There are a number of ways in which SEO (search engine optimization) can be used by professional service firms in order to attain high listings of their web pages for competitive keywords such as ‘tax accountants’ or ‘bankruptcy attorney’.

When we consider business development of such service firms, search engine optimization can be used to attract customers by providing answers to questions such as,

What is your professional service?
Can it help solve my problem?
Why should I use you and not somebody else?

Each of these questions can be the subject of a different web page, and that page optimized to achieve as high a listing on Google or any other search engine as possible. The higher your listing, then the more search engine users will be exposed to your web page and the more visitors you are likely to get.

What you do with your visitors once they reach your landing page is up to you, although the best way to develop your business is to persuade them to give you their contact details, particularly an email address, so that you can remain in touch. Fail to do that and it almost certain that they will never visit your website again.

Web page SEO for professional service firms is an extremely important factor in how Google will view your web pages, particularly when you consider that search engines list each page individually, and not your website as an entity. You may have heard of the basic forms of on-page SEO that we are about to discuss, but although many will disregard these are ‘simplistic’, without that simplicity you are unlikely to achieve the high listing that your professional service needs in order to develop the business.

Here are those on which you must focus, because without good use of these ‘simplistic’ web page SEO techniques, your competitors will always be able to jump ahead of you in the listings.

Meta Tags

Meta tags appear in the Head section of your page HTML, and are not seen by visitors to your web page. They are, however, seen and read by search engine crawlers, and are used by Google’s algorithms to ascertain the focus of each of your web pages. Irrespective of the content on your page, the algorithms will determine the important keywords from your Title tag and Description tag, and also by the enhancements you use in the visible text of your page.

Title Tag:
Each page on your website should be optimized for its own keyword, and that keyword should be part of the Title. This is the title of the web page, and is the text you will find at the top of your Google listing for that page. It is held within ‘Title’ tags in the Head section of your HTML, before the Body section that visitors can see. It should contain your main keyword.

Description Meta Tag:
This is a Meta tag that the visitors don’t see, but will be seen as the description below the title on your Google listing. Use your page keyword here also together with a very brief explanation of what your page is about. Right click on any online web page, select ‘View Source’ and look for these tags in the top part of the text file you will see – the part and after Head but above Body that shows you how to set up these tags.