Google (and Bing, etc.) really like it when they see that there is new content routinely being added to a web site. In their eyes, this means that it is more authoritative.
So, if you just slap up a site and aren’t putting new stuff (I’m talking about FRESH content that isn’t what every other tax professional who subscribes to the same service is doing) on it on at least a weekly basis, Google thinks that you just kind of threw it up there and that it is getting stale and out-of-date. (And with most tax firm web site I see, they would be right!).
They place a premium on up-to-date information because they have an incentive to have their searches be relevant, fresh and up-to-date. This is why you should have a blog on your tax practice web site.
Crack the code on easily adding a blog with fresh content to your site by registering for a FREE teleseminar on Tuesday, October 1st with web expert Nate Hagerty:
Take a look at this graph, courtesy of web content site HubSpot:
(click here to view with images if they don’t show up in your email)
Some firms have blogs that are separate from their main firm website, and this doesn’t help you very much. You need to have a blog attached to your website, or make a practice of adding new pages to your site on a regular basis (it doesn’t necessarily have to be a blog).
Check out this graphic, also courtesy of HubSpot, relating lead generation of companies that blog versus those that don’t.
The traffic is so much greater because of the blogging, but also, you will notice that there is another dynamic in play — that blogging actually incentivizes lead conversion.
If blogging only produced more traffic, you would expect that it would be “only” 55% more leads — when, according to this research (and my friend Nate Hagerty’s internal data), it’s even higher (88%). This means, of course, that you don’t want to just put junk up there for your blog. There are “content farms” out there where you could pay $5-$10 for an article. The problem is that these articles are terrible.
Utilizing these two factors are just the beginning of your web site traffic strategy. To learn more powerful strategies for getting more web site traffic, and more leads from your site, be sure to join myself and Nate Hagerty on Tuesday, October 1st for a FREE conference call: