It is a challenge, but equally rewarding, to ace your SEO (search engine optimisation).
A successful financial SEO strategy requires investment in effort, time and analysis.
This is especially true in competitive areas, such as financial services.
Although all the hard work is worthwhile when this investment becomes a profitable lead generation system, when your website is prominent on Google’s search engine results pages.
SEO is more than just publishing one or two blog posts per month. You need to plan carefully to identify the right audience, keywords and topics, as well as technical improvements.
Below, our team has outlined an approach that financial advisory companies can use to create their own search engine strategies.
If you’d like to start with the basics of ‘What is SEO’ and explore the various types of SEO, then please start by reading our comprehensive guide to Financial Services SEO.
But, if you already know the basics, let’s get down to business;
Analysing your target audience
Search engines are where most people find answers to questions about the financial services landscape, including investments, protection, pensions, and other similar financial topics (as well as pretty much EVERYTHING else).
However, the exact search terms they use and the problems they are trying to solve may vary depending on who they are and their unique circumstances.
Therefore, it is crucial to get a clear picture of your audience before you decide on key elements of your SEO plan. Some food for thought:
- Focus topics. What are your audience searching for? What questions do they want answered? What are their pain points? What are the search volumes for what they are searching for?
- Connecting with your audience. What language should you use? What tone of voice will resonate with them? Can you be overly technical or should you simplify financial jargon?
- Where is your audience searching? While Google dominates over 90% of the search engine market in the UK. There is still another 10% that should not be forgotten. If you target baby boomers, Bing could also be a great platform to focus your energy. Bing currently covers just under 3% of worldwide search. Research shows that those who used Bing were at least 35 years old, most commonly within the 55-64 bracket, while their children, who fell into the younger age bracket, would use Google. I guess what we’re saying is, don’t get lost thinking that Google is the only search engine worth worrying about.
Your Current Content
It is important to overhaul your current content before getting stuck in building your financial SEO strategy.
If your content is not SEO friendly, there could be the argument to start from scratch for best results.
You should consider:
- Content quality. Is any of your content cannibalised? Does your content follow SEO guidelines? Are your focus keywords in the correct places?
- Content frequency. How often is enough?
- Content length. Is your content long enough?
- Structure. Is your continent structured correctly for SEO?
- Calls-to-action (CTAs). Do you have enough/any call to actions?
Your competitors will likely have already considered or are currently pursuing an SEO strategy. To gain the highest prominence, any space your website occupies in Google Search results is a space that your competitors will try to trump you to get the top spot – and vice versa.
You should first understand your SEO position in relation to competitors that target the same keywords, search terms, and audiences.
This is where you should ensure your analysis is thorough.
Consider, for example, how authoritative is the website ranking for keywords you want to dominate?
If you find that large financial advice firms have already taken many of your keywords, you should consider whether it would be possible to trump these names from the top search results.
Although your research should also uncover opportunities.
If certain search results you are trying to rank for include poor quality websites from local directories and websites, this could indicate they are “low hanging fruit” in your financial SEO strategy.
We believe there is always opportunity, it’s just about finding it.
Review Your Website
A well built and continually optimised website is essential for financial SEO. This is where all your organic traffic will end up. Before you start planning your financial SEO strategy, be honest with yourself about your website’s age and quality.
The following are indicators that a redesign or refresh may be necessary (priority to implementing an SEO strategy):
- Poor responsiveness for mobile/tablet devices.
- In your Google Analytics reports, you will see poor user engagement metrics.
- Slow page loading speed due to factors such as low-quality hosting.
Our blog ‘6 reasons to consider a website makeover’ goes into a little more detail about whether a new website should be considered.
You may have a new website that is well-designed, well-optimised, has a strong brand and is fast loading. So is it ready to launch a financial SEO campaign?
First, we recommend checking Google Analytics to see how your organic traffic behaves on your site. Is this traffic engaging with your content? You might be drawing in the wrong audience if they don’t seem engaged with your content. You might also need a new strategy if your content doesn’t offer the user what they want.
You might find that some topics on your blog or landing pages have strong engagement, but could be improved to increase conversion rates (e.g. more potential clients submitting contact forms). It is a good idea to speak with a financial marketing professional to explore your financial content marketing strategy.
What are the Benefits of Hiring a Financial SEO Expert?
You now have a better understanding of SEO strategy, and may see why hiring a digital SEO expert is a great option for businesses of any size.
Let’s wrap it up by highlighting the many benefits of working with a financial SEO expert, such as Opulent Media Group:
Increased organic traffic
You can buy traffic. However, organic traffic is different. Sometimes, it’s even better, because it tends to be more targeted.
The increase in local traffic is also another reason to strongly consider your SEO efforts.
Targeted traffic is when leads arrive at your site, knowing a lot about you and your products and services. These leads are called warm leads.
Warm leads are worth spending most of your time and attention on. These leads are closer to the sales funnel, and therefore easier to convert.
Better Brand Authority
It is one thing to build a brand, but it is another to have brand authority.
Brand authority is the level of trust your customers have in you.
Your audience will engage more if they feel they can trust you. They’ll be more likely to try your new products or services, and might even recommend your company’s services to their family and friends through a referral.
Our financial SEO experts can help you establish trust and brand authority through the creation of high-quality, trustworthy content. This is the ultimate goal.
Working with an SEO expert can help generate more sales.
If your site is highly ranked in search engines, and you can convert leads, you’ll be ready for long-term client conversion once your leads have entered your sales funnel.
You will also earn their trust, which is an important part of building loyalty.
Financial SEO strategy round up
Our financial SEO specialists are experts in all aspects of SEO. We’re aware of complex algorithmic changes and what they mean for our clients as and when they happen.
Partnering with a Financial SEO specialist here at Opulent Media Group will help you achieve your goals. This will lead to more leads, higher trust and more sales.
Get in touch for a free SEO consultation with one of our friendly team.