• Search Engine Optimization (SEO)

    For the Independent Financial Adisor

Everyone knows that good search engine optimization (SEO) is an important way to get noticed on the web. It must be – we read about it all the time.

But SEO seems complicated, beyond the control of a small independent business practice. It can feel like it’s easier just to throw up your hands in dismay, dismiss it as too difficult or too expensive, and move on. But that doesn’t need to be the case.

In a survey conducted by Databox, 70% of respondents said that SEO is better than PPC for generating sales. (Databox, 2019)

https://www.hubspot.com/marketing-statistics

Realistic SEO may not be perfect, but it makes things better

Improving site SEO doesn’t need to be complicated. And it doesn’t need to be perfect. It needs to make things better.

Honestly, you can improve your reach and your local presence – increase your local SEO.

Don’t get overwhelmed by detailed programs that reach for perfection. Remember, perfect is the enemy of good.

There are achievable strategies that cover your most important SEO needs and help you to up your game.

Because that’s what you really want, right?

SEO comes in different flavours

So, when you begin to study SEO strategies, you will see many different ways to upgrade your site and attract more attention. Just don’t get bogged down in trying to trim milliseconds off your load time.

Achievable SEO strategies include:

Let people know you’re there – in their community

Just like the local pizza parlour, hairstylist, or dental office, you want your businesses to be seen in your community. And to get found in your community, you need to let the search engines (Okay, Google) know that you’re there.

After all, the people out there looking for help are drawn to people close by. I mean, come on, aren’t you?

Things to do to get listed locally

There are some simple things you can do to get Google’s attention and get found. In your own neighbourhood. And that is what local SEO is all about.

There are a lot of things you can do to improve your local SEO. And they’re not that hard to do. You can:

  • Register on Google My Business. It’s easy, and it’s free.
  • Post your name, address, and phone number on your website (NAP). You need to do this to be able to get registered with Google.
  • List your business on indexes like Yellow pages and the Better Business Bureau. Look for local options in your community.
  • Ask for and respond to comments on your website and other community comment boards.

These simple tasks show Google that your business is real and show users (and Google). Then Google to point to you in searches in your community.

Helping prospects find the information they’re looking for

Prospects don’t just want business in their community. They want businesses that provide the services they’re looking for. Following up on our earlier analogy, they want:

* Pizza – thick crust or thin-crust

* Hairstylists – colouring or beard trim
* Dentists – cosmetic or orthodontic

You get the point.

Along those lines, maybe you are looking at my website because I expressed a passion for socially responsible investing and environmental, social and governance investing. If that is one of your interests, then those will be the potential prospects you want to appeal to – with phrases that appeal to them specifically. SRI and ESG are just two of them.

How to get noticed with targeted terms

You can adjust your SEO to attract site visitors by investigating effective search terms that target the very prospects that would be your ideal match. Then you use those terms on your site to catch Google’s attention and appeal to those extra special prospects.

One of the most interesting aspects of SEO strategy discussion is the idea of long-tail search terms.

Long-tail search terms are words and phrases that don’t get as much traffic as busier, more general terms. But by building on these less busy search terms, you have a better chance of ranking highly.

And finding your ideal prospect – prospects they are more likely to stick around because you are appealing to their interests more closely.

Think golden retriever instead of dog or gruyere instead of cheese. (Okay, at least the golden retriever has a long tail!)

There are plenty of tools out there to help you to find your perfect long-tail search terms.

Your goal will be to use them effectively in the copy you display on your website to attract prospects and inform Google.

Keeping visitors on your site reading material they find engaging

It should come as no surprise that I would highlight this. But it’s true.

It makes good sense. Let’s begin by defining “good copy”.

Good copy serves two purposes.

  • It provides the information readers want.
  • It provides that information in a way they enjoy.

If the information you provide does not achieve these two things, the reader may leave, never coming back.

If you do both these things, the reader will stay around, get comfortable with your site, and maybe even decide to do more with you.

This is where you can benefit from working with a copywriter. Building a good working relationship means that you can make sure that your knowledge is effectively shared – on your website, in ongoing blog posts, in email newsletters.

The show must go on… and on

Each of these needs work, now and on into the future.

And their success may not display itself right away. It builds upon itself, over time. You can:

  • Improve your local SEO by making sure you have provided the information you can. Keep it going by ensuring that you seek and answer comments on your business from local customers and prospects.
  • Find your ideal prospects by finding the long tail search terms they use. Keep on using the terms you find and refine them, to keep Google’s attention and attract more prospects.
  • Provide material your clients and prospects need by creating engaging and informative copy. Keep it up to date and add to it, so that Google knows you’re still out there and your clients can stay up to date and share your expertise with their friends.

Let’s do this! Together!

I want to be on your team as you spread the word. You have something to offer – that your prospects will benefit from. Build the profile and create the content that will help them find you.
Go ahead, set up an appointment or send me a message. Together we can build the winning team you need in your community.