SEO for Financial Advisors: 4 Simple Tasks for Your Marketing Routine

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By now, you know how important it is to optimize your advisor website in order to boost SEO rankings and drive the most traffic to your site. It is a work in process and there are multiple pieces that must be included in order to keep your website thriving. Once you have everything started and launched, continue to improve your site with these 4 simple tasks to boost SEO.

4 Simple SEO Tasks to Boost Your Marketing Strategy

Want to find out more? Take your marketing strategy to the next level with the tasks below!

TIP #1: KEEP YOUR CONTENT IN CHECK

You work hard to regularly produce killer content, but make sure that you are consistently updating and optimizing your blogs, website content and anything that drives traffic. Google rewards fresh content that has been updated and helps to boost your SEO rankings. When you are producing content, it’s crucial that you engage and entertain your readers, because 55% of visitors spend fewer than 15 seconds on your website, which means you need to captivate them right from the start. So, not only are you producing content, but you are optimizing and repurposing. How do you do this? There are a few steps that you can take to optimize your blogs.

OPTIMIZING YOUR CONTENT

Make sure that you are checking back on your work to see if there is anything outdated that could use an upgrade. How do you do this?
  • Check on your links and update any that may be outdated.
  • Refresh your keywords and place them where necessary.
  • Does your site have appropriate calls to action?
  • Are there are any trending topics you could incorporate into your blog posts?
At Twenty Over Ten, we aim to optimize blog posts on a weekly basis and republish them along with posting them to social media. If you put all the work into creating an awesome blog and check the analytics to see how well they are performing, then why not get as much out of it as you can? Not only can you optimize and repurpose your content, but when you do this, it can save time, as you are not having to create an entirely new blog. TCM Advisors Twenty Over Ten client, Tapparo Capital Management, has a strong blog section, where they blog at least once a month, which is a great starting point, especially as a busy financial advisor. Additionally, they have done a great job of organizing their blog page with different categories such as “college planning,” “invests,” “investment” and “retirement funding.” They also include a useful search functionality on their website making it easy for their visitors to type in keywords to find the articles they’re seeking.

TIP #2: WORK ON YOUR LINKING

From backlinks, external links and internal links,  there are a lot of linking practices that take time, but the benefits are so important. While backlinks may be more difficult to obtain and take the most time you can always work on your internal linking within a blog post. So, how do you create a killer linking strategy? You use both external and internal links.

EXTERNAL LINKING

What is an external link? Simply put,  they are hyperlinks that target any domain other than the domain where the link already exists. For example, if another website links to you, then this is considered an external link to your site. Similarly, if you link out to another website, then this would be considered an external link. When you are linking to another site, make sure that it is a legitimate and useful resource, as you only want to link to content that will help others. You know what else is great about external links? Sources can see when you link to their content, which makes them more likely to link back to you, therefore boosting your SEO even more. It’s kind of like “networking” online through link building.

INTERNAL LINKING

So, what exactly is an internal link? Well, it’s a link that directs you to another page on the same website. They are links that go from one page on a domain to a different page on the same domain. They can be used anywhere on your website, but are commonly seen on the homepage or main navigation of your website. When internal links are used properly, they can really help you out, as visitors will stay longer on your website as they check out the links and they establish power rankings throughout your pages. Google checks out websites by following both internal and external links using their Google bots. When the bot arrives at the homepage of your advisor website, it checks out the first page and continues to follow the links. By going in order, Google is able to find out the pages that cover similar subject matter. You want to make sure that your linking structure flows well throughout your website. You may also like Linking to related posts helps Google to understand your site structure, but it also helps promote one or more related posts at the end of your article, as well as, creating even more internal linking power. If you link to related posts, this will keep visitors on your website as they check out the additional articles on your website. For example, on the Twenty Over Ten blog, we include links to three additional related blog posts at the bottom of every post.

TIP #3: KEEP TRACK OF YOUR ANALYTICS

Keeping track of your analytics is so important, because if you are not routinely performing an audit of your website, then you will not know how you are doing and most importantly, what you might need to change.  At Twenty Over Ten, we are big fans of both Google Search Console and Google Analytics. We are touching on both of those so you can see how to use them hand in hand when it comes to monitoring your firm’s website analytics.

GOOGLE ANALYTICS

Google Analytics will give you data points about the performance of your website, such as: Who is using your site, and how are they finding it? It provides information on things such as:
  • The number of visitors to your site
  • Where visitors are coming from
  • How much time do they spend on your site?
  • What is the nature of their visit?
Google Analytics

GOOGLE SEARCH CONSOLE

With Google Search Console, you can get SEO information on your website directly from Google. It can be used as a tool to improve your SEO efforts and organic traffic. Some of the insights you can get using this tool are:
  • Search Analytics
  • Links to Your Website
  • Internal Linking
  • Mobile Usability
  • Keyword Queries
  • Index Coverage Reporting
When you use these two tools together, they provide a lot of wonderful insight to see where your site is excelling and where you may need some work.

TIP #4: MAKE SURE YOU ARE ACTIVE ON SOCIAL MEDIA

If you aren’t on social media these days, then you are really missing out on an opportunity to connect with a lot of leads and potential clients. There are 3.2 billion daily social media users worldwide, so with those kinds of numbers, you definitely need to be putting your footprint out there. When you effectively use social media for your firm, it can really boost your SEO rankings. So, how exactly does social media affect SEO? Well, there are a few ways.

THEY INCREASE ONLINE VISIBILITY AND ADD TRAFFIC TO YOUR WEBSITE

For example, if you create a blog, then share it on social media! This will increase the audience sees this and when they read, it will link back to your website.

THERE IS INCREASED AUTHORITY AND BRAND RECOGNITION

As far as brand recognition goes, this is the ability for your target audience and the general public to recognize your company based on signifiers like logos, slogans and colors. Your social media profiles are great ways to build this

IT CREATES BROADER CONTENT DISTRIBUTION AND LONGER CONTENT LIFESPAN

Once you’ve published a blog, how long it lasts will depend on search engines. So, no matter how awesome a blog was, it becomes outdated and will be harder to find on your site as more content is produced. With social media, you control distribution, and you can increase the lifetime of your content by re-posting it. embedding video In the above image, Twenty Over Ten has shared their blog “Do’s and Dont’s Of Embedding Video On Your Website” on their social media pages to reach a large audience

IT IMPROVES LOCAL SEO

Just like your website, your social media profiles need to be optimized to cater to local SEO, which includes a keyword-rich description, a clear indication of your services, your hours, and a phone number and address consistent with the one on your Google My Business profile.

Tying It All Together

It takes a lot of work to produce an awesome advisor website, and while once you have launched it, you want to sit back and admire your work, remember that is a moving process. While you can briefly celebrate the success of the launch, there are so many moving pieces and aspects that you need to integrate and tie together. We hope that this blog has given you some useful insight and tips that you need to keep your website running strong. Related: Should Financial Advisors Use Paid Google Ads?