Increasing Visibility: A Financial Advisor’s Guide to SEO
According to the latest U.S. Bureau of Labor Statistics (BLS) data, there are around 330,300 financial advisors employed in America. Translation: competition for visibility and clients is fierce. While things like a modern, user-friendly, and informative website with a healthy SEO strategy are not likely to close the deal on a prospect (that’s on you), it is a foot in the door and can provide tangible assistance in growing your business.In today’s digital landscape, an effective online presence is crucial for financial advisors to attract and engage with clients and prospects. Search Engine Optimization (SEO) is a fundamental strategy to improve a website’s visibility in search engine results. This article will delve into the intricacies of SEO, detailing steps for financial advisors to optimize keywords, meta tags, utilize long-tail keywords, enhance URL structures, build backlinks, improve local SEO, and leverage blog articles for higher search rankings.
On-page SEO refers to the optimizations made directly on the website and its individual pages. It includes optimizing content, meta tags, URLs, internal linking, site structure, mobile-friendliness, and user experience. On-page SEO is essential as it helps search engines understand the relevance and context of each page’s content, making it easier to rank for targeted keywords.Let’s look at some of the components of On-Page SEO and how to improve your site’s visibility…
1. Keyword Research
2. Focus on Long-Tail Keywords
Higher Conversion Rates
Long-Tail Keyword Examples
3. Strategic Placement of Keywords
Keywords in the titles provide context and relevance to both search engines and users. They help clarify the topic or subject matter of the page, signaling to search engines that your content is relevant to specific queries, thus improving the chances of ranking for those terms. Including keywords in page titles, especially on the homepage and service-specific pages play an important role in SEO.Let’s say you are a financial advisory company that also offers tax preparation and planning. Some good examples of keywords used in page titles for your clients and potential clients could be:
Header Tags (H1, H2, etc.)
Optimizing for long-tail keywords allows you to attract highly targeted traffic that is more likely to convert. While the search volume might be lower, the traffic you do receive is more qualified and interested in the specific information, products, or services you offer.
The H1 tag represents the main heading of a page and is typically the most important header on a webpage. It is usually the title of the content and should contain the primary keywords relevant to the page’s topic. There should ideally be only one H1 tag per page.
The H2, H3, H4, etc. Tags are used as subheadings to further divide the content into sections and subsections. They follow a hierarchical structure, with H2 tags being the next level of importance after the H1 tag. For instance, an H2 tag might represent a major section, while H3 tags would be subsections within that section, and so on.Aside from improved readability and user experience, including relevant keywords in header tags helps search engines understand the structure and content of your webpage. Using keywords in these tags, especially the H1 and H2 tags, can signal the importance and relevance of specific topics, potentially contributing to improved rankings for those keywords.
4. Quality Content
Developing valuable and informative content that addresses common financial questions, concerns, and needs of potential clients is not just good for your clients or prospects, but it’s also valuable to how how Google and other search engines evaluate your site. This can include blog posts, articles, guides, videos, infographics, etc. Incorporate keywords naturally within this content.
Blog articles offer opportunities to target long-tail keywords and relevant terms related to financial planning, investment advice, retirement planning, tax strategies, etc. By naturally incorporating these keywords into the blog content, the website becomes more visible for specific search queries.
Regularly publishing high-quality, informative blog posts also signals to search engines that the website is active and provides valuable information. Fresh content can attract both search engine crawlers and visitors, improving the site’s authority and credibility.Lastly, blog articles can address common questions, concerns, and topics of interest to potential clients. This helps in providing solutions, establishing expertise, and building trust with the audience.
Off-page SEO focuses on external factors that impact a site’s search engine rankings, particularly through backlinks, social signals, brand mentions, and online reputation. It involves activities like link building, social media marketing, influencer outreach, and other strategies that enhance a website’s authority and trustworthiness in the eyes of search engines.Let’s look at some of the components of Off-Page SEO…
1. Backlinks and Their Significance
Backlinks are links from external websites directing traffic to your site. They are crucial for SEO as search engines view backlinks as votes of confidence. When reputable websites link to your site, it signals to search engines that your content is valuable and trustworthy. Higher-quality backlinks from authoritative sites carry more weight in improving your site’s authority.
Backlinks also play a crucial role in search engine algorithms. Websites with a greater number of high-quality backlinks tend to rank higher in search engine results pages (SERPs) for relevant keywords and queries.
Of course, quality backlinks can help drive referral traffic to your site. When users click on a backlink from another website to yours, it brings potential visitors interested in your content or services.Financial advisors can acquire backlinks through guest posting on reputable financial websites, collaborating with industry influencers, joining industry specific organizations like CFP, NAPFA, etc. that will list your information and website, or creating valuable content that naturally attracts links.
2. Local SEO Optimization
Optimize Google My Business (GMB) Profile
Online Directories and Citations
Reviews and Testimonials
Sponsorships & Events
3. Social Media & Marketing
Social media is an arena that most businesses would rather not engage with, but it’s influence and reach is undeniable. Maintaining an active presence on social media platforms helps increase brand visibility and awareness. When people engage with your content on social media, it can lead to increased brand searches on search engines, indirectly affecting organic search visibility.
A healthy way for financial advisories to engage in social media is sharing informative blog posts, participation in local events, company get-togethers, introducing new staff members, and posting holiday well wishes.Additionally, social media provides personal branding and networking opportunities. Establishing personal and professional profiles on social media platforms like LinkedIn allows financial advisors to network, connect with potential clients, and share industry insights. This networking can lead to collaborations, partnerships, or opportunities to guest post on reputable websites, ultimately benefiting SEO through backlinks and increased visibility.