By Marli Naidoo
To have a website for your company is not the same as having an effective website. You may create the most interesting and visually stimulating website and still not be easily found on Google. Since August 2018, Google has been paying closer attention to the quality of the information available on websites it believes can have a financial and physical impact on people. Websites that focus on finances, which includes auditing firms, are included in the websites closely scrutinised.
Google wants to make sure people are not exposed to websites in this industry that may contain misleading information. The search engine goes through a process where websites are closely examined for signs of the expertise, authority and trustworthiness of the company or business behind the website.
How can you make sure your website meets all these requirements and appear high on the list in a Google search?
Make sure the qualifications and experience of everyone in your company can be viewed on the website. A good way to accomplish this is to create a page called “Meet the team” on the website. Links to everyone’s LinkedIn profiles should also be included on this page. All the webpages on your website that provides information about accounting should include a brief biography of someone in your company, which will prove that the information was compiled or reviewed by a qualified person.
Make sure all the facts on your website are correct and in line with best practices. Google’s intelligence is now so sophisticated that it can understand claims made on webpages. It compares your information with news articles, journals, published academic research and current thinking on any topic. Therefore, to maintain your trustworthiness, you should check the content on your website regularly and replace or update any outdated articles. In particular, make sure your blog posts are still accurate and that information is updated.
Make sure your practice features on the list of authority websites in the financial sector. Google not only looks at what is happening your website; it also looks at your digital footprint on other websites. For example, it would be to your advantage if you or one of your team members is mentioned or quoted on accounting or financial practices on another website. It makes you appear to be more trustworthy. Any media coverage, articles or interviews, and any pro bono work done by the firm or community work you are involved in may also be noted by Google and therefore be beneficial to you in Google optimisation.
Add information that will indicate to Google that you are not just a referral website that only exists to collect people’s email addresses to resell to other businesses. Achieve this by adding human elements that prove you are a real business that provides a service and physically exists. Create a “Contact us” page that includes a Google map. Clients’ reviews on your website, a Google business profile and active social media pages with client participation are great ways to accomplish this.
Therefore, make sure you are visible everywhere on the internet, and that your information is always accurate and relevant, and that you build a network of solid and trustworthy connections. Every small step can help your visibility and give you a higher ranking in a Google search.
Accounting Weekly: https://accountingweekly.com/how-to-get-eyeballs-on-your-accounting-practice-website/
Firm of the Future: https://www.firmofthefuture.com/content/3-ways-to-optimize-your-accounting-practices-online-business-listings-and-why-it-matters/