The Internet is becoming more and more loaded with corporate websites, web pages, marketing blogs and online storefronts. A company who offers financial consulting can post information on their website about the services, past and current projects and the corporate profile. But how will people come to know about the services or the existence of such a website? Search engine optimization strategies and tools offer a solution to financial advisors seeking to build their brand over the Internet.
What is Search Engine Optimization?
Before looking at different reasons why search engine optimization is important, it is necessary to first understand what exactly it is. Search engine optimization (SEO) is, so put it very simply, constructing websites in a way that makes them easy for search engines to find, index and then place in search results. The internet is the largest source of information mankind has ever known and that makes finding the data people are searching for very comfortable.
The internet is not something difficult to understand and the simplest way to come to grips with it is to use the analogy of a huge shopping mall with thousands of stores selling products but have no signs telling people what they are selling. People go to the mall and search what they need, but with no way of knowing where to look, it won’t be long before they become frustrated and give up. They then return home and while they may try again, they will usually end up buying from a store they have been to before, even if they know more choices are available.
But if this mall had stores with signs on them, a map to tell people what is available, wouldn’t that make the experience much easier?
Now think of a search engine as a kind of guide to the mall that tells people where to go to find what they need. A successful search engine optimization strategy is like placing a large signboard outside the stores to tell people what is available inside. But on the internet there will be thousands of other stores in competition with you and so you will need something extra to attract customer’s attention.
When you optimize your site for search engines, it is like placing it near the top of the list of stores, the best position for attracting customers. It is human nature to choose the easiest option and in this case that means examining the businesses that are at the head of the list to see if they will supply what is being looked for. No one wants to waste time going through the whole list if it can be avoided.
And that is why a search engine optimization strategy is important: it places your website at the top of the search results and increases the chances of customers coming to you.
How Do I Manage to Improve My Online Presence?
In search engine optimization marketing, one way of improving online presences is with the use of keywords. The process of SEO includes finding out how to make good use of keywords to promote a website. A few carefully selected words can increase your chances of appearing in the top results of a search engine. For a financial advisor, examples of keywords may include “financial advising” or “how to invest money”. Such keywords can be included in articles posted on the website, especially those that appear at the main pages of the website. Various articles can be developed on anything about investing, be it on the latest investment trends or the importance of an investment strategy. Articles can be posted on the website or on other sites that cater to the services offered by the company. This creates more avenues for reaching your website.
Knowing what search engine optimization strategies can do for your business leads to an awareness of how important it is to develop good website content. It is important to take note of the design and each article that is posted on the website. Other website content that can be optimized are the (back)links, headings, and menu items. These are important indicators of when a website will appear in Google. Know how to use your website content in a way that will increase your chances of appearing at the top of search results. It is one way of putting your business ahead of the others.
More detailed techniques and strategies will be covered in future blog posts. If you want to get a head start without much SEO knowledge, you can visit my post “5 Tips: How to Rank Small Websites on Google”.
About the Author
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. Also experienced in driving the digital marketing technology investment roadmap including CRM and automation tools. My know-how spans both B2B and B2C in the finance industry.