I hope you get value out of this blog post.
Many financial advisors make common SEO mistakes that can hinder their website's performance, diminishing their ability to attract and retain clients.
A recent study revealed that 61% of marketers prioritize enhancing SEO and expanding their organic reach as their main focus in inbound marketing.
This article delves into the top SEO errors that financial advisors often commit, from neglecting keyword research to overlooking mobile optimization and page speed.
The primary aim of SEO is to increase a website's visibility in search engine results, thereby driving more traffic.
Mistakes such as improper keyword usage, failing to optimize for local search, or having slow site speeds can significantly decrease a site's ranking.
Here are several reasons why SEO mistakes can be detrimental:
Fortunately, many mistakes can be easily fixed.
Some though will require resources especially if you want to get them fixed as fast as possible to minimize the risks.
With that, here are SEO mistakes you need to avoid (and fix if they are already occurring on your financial advisor's website):
Keywords are the foundation of your SEO strategy — they guide potential clients to your services through search engines.
Without proper keyword research, you're essentially shooting in the dark, and even the best content can fail to reach its intended audience.
A common pitfall is using too generic or broad keywords.
For example, targeting "financial services" might bring a high volume of traffic, but how relevant will that traffic be?
Instead, you should use more specific keywords such as:
Those will likely attract more qualified leads who are interested in your specific offerings.
What’s great here is that you can use SEO tools that can help discover effective keywords and provide insights into keyword volume, competition, etc.
Great SEO tools you can use include:
These tools can also help identify long-tail keywords, which are less competitive and often lead to higher conversion rates due to their specificity.
Skipping this step or not doing it thoroughly is a critical mistake that can prevent your website from reaching its full potential.
On-page optimization involves optimizing the various elements on your website to make it more search engine friendly and improve user experience.
Your meta descriptions and title tags are among the first things that both search engines and potential clients encounter.
Here’s what you should remember about both tags:
Both should be compelling and use natural language to include target keywords.
Headers (H1, H2, H3, etc.) also do more than just format your content — they help search engines understand the structure and relevance of your content.
Your main title should be in H1, with subheadings in H2 and H3 to organize your content further (further headers help, but not necessary).
As for including relevant keywords, how you incorporate them matters significantly:
Keywords should appear naturally within the text, especially in strategic places like headers, the first 100 words of a page, and near the end of the content.
It’s also important to talk about images.
Images can enhance the user experience on your site, but they can also slow it down if not properly optimized.
Reminders:
Remember that on-page SEO is more than just sprinkling keywords throughout your site.
Taking the time to properly optimize each page on your website will pay off in higher rankings and more targeted traffic.
As a financial advisor, every piece of content you publish must add real value for your audience.
Neglecting this aspect can not only diminish your SEO performance but also harm your reputation as a knowledgeable professional in the financial industry.
Thin content refers to web pages that offer little to no value to the reader.
This could be because the content is too short, lacks substance, or simply rehashes information available elsewhere without providing new insights or useful details.
Search engines, particularly Google, are sophisticated enough to distinguish between valuable content and mere filler.
To avoid the pitfall of thin content, focus on creating detailed, well-researched articles:
Creating high-quality, substantial content is about providing real value to your visitors, thereby building trust and establishing a strong online presence.
Your content reflects your expertise and professionalism, making it a vital tool in attracting and retaining clients.
Local SEO is important, especially if your business primarily serves clients in a specific geographic area.
When people search for services "near me" or within a specific location, search engines prioritize local businesses in the results.
If your site isn’t optimized for these searches, you’re likely invisible to a large portion of your potential client base.
Key elements of local SEO:
| Key Element | Description | Importance |
| Google My Business (GMB) Listing | This free listing allows you to appear in local search results and Google Maps. Include comprehensive and up-to-date information such as your business name, address, phone number, and services offered. | Essential for visibility in local search results and on Google Maps, helping potential clients find your business easily. |
| Local Keywords | Use keywords that reflect your local area. For instance, if you’re based in Seattle, keywords like “Seattle financial advisor” or “financial planning in Seattle” should appear in your site’s content, meta descriptions, and titles. | Important for ensuring search engines and potential clients can identify your geographical relevance. |
| NAP Consistency | Ensure that your Name, Address, and Phone number (NAP) are consistent across all online platforms, including your website, social media profiles, and business directories. | Vital for search engines to validate the legitimacy of your business. |
| Local Citations | Building local citations means listing your business on various online business directories like Yelp, Angie’s List, and the local Chamber of Commerce’s website. | Helps in building credibility and visibility. |
Many financial advisors overlook the importance of reviews and their impact on local SEO.
Encourage happy clients to share positive feedback on your Google My Business profile and other review platforms.
These reviews not only boost your local SEO efforts but also enhance your credibility and attract more clients.
As more people use smartphones and tablets to go online, having a website that works well on mobile devices is crucial for connecting with potential clients.
Mobile optimization is important as a significant portion of online searches now occurs on mobile, and Google prioritizes mobile-friendly websites in its search results.
Elements of mobile optimization:
Many websites fail to test their mobile interface thoroughly, leading to a poor user experience.
Regularly test your website on various devices to ensure all features work correctly and the content displays as intended.
Several tools can help you evaluate and improve your website’s mobile-friendliness:
Mobile optimization is not just an optional enhancement but a fundamental aspect of modern SEO strategy.
Ignoring mobile optimization is no longer viable if you aim to compete effectively in today’s digital marketplace.
Search engines like Google use page speed as a ranking factor.
Websites that load quickly provide a better user experience and are, therefore, favored in search rankings.
Several technical issues can lead to slow website speeds, including:
If your site takes too long to load, it not only harms your SEO but also your user's experience, potentially driving them to seek out faster, more efficient alternatives.
But how do you improve your website speed?
This can become a lengthy topic (I’ll write a more dedicated post about this), so let’s stick with the basics you can easily do:
I suggest you check out how your website speed is doing.
Various tools out there can help you measure and improve your website speed:
Fast-loading sites retain users longer, improve engagement rates, and ultimately lead to higher conversion rates.
Taking the time to address and improve your site's loading speeds can provide a significant competitive advantage.
Remember that the most impactful step you can take is to regularly review and update your website and its content.
Beyond merely avoiding common pitfalls, this proactive approach ensures that your site remains relevant and competitive.
SEO is not a set-it-and-forget-it part of your business — it requires ongoing attention and adaptation to continually reap the benefits.
