When building first-rate websites for accountants it’s important to take a little time to “SEO”, or Search Engine Optimize, them so your site will rank acceptably organically in search engines like Bing and Google.
This won’t be everything you can possibly know, just some fundamentals that you can do quick and dirty. Because it will bring in the most hits initiate your SEO campaign on your home, or “index”, page.
Identify Your Keywords
Focus your SEO on a few important keywords to get the best results. Include your town and state as search terms. Local searchers will need to use them to find local businesses and if you don’t include them your results will be lost among millions of other accounting related pages. Your next most important keyword will be related to your business profession so you’ll want to choose some keywords like accounting, accountant, and CPA. Other important keywords relate to the products and services you offer. If you have a specialty keywords like Tax Prep and Business Planning can be particularly useful. The word “keyword” is in and of itself a bit of a misnomer. A keyword can consist of two or more words so you might want to think of them as “Keyphrases”. My recommendation for an accounting firm would be to optimize your page to two, maybe three, of the following keywords:
- Tax Preparation
- Financial Planning
- Business Planning
Don’t forget to include your city and state. This is extremely important. I know it can look a little sloppy but when writing about your state consider using the abbreviation wherever possible. Most people searching by state use abbreviations rather than writing out the full state name. Here’s a good example keywords for a hypothetical accounting website in Florida.
Orlando, FL, Florida, Accounting, CPA, Accountants, Audits
Write Original, Relevant Content
Using the keywords you’ve chosen write some original content for your home page that includes each of your keywords 4 – 5 times and is 400-600 words in length. Search engines and visitors alike prefer short, bite-sized paragraphs so avoid getting too verbose. A really good SEO strategy is to write a paragraph dedicated to the subject of each of your keywords. Keywords used at the very beginning and very end of your copy will get a slight boost.
Create Headlines and Use Keywords in Them
Write a headline for each of your paragraphs and use your keyword each headline. Apply header tags to the headlines. Almost all web page editors have a setting for headers.
Title Tags and Keywords
Use your keyword(s) in your page title and format it like this. Page titles can be pretty long, but the search engines are only going to give real weight to the first seven or eight words. Don’t use your firm name as the page title. You won’t have any trouble ranking well for your firm name so reserve your page title for your more competitive keywords and if you absolutely must include your firm name place it last. A good page title would be…
White Plains, NY Accountants: New York CPA & Audits- Conjectural Financial Services, LLC
Build Links to Internal Pages
Link your keywords to relevant internal pages on your website. The keyword “tax preparation” should link to a full page that has content explaining your tax preparation service in detail.
Pics & Alternative Text
A nice image of a local landmark will help catch your visitors eye and put them at ease by instilling a sense of familiarity and comfort. It can also be used to display your keywords to the search engines. Add it to your home page to help visually localize your website to your physical location, then add your location keywords to the image alt tags. “Alt” or “alternative text” are tags that can be added to images in order to explain the image contents to, among other things, search engine crawlers analyzing the page. While some older, obsolete editors don’t support them, you can usually set an image’s alt tag by examining the image properties in your website’s page editor.
Websites for accountants are not that hard to optimize. You only need to grasp a few fundamental steps and how to implement them to your website. While these techniques won’t help you pull links, the most important factor in your search engine rankings, in most small markets these “on-page” factors alone can often get your site onto the first page.