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Practice comment by FD : Time for in-house SEO and social media ?

9th May 2014
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SEO , the shorthand for "search engine optimisation"  goes hand in hand with social media. We all know what this means but most of us don't grasp its importance nor the best way to go about it . I suspect that almost all of you receive at least 1 email a fortnight from an unknown firm offering you the top spot on Google or a comprehensive social media strategy , both for a reasonable fee of course.

This raises 2 questions . Firstly , how can they make such promises as there are only  limited slots on page 1 of a search result , and secondly how much social media you'll actually get for  £100 a month  ? We have looked into this and concluded that for many companies it is simply a waste of time and money to appoint an outsider for a few hundred pounds a month . They simply cannot give you the attention you need nor do they necessarily fully understand your firm and what makes you different. All too often the content they produce is simply too generic and not focused enough within a sector. To make a proper impact you'll need to spend way above this, which blurs the line between outsourcing and creating a department in-house or use a firm that is focused like a laser on a single sector ie accountancy and really understands the type of content and SEO required.

The way to look upon SEO and social media coming in-house is as an investment rather than an overhead , as it is being done specifically to raise your firm's profile and drive new business.  The challenge at this point is to ensure that anybody you take on actually knows what they are doing and isn't simply convincing you because you know very little and they can talk the talk but fall short when it comes to walking the walk.

And it's not only your practice that needs to look at itself (although for the average practice it will not be cost effective to go in-house on a full time basis) but you need to be having this conversation with your clients. After all , if you want to prosper they'll need to prosper as well  

FD Maximiti - "transforming accountants into local business champions "

FD started out as a UK limited company registration agent in 1994 and remains a market leader. FD is now split into specialist divisions for company restoration, practice growth advice and practice sales, electronic company registers and client ID checking

www.formationsdirect.com

Tel : 0161 798 9999

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