Expanding Connections with Search Engine Optimization - Optimizing your placement in search engine results can drive more visitors to your site ...
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Expanding Connections with
Search Engine Optimization
Optimizing your placement in search engine results can
drive more visitors to your site and social media accounts,
giving an opportunity for prospects to find you.
1“Want to know my
go-to-market strategy? I’m
Search Engine Optimization (SEO) going to beat my local
competitor at SEO so that
You’ve established a digital presence with a current website and social media accounts. prospects find me first.”
You are publishing content that educates and entertains your audience.
–RIA ADVISOR IN THE MIDWEST
Now you need to make sure people can find you.
While the financial advisor relationship is a very personal one, your prospects and clients are highly likely to have researched you
and your firm online before ever meeting you in person (even when they have a personal referral). They may look up information
online by conducting queries on search engines such as Google. These search engines use complex algorithms to determine
which web pages to include and the order in which they will appear in search results.
SEO includes everything you do to help your firm appear in search engine queries. Ideally, you want to appear in the top of the
list of results to attract more visitors, especially prospects. (For more information on Search Engine Marketing, please see the
chapter on Online Advertising.)
By optimizing your website for search engine results, you drive more traffic to your site. (Recall the four sources of web traffic:
direct, referred, organic, and paid. SEO drives both organic and referred traffic to your site.)
The more traffic you drive to your site, the more chances you have to convert prospects into clients.
In addition to driving more traffic, SEO has additional benefits:
• Drives higher-quality traffic by targeting specific people
35% of advisors
• Builds brand credibility with appearances at the top of search results
engage in SEO1
• Can position you against the competition
Expanding Connections with Search Engine Optimization 2SEO: Types
There are three different types of SEO:
On-page SEO relates to the content on your Technical SEO Unlike copy, technical SEO is not Off-page SEO are the actions you take outside
website (on-page SEO can be physically seen by read on your site by visitors. your site to help improve SEO results.
visitors on the site itself). Technical SEO includes metadata, the HTML code It includes connections to other pages and sites,
In addition to ensuring you have accurate and that works behind the scenes in search engine notably through links back to your own website. Links
enticing copy, images, and videos that are interesting results. Metadata is not copy that is visible to site that point to your site from other reputable sites will
to visitors, it includes optimizing the keywords and visitors and can include the title and description of help algorithms deem your site as high quality and
tags you use. your site. Technical SEO also includes the measures useful.
you take to ensure your site functions well, including
readability to allow search engines to comb your
content efficiently, and the user experience so that
your site is deemed worthy of ranking.
Nearly 30% of advisors who engage in digital marketing believe that SEO Consider which type of SEO may be most important and feasible
strategies are effective at generating leads with Gen X and Y audiences.1 for your firm at this time. Research where you are today, and
then consider what may allow you to rise in the rankings.
Expanding Connections with Search Engine Optimization 3SEO: Measures
Metrics across the three types of SEO should be reviewed in a comprehensive SEO strategy.
On-page SEO metrics Technical SEO metrics Off-page SEO metrics
Bounce rate: percentage of viewers who leave a Page load time: average amount of time it takes to Backlinks: quality of links from other reputable sites
website after viewing only one page load pages on your screen to your site
Time spent per session: how much time people Mobile friendliness: ensure that your site is mobile- Submissions to third-party sites
spend reading your content friendly
Comments on blogs or social media
Rankings: words or phrases that describe the Ease of navigation: complexity of pages, use of
contents of a page; they can drive rankings that can internal links
be viewed via your analytics
Duplication issues: content and duplication of META
Mobile rankings: mobile version of search rankings elements
Expanding Connections with Search Engine Optimization 4SEO: Best Practices
Search Engine Optimization sounds technical, but you can accomplish a lot with a few simple practices. Consider the following:
Create search-worthy content. Use strong keywords. Manage your metadata.
Use strong headlines, compelling copy, and include Using keywords that are relevant to your ideal Google and other search engines use meta tags within
keywords and phrases that accurately describe your searcher’s intentions helps you to land at the top of a HTML to classify your site. While proper meta tags can
business. Give attention to your most important web search. As you build your keyword strategy, consider usually be accomplished through your site’s content
pages, “Home,” “About Us,” “Products and the relevant combinations of words and phrases management system, it is important to be certain you
Services,” and “Contact Us.” Just as important, don’t prospects could enter into a search engine (e.g., the are properly managing key metadata, including titles,
overload your pages with extraneous keywords or challenges your clients are trying to solve or the captions, and descriptions.
content. In general, create content that is high questions that are top of mind). Keyword Planner by
quality and relevant to your target audience and Google Ads is an easy tool you can use to strengthen
focus on writing naturally. your list. Using “long-tail keywords” may yield better
results, because the users typing them may have a
better understanding of what they are seeking and
fewer competitors may be employing them. Also use
a strong primary keyword in your page’s META title,
and use the same or similar primary keyword in your
primary page heading and throughout your body
copy. This gives the search engines indication to what
the page is about.
Expanding Connections with Search Engine Optimization 5SEO: Best Practices (cont’d)
Be social. Make it easy to be found. Use links wisely.
Capitalize on your social media presence by posting At a minimum, claim your business profile on Google Include links to high-quality websites with related
and interacting on social media regularly. Allow My Business and verify that all the information is industry content to show search engines that your site
readers to share your content directly on social correct. Do the same on other local directories, is connected to the wider digital ecosystem. Consider
media from your site with direct links. Positioning including Yelp!, CitySearch, and Yellowpages.com. links to relevant content authored by your COIs on
yourself as an authority and building your name as a This step not only helps you move up on results, but it their sites. Also, remember to include links within your
thought leader in your space goes a long way to also lists your business in Google Maps results and blog entries and web pages to help readers navigate
generating search momentum and driving traffic. puts your contact information on-screen. around your site. Remember to check frequently that
all of your links continue to work.
Remember: Work closely with your
compliance officer to ensure you are working
within applicable laws, rules, and regulations.
Expanding Connections with Search Engine Optimization 6While SEO can seem intimidating or
SEO: Getting Started technical, it has become easier in recent
years. It does require ongoing action to keep
SEO is an extremely cost-effective way to bring visitors to your site. It maximizes the effectiveness up with changes in the algorithms.
of the work you have already done to ensure you start seeing returns through leads. Tip: Consider working with external SEO
consultants or web designers to keep abreast
of changes and remain on top of the work.
Good start Even better
• Simple website navigation with clear URLs, page titles, and structure • Leverage Keyword Planner by Google or other keyword tools
• Use internal links to support navigation to your other pages • Leverage Google Search Console to obtain Google’s perspective on
• No 404 pages: these pages won’t be indexed and disrupt your client the health of your site
experience • Use a keyword ranking tool to see where you rank against
• Eliminate duplicate titles or content to avoid confusing search competitors
engines • Update keywords semiannually (or even quarterly)
• Also avoid similarly themed content e.g., (5 ways to save money / • Leverage meta descriptions–30% of advisors who use SEO use
how to save money) them1–(meta titles should be under 60 characters, meta descriptions
• Curated, unique, and link-worthy content that attracts your audience under 160 characters)
• Use keywords – nearly 3/4 of RIA firms who use SEO include high- • Author guest blogs on meaningful, related sites
value keywords in their website copy1 • Work to increase the speed of your website
• Use alt tags to provide text alternatives for images • Create your site map and submit to search engine tools
• Claim your business profile on Google My Business • Review metrics monthly, including use of ranking tools to check your
• Watch your competitors to learn what is working for them ranking frequently
Expanding Connections with Search Engine Optimization 7REHMANN
Ron Knipping
SEO: A Case Study Principal
The story of comprehensive services as told through SEO1
Beginning in 1941 as a single accounting firm in Saginaw, Michigan, Rehmann has evolved into a synergistic collection of financial, advisory,
and consulting services for high-net-worth individuals and families, while also providing investment services and 401(k) administration for
businesses. Rehmann Principal Ron Knipping said that they are “obsessed with proactive planning toward client solutions.” The firm has
physical offices in Michigan, Florida, and Ohio, but they attract many key clients, nationwide, online. How do they manage that? Rehmann’s
focus is on digital marketing, with SEO and search engine marketing as critical components of their savvy strategy. “We have some very large
clients that have come through the website by the SEO that we put into place,” Knipping told us. “Search is the way of the future, and we
know that this part of our strategy is crucial.” Knipping said that best practices, such as having a mobile-friendly site with high-caliber content
and an excellent user experience, help them remain visible in organic search and also remain highly relevant and appealing to a broad range
of existing clients.
“Search is the way of the future, and we know
that this part of our strategy is crucial.”
Expanding Connections with Search Engine Optimization 8Endnotes:
1. The 2019 Fidelity Financial Advisor Community—Digital Marketing Study
The 2019 Fidelity Financial Advisor Community—Digital Marketing Study. The Digital Marketing Study was an online blind survey (Fidelity not identified) and was fielded from June 10th through June 24th, 2019. Participants included 474
advisors who manage or advise upon client assets either individually or as a team, and work primarily with individual investors. Advisor firm types included a mix of banks, independent broker-dealers, insurance companies, regional broker-
dealers, RIAs, and national brokerage firms (commonly referred to as wirehouses), with findings weighted to reflect industry composition. The study was conducted by an independent firm not affiliated with Fidelity Investments.
Expanding Connections with Search Engine Optimization 9For investment professional use only.
Information provided in this document is for informational and educational purposes only. To the extent any investment information in this material is deemed to be a recommendation, it is not meant to be impartial investment advice or advice in a
fiduciary capacity and is not intended to be used as a primary basis for you or your client’s investment decisions. Fidelity and its representatives may have a conflict of interest in the products or services mentioned in this material because they have a
financial interest in them, and receive compensation, directly or indirectly, in connection with the management, distribution and/or servicing of these products or services, including Fidelity funds, certain third-party funds and products, and certain
investment services.
The third parties referenced herein are independent companies and are not affiliated with Fidelity Investments. Listing them does not suggest a recommendation or endorsement by Fidelity Investments.
Fidelity Institutional Asset Management® (FIAM®) provides registered investment products via Fidelity Distributors Company LLC and institutional asset management services through FIAM LLC or Fidelity Institutional Asset Management Trust
Company.
Fidelity Clearing & Custody Solutions® provides clearing, custody, and other brokerage services through National Financial Services, LLC or Fidelity Brokerage Services, LLC. Members NYSE, SIPC. 200 Seaport Boulevard, Z2B1, Boston, MA 02210.
©2020 FMR LLC. All rights reserved.
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