SEARCH ENGINE OPTIMIZATION (SEO) FOR FINANCIAL ADVISORS How to Show Up Higher on Google & Get More Traffic
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SEARCH ENGINE OPTIMIZATION (SEO)
FOR FINANCIAL ADVISORS
How to Show Up Higher on Google & Get More Traffic
MY STORY
• Former Investment Advisor Representative• BA in Economics, UC Davis• MBA in Marketing, UC San Diego• Marketing Manager, FMG Suite• Founder, Indigo Marketing Agency• Creator, Indigo Marketing Academy
BARBARA’S STORY
• March of 2012 • S&P 500 was at $1,863.52• 57 Years Old• $780,000 in 3 Vanguard Bond Funds• Didn’t Want to Pay an Advisory Fee
• Don’t understand SEO• Spent money in the past that didn’t pay off• Don’t have time to do yourself• Keep putting it off• Can’t trust SEO companies
YOUR STORY
• Back in 2015
• Spent $4,800 on SEO
• No results! Zero! Zilch! Nada!
WHY I CARE
My Goal:
• One Time Fee
• Less than $1,000
• Immediate Results (Within First 30 Days)
• Double the Number of People Finding You on Google
DEVELOPING MY SEO PACKAGE
“Since you completed work on the SEO package, we've been busy. I think the money we spent has paid off already. I have had about four meetings so far this month with new clients who found me via the web."
- Richard Archer, Archer Investment Management
WHY I CARE
ORGANIC SEARCH TRAFFIC
17 Visits Per Week on Average From Search
34 Visits Per Week on Average From Search
SEO Project
• What is SEO and why does it matter?• Demystifying how SEO really works• How can you tell if your site needs help?• 11 steps you can do today to get more traffic• Your guide to do it yourself• Your coupon to save $100 on my SEO Package!
WHAT I’LL COVER TODAY
Search engine optimization (SEO) is the practice of increasing your website’s traffic by helping people find your site online.
93% of searchers don’t go past first page of search results
Helping people find you when they need you (motivated prospects)
WHAT IS SEO?
THE BUSINESS OF SEARCH ENGINES
HOW CAN SEARCH ENGINES TELL IF YOUR SITE IS CREDIBLE?
• How old is your site? Length of credit history• How much traffic do you get? Credit balance to limit• How long do people stay on your site? Payment history• Is your business listing accurate? Address history• Do you have social media profiles? Credit mix
WHICH CLUES DO THEY USE?
• A well-functioning and up-to-date website• Mobile friendliness across devices• Active social media profiles associated with your website• Consistent traffic to your site• Use of targeted keywords throughout the text and titles on your site• Consistent address, phone number, and business name listings across directories• Multiple verified listings for the same business location• Local listings like the Chamber of Commerce, Better Business Bureau, etc.• Address listings on Google and Apple maps• More than 20 identical local listings
WHAT DO SEARCH ENGINES REALLY WANT?
• Do you show up for ”financial advisor, your town”?• Do you show up for your business name?• How do you appear in search results?
WHY DOES SEO MATTER?
• More website traffic and leads• Credibility and consistent branding• Support your referral process
Nine out of 10 referrals will type your name into Google before they make an appointment. What do they see?
IN OTHER WORDS
NO SEO WORK
PROPER LISTING
PROPER LISTING
In general, your site may need SEO help if any the following are true:• You’ve never done any SEO work • You have recently changed your address or phone number• You have multiple websites or multiple firm addresses• Your site is old, outdated, or not mobile friendly
HOW CAN YOU TELL IF YOUR SITE NEEDS WORK?
Is your listing accurate?Do you have a Google My Business Page?Does it feature your logo and photo?
STEP ONE: SEARCH FOR YOUR BUSINESS NAME
Where does your site come up?Are you in the “Local 3 Pack”?Do you show up on the map?
STEP TWO: SEARCH FOR FINANCIAL ADVISOR, YOUR TOWN
Does your business show up?Is the information accurate?Is your phone number connected?Do the directions work?
STEP THREE: SEARCH ON MAPS FROM YOUR PHONE
25% of advisors don’t need SEO workindigomarketingagency.com/seoreport
CONFUSED? GET A FREE SEO AUDIT
11 STEPS YOU CAN TAKE TODAY TO SHOW UP HIGHER ON GOOGLE
ONSITE VS. OFFSITE SEO
1. Update Your Homepage Copy
2. Make Sure Your Site is Mobile Responsive
3. Update Your Title Tags
4. Optimize Your Meta Descriptions
HOW TO IMPROVE YOUR ONSITE SEO
Monthly search volume for profession:• Financial Advisor: 60,500 • Financial Planning: 12,100• Financial Planner: 9,900• Wealth Management: 9,900• Investment Management: 2,900
Monthly search volume for services:• Retirement Planning: 18,100• Estate Planning: 14,800• Long-Term Care: 8100• College Funding: 480
WHICH KEYWORDS SHOULD YOU TARGET?
UPDATING YOUR HOMEPAGE COPY
NAME OF YOUR CITY + KEYWORDS
• Fee-Only Financial Advisor in San Diego, California
• Retirement Planning in Roswell, Georgia
• Financial Planning for Business Owners in Newark, New Jersey
UPDATING YOUR HOMEPAGE COPY
IS YOUR WEBSITE MOBILE RESPONSIVE?
YOUR TITLE TAGS
WORDPRESS TITLE TAGS
FMG SUITE TITLE TAGS
ADVISOR WEBSITES TITLE TAGS
YOUR META DESCRIPTIONS
IDEAL META DESCRIPTIONS
• Less than 320 characters• Unique for each page• Description of the page• Your keywords• Call to action!
Update your homepage and at least your top 5 most visited pages.
HOW TO IMPROVE YOUR OFFSITE SEO
1. Google My Business Page
2. Google Maps Listing
3. Bing Listing
4. Apple Maps Listing
5. Facebook Business Page
6. Infogroup Listing
7. Acxiom Listing
YOUR GOOGLE MY BUSINESS PAGE
Be sure to include:
• Your logo
• Photos
• Business hours
• Phone number
• Website
YOUR GOOGLE MAPS LISTING
Verified via U.S. Mail
through your Google My
Business Page
YOUR BING PLACES LISTING
Make sure all information matches
Google exactly!
YOUR APPLE MAPS LISTING
• iPhones and iPads have the app
built in
• 43% of people use Apple maps
YOUR FACEBOOK BUSINESS PAGE
UPDATE YOUR INFOGROUP LISTING
UPDATE YOUR ACXIOM LISTING
WHAT’S THE PAYOFF?
ORGANIC SEARCH TRAFFIC (FIRST 30 DAYS)
17 Visits Per Week on Average From Search
34 Visits Per Week on Average From Search
• 884 New Website Visits Per Year• 26 New Leads Per Year (3% website conversion rate)• 13 New Clients Per Year (50% close rate)• One New Client Per Month!
WHAT’STHEVALUEHow much is one new client per month worth to you?
CAN IT WAIT?
• How long has your site been
registered?
What do referrals see when they search for you now?Can clients find your contact info quickly to refer you?When is the best time to plant a tree?
Length of credit history
DO IT YOURSELF FOR $39!
Indigo Marketing Academy
1. Step by step video2. Your DIY SEO Checklist3. Samples & Resources
indigomarketingagency.com/academy
SAVE $100 ON OUR FULL SEO PACKAGE (NORMALLY $975)Our SEO Package includes the following items:
• Creating Your Google My Business Page
• Creating Your Google Maps Listing
• Creating Your Bing Listing
• Creating Your Apple Maps Listing
• Creating Your Facebook Business Page
• Creating Your Infogroup Listing
• Creating Your Acxiom Listing
• Updating Your Homepage Copy
• Writing and Adding Up to Three Services Pages to
Your Site
• Optimizing Title Tags and Meta Descriptions
• Connecting Google Search Console and Submit
Sitemaps
• Integrating Google Maps to Your Site
• Adding at Least 20 Citations
• Including Schema Markup on Your Pages
ONLY $875 (48 HOURS ONLY)!indigomarketingagency.com/SEO
CONNECT WITH ME
• linkedin.com/in/claireakin
• indigomarketingagency.com/newsletter
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