{"id":25621,"date":"2022-05-05T08:00:03","date_gmt":"2022-05-05T13:00:03","guid":{"rendered":"https:\/\/taxprocenter.proconnect.intuit.com\/?p=25621"},"modified":"2022-05-23T09:55:41","modified_gmt":"2022-05-23T14:55:41","slug":"seo-mistakes-tax-and-accounting-firms-make-and-how-to-fix-them","status":"publish","type":"post","link":"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/seo-mistakes-tax-and-accounting-firms-make-and-how-to-fix-them\/","title":{"rendered":"5 SEO mistakes tax and accounting firms make\u2014and how to fix them"},"content":{"rendered":"

Accounting and tax firms often use older search engine optimization (SEO) tactics or hire SEO professionals who are well-meaning, but ill-equipped to deliver great results. When these firms fail to see results, they understandably assume SEO is a scam.<\/p>\n

But a well-executed SEO campaign becomes a tool you can use to build your firm\u2019s brand and improve your leads. Before you invest in SEO, you must understand how it works so you have the proper expectations of your campaigns.<\/p>\n

The difference between SEO and PPC<\/h2>\n

There\u2019s a good chance you\u2019ve used ads on Facebook or Google to get more clients. With paid ads, also known as pay-per-click (PPC), you’ll create an ad, and pay Facebook or Google to show the ad to your target audience. Ads are great because they offer precise targeting features and a relatively fast timeframe to see results.<\/p>\n

SEO, however, is different. Instead of paying to show up in Google, you create and optimize website content<\/a> based on questions and keywords people search for on Google. If you have the best answer for a query, Google will show your content or web page higher in search results. Often, it takes search engines a few months to categorize your content and rank it on the first page. But once your content ranks in the top five results, you earn free traffic from Google. As long as Google deems it the best answer for a query, you\u2019ll gain traffic and possible leads from that content.<\/p>\n

Here are some of the mistakes made across all professions, including tax and accounting:<\/p>\n

#1. Falling for promises of fast or guaranteed rankings<\/h2>\n

It\u2019s easy to mistake confidence for competence. Even an amateur SEO professional can confidently promise first-page rank every week just to get your signature on a $5,000 monthly retainer. And although it\u2019s certainly true that a website can rank faster in less competitive industries or niches, it’s less likely to happen as more companies engage in SEO.<\/p>\n

Instead of chasing promises of instant first-page rankings, watch for a consistent uptick in rank position. Even if algorithm adjustments cause your site to drop to the second or third page of search results, a sound SEO strategy will ensure your website bounces back up in a couple of weeks.<\/p>\n

#2. Hiring the cheapest option instead of the best option<\/h2>\n

Technology has enabled us to work with people all over the world to do great things. As a result, it\u2019s common practice in the SEO industry to outsource tedious work to contractors overseas who do great work at a lower rate than U.S. professionals. That’s not always the case, but I’ve seen it happen more often over the last few years.<\/p>\n

There\u2019s certainly nothing wrong with paying a lower price to optimize profits. However, it can become a problem if you, as a client, receive poor SEO results. To avoid this, look for red flags during your call or meeting with a prospective SEO professional. In particular, watch out for unnecessary jargon. If someone can\u2019t explain their ranking methodology to you in clear language, keep looking. After all, how is an SEO professional supposed to report to you on their activities if they can\u2019t translate the jargon in a way you can understand?<\/p>\n

#3. Adopting a \u201crank at all costs\u201d mindset<\/h2>\n

Desperation kills common sense. Too often, SEO campaigns focus on cramming keywords into every available space on a page, or getting backlinks from any and every website possible. But slapping keywords haphazardly on your website\u2014known as keyword stuffing<\/a>\u2014confuses people and decreases lead conversions. Similarly, purchasing backlinks or accepting backlinks from uncredible places can result in poor long-term SEO performance, especially since Google frowns on link schemes<\/a>.<\/p>\n

Instead of trying every new hack or trick, align your SEO efforts with Google’s mission<\/a> to organize the world\u2019s information and make it as accessible as possible. On a less grandiose scale, you can achieve this on your firm\u2019s website by doing the following:<\/p>\n