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Promote CPA Websites- Article Marketing and Correct KEYWORD Etiquette

I don't need to say that CPA websites are becoming terribly tough to promote these days. One preferred technique for promoting websites is article marketing but a lot of accountants are using this tool rudely, and many others are reluctant to use it at all.

You've most likely seen numerous references to "keywords" and "article marketing". You've probably also run into some of the horrendous – and clearly keyword driven – articles online that may have put you off keyword use altogether. We don't blame you for not wanting to emulate this type of strategy. Stuffing a badly written article full of keywords is probably the very worst tactic a business can do to build up a decent online reputation.

The following two scenarios will show what search engines and customers alike think of a keyword stuffed – and then a well written – paragraph. We'll use the "keyphrase" (a keyword using two or more individual keywords is properly called a "keyphrase") "Philadelphia CPA" in this example.

Keyword Stuffing

A typical keyword stuffed article might look something like this...

"If you are looking for a Philadelphia CPA, look no further than the premier Philadelphia CPA website, PhillyAccounts.com. A Philadelphia CPA is bound to find your Philadelphia CPA needs to be simple to handle. With many Philadelphia CPA offices located in Philadelphia for all your accounting needs, you don't have to look far to find a good Philadelphia CPA."

No website with a human moderator will EVER publish this article. It's spam, pure and simple. 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 doesn't seem to contain any meaningful information. It really isn't worth scoring at all."

And what about actual traffic? What will a real person think if they come across this "article"?

"Uggh, I hate spammers. This is just useless. Why should I click on any of the links to this CPA website if the article is just geared toward search engine rankings? I don't consider this company professional and I am likely to use a different business for my accounting needs."

A Good Article

"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 will offer references. Look for testimonials and the like.
* Experienced firms won't have trouble with estimates. Find a CPA that's willing to let you know how much services will cost 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."

The search engines see this as a real article...

"This article is clearly written for a real person to read and includes bullet points and proper information about a real topic. It looks relevant to the keywords in it. Let's give this article full credit."

What potential clients think:

"OK, maybe this isn't Pulitzer material, but the author is offering me some useful information. This firm cares about it's image. That's awesome. They're real professionals who may just be worthy of my respect. Maybe I should click on their link and learn more."

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 basic rule is simple. When you create an article always write it on the premise that actual human beings are going to find it. It won't have to be a piece de resistance, it just has to be moderately informative. This will make publishers happy by adding a good post to their blog, draw prospects who discover it, and improve your placement in the search listings.
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