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Introduction to SEO for Financial Advisors and Insurance Agents


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When done correctly, SEO is usually the best way to position your company for growth over time from an organic (people find you) perspective. By working smart and taking the time on the front end to make sure that your site is optimized, you can reap great benefits over time, especially with an ongoing search engine optimization strategy.

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Introduction to SEO for Financial Advisors and Insurance Agents

  1. 1. What is Search Engine Optimization?
  2. 2. Types of Digital Marketing Strategies • Search Engine Optimization (SEO) • Online Ads (PPC/CPM) • Email Marketing • Social Media • Conversion Optimization • Data Analysis and Analytics @advisorlytics
  3. 3. 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) @advisorlytics
  4. 4. The Brief History of Search Engines • Lycos, Dogpile, Excite • Altavista circa 1995 • Google circa 1998/2000 The authority algorithm @advisorlytics
  5. 5. Clients are Looking for You @advisorlytics
  6. 6. 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 @advisorlytics
  7. 7. Organic vs. Paid Search @advisorlytics
  8. 8. What are the Ranking Factors for SEO? SEO Ranking Factors • Content - The words on your page • Code - The structure behind how a page is built • Links/Social - Votes for your site from external sources @advisorlytics
  9. 9. How Code Affects YourFactors SEO Ranking Site Rankings • Header Tags • Clean and precise codebase is easily crawlable • Authorship and other schemas @advisorlytics
  10. 10. What Makes Up a Search Listing? Backend Code for Meta-Data on the Website @advisorlytics
  11. 11. Header Tags & Authorship Markup SEO Ranking Factors Header tag example on website Example of Authorship Schema @advisorlytics
  12. 12. Responsive Website Design SEO Ranking Factors Google has publicly stated that responsive web design is good for SEO Full Website @advisorlytics Tablet Mobile
  13. 13. How Content Helps SEO • Targeted Keywords on pertinent pages of site • Content Marketing through blogging • Using keywords in the right places @advisorlytics
  14. 14. 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 @advisorlytics
  15. 15. 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” @advisorlytics
  16. 16. 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 @advisorlytics
  17. 17. Inbound Links and Ranking Factors 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 @advisorlytics
  18. 18. Social Media is a Big Contributor • Shares/Likes • Comments • Followers • RTs/Mentions • Repins @advisorlytics
  19. 19. 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 @advisorlytics
  20. 20. 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. @advisorlytics
  21. 21. Let’s Open Up the Floor.... T @advisorlytics
  22. 22. We Would Like to Help You with T All of Your Interactive Needs T • • • • Search Engine Optimization (SEO) • Responsive Website Design Social Media Strategy & Marketing Services • Analytics and Conversion Optimization Online Ads (PPC/CPM) • Local Marketing Email Marketing • Strategy & Consulting for Financial Institutions @advisorlytics
  23. 23. Contact Us T Mike Rowan, President 404-455-7825 @advisorlytics