Why do search engines matter for online marketing success?
In today’s complex digital world, online presence has become crucial for small and medium-sized accounting firms to drive more clients and boost business growth. With countless accounting firms vying to attract potential leads, standing out in the competitive online marketplace is crucial.
One might wonder why a small business such as an accounting firm needs to optimise its website for Google (or other search engines); it is easy to understand if you look at the following search engine statistics from
- Approximately 68% of all website traffic is driven by search engines.
- Google alone accounts for approximately 62% of all website traffic.
- Nearly 71% of B2B clients rely on search engines for product research.
- Nearly 82% of Internet users between 18 and 64 have used a search engine or web portal in the past month.
Why search engine optimisation is important
While these statistics look attractive, for a successful campaign your website must rank on the first page of Google. As more than 75% of internet users limit their search activity to the first page of search results, securing a spot on the first page is essential for capturing customer attention.
SEO (Search Engine Optimisation) is the process that enhances your website’s ranking and visibility on search engine results pages (SERPs) for selected keywords. SEO specifically focuses on organic search as opposed to paid advertising which is shown as ‘sponsored’ on the search results.
Though most of your clients are probably word-of-mouth or referrals, you might think you do not need SEO. In reality, you can’t ignore SEO for your accounting firm.
The number of potential clients who search online for accounting firms is enormous. If you want them to find you and not your competitors, your website should appear in the search engine results. This is where SEO for accounting firms comes into the picture.
Investing in an SEO strategy makes it easier for potential clients to find your website online, translating into business growth.
Importance of SEO for accounting firms
Whether you are a small or medium-sized accounting firm or a large company, implementing SEO strategies can bring multiple benefits. This blog aims to provide insights into how SEO can increase your accounting firm’s digital presence.
Let’s delve into the reasons why SEO is an indispensable tool for the growth of small and medium accounting firms.
1. Increased online visibility
More than 25% of people will click the first organic search result on Google. A well-optimised website is the cornerstone of your accounting firm’s digital footprint. SEO will help your website improve its online visibility on the search engine page results.
Whenever your potential client searches for “accounting firms near me,” “small business accountants,” or “tax return specialists,” a solid SEO-optimised website will appear in the higher position of the search results.
A research report from BrightEdge claims that SEO drives 1,000% more traffic than any organic social media. Hence, digital marketing for accountants, especially SEO, can help accounting firms enhance their chances of being discovered by target customers.
It is also more effective in the longer term; paid advertising works while the listing is paid for to appear at the top of the search results, but it will disappear as soon as the campaign ends. Organic search has longevity as it is driven by the SEO strategy and the website, not that it has been paid to appear at the top of the page.
2. Targeted traffic
While using SEO for accounting firms’ websites, you can drive traffic by creating high-quality content and optimising your site.
By targeting specific phrases or keywords, such as “tax returns for small businesses” or “accountant for landlords near me,” you can attract clients who are genuinely interested in your service offerings.
Targeted traffic has a higher chance of converting to actual leads than generic organic traffic. In this way, digital marketing for accountants helps you tailor your SEO strategies to attract the right audience.
3. Cost-effective marketing
Compared to traditional marketing practices such as print ads, banner ads, or local radio, SEO for accountants provides a cost-effective marketing approach and targets a broader audience.
While it is time-intensive initially, the long-term benefits of SEO can be substantial. Once your accounting website starts ranking well in your targeted search engines, you can quickly generate leads from organic search.
It makes SEO a sustainable, cost-effective marketing strategy for small and medium-sized accounting firms.
4. Local SEO benefits
Local SEO services for small businesses bring tremendous benefits to small and medium-sized accounting firms. With almost 46% of Google searches being local, local SEO promotes a business’s rank in the local search results.
Accountancy firms can leverage local SEO by creating business listings on Google Business Profile (formerly Google My Business) and local citations in business directories for a specific targeted area.
Whenever someone searches “accountants near me,” if your site has been properly optimised, it will appear in the search results for the specific geographic area you have targeted.
Claiming your Google Business Profile and adding opening hours and contact information increases the search results for searches for ‘open now near me’ by 400%. Hence, it is advised to use local SEO for your accounting businesses, as it will help you to increase your visibility in the targeted geographical area.
5. Building trust and credibility
Trust and credibility are often related to higher website ranking in search engine results pages (SERPS). This means that your accounting firm’s website represents a reliable and reputed business that potential clients trust.
You can establish your accounting firm as the thought leader in the industry by doing online marketing activities for accountants, such as curating high-quality content, adding testimonials and reviews, including user-generated content, and optimising the website for targeted keywords.
When your potential clients perceive you as a thought leader and a trustworthy source of accounting expertise, you will gain a substantial edge over your competitors.
6. Competitive advantage
Accounting firms should differentiate themselves from other companies to attract more potential clients and beat the immense competition.
Differentiation can be achieved by implementing effective SEO strategies based on your company’s marketing goals. Position your website in a way that convinces your target audience to become loyal customers.
SEO is an ongoing task, though, as Google’s algorithm changes frequently. Revisit your SEO efforts regularly to stay ahead of the competition.
Audit your website’s technical SEO and fix the crawl errors. Update the old content and add relevant information to provide value to potential clients and meet search engine standards.
Add relevant CTAs and content that meets customer expectations and needs to become relevant in the accounting industry.
7. Enhanced user experience
Good website design is vital for any accounting firm to achieve top rank on search engine results. Search engines like Google recognise websites that offer a better user experience.
A user-friendly website has many benefits, such as attracting clients and keeping them engaged on the site while exploring services, thus reducing the action of clicking away after seeing one page.
Higher time spent on the website resonates with higher conversions. To improve the user experience of your accounting website, you can do a couple of things.
Ensure your accounting firm website is easy to navigate, has a clean and precise design, updated and relevant content, improved content readability and site speed, and is optimised for mobile devices.
It will enhance your website’s user experience and gain a competitive advantage by attracting relevant organic traffic and ranking high on search engines.
This guarantees that prospective customers can locate the necessary information promptly and effortlessly, thus enhancing their chances of reaching out to your company for additional support.
8. Measurable results
Unlike traditional marketing practices, SEO for accounting firms offers clear and measurable results.
Monitoring and measuring your SEO performance is essential to understand the effectiveness of SEO strategies for improving your online presence.
For accounting firms, measuring SEO will provide insight into the website’s performance in search engine page results, user engagement, and how visitors interact with the published content.
By utilising analytics tools such as Google Analytics, Google Search Console, and Hotjar, you can track your website traffic, sources, unique visitors, bounce rates, pages per session, average session duration, top-performing pages, user behaviour, and keyword rankings.
Based on these data, you will know how your current SEO strategies are working. Refine your SEO tactics based on the performance data and make informed decisions strategically.
9. Long-term growth
Search engine optimisation (SEO) is a long-term investment that yields steady results. Although it might take a few months to witness substantial enhancements in the rankings, the advantages are long-term.
While social media marketing and paid advertising can deliver quick results, they only work as long as you continue investing money in your campaigns and the results are not long-lasting. Even the most viral social media posts are typically remembered for just a month or two. In contrast, SEO provides long-lasting results at no ongoing cost.
As your accounting website’s credibility grows, it will attract organic traffic, transforming into leads. This sustainable development can contribute to your accounting firm’s long-term success.
Conclusion
Utilising SEO for accounting firms can reap multiple benefits. It is an integral part of your digital marketing strategy while complementing other marketing strategies for your practice.
SEO is proven to be a highly cost-effective method with significant returns over time. SEO for accountants is an ongoing process that demands consistent monitoring, optimisation, and analysis.
By implementing effective SEO strategies and regularly assessing SEO performance, your accounting firm will be ahead of the competition and ensure your company is easily accessible to potential clients.
Whether you focus on technical SEO or local SEO for small accounting businesses, each component plays a crucial role in your comprehensive SEO strategy, which fosters success and growth for the firm.
Investing in online marketing for accountants goes beyond just boosting online rankings; it involves creating a solid online presence that resonates with your potential audience. You can substantially improve your search engine visibility with the right approach and commitment.
Are you thinking of enhancing your accounting firm’s online visibility? We are a trusted marketing agency for accountants, helping accountancy practices generate more leads. Book a free consultation with us to see how our B2B SEO services can help you generate more leads.
