Your services as a financial advisor are more in demand than ever. However, there are many other financial advisors competing for clients, and they all have blogs, websites, and other online marketing methods. While your marketing efforts go a long way towards strengthening your brand, you need search engine optimization, or SEO, to help you stand out from other financial professionals.
People use a variety of tools to find a financial advisor, from recommendations and directories to Google and other search engines. Your website is likely to appear in these searches, but it has to be close to the top if it has a chance of generating clicks.
On this page, you’ll learn the importance of SEO for financial advisors like you. You’ll also learn some of the basics of SEO, and why it’s essential to do it properly.
SEO, or search engine optimization, is the ongoing process of making improvements and changes to websites and other online properties so they rank higher in search engine results. Although SEO experts are trying to attract the attention of search engines like Google, Bing, and Yahoo!, they also have to make sure their content resonates with target audiences.
There was a time when financial advisors could add a few keywords to their sites and see a mild bump in rankings. Now, rankings are affected by a wide range of factors, from frequency of their updates to the usability of their website. As a result, the first few listings in a web search are the only ones that get a majority of clicks, so the work isn’t done until your site is coming out on top.
Due in part to SEO, marketing for financial advisors is more complex and time-consuming than ever. Many advisors don’t have the time or expertise to do it themselves, so they find they need the help of experienced SEO professionals to keep their websites at the top of search engine rankings.
According to Pew Research Center, 78 percent of adults with a net worth greater than $75,000 use a search engine at least once a day. This is your target market, and it’s a sure bet some of those searches center around financial topics. If your website isn’t appearing in these search engine results, you’re missing out on new clients—and new revenues.
SEO achieves two important goals for financial advisors. One is visibility. Potential clients are constantly searching for someone to help them manage their money. Most only click on the first three results, and they almost never go to the second page.
By optimizing your site for Google and other search engines, you increase your chances of getting clicks. If you target your SEO to a niche market or service, you won’t get as many visitors, but you’ll bring in more qualified leads.
The other goal of SEO for financial advisors is building credibility. Because people tend to trust Google’s perception of high-quality content, they place greater trust in content that ranks near the top of search results.
High net worth clients are no different—they also trust the individuals and firms that create the most popular financial content on the web. When you optimize content for search engines, it gets read by these individuals. They, in turn, start to look at you as a reliable source of advice and a trusted advisor when they need financial guidance.
While SEO strategies are intended to raise your ranking on search engines, they shouldn’t be at the expense of your target audience. In fact, your rankings actually go up when people respond favorably to your website and your business.
Which SEO strategies make this positive feedback possible? Here are three of the most important SEO tips to keep in mind.
Broad keywords such as “financial advisor” and “financial tips” will land you in many search engine results, but you might not be seen by good prospects. Your keywords need to attract the clients you want: the ones in your area.
Incorporate words and phrases that reflect your geographic or metropolitan area, as well as your areas of expertise. This means your copywriting should contain phrases like “financial advisor in [your city]” or “expert financial services in [your state]” instead of something more broad.
Even if potential clients only visit your website sporadically, they can still learn a lot about you by the content you produce. Search engines are the same way: they can learn what words and phrases you should rank for by reviewing your content to see what it contains.
Make sure your SEO strategy includes a robust content strategy. Write insightful blog posts, both on your site and on others. Create compelling infographics or motion graphics that teach readers something new. Produce videos and webinars featuring helpful financial advice. This kind of content is not only appealing to search engines, but also highly valuable to those considering contacting you for financial advice.
As a final tip, make sure you add share buttons to everything you post, which can help your content spread across social media networks and attract even more readers.
On most search engine results pages, or SERPs, the top listings are most often to sites that are frequently cited—and linked to—by other sites. Acquiring more links can improve your rankings, and this can be an effective SEO strategy for financial advisors as well.
You can build links on similar sites by encouraging viewers to link to and share your content. Great content may naturally attract links. In the meantime, build internal links by linking to pages on your own website, which will help search engines “crawl” your website and find every page you have.
If you want to learn more SEO tips to get your site ranking better, try reading our SEO tutorial for beginners. This in-depth tutorial will show you exactly what you need to do to improve your website’s rankings, attracting more potential clients and improving your visibility for the search terms most relevant to your business.
Now that you understand the importance of SEO for financial advisors, you’ll want professional guidance to make it happen. SEO is more than just adding relevant keywords to your copy. It involves understanding search engine algorithms, knowing how to adapt your strategy when they change and keeping a constant eye on your rankings.
If you don’t have the time to focus on learning and implementing SEO, we can help. Our expert SEO team can get you to the top of the search listings, whether you need to devise an effective SEO strategy for a brand new website or optimize your existing website for better results.
We offer a wide range of services to make any SEO campaign more effective and profitable, and we’d love to do the same for your website. Give us a call or contact us online today to learn about our SEO packages and professional marketing services. We’ll put together a completely customized solution just for you!
Ready to start your Internet marketing and design campaigns? Call 888.449.3239 or contact us online today to learn more about how WebpageFX can help with your SEO challenges.