Why Tracking URLs Are So Important

"Good vs. evil in technology" illustration using laptops4 specific benefits.

By Becky Livingston
The Accountant’s Social Media Handbook

If you’re creating content and sharing it anywhere online, consider using a URL tracking code to help you identify where links to your website are coming from, i.e., Source/Medium and/or All Campaigns in Google Analytics.

MORE: Crafting Effective Landing Pages | How to Research Keywords | What Goes Into a Buyer Persona? | 3 Big SEO Changes | How Long Does It Take to Rank? | What Is SEO and Why Is It Important?
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First, let's use a URL builder.
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Crafting Effective Landing Pages

Businesswoman typing on tabletPlus specific tips for images.

By Becky Livingston
The Accountant’s Social Media Handbook

Landing pages are specific pages on your website meant to cause the visitor to complete an action before getting something from you, e.g., contact us pages, tax services request more information pages, sign up for the firm’s newsletter pages, and more.

MORE: How to Research Keywords | What Goes Into a Buyer Persona? | 3 Big SEO Changes | How Long Does It Take to Rank? | What Is SEO and Why Is It Important?
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As with other pages on your site, SEO is critical for search engines to index these particular pages and to help searchers find what you’re offering.
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How to Research Keywords

Group of figures stands on target symbol while other groups stand elsewhereThe pros' preferred method and a "cheater" way you may prefer.

By Becky Livingston
The Accountant’s Social Media Handbook

Without the right keywords on your site, searchers, clients and leads will have a hard time finding you.

MORE: What Goes Into a Buyer Persona? | 3 Big SEO Changes | How Long Does It Take to Rank? | What Is SEO and Why Is It Important?
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Without research, how are you certain you’re using the right keyword phrases to get on your target market’s radar?
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What Goes Into a Buyer Persona?

"Target market" illustration with arrow and bull's eyeSpending some time up front will save you both time and money.

By Becky Livingston
The Accountant’s Social Media Handbook

Before conducting any research, it’s important to know who your target market is.

MORE: 3 Big SEO Changes | How Long Does It Take to Rank? | What Is SEO and Why Is It Important?
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When I teach workshops and I ask attendees who their target market is, I often get in return, “Everyone!”

That’s impossible. If you have a product that applies to every person in the world, at any age, it must be pretty important … like breathing.
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3 Big SEO Changes

Blue pushpin in word "SEO" at center of a targetHow badly do you want to rank on that first page?

By Becky Livingston
The Accountant’s Social Media Handbook

Have you noticed the subtle SEO changes that have been happening over the past year?

MORE ON SOCIAL MEDIA: How Long Does It Take to Rank? | What Is SEO and Why Is It Important? | Digital Marketing Isn’t ‘Set It and Forget It’ | How to Set Your Firm’s Social Media Foundation | How to Use Social Media Analytics | Get People to Your Landing Page | Content Categories and How to Leverage Them | How to Manage Social Media in 22 Minutes a Day | Use Finesse in Sharing, Scheduling Content
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Here are

  • three big changes;
  • what you need to know; and
  • how to implement changes on your website and in marketing efforts to effectively use SEO to your firm’s advantage.

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How Long Does It Take to Rank?

Person using search engine on laptopFocus on getting it right, not fast.

By Becky Livingston
The Accountant’s Social Media Handbook

There are many schools of thought about the length of time it takes to rank on the first page of Google’s (or Bing’s) search.

MORE: What Is SEO and Why Is It Important? Social Media Marketing for CPAs [VIDEO] | Craft a Social Media Influencer Strategy | 10 Steps to Creating Employee Brand Advocates with Social Media | What ‘Social Sentiment’ Is and Why You Should Care | How to Build a Strong Landing Page for an Accounting Firm | How to Set Up a Social Media Plan | DIY Design for Social Media | Tailor Content to Social Media Platform | How to Track Who’s Clicking Your Links
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According to Website Muscle, “The average time for websites to rank on Google through optimization (SEO) techniques is about three to six months.”
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What Is SEO and Why Is It Important?

Blue pushpin in word "SEO" at center of a targetDoes your audience know what you want them to do?

By Becky Livingston
The Accountant’s Social Media Handbook

If you desire to have your website, product or services found online via organic search, search engine optimization (SEO) is your tool.

MORE ON SOCIAL MEDIA: Social Media Marketing for CPAs [VIDEO] | Building Marketing Muscle with Penheel [VIDEO] | How to Engage with Social Media Influencers | Marketing for Mobile | How to Listen on Social Media | How Social Media Affects SEO
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SEO is website optimization with “no dough.” One way to remember SEO versus search engine marketing (SEM) is the “O” is for organic, optimized and for no dough. The alliteration alone should help you to remember it.
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Becky Livingston: How Artificial Intelligence Feeds Accounting Marketing [VIDEO]

Becky Livingston explains how the data behind AI helps you target your marketing.

Click here for more Becky Livingston.

MORE:  Lessons for Accountants from Self-Driving Cars   |   How Artificial Intelligence Will Drive the Next Wave of Merger Mania   |   How Artificial Intelligence Feeds Accounting Marketing  |   Tax Pros Gain Slight Ground in E-Filings   |  Tax Pros Turning in Only 39% of E-Filings  |  Beware the EZ Way Out  |  IRS #FAILs at Online Services Spell Problems for Professionals  |  Can the IRS Improve Its Phone Service?  |  When Clients Face ‘Unreal’ IRS Audits  |  IRS Warns about Private Debt Collectors for Tax Season 2018

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Digital Marketing Isn’t ‘Set It and Forget It’

Woman outside jogging in morningThis should be a strategic priority or you'll be left behind.

By Becky Livingston
The Accountant’s Social Media Handbook

As the state of the profession continues to embrace social and digital marketing, keep in mind that your firm needs to keep up with the changes as well.

MORE ON SOCIAL MEDIA: How to Engage with Social Media Influencers | Marketing for Mobile | How to Listen on Social Media | How Social Media Affects SEO | Social Media Campaign 101 | Why Use Social Media for Marketing? | Who Is Your Customer? | What to Say on Social Media | Determine Your Target Audience
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For example, in an effort to support partners, today’s exit strategy may include increased efforts to generate leads, while maintaining a consistent presence among clients. It may also include emerging technology that aligns with your firm’s sales efforts, such as email drip campaigns, lead generation forms and social media engagement.
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Craft a Social Media Influencer Strategy

Businessman with hands extended; head is light bulb with gears insideBONUSES: Content strategy questions and a sample email to send.

By Becky Livingston
The Accountant’s Social Media Handbook

Before jumping in and sending messages to your new influencer network, it’s important to know why you should be doing this.

MORE ON SOCIAL MEDIA: How to Engage with Social Media Influencers | How to Set Your Firm’s Social Media Foundation | How to Use Social Media Analytics | What Someone Else’s Influence Means to You | Get People to Your Landing Page | Content Categories and How to Leverage Them | How to Manage Social Media in 22 Minutes a Day | Use Finesse in Sharing, Scheduling Content | How to Schedule and Manage Social Media Activity | How to Craft a Social Media Profile
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

First and foremost this strategy should support an overall firm strategy, such as increasing leads in a market, niche or industry vertical. If this strategy does not support an overall business goal, maybe it supports an overarching marketing goal, such as increasing brand awareness in a geographic region.
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