Transforming Client Accounting Blog

CPA Marketing Tips – Fast and Easy Ways to be found on the Web
As a CPA firm, it’s critical that people in your state, county, and city know how to find your firm and the services it provides.

Below are some fast and easy marketing tips to help your firm be found on the Internet, particularly on GoogleÔ, one of the world’s most-used search engines.

You or someone in your firm can do each of these in minutes to help spread the word about your firm and increase your search results in Google.

1. Natural search results using keywords
2. Google Places
3. Advertising on Google

Let’s begin by talking about natural search results. Natural search results are the results a user retrieves when he/she inputs a search term into a browser, such as Google.  For example, let’s say a person is looking for a CPA in Cincinnati. They might enter a search term, such as “CPAs in Cincinnati”. If you practice in Cincinnati, your firm’s name should appear on the first page of the browser results—in this case Google, but only if you’re using online marketing to its fullest.

What are keywords? Keywords are terms you use to identify your web site, specialties, office location(s), key partner names, firm name, and services your firm provides. Let’s take an example from our “CPAs in Cincinnati” exercise. When searching for CPAs in Cincinnati, you can see the results on the left of the map. Those results were provided using keywords such as “cpas in Cincinnati,” and “Cincinnati CPA,” on their web site keywords meta tag. For example, one site uses <meta NAME="Keywords" Content="cincinnati CPA, accounting firm, tax, accounting, cincinnati, Ohio, [your company name]">.

Another way to ensure your listing shows up on the front page of Google is through the use of Google Places.

Google Places is a way to mention your firm’s web site and services by location (local area or region). It’s a simple process to set up, and takes little-to-no maintenance to sustain. You can add as little or as much information about your firm into the profile account. Note: You must have a Google account in order to set up a Google Places profile.

With Google Places you receive a dashboard to easily see who is clicking on your profile, and how often people are searching for CPAs in your area. You will also be able to discern the impressions, or views, your site is getting, along with the actions people took to become more familiar with your firm.

Notice on the graphic above, that the two firms with reviews are highlighted. Reviews are a very helpful way for potential clients to learn more about your firm from those who are already clients. Once the firm’s profile is established, encourage your clients to write and post positive reviews.

Additionally, to help you with your marketing campaign on Google, CPA2Biz offers another option that encompasses the items above and more into one, low-cost option. It’s called Advertising on Google. This program helps to promote your practice and services to new customers through the powerful algorithm from Google.

With the Advertising on Google services you can:

• Drive more traffic to your web site;
• Promote a specialized service; and
• Reach more prospective customers in your local community.

Further, you will also receive:

• Multiple custom online ads;
• Relevant keywords lists;
• Active campaign management;
• Bi-monthly status reports; and
• Web site review.

This service takes marketing to the next level. In addition to helping your natural search results increase, this program also provides you with advertising about your firm on Google’s site. The image at the right shows an ad placement for a firm in Mason, OH. It also helps to take the guesswork out of determining keywords and campaign management.

Placing your firm’s name and creating profiles on these sites not only increases your firm’s exposure, but also amplifies your natural search engine results through the use of multiple listings on various sites. The more your firm’s name appears on the web, the more relevant it will be in the Google algorithm, or with any search engine.

Most important, though, is to ensure that your clients and potential clients find your firm’s name when they are searching for the services they need, when they need them.

Is your firm easy to find on the web? If not, you may want to employ some or all of these approaches.