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How to Use Search Engines to Grow your Accounting Firm, Bookkeeping Firm, CPA Firm or Tax Firm

Published on: December 6 2022 by FeedbackWrench

How to Use Search Engines to Grow your Accounting Firm, Bookkeeping Firm, CPA Firm or Tax Firm

How to Use Search Engines to Grow your Accounting Firm, Bookkeeping Firm, CPA Firm or Tax Firm

startTime durationTime text
00:00:00 00:00:04 hey what's going on guys we're going to
00:00:01 00:00:07 tok about search engine optimization
00:00:04 00:00:09 for accountants bookkeepers cpa firms
00:00:07 00:00:11 tax firms this is whether you're a firm
00:00:09 00:00:13 or if you're just like that solopreneur
00:00:11 00:00:15 that's trying to build up their business
00:00:13 00:00:17 accounts now go check out my channel
00:00:15 00:00:18 while you're on my channel right now but
00:00:17 00:00:21 check out feedback wrench you know we do
00:00:18 00:00:23 web design paid ads and seo for small
00:00:21 00:00:25 businesses in partikular we love
00:00:23 00:00:26 helping the financial services industry
00:00:25 00:00:27 and in partikular accountants and
00:00:26 00:00:28 bookkeepers but we do construction
00:00:27 00:00:30 businesses
00:00:28 00:00:32 but before i had feedback wrench i
00:00:30 00:00:33 started and launched
00:00:32 00:00:35 nuanced financial tax and accounting out
00:00:33 00:00:36 of lakeville here and just so that you
00:00:35 00:00:38 can kind of see
00:00:36 00:00:39 what it is that we got going i'm going
00:00:38 00:00:40 to tok to you about how to rank in
00:00:39 00:00:44 search engines
00:00:40 00:00:45 for your um website here so real quick
00:00:44 00:00:47 what i want you to know we're going to
00:00:45 00:00:49 tok about how many keywords
00:00:47 00:00:50 what are the most important keywords for
00:00:49 00:00:52 accountants and bookkeepers
00:00:50 00:00:54 what are like the key phrases or the
00:00:52 00:00:56 different search engine optimization
00:00:54 00:00:57 uh terms and i'm going to tok about how
00:00:56 00:00:58 would you actually go about ranking for
00:00:57 00:00:59 these
00:00:58 00:01:01 and we're gonna get into some things so
00:00:59 00:01:04 the first thing that i want you to know
00:01:01 00:01:04 is that there's a there's three stages
00:01:04 00:01:06 of funnel
00:01:04 00:01:08 keywords okay and i don't want you to
00:01:06 00:01:09 think about just specific keywords just
00:01:08 00:01:12 think about topics right
00:01:09 00:01:13 so you have topo funnel middle of funnel
00:01:12 00:01:15 and bottom of funnel and that's a sales
00:01:13 00:01:17 funnel so top middle and bottom
00:01:15 00:01:19 and on the top you have questions that
00:01:17 00:01:20 you would ask when you're just
00:01:19 00:01:22 it's usually about your problem that you
00:01:20 00:01:24 have so like in the tax difference
00:01:22 00:01:26 between an llc and an s corp
00:01:24 00:01:28 that's a great top of funnel keyword
00:01:26 00:01:29 that somebody would grab their phone and
00:01:28 00:01:32 search about right
00:01:29 00:01:34 how do you set up an llc in minnesota
00:01:32 00:01:35 how to convert to an s corp in minnesota
00:01:34 00:01:37 there's
00:01:35 00:01:39 a whole bunch of top of funnel things
00:01:37 00:01:40 i'm not looking for a solution but i
00:01:39 00:01:41 have a problem i'm trying to get
00:01:40 00:01:43 educated about it
00:01:41 00:01:44 those are top and middle of funnel
00:01:43 00:01:46 keywords right um
00:01:44 00:01:48 the cl and then the bottom of funnel
00:01:46 00:01:49 keywords are accountants near me
00:01:48 00:01:53 bookkeepers near me
00:01:49 00:01:55 tax professionals near me cpas near me
00:01:53 00:01:57 all of those types of keywords let me
00:01:55 00:01:58 show you something here real quick
00:01:57 00:02:00 this is probably the most important
00:01:58 00:02:02 thing i have a blog post called the seo
00:02:00 00:02:03 seo for accountants and cpa firms now
00:02:02 00:02:07 we're heading on
00:02:03 00:02:09 seo for cpa and cpa firms accountants
00:02:07 00:02:10 you know search engine optimization for
00:02:09 00:02:13 bookkeeping companies
00:02:10 00:02:14 and if you you come here and you go to
00:02:13 00:02:16 my blog
00:02:14 00:02:17 you can find this right the link is in
00:02:16 00:02:19 the description of the video but let me
00:02:17 00:02:22 hit on something real quick
00:02:19 00:02:26 i did some simple research
00:02:22 00:02:29 on google paid search
00:02:26 00:02:31 in a thing called the keyword planner
00:02:29 00:02:33 and i know enough of this because we do
00:02:31 00:02:35 this for all sorts of customers but what
00:02:33 00:02:38 i'm showing you here
00:02:35 00:02:40 is the keyword phrase that google has
00:02:38 00:02:42 now this is the exact phrase
00:02:40 00:02:43 i'm showing you exact phrase there's
00:02:42 00:02:46 about a hundred
00:02:43 00:02:48 iterations of each one of these that
00:02:46 00:02:49 have tons of volume that it's not
00:02:48 00:02:50 showing so these are conservative
00:02:49 00:02:53 estimates
00:02:50 00:02:54 the other part this is national in the
00:02:53 00:02:57 united states so
00:02:54 00:02:59 not canada but the united states okay
00:02:57 00:03:01 and what you'll see here is if you
00:02:59 00:03:04 search accounting services
00:03:01 00:03:04 on average there's about 12 000 searches
00:03:04 00:03:07 a
00:03:04 00:03:11 month this graph is showing
00:03:07 00:03:11 monthly keyword searches and that's for
00:03:11 00:03:13 sure this is
00:03:11 00:03:16 only for that exact phrase then you have
00:03:13 00:03:19 accountants have 91 000 a month
00:03:16 00:03:21 accountants near me 41 000 bookkeepers
00:03:19 00:03:24 60 000 bookkeepers near me
00:03:21 00:03:27 6600 bookkeeping services 8 100
00:03:24 00:03:29 cpa near me 61 000
00:03:27 00:03:30 tax preparation 40 000 payroll companies
00:03:29 00:03:33 now
00:03:30 00:03:34 all of these except for tax preparation
00:03:33 00:03:35 are great keywords for small business
00:03:34 00:03:37 accounting right
00:03:35 00:03:40 so that means when you take a look at
00:03:37 00:03:43 this you have
00:03:40 00:03:46 327 000 searches a month
00:03:43 00:03:48 occurring for take action bottom of
00:03:46 00:03:49 funnel keywords in fact here's the list
00:03:48 00:03:50 you can come in here
00:03:49 00:03:52 and here's what i want to show you this
00:03:50 00:03:55 is what bottom of funnel does so
00:03:52 00:03:57 bookkeepers near me you know accounting
00:03:55 00:04:00 services
00:03:57 00:04:02 right accounting services most of these
00:04:00 00:04:04 are going to show what's called the
00:04:02 00:04:06 local snippet so let me just quick unbox
00:04:04 00:04:08 this you have
00:04:06 00:04:09 paid ads and look at this there's four
00:04:08 00:04:12 paid ads
00:04:09 00:04:15 then you have the google my business and
00:04:12 00:04:17 then you have your organics results okay
00:04:15 00:04:18 here's what i'll tell you we can use ads
00:04:17 00:04:20 to show up here
00:04:18 00:04:22 but the primary thing that we have to
00:04:20 00:04:25 identify is these bottom of funnel
00:04:22 00:04:26 core commercial keywords almost all
00:04:25 00:04:28 trigger the local snippet
00:04:26 00:04:29 and what that means is that your google
00:04:28 00:04:33 my business
00:04:29 00:04:34 can rank in about a 30 mile circle for
00:04:33 00:04:36 these keywords and maybe even more
00:04:34 00:04:37 sometimes it's 50 60 miles
00:04:36 00:04:40 if you're in new york in a high
00:04:37 00:04:41 populated height really high density
00:04:40 00:04:43 area
00:04:41 00:04:44 sometimes it's smaller but here's how
00:04:43 00:04:47 you actually rank
00:04:44 00:04:48 now google wants and this is i'm just
00:04:47 00:04:50 going to cover this really quick google
00:04:48 00:04:51 wants to serve up in search engines the
00:04:50 00:04:55 most trustworthy
00:04:51 00:04:56 authoritative and expert based solution
00:04:55 00:04:58 right it wants it needs to know that
00:04:56 00:04:58 you're worthy of trust it doesn't just
00:04:58 00:05:00 show off
00:04:58 00:05:01 some random person well there's a lot
00:05:00 00:05:03 that goes into that you have to
00:05:01 00:05:05 have a good website you have to have an
00:05:03 00:05:08 entire footprint around you
00:05:05 00:05:10 good reviews you need to have backlinks
00:05:08 00:05:12 to your site and but what i found is
00:05:10 00:05:14 that in google my business
00:05:12 00:05:16 google my business your google my
00:05:14 00:05:17 business profile which is google dot com
00:05:16 00:05:20 forward slash business
00:05:17 00:05:22 this little profile here coupled with
00:05:20 00:05:24 your overall
00:05:22 00:05:25 seo for your website these two work in
00:05:24 00:05:27 tandem in fact it says
00:05:25 00:05:29 provides full service accounting that's
00:05:27 00:05:30 because that's on their website and it's
00:05:29 00:05:32 been optimized in their google my
00:05:30 00:05:33 business i know this
00:05:32 00:05:35 they abandon a whole bunch of the
00:05:33 00:05:38 principles that i had taught them
00:05:35 00:05:39 part of what happened but what i'm
00:05:38 00:05:40 getting at is these core commercial
00:05:39 00:05:42 keywords can be
00:05:40 00:05:44 won if you get more reviews than
00:05:42 00:05:46 everybody else and they're super
00:05:44 00:05:48 important okay so you can win on those
00:05:46 00:05:49 those are that's the different types of
00:05:48 00:05:51 keywords that you have okay
00:05:49 00:05:54 now from there what i want you to
00:05:51 00:05:56 realize is that
00:05:54 00:05:58 google will do a number of things and i
00:05:56 00:06:00 just want to tok about what are the six
00:05:58 00:06:00 foundations to actually have good seo
00:06:00 00:06:02 okay
00:06:00 00:06:04 and here's i'll cut to the chase you
00:06:02 00:06:05 have to have a good optimized website
00:06:04 00:06:07 first okay
00:06:05 00:06:08 so you have to build an excellent
00:06:07 00:06:10 website that's easy to use that's the
00:06:08 00:06:12 number one thing okay
00:06:10 00:06:14 number two is you have to get the most
00:06:12 00:06:14 google and facebook reviews and that's
00:06:14 00:06:18 because
00:06:14 00:06:18 when you show up in that
00:06:18 00:06:22 google my business box you need to have
00:06:20 00:06:23 more reviews than everybody else
00:06:22 00:06:26 you'll close more deals and i would say
00:06:23 00:06:27 put put those on your website as well
00:06:26 00:06:29 third you have to perform fundamental
00:06:27 00:06:30 seo on your website
00:06:29 00:06:32 that website needs to have good meta
00:06:30 00:06:34 titles meta descriptions it needs to be
00:06:32 00:06:36 fast it should have alt image tags it
00:06:34 00:06:38 shouldn't have too many headers
00:06:36 00:06:39 it should have good fundamentals okay
00:06:38 00:06:41 and we do that
00:06:39 00:06:43 number four you need to write
00:06:41 00:06:45 authoritative artikles
00:06:43 00:06:46 and content that solve relevant queries
00:06:45 00:06:49 so what i'm doing here
00:06:46 00:06:52 this is an example of an authoritative
00:06:49 00:06:55 good piece of content that's written
00:06:52 00:06:57 it's not thin it's actually quite thick
00:06:55 00:06:59 this has everything you would need to
00:06:57 00:07:01 know about seo
00:06:59 00:07:03 for an accountant this is meant to rank
00:07:01 00:07:05 for seo for accountants
00:07:03 00:07:07 that's why this is here right and what
00:07:05 00:07:08 i'm trying to do here ironically is this
00:07:07 00:07:11 is a well
00:07:08 00:07:11 optimized artikle i have it's skimmable
00:07:11 00:07:14 it
00:07:11 00:07:16 teaches the truth i i link out to like
00:07:14 00:07:19 this goes to google
00:07:16 00:07:22 this goes to google i'm linking out to
00:07:19 00:07:22 the most authoritative
00:07:22 00:07:27 sources out there i have a good mix of
00:07:25 00:07:29 questions and queries everything's
00:07:27 00:07:32 optimized for these questions
00:07:29 00:07:34 so you have to write good authoritative
00:07:32 00:07:36 content you have to write content on
00:07:34 00:07:37 your website otherwise you won't rank
00:07:36 00:07:39 for very many keywords
00:07:37 00:07:41 and you won't rank very high for them
00:07:39 00:07:44 next you have to promote the content so
00:07:41 00:07:46 that people can consume it if
00:07:44 00:07:48 nobody reads your stuff google will
00:07:46 00:07:50 never know if it's any good okay so you
00:07:48 00:07:52 have to use facebook ads
00:07:50 00:07:53 some paid search ads to kind of jump
00:07:52 00:07:55 start your advertising
00:07:53 00:07:56 your content you have to get the content
00:07:55 00:07:58 in front of people so google can see
00:07:56 00:08:00 that people like reading it
00:07:58 00:08:02 and then last you have to attract
00:08:00 00:08:02 backlinks and build authority to that
00:08:02 00:08:04 artikle
00:08:02 00:08:06 this is probably the hardest thing to do
00:08:04 00:08:08 now we have a collaboration
00:08:06 00:08:10 between scores of different accounting
00:08:08 00:08:12 websites where what we do is
00:08:10 00:08:13 because we're writing for them we can
00:08:12 00:08:15 also write with you
00:08:13 00:08:17 but what you want to do is you want to
00:08:15 00:08:17 be the source for other great pieces of
00:08:17 00:08:19 content
00:08:17 00:08:21 not only that you want to produce
00:08:19 00:08:23 content that when people look at it they
00:08:21 00:08:25 would actually link to because it's
00:08:23 00:08:26 really helpful right
00:08:25 00:08:28 so that's really what you're trying to
00:08:26 00:08:31 do is you're trying to make sure that
00:08:28 00:08:32 you do the fundamentals over time to win
00:08:31 00:08:34 and the idea is is that you would have
00:08:32 00:08:35 core commercial keywords that you'll
00:08:34 00:08:38 rank high for
00:08:35 00:08:41 and then you'll also have um
00:08:38 00:08:42 some different pages that do really well
00:08:41 00:08:44 now this is a tool called the search
00:08:42 00:08:45 console this is you actually hook up to
00:08:44 00:08:48 google's search
00:08:45 00:08:50 engine and we do this for you um but
00:08:48 00:08:52 once you hook your website up to this
00:08:50 00:08:54 we can come in and find out what are the
00:08:52 00:08:54 queries and the searches that are
00:08:54 00:08:57 actually
00:08:54 00:08:59 generating clicks for you so this is
00:08:57 00:09:00 over the last 28 days
00:08:59 00:09:02 you know people are searching our
00:09:00 00:09:04 business name we have page rank checker
00:09:02 00:09:06 how to find b2b clients drawbacks of
00:09:04 00:09:08 entrepreneurship multiple domains
00:09:06 00:09:10 for one website um those are all the
00:09:08 00:09:12 queries i'll just tell you there's
00:09:10 00:09:14 thousands of iterations of them so it
00:09:12 00:09:15 goes on and on and on and on and on
00:09:14 00:09:19 you know each one's about one because
00:09:15 00:09:21 it's counting it like discreetly
00:09:19 00:09:23 but if we come over to pages here what
00:09:21 00:09:24 you'll see is that you can see that you
00:09:23 00:09:26 know the multiple domains should you
00:09:24 00:09:27 have multiple domain names got 520
00:09:26 00:09:30 clicks over the last
00:09:27 00:09:32 28 days i've got six figures of 16
00:09:30 00:09:35 clients got 201
00:09:32 00:09:37 clicks over the last 28 days
00:09:35 00:09:38 what happens when you like a review how
00:09:37 00:09:40 to share files with google drive so i
00:09:38 00:09:42 have all these blogs some of these
00:09:40 00:09:44 are really good feeders for me and some
00:09:42 00:09:46 of them aren't that great but
00:09:44 00:09:47 this will show you what's happening so
00:09:46 00:09:48 we're going to make sure that we get you
00:09:47 00:09:50 plugged into that
00:09:48 00:09:51 and then we'll also set up a really
00:09:50 00:09:53 strong um
00:09:51 00:09:55 system for you to understand what's
00:09:53 00:09:57 happening with your website right
00:09:55 00:09:58 now this is google analytiks and what
00:09:57 00:10:02 you'll see here
00:09:58 00:10:04 is we've got each page listed out here
00:10:02 00:10:05 and this is over the last so june 23rd
00:10:04 00:10:07 to june 29th
00:10:05 00:10:08 that here's my website here's my
00:10:07 00:10:11 accountant websites
00:10:08 00:10:12 this is my homepage account and website
00:10:11 00:10:14 web page
00:10:12 00:10:16 multiple domains six figures with 16
00:10:14 00:10:18 clients and what you'll see here is this
00:10:16 00:10:20 is how many page views how many
00:10:18 00:10:22 users but look at this the average time
00:10:20 00:10:24 on page
00:10:22 00:10:26 all of the artikles that i have that are
00:10:24 00:10:28 ranking so high look at this
00:10:26 00:10:29 13 and a half minutes average time on
00:10:28 00:10:31 page
00:10:29 00:10:33 four and a half minutes average time on
00:10:31 00:10:35 page 17 minutes
00:10:33 00:10:37 time on page what you're seeing there is
00:10:35 00:10:38 that people
00:10:37 00:10:40 and as i dive a little bit deeper i've
00:10:38 00:10:44 got some that are 18
00:10:40 00:10:44 20 minutes 17 minutes 16 minutes there
00:10:44 00:10:47 are some
00:10:44 00:10:47 big time time on page which is not
00:10:47 00:10:49 typical
00:10:47 00:10:52 and that's because i have a commitment
00:10:49 00:10:55 to really helping
00:10:52 00:10:57 people see the light when it comes to
00:10:55 00:10:59 my website in fact here's the should you
00:10:57 00:11:00 use multiple domain names this whole
00:10:59 00:11:01 thing
00:11:00 00:11:02 is about the best artikle about whether
00:11:01 00:11:04 or not you should have more than one
00:11:02 00:11:07 domain pointed to your website
00:11:04 00:11:09 it gets served up a ton it's super
00:11:07 00:11:10 helpful it's clear to understand
00:11:09 00:11:12 and it creates results for me i get
00:11:10 00:11:14 calls on that all the time so
00:11:12 00:11:16 anyways folks if you're looking to do
00:11:14 00:11:17 search engine optimization for your
00:11:16 00:11:18 accounting firm
00:11:17 00:11:20 start with getting your google my
00:11:18 00:11:22 business your google reviews and then
00:11:20 00:11:24 invest in content marketing if you like
00:11:22 00:11:27 the idea of doing it together
00:11:24 00:11:28 we can do that together otherwise and
00:11:27 00:11:31 that'd be the big thing
00:11:28 00:11:34 don't settle for an anemic click
00:11:31 00:11:36 funnels website or a template from cpa
00:11:34 00:11:38 site solutions right
00:11:36 00:11:39 those websites have very little
00:11:38 00:11:40 advantage
00:11:39 00:11:42 partikularly in search engine
00:11:40 00:11:44 optimization because they're filled with
00:11:42 00:11:47 duplicate content
00:11:44 00:11:48 you have to have a unique page that it
00:11:47 00:11:50 doesn't exist somewhere else and it
00:11:48 00:11:52 should have good fundamentals
00:11:50 00:11:54 should look nice it should actually
00:11:52 00:11:56 engage with users for you to rank
00:11:54 00:11:58 click funnels is cute to run lead lead
00:11:56 00:11:58 magnets to but it doesn't do a very good
00:11:58 00:12:02 job at
00:11:58 00:12:04 all over time um and it's really hard to
00:12:02 00:12:06 set up and make look nice and then the
00:12:04 00:12:08 cpa site solutions or
00:12:06 00:12:10 accountants for websites or some of
00:12:08 00:12:12 these other template systems
00:12:10 00:12:13 you know your site has the same content
00:12:12 00:12:17 as like 7
00:12:13 00:12:19 000 other cpas it doesn't rank very high
00:12:17 00:12:21 maybe your home page will but it's just
00:12:19 00:12:23 almost in spite of your seo instead of
00:12:21 00:12:24 because of your seo so
00:12:23 00:12:26 we'll get your website set up there you
00:12:24 00:12:26 know i'll just hit on this real quick
00:12:26 00:12:28 too
00:12:26 00:12:29 the other thing that you're going to see
00:12:28 00:12:31 is that you have to have a services
00:12:29 00:12:32 system in here
00:12:31 00:12:34 i'll hit on that later in fact that'll
00:12:32 00:12:38 be the next video good luck god bless i
00:12:34 00:12:38 hope things go well for you