Four top tips for SEO optimisation

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Financial advisers still underestimate the power and importance of search engine optimisation (SEO) to attract traffic to their practice websites and are losing new business as a result, says US-based i-Impact Group president and founder Claudio O. Pannunzio.
 
Pannunzio describes the most popular search engines – such as Google, Bing and Yahooas the librarians of the Internet. Their core task is to collect information and catalogue it in a way that helps people immediately find what they are searching for. 
 
To store information, every search engine employs an algorithm, which advisers should think of it as a secret recipe that turns information into search results, he says.
 
Therefore, SEO is the process of ensuring that adviser websites possess all the ingredients that match search engines’ recipes (algorithms).  For financial advisers, search results are very important as they increase the odds that their business is easily found on the Internet, Pannunzio says.
 
The correct approach in using social media is to establish an ongoing and consistent conversation that drives traffic to the adviser’s website with the ultimate goal of converting visitors into clients. In marketing lingo, this is defined as a hub-and-spoke model, he says.

Pannunzio has four key suggestions and zero-cost ideas to create an SEO strategy that will help advisers achieve an effective online presence:
 
  1. First, go to Google and set up the free Google Analytics to find out the most common terms or search words people use to find a financial adviser. Make sure these terms are included in the practice website and social media interactions. The more specific the adviser gets with their keywords, the better the chances of ranking high in search engines. The key words should be placed strategically throughout the website content. For example, if the key phrase is “comfortable retirement”, make sure to create content about it and provide ideas and tips on how to achieve this objective.
 
  1. Advisers can optimise their website for local search by ensuring they have a detailed listing of their practice on Google Local and other engines.
 
  1. If advisers do not have a blog yet, they should consider creating one as way to increase their website ranking in the search engines and boost brand exposure.  Managing a blog can be time consuming. However, it will help to attract potential clients.
 
  1. Advisers should consider using videos on their website or blog. It will achieve two key strategic goals: increase the time visitors spend on the site, and boost SEO ranking.
 
  • Brian Waldorf on 31/01/2014 8:33:22 AM

    Google is ranking sites on social signals which you left out "Social media" Social signals, are facebook shares, retweets, repins etc. Every business/brand should have accounts on Facebook, Twitter, Pinterest, Youtube and G+. If they can create content customers find interesting enough to share they will move up in the rankings

  • Spook SEO on 12/02/2014 2:52:47 AM

    "Love this article WP.

    The key thought that I keep coming back to with using social media for prospecting is that it’s like that tricky precursor stage of dating – you have to get to know someone before you flat out ask them out. (Okay, okay – you can ask someone out you’ve just met, but generally things go a lot smoother in the long-term if you actually *know* something about them first besides the fact that you think they’re cute).

    In my experience, most of social media is like you described Facebook – people don’t go there to be advertised to. They go there to be social, and to relate to people (even if it’s around a business topic). By interacting with them, you can foster that relationship, and more importantly, learn *context* – so that when you reach out to them directly, you have a foundation to work with."

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