It’s fair to say that digital marketing is no longer a buzzword for accountants in 2017. In fact, it has become such an integral part of business for modern accounting firms that more and more accountants are accepting digital marketing (mostly Search engine optimisation - SEO) as an easy way to grow their business.
So, are you one of those innovative accounting firms that has succeeded in bringing new business by following modern digital marketing trends? If you said no to that, it’s time to move the needle in your conventional marketing.
The question is, what are the growth hacking trends that accounting firms should focus on to get their websites noticed on search engines in 2017?
We have listed 5 trends that will help you do just that:
1. Voice search
Voice search is gaining impetus but was not actually playing a vital role in search marketing. Regardless, mobile is becoming omnipresent and according to a report, in 2016, 56% of users are employing voice search to find what they are looking for on the internet.
In 2017, the number is increasing as it is a lot easier than typing. In fact, it is more effective especially when you are multi-tasking or are in a rush.
When it comes to optimisation for voice search, it is not the same as typing keywords or phrases. It is more about spoken phrases which include “who, what, where, why and how”. To successfully implement voice search in your SEO, use a FAQ (frequently asked questions) strategy for your content, understand the intent of searchers and use long-tail keywords asked by users or your customers.
Long-tail keywords are the words and phrases that are more specific to the service or product you deliver – frequently used by someone when they have a clear idea of what they are looking for or are further down the decision making process.
2. Mobile First Index
For now, all Google users get the same search results whether they use smartphones or a desktop computer. However this is changing. The move to make mobile search results a priority will take place in the next few months.
Following this trend will help your website to stay afloat. If you are concerned that you don’t have a mobile website, don’t worry too much about that. Making your website responsive or a dynamic serving site where the primary content and markup is equivalent across mobile and desktop, will make your website eligible for mobile-first index.
According to Searchengineland: ‘Google has crawled the web from a desktop browser point of view, and now Google is changing that to crawl the web from a mobile browser view.’
3. “Dense” Content
This new trend ignores the length of a piece of content entirely. Yes, you heard it right! Providing as much information as possible in the smallest possible space is the new face of dense content. Write authentic content that covers a long topic briefly and precisely.
Your readers will definitely comeback for more if your content helps them to learn new things in a short time.
4. User Experience Optimization (UEO)
UEO has become more crucial following Google’s mobile first index update. It’s an alarm call to wake up those businesses still using dated websites. If your website loads quickly, offers the user easy navigation and a great browsing experience, then Google favours your website more.
In 2017, UEO is gaining traction as there are lots of updates coming from Google - like AMP, mobile first index and Mobilegeddon.
5. Marketing automation
Marketing Automation refers to software that automates a lot of repetitive marketing actions such as emails and social media (among others) for you.
This gamification in marketing can help a marketer to manage several accounts, track prospects and clients, monitor their behaviours, make a sales pitch in real time or run a campaign.
Every marketing strategy like email marketing, social media marketing, CRM and behavioural marketing can be integrated with automation which will grow your accountancy practice with ease.
To summarise, these are the top 5 growth hacking trends you can expect to see more of in 2017:
- Voice Search
- Mobile First Index
- “Dense” Content
- User Experience Optimization (UEO)
- Marketing Automation
The digital marketing world is constantly changing. If you are determined to implement these trends, your accountancy practice will get the best out of it.
About the author
SEO Manager, QX Limited
Jyoti, a HubSpot Inbound Certified SEO Professional, has been associated with QX more than 2 years and has an overall experience of around 6 years in SEO. She focuses on actionable SEO strategies that drive results.