Optimising your Accountancy Blog

If you’re responsible for your Accountancy firm’s blog, you’ll be familiar with the challenge you face when trying to meet two very different, but equally important objectives.

One objective is to create blog content that is captivating and engaging to the reader; content that is serves to educate with insightful information that satisfies a user need.

The other objective is to optimise your Accountancy blog for web search, without compromising the content’s quality.

Anyone in content marketing will know, it’s a hard balance to strike when you have two different focal points – especially when the old methods of over-optimising copy with keywords might make the content read poorly.

Thankfully Google is now far more likely to reward your website with a higher position in the SERPs for content that promotes natural, descriptive language, than sites with content that has been over-optimised.

You can find out more information on Google’s ranking factors relating to content by reading about the Google Panda and Google Hummingbird algorithms.

If however you’re pressed for time, here are some tips to help you to make your Accountancy blog posts appealing to both readers and search engines.

1 Pick an accountancy subject that your audience will be interested in

Your subject is the most important factor when blogging. Consider what your target market might need and what value your subject adds to your audience when meeting that need.

2 Write honestly

Many bloggers hold back on writing too much about their expertise for fear of giving too much away. But they often overlook the fact that the reader is often more captivated by the blogger than the blog itself. If you have golden nuggets of information relating to accountancy that you can share, share them. You are more likely to build up a loyal following of readers if you are transparent.

3 Design your blog title around popular search terms

Just because your blog subject is fixed, doesn’t mean your blog title has to be. Do your research on the types of accountancy questions users ‘google’ and create your blog titles around these questions.

4 Write naturally and descriptively with the use of synonyms of the keyword you are targeting

Your quality of content plays a huge part in how websites are ranked. Natural copy that is descriptive and compelling is far better than mindlessly stuffing keywords into the copy. Google now has a semantical approach to ranking sites.

5 Link to other blogs with similar content

Blogs that have links to and from quality sources of information are assumed to be of greater value to readers. Consider linking out to similar information sources and linking internally to other blogs or webpages on your site that offer the user ‘additional information’ to help their search query.

6 Make your content easily digestible to readers

No-one likes a huge block of uninspiring text to work their way through. Deliver this to readers in small chunks. Separate paragraphs where necessary and break up the text with images and infographics to keep your audience engaged.

7 Make it worth referencing

Writing with the idea in mind to make a blog citable on the web is good practice to get into as it will define the difference between a good blog and a great one.Knowing how to make your content go further online after you publish it is a skill well worth learning.

Need to Know More?

Need some advice on your blog or your content marketing strategy? Get in touch with Folkestone's SEO specialists Whitefish Marketing and we’ll be happy to help. Call us today on 01303 720 288.