If your accounting practice can’t be found online, the amount of new customers you receive will be lower, and the growth of your business slower.
By improving the SEO of your accountancy practice, we can help you to regain the competitive advantage which you had lost when Google became such a dominant force in potential customers finding accountants.
There is a vast amount of information we can glean from SEO data.
For example, we can determine the terms which should be on page or a site. We can also find the search terms which will provide the largest amount of traffic.
However, it’s important to understand that the strength and trust levels in your site may not allow you to rank highly for some of these terms.
For example, let’s say you’re a Sheffield accountant and would like to rank for “Sheffield accountants”, Google will compare the strength of your site – which is gained from other sites linking to yours – and your relevance to that topic before determining whether you should in 1st or 100th place, or anywhere inbetween.
So, before you rank for “Sheffield accountants”, it may be that we need to increase the relevancy and the strength of your site.
Since it’s less costly to use a new website and effective content production to improve your relevancy then it is to build links, we always start with there.
So it’s very important to understand the competitiveness of search terms. Whereas some search terms might only have 100 searches a month and are therefore less competitive, others will have more searches and be more competitive.
If you were in a tennis league in your local club with only 10 players, your chances of getting to number 2 is significantly higher than in a club which has 100 players – you would have to win against many more players.
The same is true for accountant SEO; if you want to rank for Chartered accountant which has nearly 10,000 searches a month, you will have signficantly more competition.
SEO happens slowly. Google gains more trust in your site over time, and – typically – the monthly search volume of terms you can successfully rank highly for is roughly equivalent to the amount of traffic Google is currently giving you.
So, we build your site up slowly, using content. Initially, we will create content which has few searches per month. We do this deliberately.
It’s been said in SEO circles that Google is becoming a “question engine”, and there’s a lot of truth to this.
So many of the searches today are people asking questions. One of my SEO tools shows about 6,000 questions relating to accountants which are searched for.
If we choose the right questions to tackle, and link them together in the correct way, they will bring you traffic and also support the more competitive terms.
We do this by creating topic hubs. For example, if you would like to rank for “business accountant”, we find questions and topics surrounding that search term which we can write about.
And, slowly, over time, your ranking for “business accountant” will rise, because Googles belief that you are an expert increases and they are more willing to show your site when someone searches for a term which you’d like to rank more highly for.
SEO isn’t an “on or off” switch – when web designers say your site is “SEO optimised”, this is missing the majority of what’s important in SEO. Instead, it requires consistent effort over months and years.
Tools do the heavy lifting to allow us to uncover the content which should be written on your site, and also to look at what’s working for your competitors. This is where most businesses SEO fails.
Using the latest Natural Language Processing, Google can assess if content is helpful. This means that content quality has become more important than quantity and longer, superior quality articles are necessary in order to rank.
We’re incredibly friendly people and a principal is there are no stupid questions – just knowledge you don’t have yet.
My view is that Google is a huge trust comparison engine. Their reason for existing is to return the content which they have the most trust in.
They use a variety of signals to determine trust.
The biggest two are:
This is one of the most important elements of Search Engine Optimisation.
Most businesses write anything they can think of, but everything we write is focused on creating “clusters” of information on topics which are relevant to your audience.
This helps SEO.
We choose topics which have around the same number of searches per month that your site already receives.
So, if you’re receiving 50 visitors a month, we start with articles which have about the same amount of searches per month.
As you gain more traffic, we publish articles which have a larger amount of searches per month.
All articles are based on comprehensive SEO analysis of the topic we’re writing on.
We use the information in professional SEO tools, Google itself and competitors to produce a content brief.
The brief will contain headings and specific topics and keywords which the copywriter should aim to use, and roughly where in the article we’d like them to appear.
Each content brief is typically about a page long – there’s a significant amount more to this than meets the eye!
We will also check content briefs with yourselves when we’re unsure of your company position on a particular topic.
Google takes notice of how articles are linked together, so we ensure that this is done correctly.
This will create “hubs” of content around the topics which you’d like to have more business in.
This depends on where your website is at the moment, but Search Engine Optimisation campaigns start at 6 months and go upwards from there.
SEO is a marathon achieved over years, not a sprint.
Most business blogs fail to generate traffic for 4 core reasons:
I can explain all of these more in a free audit video, if you fill in the form at the top or bottom of this page.
However, we find that they aren’t always as necessary for the kinds of terms that accountants need to rank for.
If you want to rank highly for “London accountants” then, yes, building links would be important.
We do prefer to start with creating good quality content though to see how Google reacts. It may be that you are don’t need any more links, if you can build trust through quality content.
Absolutely 100% yes!
Since we focus on writing content that people search for, they will have more interest in these articles than generic articles which companies typically produce.