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Previously in this column, I announced the launch a new editorial service aimed at improving the performance of tax advisers’ websites in search results – particularly those of Google.
Readers were invited to write in with their questions for Taxation’s search engine optimisation (SEO) expert, Paul Foxton, who would answer selected queries online on a monthly basis. The whole shebang was promised as the alternative to the assistance of dubious and expensive SEO firms.
But I lied. Or rather, I forgot there was a third way: YouTube’s SEO rapper. How was Paul gonna compete with those def rhymes? We thought of restyling him as the SEO yodeller and shoving him in front of a webcam, but it turned out he hasn’t got the legs for lederhosen. So, we’re gonna stick with the original plan. Get emailing, please, with requests for advice.
Here’s a smart-but-simple tip from our man that will allow the modest site of your small or medium-sized tax firm to compete with bigger rivals: list your business address on Google Places. It’s a free and easy service, the use of which will mean your firm crops up near the top of results for searches on a local level.
Let’s say you’re an independent tax accountant in Luton and you’ve claimed your Google place. Meanwhile, a start-up in the town is in need of someone with your skill-set. Googling the phrase ‘tax accountant luton’ (or similar) will bring forth your website above those of all competitors that are much larger and/or have a powerful web presence but lack premises in Luton.
So, while SEO man Paul won’t dispense advice atop an alpine mountain or backed by harsh, tasty beats, he has much wisdom that is ready to be regularly offered to the tax sector via this column. Some of the areas on which you might wish to quiz him include:
- Improving site architecture.
- Creating friendly URLs.
- Getting links from other sites.
- Using keywords and descriptions.
- Using meta-tags.
- Learning why people visit your site.
- Establishing dialogue with visitors.
- Keyword stuffing.
- Submitting to search engines.
With Paul, patience and perseverance, you’ll be able to avoid approaching web designers and developers without making the sort of fist-chewingly excruciating requests like the ones recounted on Clients From Hell, a majestic website…
‘What is a ballpark estimate for getting my site ranked first on Google for the keyword Google?’
‘Please erase all other Google search results showing our competitors' websites immediately.’
‘Since the text is white lettering, will the search engines be able to read it?’
‘Can you call Google and ask them when the website will show up in the search results?’
‘I already paid for the Googles. I just want my website on there!’
‘When I search for my name on Google, page 49 shows naked women; can you change that?’
‘Why aren’t we ranking higher on Google? Our name starts with A, and this other company only starts with H.’
