Google’s Hummingbird is good news for CPA and law firm marketers

Google Updates: Good News For CPAs and Law Firms

vortex-seo-servicesGoogle’s latest algorithm update, Hummingbird, redraws the map for online marketing and SEO services. Traditional keyword based searches still work, but the new build also responds more reliably to conversational language. Searchers no longer need to identify the magic combination of keywords that link to the specific information they want. Even if you are listed in online industry directories, providing content that responds to simply stated questions can get the same – and often better – results. If you are maintaining a website for an accountant or attorney, taking advantage of the Hummingbird update is critical.

How is Hummingbird an Improvement?

The growing adoption of smartphones and the subsequent rise of mobile usage make any combination of search terms the norm, not the exception. Hummingbird responds to that shift by reading longer searches and identifying the important information in each query. This allows Google to offer results that address each part of the search. For example, someone looking for a tutorial on how to make an insurance claim would input that phrase. Searchers may no longer see many sites selling insurance before finding a tutorial. The new search functionality puts the tutorial on page one. This switch makes long-tailed keywords more effective as SEO tools than ever.

What are Long-tailed Keywords?

Long-tailed keywords include additional text surrounding a traditional keyword phrase. For example, if you historically used a simple keyword such as accountant or corporate law as a keyword phrase, you might change that to several specific phrases as in:

  1. Who can train our credit union Volunteer members?
  2. What accounting regulation changes does my manufacturing company need to be aware of?
  3. What kind of law services does my retail business need?
  4. Who do I call for trademark assistance?

As more searchers use conversational English in search queries, you need to incorporate content that closely matches those longer search phrases. Given the fact that achieving a non-paid first page ranking for short keyword phrases is very difficult at best and virtually impossible at worst, working in longer phrases is a necessity. Hummingbird gives you the opportunity to post highly targeted blogs that improve your page rank. Google monitors keyword use, and downgrades sites that use the same terms too often. Long-tailed keyword phrases avoid the issues of keyword stuffing, and allow quality content to shine.

Use a Content Strategy to Launch a New Marketing Campaign or Promote an Upcoming Event.

Finding the time to create quality, unique and informative content can be a challenge for CPAs and Law firms. You may not have the manpower, in-house talent or long-tailed keyword list available.

For many service-oriented and small to medium sized businesses, it makes more sense to contract out website design and content development, SEO marketing, which often includes regular blogging, social media posting and other online reputation management activities to a specialized graphic design and website services firm who understands how to use Analytics and Webmaster Tools to provide better insights you your firm.

When you combine SEO with brand agency services, the result is a boost to your page rank and brand awareness. Working with professional website writing services, and SEO experts is the same as finding a specialist for your healthcare needs. A general practitioner is great, but you may need the expertise of a specialist to gain greater insight into resolving a problem. Leading graphic and website design firms make it their business to stay up to date on changes to search algorithms, industry best practices and new ways to make connections with different markets.

You may not be able to devote the needed time to marketing. In order to facilitate your goals of providing expert and tailored services to you clients, let the graphic design and marketing professionals handle the details.

About the author: Tom Weinkle is a founder and partner of Vortex Communications, a graphic and website design firm who offers graphic and WordPress web design, build, troubleshooting and training services based in Miami, Florida. Tom has over 25 years of experience in visual communications for the healthcare, medical, law, accounting, software, financial services and banking industries.

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