An accountant’s guide to optimizing SEO and increasing visibility - Thomson Reuters

There are steps accountants and tax professionals can take to optimize how clients find them on the web and increase the visibility of their service offerings

Search engine optimization (SEO) is the science of optimizing a website to increase its visibility and ranking on search engine results pages. Unlike traditional digital marketing that involves actively reaching out to potential customers and usually interrupting their days, SEO targets users who are already searching for your products or services, making it a highly focused and cost-effective outreach strategy.

There are two main types of SEO that accountants can use: Organic SEO, which improves overall website visibility; and Local SEO, which is aimed at enhancing visibility in localized searches, making it ideal for location-based businesses.

Here’s what those two types look like in practice:

How we optimize for each SEO type is different, but they do influence each other. Having a well-optimized website gives us a better chance of appearing in the local results, but it doesn’t guarantee it. The same with having a well-optimized Google Business Profile, which can help us appear in organic searches.

You may be familiar with the basics of SEO, but a deeper dive can help you master your accounting firm’s SEO strategy.

Foundations of an effective SEO strategy

A few fundamentals make up the basis of a good SEO strategy for accountants, including having a technically sound website, making sure your content matches the...

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