Financial advisors are professionals who provide expertise for clients’ decisions around money matters, personal finances, and investments. They can offer a range of different services, such as investment management, tax planning, and estate planning.
These days, the competition in this market environment is quite strong, so it is necessary to have different tools if you want to reach more clients. Many financial advisors work independently, and it might be often difficult to make themselves visible in the market.
The internet, however, can help you to find as many clients as you want. Many make mistakes at this point because their online presences are often small and not visible on Google and other search engines. Poor Search Engine Optimization (SEO) is typically one of the main culprits for this.
Fortunately, this problem can be solved by making necessary changes and optimizations to your website. SEO consists of two sectors: On-page SEO and Off-page SEO.
- On-page SEO refers to the content and structure of your website itself
- Off-page SEO refers to all the measures that can be taken outside of the actual website in order to improve its position in search rankings
A strong focus on both off-page and on-page search engine optimization will do wonders in the organic ranking and traffic of your website, and will directly affect revenues, sales, conversions, and acquisition of clients.
I am going to dive into these two facets in detail to tease out the important tactics and tricks to ensure that your website and brand stay on the up-and-up. This article will be focused on On-page SEO and will describe how to include proper keywords for your industry.
How to Structure Headlines
On-page SEO usually starts with optimizing the headlines. The “H1” tag signifies the main headline of each page. You should use only one H1 on each page because otherwise, Google crawlers might get confused and your page or even the entire website might get punished.
Including keywords in headlines is typically very important for SEO. You should spend some time to think about how you can include your main keywords in them. Start with optimizing your H1 and work your way down to H2, H3, H4 etc. Try to create natural headlines and sub-headlines which fit to your text. You should also consider to include synonyms of your keyword.
Unique and Qualitative Content
Create unique and qualitative high content related to your subject because Google loves original content. Your clients will also appreciate that so you can stand out from the crowd. If you are not very experienced in writing, you can hire someone who can do that for you.
The entire content has to be relevant to your niche. You have to present your service as good as possible, and you should not publish anything that is not appropriate to your financial advising niche. Never forget that you write the content for your clients, not for Google. Crawlers will recognize if you try to trick them with including keywords which don´t fit to the content of the page.
You should also include keywords within the content of the page, but they have to be placed in a natural way. That means you should not overload your content with keywords. It is enough to include your exact-match keyword 3 to 5 times, depending on the length of the text.
It is recommended to use only unique content. You should avoid republishing any text or article from other websites because your website can be even penalized for spam or duplicated content. No matter how attractive and relevant to your financial advising niche the content might be, avoid republishing.
Keywords within URLs
URLs are a good and quick way to improve SEO of your page. A quick tip would be to align your Path URL with the SEO-optimized H1 of each page. For example, if the title of your blog is “How to invest money in 2020”, you can choose “xyz.com/how-to-invest-money-in-2020”. If your title is too long, you can also try to shorten it in the URL.
The meta description tag in HTML is the 160 character snippet used to summarize a web page’s content. Search engines sometimes use these snippets in search results to let visitors know what a page is about before they click on it.
Meta descriptions are also valuable for SEO, and each page of your website has to have its own description. They can help users to find out if your text is suitable for them. Your keyword should be added within those descriptions. If a user on Google uses the exact same term for his search, it will be highlighted in bold in the search snippets.
There are different tools that can help you to discover the best keywords, according to your service and offers. Google provides an in-house solution with the Google Ads Keyword Planner where you can make an appropriate selection of the most popular keywords for your niche. If you don´t have a Google account, you can use Free Keyword Tool. As its name suggests, the tool is free of charge.
There are also many other programs of this type on the market, and their efficiency may vary. You are free, however, to find the most suitable solution for yourself.
Marketing expert with experience in developing digital capabilities within investment management companies. Certificated expertise in social media, web, email, online advertising and digital performance marketing campaigns, both from a strategy and operational perspective. Hands-on success with brand awareness, lead generation and fund promotion campaigns. My know-how spans both B2B and B2C in the finance industry.