s talk about page titles
There seems to be a misunderstanding about the difference between “page titles” and web page headlines. Too often, the page title is just a duplication of the headline on a web page. This is a disservice to ‘bots and humans. Here’s why.
The tabs at the top of a web page show your page titles. They should tell the viewer what the page is about and should be 60 characters or less, including spaces, so that it’s easy to read the tab
Your page title also shows up in search results (the purple headlines below), and it helps the search engines determine if the content you promise matches what the visitor wants. It also helps humans quickly scan their search results and choose to click. The right page titles encourage clicking on your site.
SEO Booster Tip #1: Write a page title that is different from your content headline when creating new blog copy or web content marketing. Make sure that it “sells” your content appropriately and uses the right number of characters to convey your topic. Build the page title into the back end of the web page, so it is unique to that page.
Keywords in Web Content
Keywords aren’t just for the back end of your website. Where appropriate, you should include your top keywords in the body copy of your web content such as introductory copy, blog posts, bios and careers pages.
Don’t assume that search engines will organically find your services without some keyword bread crumbs. But also, add the keywords so they make sense when reading the copy. To prove our point, we’ve highlighted keywords in the body copy below because you wouldn’t notice them otherwise. They just blend into the story we’re telling.
Also, while you may rank for a keyword that is misspelled, don’t misspell it in your body copy. And don’t “stuff” your copy with keywords so it becomes a mess of terminology with no value to the reader.
SEO Booster Tip #2: Be clear on the keywords you want to rank for based on your web analytics and business goals. Brainstorm topics that match those keywords. Write your content, then proof it for areas where a keyword makes sense to include in the body copy. This approach is easier than trying to write around your keywords in draft 1. Give yourself SEO bonus points if you can use a keyword in your headlines, too!
Calls to Action (CTAs)
Too many accounting websites entice visitors with good information, then miss the business opportunity to invite visitors to explore further. Think about the things your buyers want. How should your web pages lead them to take action?
You can use your standard CTAs:
- Contact us!
- View our services.
- Sign up for our newsletter.
- See our work.
Now let’s get creative. As more people use their mobile devices to “scroll” your pages, you could offer several calls to action throughout one page:
- Related video to view
- List of hyperlinked services
- Related blog posts
- Downloadable resources
How do you make the exploration easy and interesting? Emphasize page design just as much as your SEO integration. Include a mix of copy and relevant visuals that make a positive impression.
SEO Booster Tip #3: Ask your website users to get to know your firm better and get connected for a continued conversation offline. Your website can do that with the right calls to action integrated throughout your site, persuading your audience that you are the accounting firm for them!