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Advisor Websites: Improve your Search Ranking & Digital Presence with SEO

Using social networks to improve your business is important, but no matter where a prospect starts online, they ultimately end  at your website. Today’s prospects are constantly looking for more information before making their buying decisions and your website is an important part of that journey.
In fact, 2/3 of people of all ages say an updated website makes them feel more confident when dealing with financial services professionals, especially when it comes to insurance, according to LIMRA’s 2018 Barometer Study. A similar percentage of folks say they would not do business with an agent or advisor with an out-of-date website.

Your Clients And Prospects Need To Be Able To Find You

Just as you research prospective clients before you meet, your prospect will research you before engaging with you in person or on the phone. When they type your name into Google, they’ll expect to find your social media profiles and website right away – not to scroll through pages of results to find you.
Social Profiles such as LinkedIn, Facebook Business Pages or Twitter accounts (assuming they are public by default) will rank high in search engine results. In order to rank higher in Google search results, you need to make your profiles and website keyword-rich. To do that, you need to know what Search Engine Optimization is, also known as SEO.

What is SEO?

In technical terms, SEO is the “strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine.” Basically, SEO is making sure you use keywords, images, links, and other content that will make your website rank higher on Google when people search topics related to your industry or services.
For example, the advisor/agent website often serves as a content hub if you are able to post blog posts, and other information related to you and your practice like financial calculators or corporate-sponsored collateral on the importance of life insurance or retirement. If you’re a financial advisor that specializes in providing financial advice to small businesses, your website should mention key terms like “small business,” “local business,” and any other relevant terms to your business. Your blog posts should center around this focus and possibly even link to third-party articles that talk about the same industry. All of this helps to make sure your website is search engine optimized.
Firms that do NOT incorporate these strategies are at a major disadvantage. 57% of a purchase has already been made before first contact with a company representative. Influencing during this discovery phase is critical to the success of your business. Search engines reward websites that have consistent content updates because this signals to their algorithms that these pages are more relevant to users than sites that are not updated regularly.

SEO Tips & Tricks

Provide Quality Content

Text, images, and video: quality content goes beyond your basic contact information. Things to think about include:

  • Who you are?
  • What makes you unique?
  • Why are you a great person to work with?

Images, a written biography or an introductory video showcasing your office and you at work within the community are also great ways to expand this initiative.
Tailor your content based on your demographic and talk about things that are important to your target audience while identifying common struggles and concerns that enable YOU to post content that addresses those issues.

Make Content Dynamic

You do not want a website that you park on the Internet and throw away the keys. Stagnant websites  are “so 1995.” It’s important to share things that are relevant and recent. Some examples include:

  • Quick links to news article, such as what’s happening in the world or the economy
  • Long form articles or blog posts that allow you to use relevant keywords for ranking and link back to your website from your social networks

Use Relevant Keywords

It is important to optimize your website for the web and for search engines. By using relevant keywords you increase your SEO, however don’t get too caught up in the weeds doing this. Ensuring your information is up to date is the first step.
Place the keywords throughout every aspect of your site:

  • Tour titles
  • Content
  • URLs
  • Image names

And think about your keywords as search terms — how would someone looking for information about you search for it? This is the key to success.
This is just a snapshot of the content we have prepared to teach you about putting together a website for your business.
Register Now for our upcoming monthly webinar, Tuesday, December 18, 2018 at 8am PST/ 11am EST / 4pm GMT for SEO + Advisor Sites: How to Improve your SEO and Overall Digital Presence.  In this live webinar you will hear directly from Hearsay’s Customer Education Executive Chris Beck about how to use search engine optimization (SEO) to increase the discoverability of your business online.

Linh Le

Linh Le creates training resources and educational content to help Hearsay’s customers succeed. You can follow her on Twitter at @HSSLinh where she tweets about the financial services industry and the state of social media.

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