Mark Lee talks with Onvizi's Nick Rink, who reveals various SEO techniques accountants can use to ensure they are found more often by prospects searching online.
I’m pleased to be able to talk to you about SEO, Nick because there is a lot of generic advice that needs tailoring for accountants. Where do you suggest they should start?
The very first thing to consider is keyword analysis. Before you get started with marketing your practice online it’s important to consider what people are actually going to type into Google to find you.
I have long been encouraging accountants to focus on a specific niche to make it easier to distinguish themselves from all the other ‘general practice’ accountants. Does this make a difference in the context of keyword analysis?
Absolutely. There will be plenty of small business accountants in each area. And they will all be hoping that anyone searching online will find their website at the top of the list. But it’s easier to get to the top of a short list of specialists who focus on a specific sector or type of work – as long as it is one that the public might be searching for.
At it’s simplest, keyword analysis might start by focusing on the provision of professional bookkeeping services or tax return services. By using Google’s Keyword Tool you’ll be able to get a better idea of which popular terms are most suitable for your practice.
By registering or logging in to AccountingWEB, you will be able to see what else Nick Rink has to say about:
- Using keywords to optimise your website
- The importance of your site's Title tag
- Importance of local search engine marketing
- Optimising your Google Places listing Using citations to increase your search engine ratings
Nick Rink has over 15 years’ worth of experience working with SMEs and writes about local search, social media, the mobile web and other online marketing issues affecting small business owners. Nick runs Onvizi, an online marketing agency based in south west London.
Mark Lee is consultant practice editor of AccountingWEB and writes the BookMarkLee blog to help accountants build more successful practices more enjoyably. He is also chairman of the Tax Advice Network of independent tax consultants.