As an agency we’re always advising accountants on how they can improve their search rankings via sustained, data-driven SEO. However, one of the pain points we hear about most frequently is a lack of time and resource to implement these SEO changes. Unless you have your own internal marketing team assigned to the digital side of your firm, or if you have a dedicated SEO professional (like our accountant SEO service) we understand that time is very precious.
In a time sensitive environment there are a few quick SEO wins you can look at to try and drive more visitors or increase the quality of traffic (and leads) coming to your site:
- You should focus on specific keywords your target audience will be searching for
- Make sure you are maximising click-through-rate for your target audience
- Always be improving your website experience to maximise the value of existing traffic
Focus on specific keyword niches for your target audience
Creating service pages on your website and hoping they will rank in Google won’t cut it. You need to develop content that centres around what your target audience is looking for which includes writing about very specific niche focussed topics. Think of the last phone call you had with a client, what problem did they face and what advice did you give them?
These highly specific topics can serve a dual purpose in that they a) answer a question that is central to your target audience and b) appease Google (and other search engines). These days SEO is as much about quality content as it is technical optimisation and backlinks and search engines want to see useful, informative content that your audience engages with.
Whilst some conversations might be very similar, you’ll find a client’s problem in one industry is totally different to client’s problem in another industry – help them solve this problem by writing advice in a blog post to start solving the issue before they even have to get in touch. If they still call you, you know it’ll be worth the time.
Niche specific topics can often be less competitive and easier to rank for in Google (however this is totally subjective to the topic), so it is definitely worth your time to take advantage of those opportunities. It’s always best to check in Google what other people are writing about first though, and then see if you can write something even better.
Maximise the click-through-rate for your target audience
Once you’ve crafted the ideal content that would be right for your audience, the next easy win to focus on is maximising the number of people in your niche who click on this content from Google. To do this you’ll need to look at your ‘meta data’ and specifically your ‘meta description’ – this is the information that is shown in the Google search results and is easily accessible in your website’s CMS and, for the WordPress users out there, just as easily edited using the Yoast plugin.
Treat this information like an elevator pitch – how can you best sell your page so that users click on your website, not a competitor’s. This is an easy win if you’re already visible to your target audience but lack the number of prospects clicking through to your website.
Maximising your CTR is a whole process unto itself and we cover it in a lot more detail here.
Improve website experience
Once you’ve increased your click-through-rate for your target audience, you then need to make sure that this qualified traffic converts properly.
Conversion rate optimisation (CRO) is a method that combines detailed analytics, user feedback and marketing psychology to improve the user experience (UX) on your website, and thus to increase conversions. Perhaps your contact information isn’t readily available at every instance, maybe users aren’t understanding your content or maybe there’s a page element that’s putting users off early. Whatever the scenario, you’ll need to look at your website’s analytics to get an idea of how users are navigating through your website and then where the choke points are – where users are noticiably dropping off a page that has a commensurably
Mix this all together as a strategy for increasing well targeted visitors and leads
When you don’t have the marketing resources, time can be a very valuable thing in an accountancy firm. Optimising a website is crucial in today’s digital space but if you haven’t got the time it’s often easy to overlook this part. Taking time out on a Friday afternoon to check across these easy SEO wins will do wonders for your website, and you might start to figure out who your ideal client is along the way too.
Did you know we do SEO too? Just get in touch to see how our Accountant SEO service can get your website noticed!