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Marketing Accounting & CPA Websites- Intelligent Article Distribution and Keyword Manners

Marketing Accounting & CPA Websites- Intelligent Article Distribution and Keyword Manners

Article by Ken Marshall

I don’t need to prove that accounting and CPA websites are becoming very difficult to market nowadays. Some accountants have seen some significant success by utilizing a system called article distribution. Sadly, lots of these businesses are using it incorrectly and this is giving the approach a bad rap.

You’ve most likely run into lots of references to “keywords” and “article marketing”. Keywords can be, and often are, relentlessly abused by article writers. You’ve seen these articles, and they may well have put you off article marketing altogether. They are so badly written it looks like the author barely speaks English. This is actually a useful strategy, but you’ll get much better long term results if you respect some simple rules of “keyword etiquette”.

The following two scenarios will show what search engines and customers alike think of a keyword stuffed – and then a well written – paragraph. The keyword – or rather, the phrase – in this instance is “Philadelphia CPA.”

Article Spam

Keyword stuffing is a common spam technique and offers little or no SEO value. A spammy article will look something like this:

“Looking for a Philadelphia CPA? Our Philadelphia CPA can help you at our PhillyAccountants.com website, an outstanding Philadelphia CPA. Your Philadelphia CPA problems are easy for our high quality Philadelphia CPA experts. We have many Philadelphia CPA locations in Philadelphia to meet your Philadelphia CPA needs. You don’t need to go any farther than PhillyAccounting.com to satisfy your Philadelphia CPA needs.

This is the wrong way to write an article. There was a time not too long ago when articles like this could fool the search engines into thinking it was relevant, but search engines are more sophisticated now and can identify this article as “spam”.

Search engines can read for context now. They don’t understand meaning the way we do, but they can identify the components of a sentence and this paragraph would fire all kinds of warnings…

“OK, the keyword density here is WAY to high. This is suspicious, so we’ll take a few points off. The article also does not seem to be written for a reader, so that’s another few points lost.”

What potential clients think:

“This article doesn’t make any sense and it hasn’t given me any good information. I’m outta here. This practice has no respect for me and is making my search for quality content harder. I don’t consider this company professional and I am likely to use a different business for my accounting needs.”

A Well Written Article Containing Keywords:

“If you are a company looking for a Philadelphia CPA, it’s best to be discerning and look around for the firm that’ll be most likely to fit your business needs. Finding a good firm does not have to be a chore if you keep these three simple tips in mind:

* A good CPA won’t be afraid to provide real evidence of their skills, such as testimonials, figures and other useful information.* An experienced CPA will generally attempt to make a good estimate of the price of a tax project up front.* Putting off your CPA can be an expensive mistake so find someone you like. Trust your instincts. If you feel like an accountant is hiding something move on even if you don’t know exactly why.”

What Search Engines “think:”

“This article is clearly written for a real person to read and includes bullet points and proper information about a real topic. We believe this article is relevant to the keywords incorporated and will rate it more highly in our search results.”

More importantly, lets look at what an actual person might think if they come across this article…

“OK, maybe this isn’t Pulitzer material, but the author is offering me some useful information. This firm cares about it’s image. I like these guys. I will read this article and click on the links to this CPA website because I feel I can respect their business.”

Don’t confuse “article marketing” with “spam”. It’s pretty easy to produce quality content and add value to the sites that publish them. The rule of thumb is simple. When you compose content for distribution always write it with the assumption that genuine prospects are going to uncover it. It won’t have to be a masterpiece, it just needs to be reasonably instructive. This will make the publishers happy by adding a good post to their site, bring in prospects who see it, and improve your position in the search listings.

About the Author

Ken Marshall is a internet marketer and former Vice President of CPA Site Solutions, one of North America’s leading website firms oriented entirely to providing superior CPA Websites.

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