5 SEO Tips to Generate New Leads

SEO is built to help increase website traffic, generate new leads, and provide a dynamic boost in sales.

The question is: how do you maximize its potential? In this post, we’ll show you how to generate essential leads by building a bulletproof digital marketing strategy. With SEO as your long-term foundation, we’ll also discuss solutions designed to immediately increase traffic and convert clicks into clients.

1. Be Mobile-Friendly

It’s 2016, and mobile-friendly websites are no longer an option. We’ve said it before, and it has only become truer over time: a website that isn’t mobile-friendly will lose traffic to the competition and get demoted to lower listings on Google.

Help yourself and Google will help you. First and foremost, a mobile-friendly site provides seamless accessibility across devices. It also ensures that call-to-action tabs stand out, helping increase the chances of turning potential leads into loyal customers. It’s a win-win.

2. Find Valuable Keywords

Keywords are the currency of SEO. When effectively implemented, the right keywords target the needs of prospective clients and draw them to your website. Selecting strong keywords involves careful research and an understanding of the advisory marketplace: knowing what clients want and how you can help them achieve their goals. It’s not rocket science so much as simply telling people that you have what they need.

Selecting effective keywords is a precise and thorough process to be applied throughout your website. The results are well worth the initial investment of both time and effort.

3.Blog For SEO

SEO has a big appetite that consistently craves content. Quality and original writing should be the priority, as SEO yields the best results for companies with a library of fresh material. Just make sure to feed the SEO beast with relevant, non-duplicated content, as frequent repetition can hinder search results.

For financial advisors, your blog can become one of your greatest assets and the most efficient way to keep your content pipeline flowing. Adding a wide range of topics to your website strengthens your keyword diversity while improving your overall search ranking. As a bonus, consistent blogs help you educate and engage your clientele on a regular basis.

4. Invest in PPC

While SEO generates large amounts of traffic on a long-term basis, Pay-Per-Click (PPC) advertising provides an instant boost. Though PPC requires a sizable budget (hence the Pay in PPC), it enables you to analyze the strength of your keywords and essentially monetize their individual value. When prospective clients search for products, PPC advertisements ensure your company is featured among the very first results.

In short, SEO develops your enduring digital presence while PPC delivers immediate results.

5. SEO Takes Time, Be Patient

Like starting a new business, SEO implementation requires a similar amount of patience. Given the bounty of competition on the internet, it takes time for SEO to take full effect. While incorporating PPC will embolden your strategy, SEO plants the seeds for long-term growth.

The Growing Importance of SEO

Imagine if the Olympic Committee started selling bronze medals to the highest bidder. What would the ramifications be? Athletes would have to train that much harder to grab the silver and gold.

This scenario is happening with Search Engine Optimization (SEO), the number one tool for small businesses to gain traction in the digital world. At SMX, the Search Marketing Expo & Conference Series, we recently learned that Google is including paid ads in the top three local business search results. With 33% of the top three company listings now up for sale, SEO has become more important than ever for small businesses to get on the digital map.

In this post, we’ll provide a brief history on local search, a review of the status quo, and detail several search engine optimization strategies that Advisor Launchpad utilize to help you stay ahead of the competition.

  1. The Shrinking Local Pack

First, there was the 7-pack that filled the first page search results. If your company landed on this list, you were firmly in the local public eye. Of course, just when we started getting comfortable, Google unleashed the 3-pack. With the search results now halved (and then some), Search Engine Optimization grew in popularity to help small businesses stay visible.

Finally, just this month, the 2-pack became a reality. While Google has long promoted advertisements, this will be the first time organic search results will be led by a paid ad. This will be frustrating news to many companies that have toiled to reach the coveted top-3 spots. What was once organic can now be bought, and small businesses who don’t adapt will quickly get squeezed.

  1. PPC Posing a Greater Challenge

Search results were formerly based on relevance and proximity. Now, they’re being conflated with pay-to-play advertising. What used to be a meritocracy is a new cash flow opportunity for Google looking to capitalize on pay-per-click (PPC) revenue.

This forthcoming change will have Darwinian implications, as the “fittest” companies will do more than survive.

For SEO users, however, there is nothing but upside.

  1. How to Stay Competitive in Local Search

Here’s the good news: the 3-pack system is still in effect, and today’s best practices will remain useful for the foreseeable future. The value of your SEO strategy will only grow in relevance. However, in the insightful words of Brad Pitt in Moneyball, “adapt or die.”

As Google rolls out their 2-pack, the divide between those using Search Engine Optimization and those without it will be pronounced. To stay ahead of the competition, ensure the following areas are optimized:

  • Be Mobile Friendly: this one is huge, as Google penalizes websites not supported on mobile devices. All of Advisor Launchpad’s websites are optimized for mobile.
  • Get Keyword-Rich: from posting fresh, original content to keeping your keywords consistent, here are the best ways to make your website a target-rich environment.
  • Stay Fresh: your local profiles are more important to SEO than you think. Make sure your company information on user review sites, like Yelp, are fully up to date. Other major profiles for businesses include Facebook, LinkedIn, and Bing.

Marketing technology is changing rapidly, but one thing remains true: Search Engine Optimization is the most reliable way to keep your company in the public eye. As you expand your digital presence, SEO should be a key factor in every marketing decision you make.

5 Common SEO Mistakes Financial Advisors Should Avoid

Put some work into Search Engine Optimization (SEO) and it will forever work for you. When used correctly, SEO can boost your website from the back pages of Google to the top search results.

For financial advisors, your fresh, beautiful website is like a sports car, made to be seen, not parked in the garage. At Advisor Launchpad, we specialize in helping financial advisors use SEO to drive new business to their websites and get the attention they deserve.

Here are the 5 SEO Mistakes Financial Advisors Should Avoid:

1.  No Local Search

Everyone loves the home team. Neglecting to optimize your website for local search essentially gives clients to your competitors. As a financial advisor, your local audience is hugely important to the growth of your company. According to Google Trends, customer searches for businesses “near medoubled in 2015. What does that mean for SEO? The easier it is to find you online, the more likely potential clients will call.

It’s a numbers game. When implementing your SEO strategy, make sure to:

  • Name drop! Include region-specific keywords in your page titles and meta-descriptions.
  • Be forward! Include your business address and a local phone number on your pages. There’s a reason Advisor Launchpad websites feature a map, address and contact info at the bottom of each page.
  • Get Listed! Make sure the contact info for your business is up to date on local-based sites and review networks like Yelp, Merchant Circle, and FourSquare (provided your broker dealer allows you to list your business on these sites).

2.  Generic Keywords

Avoid the trap of vying for the most competitive search terms (known as “keywords” in SEO-speak). While these general keywords might garner more traffic, it’s best (and much less expensive) to start with phrases that are unique to you and your firm.

Here’s how to stand out:

  • Start specific! Rather than getting lost in the shuffle of “retirement planning” searches, hone in your language to something like, “retirement planning in Santa Monica.” Searches that match your keyword will attract clients like flies to a light.
  • As your website’s popularity grows, you can tap into the more commonplace and competitive keywords. Building on your locally-focused foundation, you’ll then be able to more effectively expand your appeal.

3.  Written Content

A slick website without equally motivating content is like the emperor with no clothes. Your copy tells your company’s story, and powerful content is the main bridge that sells your expertise in the digital world.

Here’s how great copy can help:

  • Unique and carefully crafted copy builds trust. By showing prospective clients your company’s vision for success, you differentiate yourself from your competitors and effectively mark your territory.
  • The internet is replete with knockoffs and copies. Google and other search engines reward content that is not only grammatically correct and structurally sound, but they also prioritize truly creative copy. Be original. Build trust. Win business.

4.  Anchor Text

Resist getting hyperactive with hyperlinks. Optimizing your anchor text (ie: clickable links embedded in content) is important, but be sure to diversify them as much as you can.

Here are a couple general rules:

  • Know your audience. People are increasingly tech savvy and find pages with excessive anchor text are overly salesy. Less is more, and selecting a few but effective places for links will serve you well.
  • Avoid using the same keyword more than 50% of the time. Get creative by using variations of phrases, the name of your company, or even a URL to make your anchor text look as natural as possible.

5.  Failing to Prioritize SEO

Your sports car needs premium fuel before hitting the road. SEO has the same function for your website. To capitalize on the potential of Search Engine Optimization, it’s best to build your digital marketing strategy around it, rather than applying its principles later in the game.

  • To achieve optimal results, make SEO the front-and-center priority for your new online presence.
  • A truly comprehensive SEO strategy influences everything from site design to development, architecture, copywriting, content management system and much more.

Conclusion

SEO should be a key factor in every decision you make about your website. By avoiding these 5 pitfalls, you can boost your visibility and expand your clientele.

Mobile Friendly SEO

There’s a cold truth about the internet: if it’s not online, it might as well not exist.

While you and your firm may offer truly advanced and comprehensive services, you need to have a digital storefront that continues to attract more clients. Without a mobile-friendly website boosted by Search Engine Optimization (SEO), shopping customers won’t know where to look.

According to the search engine itself, more searches now happen on mobile devices than desktop computers. What are the implications for financial advisors? If your website isn’t completely mobile-friendly and SEO equipped, fewer potential clients will visit your site.

Addressing these two essential fixes can have a significant impact on the growth of your business.

Here are the 5 Things You Need to Know about Mobile-Friendly SEO:

What is “Mobile Friendliness?”

This is an innocent sounding term for a very important feature. “Mobile-friendly” refers to a customer’s ease of use when accessing your site on a handheld device, like an Android device, iPhone or iPad. A mobile-friendly website is one that displays correctly on smaller screens, maintains responsiveness and loads quickly.

In short, it blends the user experience across devices, from desktop to mobile. As more people “multi-screen,” or move across devices to complete a task, mobile-friendly websites are increasingly valuable.

Why is having a mobile-friendly site important?

When sorting search results, Google picks its favorites. The search-engine openly favors mobile-friendly websites over those that are not. Beyond ease of use, having a mobile-friendly site allows Google to promote your company when potential clients search for financial advisors in your area.

More importantly, a mobile-friendly site makes Call-to-Action tabs even more prominent. A truly mobile-friendly site will help you convert leads into loyal customers.

How can I improve the mobile-friendliness of my website?

Unless you’re a financial advisor by day and web designer by night, you’re probably using a provider like Advisor Launchpad to design your website. Redeveloping your existing site to make it more mobile-friendly requires a complete reprogramming overhaul. It’s a messy and time-consuming process that often leaves many elements of the site incompatible on mobile devices.

The cost-effective and efficient solution is to start from the ground up. Build a state of the art website that’s custom-made for all platforms.

I only need to worry about mobile SEO, right?

No! SEO is all-encompassing and starts with a solid, central website. It’s crucial to ensure that your company’s online presence is strong across all platforms, digital and desktop.