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SEO Guide for Xero Partners

Posted 8 years ago in Advisors by Beeny Atherton
Posted by Beeny Atherton

SEO (short for ‘search engine optimization’) is an important measure for every website. It’s the best way to make sure potential (and existing) customers can find you online – even if they haven’t heard of you.

Businesses looking for a Xero Partner for accounting, bookkeeping or financial advice are more likely to land on your site if it’s properly optimized. So we created an SEO Guide for Xero Partners to help you get familiar with the basics. If you haven’t seen it yet, check it out here (note: there are regionalized versions):

What is SEO?

SEO is the process of making search engine-friendly, user-friendly improvements to your website. The purpose of this is to make it easy for Google and other search engines to find your practice online.

Why is SEO important?

Xero's SEO Guide is designed to help Google find your website

Search engines are a popular tool used by small businesses to find new accountants, so SEO is a great way to increase relevant traffic to your website.

According to Google, 97% of consumers search for local businesses on the internet. Obviously, when users are searching for relevant terms such as ‘[your location] accountants’, ‘Xero partner’ and ‘accounting practice’, you want Google to show them your site. You can also use more targeted keywords specific to your firm – if it has a specialization or serves certain industries, an optimized website can help you get noticed by people searching for exactly what you offer.

Users trust search engine results, so businesses that appear high in results pages are more likely to receive visits from potential customers. Think about it – how often do you venture past the first few websites on a search results page if you’ve found what you’re looking for at the top?

How does SEO work?

There are a bunch of methods that will help your website be found and indexed by search engines such as Google.

First, the site itself should be user-friendly – in other words, it should be easy for visitors to navigate and use. Google wants to provide users with the best possible experience, so it won’t give much weight to websites that are poorly designed, slow, difficult to use or out-of-date.

Second, your site should be easy for search engines to read (or ‘crawl’). You need to make it as easy as possible for them to understand what your website is about so it can direct relevant audiences towards it.

You can read more about these methods in the guide above.

Why did Xero create an SEO Guide?

We want our accounting, bookkeeping and financial advisor partners to have websites that are both user-friendly and appealing to search engines. The more small businesses that find your website (and hopefully go on to hire you!), the better!

The SEO Guide contains:

  • an explanation of what SEO is – how it works and why it’s an important online marketing tool

  • our suggestions for Xero partners – these are practical steps you can take to ensure the Xero section/s of your website are more likely to be found by search engines

  • general SEO guidance – you can use this as a starting point to improve your whole website

  • further reading on SEO – extra information on some of the tips discussed in this guide.


April 20, 2015 at 10.20 am

Great guide! SEO is so important, and a lot of accountants get their generic websites built by a company who doesn’t seem to put any store in it! For anyone running a WordPress website, I heartily recommend installing the free Yoast WordPress SEO plugin. Provides you with very easy to follow step by step feedback on how to improve your SEO.

Nathan Whitaker
April 21, 2015 at 12.31 am

From an SEO perspective I would be careful with how you code your partner banner links and how you tell your partners to link back to the Xero site as this could be viewed as a link scheme (excessive link exchanges, Widely distributed links in the footers or templates of various sites). Partner links work well for brand promotion and traffic but to be safe any potential SEO benefit should be eliminated by using the nofollow attribute to avoid a potential penalty.

Lucy Godwin
June 25, 2015 at 3.19 pm

Hi Nathan. Thanks for your comment 🙂 We ran the guide past our SEO agency before publishing it. They don’t think Google would see the partner badge as a link-scheme or cause a penalty. It’s common practice for websites to have these types of partner badges, with and without no-follow links.

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