Search engine optimization is one of the best ways for financial advisors to get found online. It involves strategically optimizing your website to send strong signals to search engines that you are relevant and trustworthy for the queries people use when looking for an advisor.
Compared to the cost of other marketing strategies, SEO is relatively inexpensive and has a high return on investment. But for many advisors, implementing SEO can seem daunting and complex, and they often avoid it altogether or rely on less-effective techniques. This is a shame, since properly implemented SEO can make an enormous difference for an advisor’s business.
The key to leveraging SEO is understanding what it actually is and how it works. When done right, it allows you to improve your visibility in search results and generate qualified leads who are genuinely interested in your services.
First, it’s important to remember that SEO is a long-term strategy that requires consistent work to be effective. It’s not a quick fix that will instantly generate new clients, and it can take months to see results. However, if you commit to the process and remain patient, you will be rewarded with higher visibility on Google and a steady stream of prospective clients.
To optimize your website, start by conducting keyword research to determine what phrases your prospects are using when searching for an advisor. Then, focus on writing content that addresses those topics and uses the appropriate keywords throughout. Be sure to add in a few long-tail keywords as well, as these can help set you apart from your competitors by positioning yourself more uniquely for the searcher.
Once you’ve optimized your website, it’s time to turn attention to building quality backlinks. Search engines rank websites based on the number and quality of the links that point to them, so acquiring a healthy amount of these can increase your ranking significantly. The quality of the sites that link to yours is also important, so try to only build links with authoritative and reputable websites.
Another important aspect of SEO is ensuring that your website is mobile-friendly. This is because a growing number of prospective clients are conducting their searches on their phones, so it’s crucial that your site is easy to navigate and can be read from any device.
Finally, don’t forget about local SEO. This is a critical component of any SEO campaign, and it’s particularly important SEO for financial advisors. Many prospective clients conduct their searches for financial professionals in their area, so it’s essential to rank highly for these terms. To get started, use Google’s keyword planner to find the top financial advisory keywords that are being used in your area. Once you have a list of potential keywords, you can use the planner to filter them by monthly search volume, competition level, branded versus non-branded, and more. This will help you narrow down the options and choose the best ones for your particular business.