Blogs are the secret weapon that allow financial advisors to expand their outreach. If your website is the home base of your digital storefront, then your built-in blog serves as an outpost that attracts new prospects while engaging current clients. Content is king and continues its multi-year reign. By continually refreshing your blog with new content, Advisor Launchpad drives new business to your website through Search Engine Optimization. With SEO-powered blogs, you can:
- Address multiple points of interest and maximize your audience
- Boost your search results placement
- Increase traffic and future business
It all starts with having the right “keywords,” or the words and phrases that sites like Google love to promote. Indeed, the most effective blogs have keyword-rich content, and with a little planning, you can ensure that your own content does, too. In this blog, we’ll explain why featuring certain keywords can benefit your website’s SEO and your company’s digital presence.
Identify your Focus Keywords
A “keyword” is simply a word or phrase that people use to search on Google or other search engines. It’s not quite mindreading, but it does take a degree of anticipation to select the right keywords.
As you create your website’s content (beyond your blog), be mindful of the kinds of terms your audience may be searching. For example:
- If you’re looking to attract clients interested in annuities for retirement, you can assume those prospects will search for keywords like, “Retirement Annuities in Your City, State.”
- By anticipating that demand, a potential blog post title could be: “Retirement Strategies: 5 Things to Consider About Annuities.”
This strategy tells interested buyers that you have what they need.
Put Your Keywords in the Right Places
Placement is important. Once you’ve decided upon the most important keywords for your blog post, be careful to place them where they’ll have optimal impact. The more the merrier, and keywords should appear in at least some of the following places in your blog post:
- The Title
- Headings and Subheadings
- The Introductory sentence
- The Concluding paragraph
- Anchor text (hyperlinked text to other related pages on your site)
- Title Tags and Meta Descriptions
Ask yourself: what do people want to buy? What does my business do best? With fresh content in the pipeline, you’ll consistently be reaching new clients and longtime customers alike.
Keep Your Keywords Consistent
Keywords help you create a strong theme. By stating and then reiterating what your firm does well, you create a culture of consistency throughout your website. Therefore, when you link to your blog post from other pages of your website, be sure to continue using the exact same keywords. You’re not being repetitive, you’re reinforcing your brand.
This consistency is particularly crucial when outside sites link to your own. It tells search engines how credible your materials are and leading them to rank your pages more highly.
As always, make sure you Tweet, Facebook, and share links of your new content to continue driving traffic to your site. If you don’t promote yourself first, no one else will.
Optimize Your Blog Images
Believe it or not, search engines like Google evaluate the file names of your blog post images when ranking pages in search results. There is a big difference between a file saved as “blog pic 1” and “Retirement Annuities Meeting.”
Be sure to include the relevant keywords in the title of the actual image file, then fill out the alternate text field with a brief, keyword-rich description of the photo.
These little details go a long way.
Keep Posting Content!
Start strong, then keep going. Last week’s blog might as well have been from 2014, so keep it fresh. Google and your new clients will thank you for the effort. By regularly updating your blog with relevant, carefully-crafted content, you will steadily rise above other outdated websites.
This is a marathon, not a sprint. As long as you update it and use precise keywords, your blog will continue to drive traffic to your website.
Google and other search engines may have changed the online game, but once you know the rules, it’s yours to win. Know your keywords, craft consistent content, then promote it and repeat the process.
SEO is vital to your digital marketing strategy, but we also know how confusing it can seem. Contact us today or fill out the form to your right to learn how Advisor Launchpad helps improve SEO for financial advisors.