When clients type your financial advisory firm’s name into Google (or any other search engine), what do they find? Every website on the Internet has a goal of reaching number one on the long list of results. Very few websites actually reach that goal because there is only one top spot per keyword phrase.
Search engine optimisation (SEO) is the process of improving the visibility of a website/web page in a search engine’s results. The earlier and more frequently a site appears in the search result list, the more visitors it will receive from the search engine’s users. Properly optimising your search engine ranking takes time and consistency. Here are two ways you can begin building great SEO immediately:
1. Determine SMART goals
It’s hard to know where you’re going if you don’t know where you are. Just like you would for any other long-term goals, setting objectives along the way will help you stay on track.
Start by noting your current standings. Set benchmarks and determine SMART goals (Specific, Measurable, Attainable, Realistic and Timely).
Keep an eye on your metrics and check them regularly. Even if you don’t rank on the first page of results (yet), monitor your position. Check out the websites that are currently ranked ahead of you. See what they’re doing differently and how you can compete.
What can you measure with SMART goals?
• Total monthly visits
• Newsletter sign-ups
• Requests for consultations
2. Use long-tail keywords
Unique search terms that drive traffic to your website are important because they are special only to your firm. These search terms can include long-tail keywords and other search terms unique to your business. Long-tail keywords are longer and more specific terms that users search for. These keywords are usually less common but they add up to account for the majority of search-driven traffic.
Generate new long-tail variations of your highest-performing keyword phrases. Measure these new keywords or keyword phrases to get the best results. Once you begin targeting for the new keywords, you can create new content based on these keywords and focus on building links around them.
The easiest way to create content based on your new keywords is through regular blog articles and even using social media.
Jim Kirk, Senior Consultant, Goldmine Media
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