When done correctly, SEO is usually the best way to position your company for growth over time from an organic (people find you) perspective. By working smart and taking the time on the front end to make sure that your site is optimized, you can reap great benefits over time, especially with an ongoing search engine optimization strategy.

1. What is
Search Engine
Optimization?

2. Types of Digital Marketing Strategies
•
Search Engine Optimization
(SEO)
•
Online Ads (PPC/CPM)
•
Email Marketing
•
Social Media
•
Conversion Optimization
•
Data Analysis and Analytics
@advisorlytics

3. What is SEO?
Why should Advisors care?
•
Search Engine Optimization (SEO)
•
The efforts revolving around trying to get a site/page to show up
(rank) or increase rank within a Search Engine Results Page
(SERP)
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4. The Brief History of Search Engines
•
Lycos, Dogpile, Excite
•
Altavista circa 1995
•
Google circa 1998/2000
The authority algorithm
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5. Clients are Looking for You
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6. Why is it important to rank at the top?
•
•
53% of searchers click the top ranked organic link
of search results
87% click one of the top 5 results
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7. Organic vs. Paid Search
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8. What are the Ranking Factors for SEO?
SEO Ranking Factors
•
Content - The words on
your page
•
Code - The structure
behind how a page is built
•
Links/Social - Votes for
your site from external
sources
@advisorlytics

9. How Code Affects YourFactors
SEO Ranking Site Rankings
•
Header Tags
•
Clean and precise
codebase is easily
crawlable
•
Authorship and other
schemas
@advisorlytics

10. What Makes Up a Search Listing?
Backend Code for Meta-Data on the Website
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11. Header Tags & Authorship Markup
SEO Ranking Factors
Header tag example on website
Example of Authorship Schema
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12. Responsive Website Design
SEO Ranking Factors
Google has publicly stated that responsive web
design is good for SEO
Full Website
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Tablet
Mobile

13. How Content Helps SEO
•
Targeted Keywords on
pertinent pages of site
•
Content Marketing
through blogging
•
Using keywords in the
right places
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14. How Content Marketing Helps SEO
• Keywords are important for the overall strategy and theme of each
and every page
• Each page should target a set number of keywords
• Homepage & Major Landing Pages - 3 to 5 Keywords
• Blog Entries & Articles - 2 to 3 Keywords
@advisorlytics

15. More Content = More Opportunity
• Every page on your site offers you a unique opportunity to be found
• Generating more targeted content on a consistent basis helps you to
get found more often, and for a wider array of pertinent topics
• Research what users are searching for, and include the appropriate
keywords accordingly
• Make sure that content is proprietary and unique!
Example of article written to
target the terms “Financial
Advisors” & “Social Media”
@advisorlytics

16. How Links and Social Media Help SEO
•
Google and other search
engines consider inbound
links and social media
signals as ranking factors
•
An inbound link to your site
counts as a “vote” in your
favor, helping to rank higher
@advisorlytics

17. Inbound Links and Ranking Factors
Back to Authority
•
Popular/Authoritative sites
are worth more
•
Very difficult, any easy/paid
link strategies get found out
•
Local listings and citations
are a great opportunity for
Advisors
@advisorlytics

18. Social Media is a Big Contributor
•
Shares/Likes
•
Comments
•
Followers
•
RTs/Mentions
•
Repins
@advisorlytics

19. So what does this all mean?
• SEO should be a big part of an
advisors interactive marketing
strategy
• There are 3 main areas that you
should focus on:
• Content
• Code/Website Structure
• Links and Social Media
• Make sure that you have a strategy
in place for your website in general,
as well as for each individual page
@advisorlytics

20. Tips and Tricks You Can Use
• Generate content and blog entries about
your product niches
• Fill in your meta data with your pertinent
product areas and keywords
• Take advantage of local listings to
increase your rankings in your area
• Make sure that you are incorporating
social media into your strategy for social
signal purposes
• Contact AdvisorLytics for a professional
analysis and SEO roadmap for your firm
• Sign up for FiPath4Advisors for
marketing automation & practice
management tips and techniques.
@advisorlytics

21. Let’s Open Up the Floor....
T
@advisorlytics

22. We Would Like to Help You with
T
All of Your Interactive Needs
T
•
•
•
•
Search Engine Optimization (SEO)
•
Responsive Website Design
Social Media Strategy & Marketing
Services
•
Analytics and Conversion
Optimization
Online Ads (PPC/CPM)
•
Local Marketing
Email Marketing
•
Strategy & Consulting for Financial
Institutions
@advisorlytics

23. Contact Us
T
Mike Rowan, President
mike@advisorlytics.com
www.advisorlytics.com
404-455-7825
@advisorlytics