Rank higher on Google by leveraging 4 cornerstones of integrated marketing – Accounting Today

Google makes substantial changes to its search algorithms several times a year. The most recent was the helpful content update in August. According to Google, the update will “ensure people see more original, helpful content written by people, for people, in search results.”

While these Google core updates are supposed to improve the quality of searches, they can also devastate your website rankings. So, how can accounting firms continue to rank in searches despite continual updates to the Google algorithm?

Leveraging an “integrated marketing communications” approach offers resilience and success when coaxing clients to the top of Google search rankings — even in the midst of continual algorithm changes. The strategy relies on balancing the four media cornerstones of integrated marketing communications: (1) owned media, (2) earned media, (3) paid media, and (4) shared media.

This article offers an overview of the four media cornerstones of IMC and how to use them best.

What is IMC…

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