Search engine marketing for accountants and bookkeepers
Transcript of Search engine marketing for accountants and bookkeepers
Search Marketing for Accountants and Bookkeepers
Presenter: Andre Weyher, Marketing Director –Practice Ignition
Web: practiceignition.com
Twitter: @ignitionapp | @aweyher
Host: Matt Wilkinson, Founder and CEO -Bizink
Web: bizinkonline.com
Twitter: @bizinkonline | @mattwilkinsonnz
About me...Andre Weyher, Marketing Director @ PracticeIgnition
Over 10 years working in online business
Large AdWords account manager and Organic Search Quality specialist at Google EMEA headquarters.
Head of Marketing at LegalVision.com.au
Specialising in SEO/SEM for the professional services sektor.
What we’ll cover…
• Google history, AdWords Vs. SEO.
• Basics of AdWords
• Fundamentals of SEO
• Content
• Action points
• Q&A
Who is this for?
Anyone who is running their own business, is considering to either outsource or do their own AdWords or SEO and wants to understand the
difference in approach and learn the basics.
A bit of Google history
Google was founded in 1998. Plenty of other search engines already existed…
But one thing made Google unique…
Backlinks as a sign of website quality
Every link flowing into your website is seen as a vote of confidence by Google!
• Based on your backlink profile, Google assigns a certain score called Pagerank.
• The more links you get, the higher your Pagerank, followed by your rankings.
• Note: quality has now overtaken quantity!
Anatomy of a SERP.
Much like a newspaper
Looks similar – completely different approach.
Organic
• Free.• Completelyobjective.• Focusedonquality.• Requiresalongtermcommitment.• Non-transparentsystem.
AdWords
• Paid.• Subjective(toadegree).• Focusedonprofit.• Showsupalmostinstantly.• Transparentsystem.
AdWords fundamentals.
The basics;
• You bid on keywords you set up yourself. • You ONLY pay when someone clicks on your ad.• The cost of a click varies heavily depending on the
level of competition for the keyword. • You fully decide how much to spend.• The bid is NOT the only thing that determines the
position of the ad. • It is not entirely commercial, it’s a commercial
meritocracy.
How does Google decide which ad to show?
Bidding
• Eachkeywordhasasuggestedbid.• Yourbidneedstobereasonable.
Qualitymetricsandhistoricaldata
• CTR(Click-Through-Rate)• QualityScore• Conversionrateonlandingpage
Building a good landing page
• Very clear call to action • Use the keywords you are bidding on • Remember that peole are extremely lazy, if they
don’t see what they’ve landed on in 20 seconds, they will leave.
• Visual focus on the call to action, form, button or contact info.
Introducing SEO
The success and difficulty of SEO depends on a few variables;
• How large is your target audience?
• How competitive are your keywords?
• How much time and resources can you invest?
SEO myth busting
• SEO is free.
• I can have my homepage ranking for various
keywords.
• SEO is technical trickery.
• Spending on AdWords helps SEO.
• SEO is only content/linkbuilding.
3 pillars of good SEO
Technical optimisation
Most complicated part of SEO. Making sure your site is completely search engine frirndly. Contains things like;
• Crawling and indexing.• Site speed.• Correct titles, descriptions, H1 headers and proper
use of keywords on your site.
Note: will give you info on how to find a complete guide on SEO site optimisation.
Content – requires a 2 tiered approach
Longtaillandingpages
• Writtenaroundanindustryrelatedquestion.• Primaryfocus:informyourreader,saleswillfollow.• Juicethesecondtypeofpages.
• Example:https://legalvision.com.au/8-steps-to-set-up-a-discretionary-trust-family-trust/
Short,commercialkeywordlandingpages• Writtenaroundashorterkeywordwithpurchaseintent.• Primaryfocus:convertvisitorintosale.• Muchhardertorank.• Example:https://legalvision.com.au/need-a-
contract-lawyer/
Linkbuilding and social media
Why do you need links?• To increase your online
authority.• Get ahead of competition.• Increase organic rankings.
Roughly 3 link tiers;1. Directories2. Blogs 3. High value links
Word of waring: Google penalties!
Google gives penalties for going too far with SEO techniques;
• Bad quality links – comign from pages which were created with SEO in mind.
• Copied content – make sure your content
is unoque and valuable.
Peanlies range from a demotion to a complete removal from the Google index. completely search engine frirndly. Contains things like;
• Crawling and indexing.
• Site speed.
• Correct titles, descriptions, H1 headers and proper use of keywords on your site.
• Note: will give you info on how to find a complete guide on SEO site optimisation.
How to measure AdWords and SEO success?
AdWords
• Costperclick.• Costperconversion.• PlainROI.
Sources:- AdWords account- GoogleAnalytics
SEO• Organictraffic.• Conversion.• Domainauthority.
Sources:- semrush.com- Googlewebmastertools- https://moz.com/researchtools/ose/
Action points! ü Perform a website audit – guide provided.ü Create a list of keywords you want to rank for.ü Divide them into long tail and commercial keywords.ü Create an article title bank, answering your prospects
questions.ü Write and post at least 2 per week. ü Perform website audit – guide provided.ü Map your site and assign one keyword per page.ü Submit your site to a list of trusted directories. ü Be patient! – SEO is a marathon, not a sprint.
Thank you!
Q&A
Contact Andre via linkedin or [email protected] for SEO guides and
more tips on best practice.
Final Marketing Quickstarter Event
Turning traffic into visitors• Why most website visitors won’t get in touch and
will never come back• Simple conversion tactics• Creating “lead magnets”• How to nurture leads automatically• Webinar series wrap upDate & TimeThursday 3rd November AEST: 1 pm | NZ: 3 pm
Any questions?
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Learn more: bizinkonline.com/myob