May 24, 2012: While SEO-based marketing strategies may come easy for more tech-savvy business owners, a recent study found that accounting firms lag behind in terms of their overall knowledge.
Online Marketing Coach's study, called When Will SEO and Accounting Firms Add Up?, found that 62 percent of all accounting firms have no visibility whatsoever above the fold on results pages. It was also revealed that their SEO strategies are ineffective
Smaller firms were slightly more competent than larger ones in terms of using keywords in the title of their homepages (62 percent to 57 percent), however 82 percent of small firms said they only use one "shoot-for-the-moon" keyword, instead of a diversified strategy, which generally doesn't generate results.
What's more, 83 percent of small firms don't reference their social media pages on their websites, and 63 percent have fewer than 25 inbound links.
"It's clear that many firms aren't paying enough attention to SEO," said OMC web strategy thought leader Mike Murray. "They have some momentum, but aren't seeing the whole picture."
According to AccountingWeb, CPAs should consider SEO because visibility can shorten the sales period, creating additional time to focus on chargeable work.