Getting CPA Websites To Use Google Friendly Content

It's not as easy as you might imagine to write unique content for your accounting or CPA Website. Very few CPA's write their own copy. Most find it more cost effective to purchase website "templates" with content already already included.

This is a tactic with problems. Don't get me wrong, if you're planning to get a website this is most certainly the best way to do it. It will allow you to get the website up quickly, and the sooner you get your site up the sooner it will start bringing in new customers and accumulating domain authority in the search engines.

The downside to this strategy is that you are presenting what the search engines call "duplicate content". It's unlikely that you're the only CPA using that content provider, and all these other CPA Websites have essentially the same content on their websites as you have on yours. These pages will not usually be indexed well in the search engines. As a rule the search engines don't like to index the same information twice, so each page will only get indexed once. All these pages count... your site won't be penalized for using these duplicate content pages, but it's unlikely they'll ever score well in the search engines.

If you customize your important pages once the site has been posted you can get around this problem.

Do your "index" page first. The "index" page, also often called the "home" page, tends to get indexed first, and as a rule has the most inherit authority. By rewriting it you are creating "unique content", and that's what the search engines are looking for.

Once that's done selectively rewrite other pages. As a rule the more pages you re-write, the better. To avoid getting bogged down in a huge project do your pages one at a time. Do the most important pages first and work down.

There are some important rules of thumb to keep in mind that will maximize your appeal both to search engines and prospects.

Meta Tags

Before you begin writing create a keyword rich page title for your page. Make your page title 5-7 words, and make sure you include the city and state you're marketing to. For example:

Los Angeles, CA Accounting and Business Planning

Put this in the "Page Title" Meta Tag for the page (if you don't know what a Meta tag is or how to change it your web host may need to help you with this).

Now create a keyword rich, headline-style introduction to the page for the search engines to display when your page comes up. For example:

Your Los Angeles, CA Accounting and Business Planning Solution. Free initial consultation for Business Owners.

Put this in the "Page Description" Meta Tag for the page (again, your web host may need to help you with this).Some accounting and CPA website design firms won't help you customize the Meta Tags on individual pages. They'll try to sell you on using a "global setting". This means all the Meta Tags on every page are one and the same. This is fine at the start, and a global setting is handy to have, but in the long run it's disastrous to rely on it. As you customize your site content you MUST change the tags on each page. If your website provider doesn't allow you to change the Meta data on individual pages it's time to get a new website.

Now... rewrite your page copy.

Most people find it easiest to just use the existing copy as a guideline. This is fine. Just make sure you "spin" it enough that the search engines don't catch on. There are no exact guidelines to offer, but the industry standard among SEO's says you should have variation in at least 30% of the sentences. Some people claim that figure should be closer to 70%.

Search Engine Friendly Copy

The search engines want a "concise summary" of the information: Too long and the search engines will penalize you because they'll think you're either babbling on or getting too technical; Too short and they'll assume you're summary isn't detailed enough. Make your page 400-600 words.

Use your keywords in your text. Try to use your page title keywords (in the example above that would be"Hoboken ", "NJ", "Accounting", and the keyphrase "Business Planning"). Optimally you want a 1% "keyword density". If your page is 450 words use each keyword 4 or 5 times. Don't overuse your keywords. This is considered a type of spam and could result in your page being de-indexed.

Writing People Friendly Copy

Don't write too smart. Making youre visitors feel stupid will just frustrate them or make them angry. Don't waste their time with the details. Prospects don't care about the details. All they care about is what the benefit is to them. Concentrate on this. Show the customer how your service will benefit them personally. Write conversationally. Good copy reads casually. People friendly copy is just that... friendly.

Most custom website designers don't want you to know this, but you can actually get a full featured website up quickly and inexpensively and still reap the benefits of custom content and meta data.

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