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 writeandre@practiceignition.com 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