09 Jun 2018

How Keyword Research Makes Your Accounting Firm’s Website Better

One of the most important factors in a successful online marketing strategy for an accounting firm is focused, high-quality web content that addresses the questions and concerns of your ideal client.

But how do you determine what the most searched keywords for accounting are?

You might be surprised to realize that the questions your potential clients are typing into search engines are identical to the questions they ask you or the staff in your accounting firm.

However, keyword planning for accounting firms can be beneficial in answering additional questions your prospective clients may be asking–and highly detailed questions at that. It can enable you to create the type of website that encourages web visitors to engage with your firm, and provides instant credibility and authority to your accounting firm.

Below are four ways that keyword research allows for improvements in your accounting firm’s digital marketing:

1. Keyword Research Can Help You Optimize Your Content For Search Engines

In the past, keyword density determined how your website ranked on Google. Nowadays it is not really much of a factor, and doesn’t carry enough impact to focus on. Search engines have gotten more intelligent with each new update. A great example of this is how Google now understands plurals and synonyms.

This means you no longer have to stuff every possible variation of the words “audit,” “accountant,” and “financial” in of your site.

The reality is that today, if you are still cramming keywords into your website, it could actually be harmful to the rankings of your website on search engine results pages (SERPs).

Nobody outside of Google’s developers understands every facet of their complicated search ranking algorithms. But, everyone knows (because Google repeatedly says so) that the quality of your content is a huge part of the equation.

If you create and publish top-quality content by addressing the concerns of users, it is very common for those keywords to appear organically as you write. Writing your content this way will result in your website ranking better in search engine results pages than websites with the same keywords repeated over and over.

An additional benefit of keyword research is that it challenges you to start thinking differently about keywords.

When you understand how crucial content quality is for Google’s search results rankings, along with understanding how users actually search for things online – your focus will naturally transition from the mindset of focusing only on the keywords for accounting(“Which keyword is Google looking for? How many times do I need to repeat a particular keyword?”) to the appropriate mindset about keywords (“How do my clients talk about their problems? What information is a potential client searching for?”).

2. Keyword Research Can Help You Determine Engaging Topics For Your Accounting Firm’s Website and Blog

Determining keywords to do with accounting allows you to discover which topics your potential clients are interested in learning more about. This information helps you to develop and execute a content strategy that focuses on developing pertinent, high-quality content that addresses a prospective clients’ questions and concerns.

When you’re analyzing keywords and topics, it is incredibly important to understand how individuals look for information on the web.

People often use a search engine to find answers to complex and very specific questions.

For example, a potential client’s search queries about auditing might include phrases like:

“How much does it cost to get auditing?”
“What are the different types of auditing services?”
“Which type of auditing will be best for me?”
“What are the benefits of getting auditing services?”

Your prospective clients might not even know they need an accountant, and they may not realize what services your firm offers. So don’t limit your research to simple, generic keywords like “Accountant Sacramento” It is also important to remember that a majority of your potential clients will not be searching in accountant jargon, but in simple, layman’s terms, so tailoring your content towards the readers will attract more qualified traffic to your accounting firm’s website.

Considering how your potential clients initiate searches digitally can be beneficial in creating the type of enticing, relevant content that will rank in search engine results. Content that addresses the kinds of concerns users are asking about will also attract a prospective client’s attention in search engine results and make them more likely to visit your accounting firm’s site.

By producing content geared toward answering these questions, relevant keywords are more likely to occur naturally as you write.

To learn more about how to figure out the questions potential clients are asking, see our blog post: How to Write Content for Your Accounting Firm’s Website Potential Clients Will Actually Read

3. Keyword research can help you write client-focused content

Keyword research for accounting firms also allows you to utilize client-friendly language and phrasing in your writing.

Your potential clients most likely do not have an accounting background, and they may not be familiar with complex accounting jargon when they are conducting searches for information online.

To revisit the auditing example, a potential client may not search the words “audit objective” or “audit adjustment” or “auditing accountant” in their search engine queries. They may even be unaware of what those terms are, or they may use non-accounting terms to describe their meaning.

During your keyword research, ask yourself: “Would I still search this term if I wasn’t an accountant?” If the response is no, consider the hidden issue or problem that a prospective client may be attempting to unravel and the kind of words they might use to depict that problem.

Doing some Google searches of your own might assist in this too. Search for pertinent terms to your practice area(s). Note what Google automatically suggests as potential search terms as you are typing your query. Note what comes up in the “People Also Ask” and “Searches Related To…” sections of Google’s search results. These are useful in discovering the terminology of the search terms that clients are actually using to ask questions similar to your practice area(s).

As a result, this can help you develop quality educational content that offers real answers to their questions, using language they can understand, and are already using to conduct their searches.

Our blog article, “5 Things To Ask Yourself When You Write A Blog Post For Your Accounting Firm offers more insight about composing high-quality, client-centric content.

4. Keyword research can help you focus on what works

Writing client-friendly, high-quality content for your accounting firm website is the most effective way to enhance the visibility of your accounting firm’s site in search engine results.

Learning the basics of accounting SEO and how to appropriately use accounting keywords for SEO can also help you avoid costly and potentially dangerous tactics like keyword stuffing, that can be detrimental to your website’s rankings.

Let AdInfusion write the content for your accounting firm’s website

AdInfusion makes it simple to write and publish content for your accounting firm’s site.

We realize that some accountants are too busy to create their own content, or they just simply do not want to, which is why AdInfusion provides content marketing solutions for accounting firms of any size. Our content experts are esoteric in how to utilize content to propel potential clients to your practice, and we have contributed to some of the most successful practices in the state.

AdInfusion writes distinctive and highly effective content for accounting websites and blogs that is based on how your clients search and think. The result is remarkable content that not only educates potential clients, but urges them to pick up the phone to make an appointment with you.

Contact us today to learn how quality content can enhance your accounting firm website’s traffic and conversion rates!

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