# Content and SEO plan — making the practice findable

The goal is narrow: when someone in Nepal types a confused question about accounting,
tax or compliance into a search engine, your article is the answer they land on, and
the article makes it obvious who to call.

## The strategy in one paragraph

You are not competing with the Inland Revenue Department for the query "income tax
rate Nepal". You will lose that, and it is the wrong traffic anyway — people
searching a bare rate want a number, not an accountant. You compete for **confusion
queries**: the questions people ask when something does not make sense and they
suspect they have a problem. Those searchers are one step from picking up the phone.
Every article in the seeded library targets a confusion, not a fact.

## Why "confusion" queries convert

| Query type | Example | Intent | Worth ranking for |
|---|---|---|---|
| Fact lookup | "VAT rate Nepal" | Wants a number, leaves | No |
| How-to | "how to file VAT return" | Will try it themselves | Sometimes |
| **Confusion** | "why doesn't my VAT return match my books" | **Suspects a problem, wants help** | **Yes** |
| **Consequence** | "penalty for late income tax return Nepal" | **Already in trouble** | **Yes** |
| Decision | "pvt ltd or proprietorship Nepal" | About to act, needs advice | Yes |

Write for the last four rows. Ignore the first.

## The eight content pillars

Each pillar is a cluster: one long anchor article plus several narrower ones that
link back to it. Search engines reward topical depth, and clients reward the sense
that you have seen their exact problem before.

1. **Income tax** — computation, filing, assessment, disputes
2. **VAT** — registration, returns, credit, reconciliation
3. **TDS** — rates, deposits, credit, mismatches
4. **Company law & OCR** — incorporation, AGM, returns, share changes
5. **Audit & assurance** — what it is, how to prepare, what auditors ask
6. **Accounting & NFRS** — treatments people argue about
7. **Starting a business** — structure, registration, first-year compliance
8. **Payroll & SSF** — salary structuring, contributions, year-end

## Seeded articles (in content/blog)

| # | Article | Pillar | Targets |
|---|---|---|---|
| 01 | Advance tax, TDS and instalments | Income tax | "why am I paying tax three times", "advance tax Nepal" |
| 02 | Why your VAT return never matches your books | VAT | "VAT return mismatch", "VAT reconciliation" |
| 03 | Book depreciation vs tax depreciation | Accounting | "two depreciation figures", "Schedule 2 depreciation" |
| 04 | Your TDS credit doesn't match | TDS | "TDS not reflecting", "TDS credit missing" |
| 05 | What an audit actually checks | Audit | "what do auditors check", "does audit catch fraud" |
| 06 | Pvt Ltd, partnership or proprietorship | Starting up | "pvt ltd vs proprietorship Nepal" |

## The next forty titles, in publishing order

Publish one a week. Consistency beats volume — forty articles over ten months
outperforms forty articles in one month, because the site earns trust gradually.

**Quarter 1 — the consequence queries (highest intent)**
1. Late filing of the income tax return: what it actually costs
2. What happens if you never filed at all — and how to come back into the system
3. The tax assessment letter arrived. What now?
4. Interest, fee and penalty: three different charges people call "fine"
5. Missed a VAT return. What are the options?
6. Your PAN is blocked. Here is why, and how it gets unblocked
7. What the IRD can actually ask you for, and what it cannot
8. Company struck off the register: what it means and whether it can be reversed
9. Late AGM and unfiled annual returns: cleaning up a dormant company
10. When a tax officer disagrees with your treatment: the administrative review route

**Quarter 2 — the confusion queries**
11. Why your bank balance and your cash book never agree
12. Provision, accrual, reserve and contingent liability: four things people call "provision"
13. Why your profit is high and your bank account is empty
14. Turnover, revenue, gross receipts and taxable supply: four different numbers
15. Capital expenditure or repair? The test that decides
16. Why does the auditor keep asking about related parties?
17. Directors' loans and current accounts: where owners get into trouble
18. Stock valuation: why the number you counted is not the number in the accounts
19. Bad debts: when you can actually write one off
20. Foreign currency transactions: which rate applies on which date

**Quarter 3 — decisions and planning**
21. Should you register for VAT before you have to?
22. Salary or dividend: how owners should take money out
23. Buy or lease that vehicle? The accounting and tax consequences
24. When to move from cash accounting to proper books
25. Hiring your first employee: everything that starts on day one
26. Do you need an accountant, a bookkeeper, or software?
27. Choosing accounting software for a Nepali business
28. Setting up a branch versus a subsidiary
29. Bringing in a foreign investor: what changes
30. What a bank actually looks at in your financial statements

**Quarter 4 — sector-specific (lower volume, very high conversion)**
31. Accounting for a hotel or restaurant: the issues unique to the sector
32. Construction contracts: revenue recognition when the project spans years
33. Trading and import businesses: customs value, landed cost and VAT
34. NGOs and INGOs: reporting and the audit expectations that differ
35. Hydropower projects: the accounting questions that come up
36. Schools and colleges: fee recognition and the compliance calendar
37. IT and service exporters: invoicing abroad and the tax treatment
38. Cooperatives: how the requirements differ from a company
39. Pharmacies and retail chains: stock control and the audit trail
40. Manufacturing: costing, valuation and the schedules an auditor will want

## How to write each one so it actually ranks

**Structure**
- Title contains the phrase a confused person would type — in their words, not the statute's.
- Open with the confusion itself. The first two sentences should make the reader think *this is exactly my problem*.
- Answer the question early. Do not make them scroll for it.
- Use section headings that are themselves searchable questions.
- Close with a FAQ block. Those become the FAQ schema and win the expandable results on the page.
- End with a short, plain invitation to get in touch — not a sales pitch.

**Length** — 900 to 1,500 words. Long enough to be thorough, short enough to finish.

**The rule that protects you**: never state a current rate, threshold or due date as
a settled fact in an article. Explain the *mechanism*, and note that the figure
changes each Finance Act. Mechanisms stay true for years; numbers go stale in months
and a stale number in your name is worse for your reputation than no article at all.
Every seeded article follows this rule, and each carries a `review_due_on` field.

**Internal linking** — every article links to two or three others in the same pillar.
The `blog_internal_link` table records these so the relationships survive a redesign.

## Technical set-up (once)

- One page per article at `/blog/<slug>/`, with the slug never changing after publication.
- `<title>` and meta description written per article — both are already in each file's frontmatter.
- Article schema on every post; FAQPage schema wherever there is a FAQ block.
- A sitemap listing every published post, submitted once to Google Search Console and Bing Webmaster Tools.
- Fast pages and readable on a phone. Most of your traffic will arrive on a phone.
- A Google Business Profile for the firm, with the same name, address and phone as the website, exactly matching everywhere.

## Measuring it

Check Search Console monthly, and watch three things only:

- **Impressions by query** — what people are actually typing to find you. This is your next article's title, written for you.
- **Position 5–15 pages** — these are close. A modest update usually moves them onto the first page, and that is far cheaper than a new article.
- **Enquiries by landing page** — which articles produce actual clients. Write more like those.

Ignore raw traffic. An article read by 200 confused business owners in Kathmandu is
worth more than one read by 20,000 people who will never call you.
