Do you know what search terms people are using to find your website?
If you don’t know, you should find out.
I have found, especially with websites that have been around for a while, that the search terms might surprise you and not be what you want them to be.
The amount of traffic you’re getting doesn’t matter if it’s not relevant to your business and the types of clients you’re trying to attract.
I worked with a CPA firm client who had a significant amount of traffic coming to their website but lots of wrong types of inquiries that wasted their staff’s time and the people calling.
After digging, we found that a lot of their traffic came from a search term they wouldn’t want to show up for that was attracting the wrong type of clients.
We immediately unpublished that page to stop the inquiries they were receiving.
It worked… the phone stopped ringing... in a good way. Their website traffic declined, which might be scary, but it’s what we wanted.
We then looked at what search terms people used that were relevant to the CPA services they offered.
We focused on revising the pages relevant to those terms, including page content, meta descriptions, and page titles, and making them even more relevant to the searches people used in the hopes that their rankings would improve.
The result? The CPA firm has fewer calls for unqualified leads, and there has been an uptick in traffic and inquiries for relevant practice areas that we have optimized for SEO.
As mentioned in previous articles, the changes don’t “work” overnight. It is a process that takes time and constant tweaking. In this case, it’s been about six months, and we can see it’s working as they’re receiving more qualified website inquiries, and the number of page views on relevant pages has increased significantly. (For some pages, up to a 500% increase in traffic even though their website’s overall traffic is down!)
Are you the owner or marketing director of a CPA firm? If so, reach out, and I’d be happy to provide you with a free analysis of the website traffic you’re receiving to see if it’s attracting the right kind of clients your firm is seeking.
