Poll Results: What’s Your Experience Using SEO services?
Search Engine Optimisation (SEO) is one of the highest return-on-investment options when it comes to marketing your business. But it needs to be done carefully. A common mistake we see is people using SEO operatives who either, 1) do not understand the professional industry and market your firm is trying to reach or, 2) they don’t understand your brand and company culture.
While a number of firms subscribe to an SEO service, many have also:
- considered it and never done it
- tried it and no longer do it or
- do it themselves in-house
Watch the video to learn more about the application of SEO for accountants.
One thing we know for certain is that SEO is a specialist area. Doing your own SEO is applicable for your blog posts if you understand the theory, but is otherwise best done by specialists. SEO includes on-page and off-page actions, which include activities on your website and on other websites to create links back to your site. Those ‘backlinks’ help your search engine rankings.
Be careful not to invest in SEO services before your website is ready for increased traffic. The purpose of your website is to attract and convert targeted traffic. There’s no point sending more traffic to your website if it just bounces away or ‘leaks’ traffic. That’s one of the benefits of working with a digital marketing specialist who does not solely provide SEO services, but understands that is just one component of your marketing machine. When we’re working with firms and we can see that their website is not converting visitors and has a high bounce rate or has a low ‘time on page’ (the amount of time people are spending on each page), we understand the website needs to be improved and optimised before investment in SEO or even paid-traffic (pay-per-click advertising) is worthwhile.
It would be fair to say that most accounting and advisory firms have yet to venture into using SEO services. We recommend it to firms who first have a clear strategy, a converting website and who are consistently publishing great content. Particularly their blog.