Marketing for Accountants 101: Branded versus Non Branded Search
Understanding the difference between branded and non branded search results can give you a better understanding on things you need to work on in promoting your tax accounting practice online.
What is the first thing a new prospect does when they are referred to you? Most likely they Google your name (Ex: spencer wilson ea). This is an example of a branded search. What your prospects see on the search results will influence whether or not they become a client. Is your website prominently displayed at the top of the results? Do the review sites like Yelp and TaxBuzz.com showcase your five star ratings? If either of these are not happening, you need to work on optimizing your website and your online reputation.
Non branded search terms are location and key word based (Ex: long beach tax accountant). They will normally display the Google local pack, plus other marketplace sites and local businesses. Your goal is to get your brand prominently displayed on non branded search terms. Sometimes it is best to go after long tailed search terms since they have less competition. For example, instead of optimizing your website for "Long Beach CPA", you try to get traffic to a more detailed search phrase like "Long Beach CPA for medical professionals". This search term is much more focused with less competition. Better yet, the traffic to this search term would be much more targeted. To get traffic for a long tailed search term you need to develop content for that term. So when the web visitor gets to the landing page, the content should match the search term.
Watch the video below for some quick examples. Work on getting reviews and optimizing your website and you too can get results like this.
Lee Reams II
I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.