Value of SEO in CPA Firms

If your Partner/Leadership team is like most accounting or CPA firms, then you understand the importance of demonstrating the value of search engine optimization. When working in a large local firm I spent a many hours working on our website, essentially optimizing the content and structure to attract to visitors. When reviewing my time allocation most of the partners believed I was working on the overall look and feel of the website. They did not understand that SEO is a continuous process of keyword, research, testing, visitor tracking, etc. At the end of the day they wondered what I was doing with the website that took so much time. To illustrate how the work I was putting into the website was paying off, I began tracking a number of metrics.

While the metrics I was using to track and demonstrate return were specific to my firm, I think it is important for every marketing professional to consider how they will demonstrate the value the firm is getting from the website. The reality is the Partners will want to see new business that was closed from the SEO work. However, this is not always an option since optimization does not immediately lead new business. Moreover, I don’t believe the only purpose of SEO is solely to get new business. In searching the web I found a great blog post on Search Engine Journal, entitled 10 Ways to Show Value From Your SEO Efforts.

The post provides the reader with a great deal of information about the various ways one can measure activity in a meaningful way that demonstrates a tangible ROI on the effort. In the accounting, and to a greater extent the professional services world, it is essential to provide leadership with as much information as possible on your SEO activities.  While not every firm can implement these strategies, if you can begin working with one or two it will greatly improve your ability to demonstrate value.

Topics Covered Include:

• Daily Status Logs
• Daily Traffic Reports
• Organic Search Engine Referral Traffic
• Engagement Reports
• Ranking Reports
• Link Building Reports
• Brand Mentions
• Conversion Rates
• Monthly Review
• Revenue Figures

If you are looking for ideas on how to measure and assess progress in digital media marketing I highly recommend this blog post. Click here to read the entire piece.