Introduction to SEO for Financial Advisors and Insurance Agents

What isSearch EngineOptimization?

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• Search Engine Optimization (SEO)

• Online Ads (PPC/CPM)

• Email Marketing

• Social Media

• Conversion Optimization

• Data Analysis and Analytics

Types of Digital Marketing Strategies

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What is SEO?Why should Advisors care?

• Search Engine Optimization (SEO)

• The efforts revolving around trying to get a site/page to show up (rank) or increase rank within a Search Engine Results Page (SERP)

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• Lycos, Dogpile, Excite

• Altavista circa 1995

• Google circa 1998/2000The authority algorithm

The Brief History of Search Engines

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Clients are Looking for You

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Why is it important to rank at the top?

• 53% of searchers click the top ranked organic link of search results

• 87% click one of the top 5 results

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Organic vs. Paid Search

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SEO Ranking FactorsWhat are the Ranking Factors for SEO?

• Content - The words on your page

• Code - The structure behind how a page is built

• Links/Social - Votes for your site from external sources

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SEO Ranking FactorsHow Code Affects Your Site Rankings

• Header Tags

• Clean and precise codebase is easily crawlable

• Authorship and other schemas

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What Makes Up a Search Listing?

Backend Code for Meta-Data on the Website

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SEO Ranking FactorsHeader Tags & Authorship Markup

Header tag example on website

Example of Authorship Schema

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SEO Ranking FactorsResponsive Website Design

Google has publicly stated that responsive web design is good for SEO

Full Website Tablet Mobile

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How Content Helps SEO

• Targeted Keywords on pertinent pages of site

• Content Marketing through blogging

• Using keywords in the right places

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How Content Marketing Helps SEO

• Keywords are important for the overall strategy and theme of each and every page

• Each page should target a set number of keywords• Homepage & Major Landing Pages - 3 to 5 Keywords• Blog Entries & Articles - 2 to 3 Keywords

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More Content = More Opportunity

• Every page on your site offers you a unique opportunity to be found• Generating more targeted content on a consistent basis helps you to

get found more often, and for a wider array of pertinent topics• Research what users are searching for, and include the appropriate

keywords accordingly• Make sure that content is proprietary and unique!

Example of article written to target the terms “Financial Advisors” & “Social Media”

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How Links and Social Media Help SEO

• Google and other search engines consider inbound links and social media signals as ranking factors

• An inbound link to your site counts as a “vote” in your favor, helping to rank higher

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Back to Authority

• Popular/Authoritative sites are worth more

• Very difficult, any easy/paid link strategies get found out

• Local listings and citations are a great opportunity for Advisors

Inbound Links and Ranking Factors

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• Shares/Likes

• Comments

• Followers

• RTs/Mentions

• Repins

Social Media is a Big Contributor

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So what does this all mean?

• SEO should be a big part of an advisors interactive marketing strategy

• There are 3 main areas that you should focus on:

• Content• Code/Website Structure• Links and Social Media

• Make sure that you have a strategy in place for your website in general, as well as for each individual page

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Tips and Tricks You Can Use

• Generate content and blog entries about your product niches

• Fill in your meta data with your pertinent product areas and keywords

• Take advantage of local listings to increase your rankings in your area

• Make sure that you are incorporating social media into your strategy for social signal purposes

• Contact AdvisorLytics for a professional analysis and SEO roadmap for your firm

• Sign up for FiPath4Advisors for marketing automation & practice management tips and techniques.

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T Let’s Open Up the Floor....

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T We Would Like to Help You with

T All of Your Interactive Needs

• Search Engine Optimization (SEO)

• Social Media Strategy & Marketing Services

• Online Ads (PPC/CPM)

• Email Marketing

• Responsive Website Design

• Analytics and Conversion Optimization

• Local Marketing

• Strategy & Consulting for Financial Institutions

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T Contact Us

Mike Rowan, President

mike@advisorlytics.com

www.advisorlytics.com

404-455-7825