1. Continually optimize your 50 most popular pages. Once you have several months of data on what words people are using to search for you, you can use them to improve your ranking. The trick is to do this on a monthly or continuous basis.

2. Add footers to every one of your pages. It’s surprising how many firms use their footer space for their physical address only. At the very least, include your cities, but also include your services.

Examples: FreedMaxick.com, Reacpa.com, YeoandYeo.com, SWKtech.com

3. Keywords: Use the terms people might use, not what you think they want to use. When marketing a firm, we know that we need to talk about what we can do for the client, not what the firm is all about. This same concept holds true for keywords you have on your site. Tip: Ask your clients what they would use to search for accounting services.

4. Three points to remember about keywords (source: Hubspot.com):
1) You have to get on the first or second page of search results. If you are not on the first or second page of search results, it is almost like not being there at all.
2) Shorter search phrases are searched more often. Usually more searches occur for “marketing” than for “online marketing” and both of those terms are searched more frequently than “small business online marketing.”
3) It is usually more difficult to get ranked on the first or second page for popular searches. Because people know that “marketing” is searched more often than “small business marketing,” more people are trying to get onto the results for “marketing” and it is usually more difficult to get highly ranked for the more frequently searched term.

5. Use your stars’ names as part of your keywords. In many firms, the face of the firms are the partners themselves, esp. if you’ve worked hard to make these partners a key part of the community. You may also have a strong business development person that is constantly networking. If you met a partner or the biz dev person at an event, you’re more likely to search on his or her name than the firm itself.

6. Monitoring Tools:
1) Expensive and Enterprise: Nielsen, Cision. Example: Proctor & Gamble spends $4 million/year on analytics
2) Monitoring Services: Radian6, CustomScoop, LeadLander ($1,400/year example)
3) DIY
Blogs – Google Alerts, Yahoo Alerts, Google Blogsearch
Twitter – Twitter Search, Collecta.com