The crowning jewel is consistent, quality content
Do a quick Google search of ‘content is king’ and you’ll get over 74 million hits – a number that is growing by the day. While some argue that the phrase (first made famous by Bill Gates 25 years ago!) has lost its royal standing, there’s no denying that we are all still avid users of content. It doesn’t matter whether it’s a long-form article, a short video or a product description, content is what people look for – and it’s the most effective way for brands to connect and engage with customers online.
The question is, how do you get your accounting or bookkeeping firm’s content to stand out from the crowd – especially when Google receives billions of searches a day, and its algorithms are constantly getting smarter? While the answer might not be revolutionary, it’s more relevant today than ever before.
The key is finding the balance between SEO factors and quality content – and here’s why:
People and search engines crave content
Search engines can’t rank your accounting or bookkeeping business online without content. To show up on Google’s radar, search engines need relevant, high-quality and engaging content – text, video, images – to keyword search and push organic traffic towards your website.
Like search engines, people thrive on content too. Online content consumption doubled in 2020, and it’s one of the most effective ways to generate leads and convert prospective clients.
More quality content improves your search engine ranking
People want (and expect) high-quality content that adds value, and Google’s algorithms are constantly evolving to connect users with content they’ll find most engaging and informative.
However, that doesn’t necessarily mean more content is better. What will get you to the top of those search engine pages is consistent quality. That means creating original content that’s accurate and engaging, avoids pointless keyword-stuffing and adds value by answering questions. Other factors are involved too, but content will improve your popularity with search engines.
Digital marketing requires a whole new set of skills – that’s why we put together our e-book, Digital Marketing: For Accountants and Bookkeepers. It’s designed to help you make the most of marketing opportunities in a way that makes sense for your business and your brand.
Content is crucial for optimising keywords
Keywords are the backbone of SEO, and content is how you optimise keywords. As part of your SEO strategy, you’ll have done some research on the keywords relevant to your business and industry (how your customers search for you). Your content is the only way you can make proper use of those keywords. You must consistently create and share content that is professional and well-written – and uses those keywords. That will increase the chances of your website ranking higher and prospective customers making their way through your front door.
Together, SEO and content level the playing field
Whether you’re an accounting firm that’s been in business for two decades or a bookkeeper that’s just starting, the beauty of content-driven SEO is it’s anyone’s game. There are no set criteria for content (except quality), so get creative, share your unique perspective and become a trusted authority – it’ll give you an edge over your competitors and open up opportunities to spread your content even further.
Lastly, content can be easily adjusted to meet SEO needs
These days, the world moves at an unprecedented rate. Circumstances can change in the blink of an eye, and with technological advancements, there’s always room to discuss what’s happening in the accounting and bookkeeping industry. When so much is up in the air, content can be your one SEO constant. If you need to scale your budget down (or up), content allows you to be agile – whether that’s adjusting your target audience or keywords, changing formats or adopting new strategies and tactics.
Go forth! Create and share quality content consistently
For many accountants and bookkeepers, time is the barrier to creating and sharing consistent, quality content. Even if you’re aware that content is still the king of SEO, client work will always win. But, as you’ve just read, if content isn’t part of your firm’s marketing strategy, you’re missing out – and your clients are too.
That’s where Boma does the hard work for you. With a few clicks, you can easily create and share your own content (or use articles from Boma’s extensive content library) to all your digital channels – website, social media and email. Boma’s articles can be customised to suit your online audience, and they’re full of insights that are timely and relevant, so you always have something to share with your clients (old and new).