Many financial brokers see an effective Search Engine Optimisation (SEO) strategy as the Holy Grail. Consumers search for a financial broker. You appear at the top of the Google search results. The consumer clicks on your website, likes what they see and picks up the phone to you. Oh, if life was only that simple!
The first point you need to realise with SEO is that you are actually pitching the quality of your website to Google rather than the consumers. At the end of the day, Google’s success as a search engine is dependent on them delivering the best results for the search term that is input. If you search for a product or service and the results don’t deliver what you’re looking for, eventually you’ll start to use a different search engine. So Google constantly move the goalposts, by developing new algorithms to ensure the most relevant results are delivered.
Long gone are the days where you simply loaded your pages with the keywords that you wanted to be associated with (pensions, investments, protection etc.). In fact in the early days of search your content didn’t need to make any sense, it just needed to feature the keywords lots of times. These day are thankfully long gone!
So how do you climb the Google rankings today?
Set your pages up correctly
This is not the be all and end all any more, but still important. You need to ensure that as pages are added to your website, that they are structured properly. This is usually made easy now by in-built SEO packages but some of the main features to ensure are
- Your URLs (web page addresses) must be relevant
- You must use the correct Headings structure
- You need to give the page a relevant title and description for search results
It’s all about content
Content is the juice behind an effective SEO strategy. Original, relevant, fresh content regularly published through a blog / news section on your website is central to successful SEO. Remember that Google want to point searchers to the most relevant websites. Relevancy is achieved by demonstrating expertise and authority in the keyword area, on an ongoing basis through the production of a consistent stream of quality content. Establish yourself as a voice to be listened to and a thought leader in the keyword area, and Google will reward you by lifting you up the search rankings!
Social media activity is key
Once you produce great content, the next step is to get it out in front of as many eyes as possible. So lead people to your content, using all the routes available to you. These are primarily via email marketing and also via your social media channels.
Google reward you for this when your network then endorse your content by “liking” it, commenting or better still, by sharing the content with their own network. Google are paying increasing heed to content being shared by 3rd parties, as they view this as an endorsement of the quality and authority of the content.
Don’t ignore Google+
Most people don’t want to hear this as the last thing they want is yet another social media channel to manage. However Google+ is not going away, it is slowly but surely gaining in relevance as a channel. One of the main reasons for this is the weight that Google gives to activity on Google+. Sharing content on Google+ and gaining endorsement from a wide number of followers will really help your performance in search results.
Establish your Google+ Authorship
Google have introduced a new feature on Google+ called Authorship. It enables you to establish yourself as the confirmed author of your content. To do this, I reckon the best way for most financial advisers is to talk to their web developer who will be able to set this up for you.
The benefits of actually doing it are twofold. First of all, it helps your performance in search results as it is another positive indicator of your credibility as a relevant voice and secondly, it improves how your search results are displayed. Rather than a simple results line, it will display your photo and name too. This in turn may well help your chances of your link being clicked – compare the difference in the 2 links below.
So, as you can see, improving your ranking in search results is no longer simply about stuffing your content with keywords. Google is full of smart people and we also need to be smart to gain their approval!
I hope some of these points help you in improving your search results. If you’ve any comments or questions, please feel free to leave them below.