june2022 - 30

MARKETING YOUR FIRM
AHow
HERE'S A SCENARIO in which you might be familiar. A partner in your firm
specializes in a niche area. But he/she is not showing up prominently in search
results. What can you do to help elevate the search ranking and to generate
more leads for the firm?
5 SEO TIPS FOR NICHE SERVICES
First, create a dedicated web or landing page for
the niche service you want to elevate. Ensure
that page has the following items:
■ Title tag with the niche keyword, e.g., Best Austin
Accounting Firm for Nonprofits
■ Description tag with the niche keyword, it must
be fewer than 160 characters (including spaces),
e.g., [Firm name] has been serving the nonprofit
industry for more than 30 years. Helping them
to maximize tax deductions, while increasing
cash flow.
■ Keyword tag with a keyword-focused phrase,
e.g., accounting best practices for nonprofits
■ Header tags (at least one) should include the
keyword too, such as [featured partner's name]
Leads our Nonprofit Practice, How [firm name]
Helps Nonprofits to Succeed, or What our
nonprofit clients have to say.
■ Include a form on the page for a downloadable,
such as a case study, or best practices tip
booklet, to collect leads.
Second, identify existing blog content or
resources for the niche. Then add the partner's
name as the author on those items. You can
also create a pillar page (a single page with a
list of blog articles and resources for that niche)
that has links to all the content associated with
the niche. If you have more than one prominent
niche member, put a different name on each
resource.
Third, ensure their image alt tag and image
file name incorporate the partner's name, the
keyword, and firm, e.g., the alt tag would be
similar to [firm name] [partner name], CPA for
Nonprofits, and the image file name might be
partner_name_CPA_Nonprofit_firm_name.png.
Alt tag and File Name Example
MyCPAFirm Livingston, CPA for Nonprofits
Becky_Livingston_CPA_ MyCPAFirm_
Nonprofit.png
Fourth, when posting social media content
related to the niche, mention the partner's name
in the copy, such as Need Help? Contact [insert
partner name]. Also include the firm's branded
hashtag and #nonprofit on the image or in the
post copy.
Fifth, on their LinkedIn bio, or any social
30 JUNE 2022 ■ www.CPAPracticeAdvisor.com
ccounting Firms
Can Target a Niche
Using
SEO
By Becky Livingston
media bios, add the niche area in the title and in
any relevant experience. Keep this focused and
short, using a bulleted format, like the following:
Partner Name, CPA
Specializing in Nonprofit Success
* Financial statement analyzer for
nonprofits
* Accounting software specialist for
nonprofits
* Let's attack on your cash flow situation
together
* Working with you to tackle your difficult
accounting, payroll, and tax needs
Bonus Tip: If the niche is an important
business goal, create a social media, content
development, and marketing strategy to support
that goal.
What niche do you want to rank for? ■
Becky Livingston is the President and CEO of Penheel
Marketing, a NJ-based firm specializing in social media
and digital marketing for CPAs. With over 25 years of
marketing and tech experience, she is the author of " SEO
for CPAs - The Accountant's SEO Handbook " and " The Accountant's
Social Media Handbook. " In addition to being a
practitioner, she is a dog lover, an active on the Association
for Accounting Marketing (AAM) social media committee,
an adjunct professor, and a speaker/trainer. Learn more
about Becky and her firm at https://Penheel.com.
https://www.Penheel.com http://www.CPAPracticeAdvisor.com
june2022

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