SEO in Fund Marketing

SEO in Fund Marketing

Patrick McKennaGlobal Head of Product

SEO Factors to Consider

Page Speed

Back in 2010, Google indicated site speed (and as a result, page speed) is one of the signals used by its

algorithm to rank pages.

Faster pages both rank and convert better

Page Speed

Google tells you how good or bad your site is:

https://developers.google.com/speed/pagespeed/insights/

Improve Server Response Time

Your server response time is affected by the amount of traffic you receive, the resources each page uses, the software your server uses, and the hosting solution you use.

The optimal server response time is under 200ms.

Redirect to One Domain

You want all your site’s content to be credited to you—> multiple domains fracture this.

If you have multiple domains, they should be redirected (not pointed) back to the main domain.

This way all content will be attributed to the main domain.

kurtosys.co.uk

kurtosys.net kurtosys.com

Use HTTPS

Google gives a slight ranking boost to secure and verified HTTPS sites.

Better referrer data. HTTPS àHTTP referrals are stripped away and labelled ‘direct’ in Google Analytics. When traffic passes to an HTTPS

site, the secure referral information is preserved.

Gain all the security and privacy benefits: HTTPS encrypts all communication, including URLs.

Useful tips: https://moz.com/blog/seo-tips-https-ssl

Consider using Schema Markup

Schema markup is code that you put on your website to help the search engines return more informative results for users.

It’s widely used in e-commerce, events, local businesses etc. But it can be useful for any business including financial services companies.

Schema tells the search engines what your data means, not just what it says

Reduce Duplicate Content

Google can penalize you for duplicate content, as nefarious folks have used the technique to boost their rankings.

Can happen innocently if you have a search function:

Use canonical links in pages to show the preferred source.

SEO Friendly URLs

Bad URLs

Good URLs

Show the site structure, include keywords, make it meaningful to humans

Use Responsive Design

In April 2015, Google included ‘mobile-friendliness’ as a ranking factor. Making your site design responsive will increase rankings.

Use Google’s test to check your pages:

https://www.google.com/webmasters/tools/mobile-friendly/

Social Metadata

Add the relevant metadata to your pages so that if a page gets shared on social media, it pulls in the correct content.

WordPress plugins like Yoast do all the hard work for you.

Do Regular Site Crawls

Use tools like Moz to crawl your website once a week.

- Link errors

- Duplicate content

- Redirects

- Page title issues

- Metadata issues

Keep informed of Google’s updates

It’s vital to stay up to date with the changes Google make to their search algorithm.

For example Google’s 2013 update “Hummingbird” focused on the ‘meaning’ of a search.

Create content that answers users queries in natural language.

6 SEO mistakes to avoid onyour investment website

SEO Mistakes to Avoid






6 Essential SEO Factors for the Perfect Fund Page

Visit our Knowledge Center

Useful resources for Fund Marketers at www.kurtosys.com/knowledge

Questions