Get your accountancy practice growing

Getting your accountancy firm's website to the top of Google

By Charlie King - Public Relations consultant

If you tried to find your accountancy firm on Google would it always appear on the front page of each search you tried?

It  has become customary for businesses of all types to have attractive, professional websites to s

howcase their services. But is your website working hard to draw in potential clients and generate leads?

If your website is not bringing in enough leads, one reason maybe simply because it is hard to find.

You want your website to appear on page 1 of relevant Google searches. According to Protofuse, a website design agency, 90% of Google traffic sticks to the first page of results - that means your website would automatically be seen by 10% or less of searchers if it is not on that coveted first page!

How to find your website's ranking on Google

Getting your website to the top of Google
 

To see where your firm ranks on Google, you should put yourself in the position of your prospective clients. It is important to consider who they might be in terms of needs, roles, age, gender, seniority, etc. What types of challenges could they be facing, and what needs do those challenges create?

Translate those challenges into search terms: what would they type into Google if they were looking for help them overcome those challenges? When you type in those search terms, does your firm appear on page 1?  If not, you need to do something about it.

How getting your website appearing prominently on Google

To get to that coveted page 1 ranking, here are some sure-fire ways to get potential clients finding your website.For 

  • When optimizing your website, remember that it is easier to target longer and more specific search terms than general ones. example there are thousands of searches for London accountants each week. But compared to london accountancy firm for technology startups there will be fewer searches.  Before you make any changes, start by identifying specific search terms and key phrases that relate to your firm and services you offer.
  • Enter each phrase into Google and see where your firm ranks. If you are on the first page then great work. But if not take note of where you rank and use this as a benchmark to compare with later.  

 

The technical bit of getting to the top of Google

Now come the changes:SEO wheel

  1. Begin by ensuring that you have one website page associated with each key phrase you identified.
  2. Ensure that the search term appears in the page’s URL, title, and subtitles.
  3. Ensure there are 250 or more words of useful content (including your key phrase) on the page, and also links to similar pages and articles on your website. Remember - the text needs to be well written to impress your human visitors (as well as appeal to Google).
  4. It is also important that your website is mobile friendly - in order to better serve mobile users. Google announced in February that it will now factor mobile friendliness in its ranking. That means that Google downgrades pages thaqt are not going to work on mobiles.

Once your website is optimised it is important to occassionally update the content on these pages. Keep a blog fresh with original posts every week, and make sure to promote it on social media.

Don’t forget to evaluate your progress with a simple Google search: check back in two weeks and see where you stand. With any luck, you’ll be gradually rising up the Google ranks. If not, can repeat the above process until.  If you are still showing no progress, it may be time for some specialist help.

To get your accountancy firm rising up the Google rankings download our free checklist by clicking here. 

Topics: Growth, Marketing, Content Marketing, Search Engine Optimisation, Accountants

Charlie King - Public Relations consultant

Written by Charlie King - Public Relations consultant

PR Consultant at award-winning Public Relations agency Kelso Consulting

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