1. Improving Your Web Presence Gail Perry, CPA Publisher/Editor-in-Chief, AccountingWEB Sponsored by

2. Instructor: Gail Perry, CPA Financial journalist Former newspaper columnist/Indianapolis Star Publisher/Editor-in-Chief of Former tax accountant at Author of 30 books, including

3. Determine your motivation Attract new clients and business Reinforce relationships, retain and build business with existing clients Gain recognition in your field, be seen as an authority, gain credibility

4. Choose a niche – focus your expertise Don't try to be everything to everybody Choose your strongest area(s) Choose areas where you want to build expertise Choose areas in which you want to have recognition

5. Choose your venue – Web site Starting point, already in existence Search for other firms and compare (Kraft CPAs) Change content at least monthly, weekly is better Cross link – incoming and outgoing Articles, tips, links to top news and legislation, explanations, testimonials, community service Change page headers Update key words and meta tags

6. Content for your Web site Articles – original for the site or reprints of newsletter or published articles Tips for your readers – tax, organization, personal finance, improving credit Reference information – forms, worksheets, how to get a tax ID number, education tax credit info, 529 plans, FAFSA Biographies of firm members Information unique to your niche areas

7. Choose your venue – Comments Easy way to get your name out News sites, discussion boards, forums, trade publications, other people's blogs Include your name, link, appropriate description

8. Choose your venue – Blogs Informal, conversational, opinionated, open- ended Easy to write Read other blogs Blog software: WordPress, Blogger, Typepad, Vox, Tumblr Find a clever writer

9. More about blogs Choose an angle Allow/encourage/monitor comments Use hyperlinks Write frequently Spread the word: E-mail signature, business cards, newsletter

10. Choose your venue: LinkedIn Professional site Connect with colleagues, clients, group members Participate in groups Ask and answer questions Update at least weekly Post notes Use other postings as an opportunity to communicate Turn postings into newsletter or e-mail or blog topics

11. Choose your venue: Facebook Kid rule doesn't apply any more Keep personal and professional separate Page for your firm – keep it current Remember: This is searchable

12. Choose your venue: Twitter Follow your clients Let clients know Work on an angle (news, tips, helpful links, useful retweets)

13. Timely vs. Timeless Timely: Current news, legislation, local events Timeless: Unchanging information – not necessarily current

14. Tips for writing material for the WEB Determine what questions you will answer Research Add something new Outline Write offline Write now, edit later Review introduction and conclusion

15. Choose your venue – beyond your site What do you read? What do your clients read? News sites Trade sites/ Client sites Web 2.0

16. Choose your venue: Traditional media Print trade publications Local newspapers and magazines Contact your business editor!

17. Getting the most out of published articles Get reprints from print publications Send link Place article (or link) on your or your firm's Web site

18. Improving your Google (and other) search position Create a Google account Accessible Web site design Meta tags Use appropriate key words Incoming links Outbound links Study Google Analytics

19. Thank You! This presentation has been sponsored by Presenter: Gail Perry gperry@accountingweb.com

20. CONFIDENTIAL Easy. Online. SurePayroll for Accountants SurePayroll is a wholly owned subsidiary of Paychex, providing an easy, online, convenient payroll service that keeps thousands of small business customers in control. Secure online access for trusted advisors, clients and their employees Ability to scale your payroll business by taking it online White-label branded portals for you and your clients Unlimited customer support by phone, email or online Full service tax pay and file Accounting software integration Add-on services such as 401K, Medical Insurance, Workers’ Comp and Pre- employment Screening For more information, please visit www.SurePayroll.com/accountants www.SurePayroll.com/accountants 20