When I speak to accountants about improving their visibility on the Internet, I often begin with a discussion on making their websites more attractive to search engines. One of my favorite tips for accountants is to do a search for the terms you would use to describe your own website, including the geographic location. So, if you're based in St. Louis and specialize in tax preparation, search "St. Louis tax preparation," or "St. Louis tax CPA," or "St. Louis efile tax" – whatever you think best describes your practice. That's the first step.
Next, see where your firm's website ranks and note that information. Now, take a look at the firms that are coming up high in the search – the firms that appear on the first couple of pages of the search results. Examine those websites and try to determine what they’re doing that gets them to the top of the rankings. Maybe they present links to the latest news items that might interest their clients. Maybe they have downloadable tools for visitors, such as tax organizers or year-end planning checklists. Maybe they offer whitepapers or opportunities to send questions to members of the firm. These are the types of things that generate traffic and keep the site looking busy to the search engines.