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?
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best possible experience, so it won’t give much weight to websites that are poorly designed, slow, difficult to use or out-of-date.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.
SEO advice for individual partners
Two of Xero’s SEO specialists (myself and Dave Anderson) are available to provide specific recommendations to all of our partners, free of charge.
If you’re in the US or the UK, contact Dave Anderson.
If you’re in New Zealand, Australia, or another region, contact Lucy Godwin.
We’ll help you with any questions you have about the guide and assist you in implementing any recommendations we make.