Spam Filtering

When a new comment, trackback, or pingback comes to your blog it is submitted to the Akismet web service which runs hundreds of tests on the comment and returns a thumbs up or thumbs down.  You’re always protected up-to-the-second from the latest dirty tricks of spammers. There’s no need to create and maintain a blacklist of email addresses.

Search Engine Optimization

There are quite a few of these types of plugins, but two plugins are especially easy to use to create and improve your blog’s ability to rank well on search engines.

All In One SEO PackGoogle XML Sitemaps
This plugin will create a Google sitemaps compliant XML-Sitemap of your WordPress blog. It supports all of the WordPress generated pages as well as custom ones. Everytime you edit or create a post, your sitemap is updated and all major search engines that support the sitemap protocol, like ASK.com, Google, MSN Search and YAHOO, are notified about the update.

• Automatically optimizes your titles for search engines
• Generates META tags automatically
• Avoids the typical duplicate content found on WordPress blogs
• For WordPress 2.3 you don’t even have to look at the options, it works out-of-the-box. Just install.
• You can override any title and set any META description and any META keywords you want.
• You can fine-tune everything
• Backward-Compatibility with many other plugins, like Auto Meta, Ultimate Tag Warrior and others.

Social Networking

This is a crucial function that allows readers who find your Posts useful and informative to pass it on, as well as submit it to various RSS feeds or communities such as Digg, StumbleUpon, etc.

Share This
An example of this is at the end of this post.

Site Statistics

Even though something like Google Analytics provides an incredible depth of information, it can be overwhelming and doesn’t really highlight what’s most interesting to me as a writer.   That’s why Automattic created its own stats system, to focus on just the most popular metrics a blogger wants to track and provide them in a clear and concise interface.

This program will begin collecting information about your pageviews, which posts and pages are the most popular, where your traffic is coming from, and what people click on when they leave. It’ll also add a link to your dashboard which allows you to see all your stats on a single page. Less is more.

Finally, because all of the processing and collection runs on our servers and not yours, it doesn’t cause any additional load on your hosting account. In fact, it’s one of the fastest stats system, hosted or not hosted, that you can use.

Comments

A great blogging feature is the ability for your readers to interact with your site.  Providing your visitors with the ability to comment on your posts will give thme a sense of ownership and a more personalized touch.

Subscribe to Comments is a robust function that enables commenters to sign up for e-mail notification of subsequent entries.  The function includes a full-featured subscription manager that your commenters can use to unsubscribe to certain posts, block all notifications, or even change their notification e-mail address

Podcasting

• Full featured and automatic feed generation (RSS2, iTunes and ATOM and BitTorrent RSS)
• Preview of what your Podcast will look like on iTunes
• Podcast Download stats, with cool graphs. See below.
• Support for Premium Content (Pay Only)
• Makes adding a Podcast to a Post very simple
• View MP3 Files ID3 tags when your Posting
• Control over where the player will display within your post and what it will look like.
• Support for various formats, including Video Podcasting
• Supports unlimited number of media files.
• Automatic Media player for MP3, RM, OGG, MP4, MOV, QT, FLV, ASF, WMV, AVI, and more, with inline and Popup Window support.
• Preview image for videos
• Support for seperate Category podcasts

I ran a quick check on “tax blogs” on Google …. (I was #6 as of today …, and took a quick look at some of the tax blogs out there.  Here are just some quick observations that I made …

The Wall Street Journal Tax Blog, which is at #3 on Google for tax blogs” hasn’t been updated since April 19, 2007, 12:12 am.  What I found interesting is that The Wall Street Journal’s Law Blog is continously updated and even had a December 31st Year-End posting.  I also noted that the Tax Blog page has some advertisement errors, no “About This Blog” and is just generally out of date. 

I also noted that the WSJ tax blog entries, for the most part, relate to technical and mechanical aspects of taxes, while the WSJ law blog entries have more “personalities” involved.  For example, take a look at some of these headlines, and see if you can guess which ones are on the tax blog and which is on the law blog:

1. The Risks of Being Audited
2. Burris Could Be Illinois’s Senator, But Was He a Good AG?
3. Vicki Iseman: Is She a Public or Private Figure?
4. The ABCs of Dealing With the AMT
5. Reprieves for Filers
6. Trees and the Law: Judge Kaye’s Last Legal Issue

Is this just the nature/differences between the two professions that is simply exhibited in the blogosphere.  After all, there are very few TV shows or movies that feature accounting, but a slew of shows that feature lawyers and legal issues (LA Law, Boston Legal, The Firm, etc.).   There are many more fiction books relating to law than accounting/tax (see John Grisham, “To Kill a Mockingbird”). 

Golden Marketing’s Accounting Blog List, as of December 16, 2008, lists 64 accounting firm practice blogs … on the entire internet.  Compare this to Lexblog’s list of over 500 law fim blogs that just they have created.  Kevin O’Keefe of Lexblog estimated back in February of 2008, that the number of law blogs listed on the ABA Journal’s law blog directory of 1,600 would double in the coming year.   I couldn’t find a definitive directory of accounting blogs to make such a comparison, but that fact alone tells me something.

I would welcome any and all comments on why anyone thinks accounting blogs are so far behind law blogs in both the breadth and growth on the web.

One of the goals for any professional (e.g., accountants and lawyers) in any online marketing campaign should be to gain “expert status.” Because we as tax professionals deal in the intanigible — information and knowledge — it is crucial to “package” ourselves in a way that relates to current and potential clients.

One of the best ways to do this is to provide guidance, or as I would prefer to express it, “shed SOME ligt on the subject without giving away the complete answer.” After all, knowledge is power money. You, after all don’t want to give away the cow, just some milk.

LinkedIn has provided an opportunity to do just that with their Questions and Answers area

You can browse through Open Questions as well as through different categories — One of which is Finance and Accounting. It is important to note that many of the questions are asked by folks who are already in your general industry. However, the questions usually focus on some specific area within that industry … an expert’s area.

Some of the questions include:

• If annual reports contained EEOC statistics, what would we learn about most companies?
• Know a good accountant in St. Louis, MO who has experience working with early-stage start-ups?
• I would like some information on how to do accounting for businesses out of my geographic reach, can i log in onto the client’s computer to update / maintain their accounting records?
• Can you help me to connect with CPAs or other financial services professionals in the New York metro area or Florida that service small business clients?

By participating in such an envoronment, you are connecting with othe like-minded people, creating a network of contacts, and perhaps getting some great information for your own website (see 8 Reasons Why Client Questions Make Great Blog Content by the Blog Squad).

Wendy Maynard @ Kinetic Ideas makes an excellent point:

“People don’t buy things. They buy solutions to problems; they want to fulfill a desire or meet a need. To market your business effectively, you have to KNOW your target audience and what problems they face. In your marketing efforts – whether written, online, or in person – you should be able to provide your audience with a solution that is specific and directly benefits them…AND you should care about their problem.” — Hat Tip to Michele Golden at Golden Marketing for pointing Wendy’s article out.

Updated July 23, 2008

Interactive Features for a Corporate Blog

Asked by XXXXXXXXXXXXXXXXX| 12 hours ago in Blogging | Open

• What’s the best way to start a professional blog? I don’t mean technically opening the account and setting up the infrastructure. I’m talking about producing the original content on a regular basis and growing an audience.

  Asked by XXXXXXXXXXXXXXXXXXXXXX | 4 hours ago in Blogging | Open

  Your public answer:

  “Hey Michael – Producing Original Content :

  • Get the information ‘funneled’ to you, as opposed to hunting and scouring the internet aimlessly. Here are just a few suggestions that come to mind right away …

  • 1. Subscribe to a Newsreader, such as Google Reader or Newsgator (my – current – favorites). Use these to subscribe to various other blogs and news feeds that strike your fancy. You can categorize them, add to them, delete (what turn out to be) irrevlevant ones, etc.

  • 2. Go through your old emails and see what types of questions your clients/colleagues have asked you in the past — these make great fodder for content, and will probably be relevant since if one person asked the question … well you know …

  • 3. Make sure you get a plugin like CopyAlert (for WordPress blogs, don’t know about other platforms) so that your original content isn’t used w/out your permission …

  • GROWING AN AUDIENCE:

  • 1. Post regularly and consistently,

  • 2. Post comments to other related blogs … but do so with honest to goodness relevant commenst that are not blatantly self-promoting, but always include your URL if possible

  • 3. When you reference another blog, place a trackback on your blog entry. While it may seem kinda backwards – promoting anothe rblog – it can get you exposure on proinenent blogs which will only help you.

  • 4. Make sure you have both an RSS Feed Link, as well as an email subscribe RSS form (I prefer Feedburner.com) and do not hide them but make them prominent on your site. I agree problogger is awesome …

  • Best of luck Michael ! Scott”

• Do you blog to make money or more as a hobby?

  Asked by XXXXXXXXXXXXXXXXXXXXXX | 5 days ago in Blogging, Writing and Editing | Open

  Your public answer:

  “The folks I deal with (for the most part accountants and attorneys) develop their blogs to supplement their main firm website and create/develop a niche area of their practice — The two primamry goals are: (1) search engine optimization for that niche within a relatively specific geographic area , usually by state); (2) Position the accountant/attorney as an “expert,” by creating fresh and relevant content on a consistent basis.”

• What’s the best way to build clientele within a particular niche?

  Asked by XXXXXXXXXXXXXXXXXXXXXX | 5 days ago in Writing and Editing, Starting Up | Open

  Your public answer:

  “Hey rachel – I agree on the Blog Idea: Blogs are a great way to increase exposure through search engine optimization and the creation of “expert status” and have some amazing functins that make it both fun and worthwhile to invest time in.”

  Messages about this question (1):

  • RE: What’s the best way to build clientele within a particular niche?

• What Plagiarism websites are you using these days? Is a low cost plagiarism check a possibility?

  Asked by XXXXXXXXXXXXXXXXXXXXXX | 5 days ago in Writing and Editing | Open

  Your public answer:

  “Hey Don – If you are blogging using WordPress, install CopyAlert.”

• How would you generate online leads for real estate?

  Asked by XXXXXXXXXXXXXXXXXXXXXX | 4 days ago in Business Development | Open

  Your public answer:

  “Re Blogs: Blogs can create “expert status” if it is updated consistently with fresh and relevant content (listings, information about the community you service that relate to real estate, e.g., schools, parks, etc., things that would help a person decide to buy property there). Blogs create some SEO buzz if you work a niche market (e.g., lakefront property in North carolina). Much of the power is turning it on to professionals in related industries (lawyers, accountants, folks who may have occassion to seek out a real estate pro) These people who may provide referrals to you. Having them subscribe to your blog will keep putting you in front of them and in the forefront of their mind when that opportunity happens.”

• i need to build a good blog for a growing online business any suggestions?

  Asked by XXXXXXXXXXXXXXXXXXXXXX | 4 days ago in Blogging, Mobile Marketing | Open

  Your public answer:

  “Hey Stuart – I agree with WordPress being the best platform for blogging. It gives you tremendous control and functionality.”

• What is the best web analytics package available?

  Asked by XXXXXXXXXXXXXXXXXXXXXX | 4 days ago in Business Development, Web Development | Closed

  Your answer was selected as a Good Answer

  Your public answer:

  “If you are blogging using WordPress, try WordPress.com Stats. They boast: “something like Google Analytics provides an incredible depth of information, it can be overwhelming and doesn’t really highlight what’s most interesting to me as a writer. That’s why Automattic created its own stats system, to focus on just the most popular metrics a blogger wants to track and provide them in a clear and concise interface. “”

  Messages about this question (1):

  • RE: What is the best web analytics package available?

• Does anyone have information on if a CPA firm has a web site, how much new business could/should be generated as a direct result of this web site? Thanks so much for your input.

  Asked by XXXXXXXXXXXXXXXXXXXXXX | 4 days ago in Accounting, Web Development | Open

  Your public answer:

  “Hi Suzanne – I’m not sure this will directly answer your question of how much new business should be generated because I agree that it is an extremely hard thing to quantify. There are too many variables and often the website is one factor, perhaps a minor factor, sometimes a major factor, in why a client comes to a firm … and perhaps stays (good site) or even leaves for anothe firm (bad site). There are some things one can do, however, that will help make the site is effective to various degrees, and in no particular order:

  • 1. Always present a visitor with an opportunity to subscribe to a newsletter and/or rss feed

  • 2. An extremely important component of any website presence is to make your site “client-centered” as opposed to “firm-centered.” By that I mean, most professional service firm’s websites have stale out-dated information that usually centers on the staff’s bios. Instead, the site should have provide answers to questions (without giving away the farm of course)

  • 3. Provide fresh relevant content — and do so consistently. Not only will this make the site more search engine friendly, but it will provide a reason for current clients to return to your site periodically, thus creating some sense of client loyalty. It also keeps you in front of their minds in the event of a referral opportunity

  • 4. Make your contact information promininent

  • 5. Focus on content, not looks, make navigation easy – although the site should be professional looking and in keeping with the image you want to project.

  • 6. One of the goals is to create “expert status” – again, going back to your website content … A site loaded with great relevant content will position yourself in the minds of clients (and other accountants who may have to refer out because of lack of experience/ecpertise/or geographic limitations) as an expert in your field.

  • 7. In creating your content, keep in mind specific keywords/terms you would want to be found by … including geographic locations I agree wholeheartedly with Devesh’s statement that “the approach of a CPA firm should be to consider the website as an investment in an asset, marketing, and a process improvement tool” … and I like alot Debra’s approach to adding value to her website visitor’s experience. This to me creates “expert status””

• Messages about this question (1):

  • RE: Does anyone have information on if a CPA firm

(Her follow-up hit, “Accountants Who Blog“) is also widely quoted or referred to)

The article purports to “tell CPAs how blogging can advance a firm’s marketing, project management and research efforts” and for all intents and purposes does a fine job.  The article has been cited by numerous other blogs:  CPA Firm Technology Blog, Courtsnewcommtechblog, Golden Practices with Michelle Golden, The Solo Accountant Reporter, just to name a few.

Her article has also been included as content on various other websites (Questia, Allbusiness.com, Allbusiness.com again, etc.

(BTW — Both are a HUGE lesson to be learned there as to the power of what GOOD content can do).

Eva provides some examples of accounting blogs:  www.briantankersley.com/cpatech, Tax Guru (www.taxguru.net) blog, Taxable Talk blog (www.taxabletalk.com). Tax & Business Law Commentary blog at http://taxbiz.blogspot.com, and Our Taxing Times blog at http://trishmc.typepad.com, as well as some nontax accounting and law professor blogs, including one of my tax professors from Villanova Law, Mauled Again.

Where oh Where?

There are a number of folks asking where are the accounting blogs?

• Eva Lang notes that while lawyers have quickly adopted blogs, accountants have not.
  
• JE Moore, The Solo Accountant also noted the discrepency between lawyer blogs and accountant blogs.
• Michelle Golden asks the question: “CPA Bloggers: Where Are The Accountants?” (but notes a few months later that it is growing in “More Accounting Blogs.“

This excerpt from WebCPA (Blogging for Dollars) sums up the lack of accountant vs lawyer blogs:  Golden, whose blog, online at www.goldenpractices.com, lists links to blogs written by CPAs, said that the accounting profession has been slow to adopt blogging as a communication and marketing tool, as compared to those in the legal profession.”

“Lawyers are all over blogs; there are thousands of law blogs and there are two dozen accounting blogs,” Golden said. “The most effective blogs are industry niche-based, but a big problem [that accounting] firms have is declaring, ‘I’m a specialist in X,’ because they are overly worried about the implication that they don’t specialize in Y and Z. If they’re a small firm, they’re worried that they’ll disqualify themselves, but if they’re a big firm, it’s politics. When it comes to blogging, they mistakenly think it’s an all-or-nothing deal. Even if somebody is innovative enough to move forward and blog for industry niche X, other partners oppose it, saying, ‘I don’t want to do a blog, but I’m an expert in Y, and that’s going to make me look bad.’ This is an unwise sacrifice of a great opportunity for the sake of ego.”   Amen I say …

Progression and the Struggle to Keep Blogging

Again, it’s been three years since that article was written, and the question she asks is still relevant.  David S. Rachford over at CPAMarketingCenter.com alludes to one of the underlying reasons why some blogs fail to survive — lack of consistency.  He suggests that one should establish a regular posting schedule and that you can start with posting once a week; but make it realistic.  He adds that “consistency is key to improving your search rank, and your position online.”  I would only add that it is crucial to keeping the blog alive, meaning that a lack of consistency will create a negative feeling towards creating a new blog entry and a feeling of just giving up.

Says Reed Tinsley, CPA, CVA, CFP and a Houston-based consultant for the health care industry writes a blog at http://rtacpa.blogs.com, said that in the last 12 to 25 months, he has gained roughly 50 clients from his Web site and blog, which he tries to update every day.

“If you read my blog, I’m not pontificating like a lot of blogs do,” Tinsley said. “The intent of my blog [is] a receptacle of quick ideas or updates, changes in regulatory issues people need to know about. I’ve told my colleagues lately, I’m really surprised about how much business and inquiries I get through the Web site and I think part of that is the blog itself.”

The Association for Accounting Marketing has this to say about the emergence of Blogs.

“Similar to an online diary, a blog allows a firm to generate buzz by initiating two-way communication directly with readers. Some consider blogging to be an unsophisticated tool, but businesses now use them regularly to reach clients and expand mature markets. Savvy bloggers employ RSS feeds as a way to pick up regular readers. — 9/2007. MarketTrends, Association for Accounting Marketing.”

…. To Be Continued

This is a great example of how existing blog writers and their own content contribute to the fortune of another website while also reaping benefits of their own, including elevating themselves to the level of “expert”.

Take Jerry Davis’ “Construction Practice Insider“.  This is a GREAT example of how and where a niche tax practice area can benefit from blogging.  Not only does Jerry provide great content for AccountingWeb, but he also gathers exposure and expert status at the same time.  Jerry also is able to have that same content appear on his own site Kirschner & Associates, P.C at the same time, getting more bang for the buck.  His article “Quick Facts About the Construction Industry” is an example.

In fact, I love Jerry’s firm blog which beautifully states what I think should be the mission statement for every accounting/tax blog:

My name is Jerry Davis (PUT YOUR NAME HERE) and I am a partner in Kirschner & Associates, P.C. (PUT YOUR FIRM NAME HERE).  We are a CPA firm in the Atlanta (PUT YOUR LOCATION HERE) area that specializes in the construction (PUT YOUR INDUSTRY HERE) industry.  I have started this blog for the following reasons:

• share answers to frequently asked questions from our clients
• post things that I read and want to communicate to others
• link to information on the internet that will interest participants in the construction (PUT YOUR INDUSTRY HERE) industry

Another example of this appears on CPA-Resource.com.  Under the site’s Community section is a Blog Sub-Section, that features various accountant and tax pros (10 at this time).  Each author provides well-written articles that, again, provide great content for CPA-Resource and give the blog author’s audience the sense that they know what they are talking about.  Entries range from 1031 Exchange discussions to Depreciation Reductions.  In some of the cases, the blog author cross-populates the content onto their own website.

Going back to Jerry:  By providing fresh and relevant information, and without him saying so himself, Jerry has created the real perception that he is in fact an expert in construction tax accounting.  If you notice, his blog entries are not necessarily long dissertations on obscure tax laws.  Often they are short, perhaps two or three paragraphs.  But he writes them, and he writes them consistently.  By being consistent, the perception is also that he is vested in what he does; that he cares about the construction tax industry.

These are important lessons to be learned.

More on “An Inconvenient Tax”

“An Inconvenient Tax” is a documentary film being produced currently.

For complete information, go to: http://www.aninconvenienttax.com