Getting Google’s attention doesn’t have to be difficult—although, as an SEO specialist, I’ll admit sometimes it’s not much different than chasing a client for financial documents. SEO strategy takes time and patience.

If you’re looking for a few easy ways to help your accounting firm’s website rank higher in search results, I recommend implementing these three website tips first.

1. Use SEO Keywords

What are keywords? These are the terms that your ideal client puts into the Google search bar to find you and your services. Keywords should be sprinkled on your website pages, but only one per page is best.

How do you develop a keyword list? 

You don’t have to be a keyword research pro or SEO specialist to create a list of keywords. The easiest tool to come up with keywords for your company website is you. (Your expert brain.)

Why is your knowledge the best SEO tool?

  • You’re an expert in your industry.
  • You’re the expert to your clients.
  • You know how they think.

Let’s put that expertise to work.

An excel spreadsheet that and seo specialist may use to write keyword suggestions

  • Step 1. Get out a pen and paper—or an Excel spreadsheet. (You don’t have to buy fancy marketing software or tools for keyword research.)
  • Step 2. Write down a list of terms (2-4 words long) that your clients would search for to find what you sell.
  • Step 3. Head to Google and put those terms in the search bar—see what pops up.

Congrats, you’ve got the start to your first keyword list.

2. Analyze Your SEO (For Free)

Most SEO consultants use expensive and specialized tools to help their clients. In my arsenal, I regularly use Screaming Frog, SEMRush, WriterZen, chatGPT, SEOptimer, and others. But if you’re trying to figure out what’s going on with your website (and where to focus your SEO efforts), you really only need Google.

How can you quickly get an overview of your website’s performance?

Google Chrome’s Lighthouse.

What is Lighthouse? It’s an open-source, automated developer tool designed to improve the performance, quality, and accuracy of your web pages and apps. And it’s free and easy to access.

An example of Google Lighthouse report

Here’s how:

  1. Open Google Chrome.
  2. Go to your website. 
  3. Right-click and select “Inspect.”
  4. Go to “Lighthouse.” 
  5. Click “Analyze Page Load.”

This report will give you a brief overview of your website’s performance in performance, accessibility, best practices, SEO, and progressive web apps. It’s a quick benchmark tool I share with my clients as an SEO specialist before we jump into any project.

3. Add Internal and External Links

Internal and external links are the backbone of SEO. But what are they? 

  • Internal links connect pages within your website.
  • External links connect to other websites.

Why prioritize internal and external links?

Internal links help search engines crawl and understand your website’s content while also helping users navigate throughout the site. By linking to high-quality external sources, internal links also help boost your website’s authority and credibility.

How can you incorporate internal and external links into your CPA firm’s website?

  • For internal links, make sure to link relevant pages together within your content.
  • For external links, look for reputable websites or sources related to your industry or services and include them in your content.

When you work with an SEO specialist, they often recommend link building and an internal linking strategy to help improve your website’s SEO and overall user experience.

DIY or Work with an SEO Specialist

Whether you’re doing SEO on your own, having a team member handle it, or working with an SEO specialist, these tips can help set your CPA firm’s website up to capture the attention of Google and bring leads to you.

If you’re a professional services or accounting firm looking to partner with an SEO consultant, I’m here to help. Contact me today for personalized insights on bringing in more leads through SEO services and strategy.