Search engines like Google are now used by business owners looking for accountants and bookkeepers. In this workshop, we’ll show you some simple ways to get more traffic to your site from search engines. We will cover: - How important is search engine marketing? - Difference between Organic and Paid Search - Search Engine Optimisation (SEO) basics - AdWords basics

1. Search Marketing for Accountants and
Bookkeepers
Presenter: Andre Weyher,
Marketing Director –
Practice Ignition
Web: practiceignition.com
Twitter: @ignitionapp |
@aweyher
Host: Matt Wilkinson,
Founder and CEO -
Bizink
Web: bizinkonline.com
Twitter: @bizinkonline |
@mattwilkinsonnz

2. About me...
Andre Weyher, Marketing Director @
PracticeIgnition
Over 10 years working in online business
Large AdWords account manager and Organic
Search Quality specialist at Google EMEA
headquarters.
Head of Marketing at LegalVision.com.au
Specialising in SEO/SEM for the professional
services sektor.

3. What we’ll cover…
• Google history, AdWords Vs. SEO.
• Basics of AdWords
• Fundamentals of SEO
• Content
• Action points
• Q&A

4. Who is this for?
Anyone who is running their own business, is
considering to either outsource or do their own
AdWords or SEO and wants to understand the
difference in approach and learn the basics.

5. A bit of Google history
Google was founded in 1998. Plenty of other search
engines already existed…

6. But one thing made Google unique…

7. Backlinks as a sign of website quality
Every link flowing into your website is seen as a
vote of confidence by Google!
• Based on your backlink profile, Google assigns a
certain score called Pagerank.
• The more links you get, the higher your
Pagerank, followed by your rankings.
• Note: quality has now overtaken quantity!

8. Anatomy of a SERP.

9. Much like a newspaper

10. Looks similar – completely different
approach.
Organic
• Free.
• Completely objective.
• Focused on quality.
• Requires a long term
commitment.
• Non-transparent system.
AdWords
• Paid.
• Subjective (to a degree).
• Focused on profit.
• Shows up almost
instantly.
• Transparent system.

11. AdWords fundamentals.
The basics;
• You bid on keywords you set up yourself.
• You ONLY pay when someone clicks on your ad.
• The cost of a click varies heavily depending on the
level of competition for the keyword.
• You fully decide how much to spend.
• The bid is NOT the only thing that determines the
position of the ad.
• It is not entirely commercial, it’s a commercial
meritocracy.

12. How does Google decide which ad to show?
Bidding
• Each keyword has a
suggested bid.
• Your bid needs to be
reasonable.
Quality metrics and
historical data
• CTR (Click-Through-Rate)
• Quality Score
• Conversion rate on
landing page

13. Building a good landing page
• Very clear call to action
• Use the keywords you are bidding on
• Remember that peole are extremely lazy, if they
don’t see what they’ve landed on in 20 seconds,
they will leave.
• Visual focus on the call to action, form, button or
contact info.

15. Introducing SEO
The success and difficulty of SEO depends on a few
variables;
• How large is your target audience?
• How competitive are your keywords?
• How much time and resources can you invest?

16. SEO myth busting
• SEO is free.
• I can have my homepage ranking for various
keywords.
• SEO is technical trickery.
• Spending on AdWords helps SEO.
• SEO is only content/linkbuilding.

17. 3 pillars of good SEO

18. Technical optimisation
Most complicated part of SEO. Making sure your site is
completely search engine frirndly. Contains things like;
• Crawling and indexing.
• Site speed.
• Correct titles, descriptions, H1 headers and proper
use of keywords on your site.
Note: will give you info on how to find a complete guide
on SEO site optimisation.

19. Content – requires a 2 tiered approach
Long tail landing pages
• Written around an
industry related question.
• Primary focus: inform
your reader, sales will
follow.
• Juice the second type of
pages.
• Example: https://legalvision.com.au/8-steps-to-
set-up-a-discretionary-trust-family-trust/
Short, commercial keyword
landing pages
• Written around a shorter
keyword with purchase
intent.
• Primary focus: convert
visitor into sale.
• Much harder to rank.
• Example: https://legalvision.com.au/need-a-
contract-lawyer/

20. Linkbuilding and social media
Why do you need links?
• To increase your online
authority.
• Get ahead of competition.
• Increase organic rankings.
Roughly 3 link tiers;
1. Directories
2. Blogs
3. High value links

21. Word of waring: Google penalties!
Google gives penalties for going too far with
SEO techniques;
• Bad quality links – comign from pages
which were created with SEO in mind.
• Copied content – make sure your content
is unoque and valuable.
Peanlies range from a demotion to a
complete removal from the Google index.
completely search engine frirndly. Contains things like;
• Crawling and indexing.
• Site speed.
• Correct titles, descriptions, H1 headers and proper use of keywords on your site.

22. How to measure AdWords and SEO
success?
AdWords
• Cost per click.
• Cost per conversion.
• Plain ROI.
Sources:
- AdWords account
- Google Analytics
SEO
• Organic traffic.
• Conversion.
• Domain authority.
Sources:
- semrush.com
- Google webmaster tools
- https://moz.com/researchtools/ose/

23. Action points!
ü Perform a website audit – guide provided.
ü Create a list of keywords you want to rank for.
ü Divide them into long tail and commercial keywords.
ü Create an article title bank, answering your prospects
questions.
ü Write and post at least 2 per week.
ü Perform website audit – guide provided.
ü Map your site and assign one keyword per page.
ü Submit your site to a list of trusted directories.
ü Be patient! – SEO is a marathon, not a sprint.

24. Thank you!
Q&A
Contact Andre via linkedin or write
andre@practiceignition.com for SEO guides and
more tips on best practice.

25. Final Marketing Quickstarter Event
Turning traffic into visitors
• Why most website visitors won’t get in touch and
will never come back
• Simple conversion tactics
• Creating “lead magnets”
• How to nurture leads automatically
• Webinar series wrap up
Date & Time
Thursday 3rd November AEST: 1 pm | NZ: 3 pm

26. Any questions?
Bizink is a Preferred Website Supplier to MYOB Partners
• Special pricing
• Exclusive content
• We make it easy to have a winning website!
Learn more: bizinkonline.com/myob