If you’re not the first, you’re the last. Follow these seven quick tips to increase your search rankings and digital visibility. Help your prospects find you every time and impress your influencers with high-quality online results. He stands out as a retirement planning expert and ranks first every time.
1. About us Website
Did you know that About Us pages are the second most visited page on advisor websites? Your prospects, customers and influencers want to hear from you. If you haven’t optimized your “about us” page on your website, this is a good place to start. This page should include both you and your team members’ names along with keywords such as “retirement plan advisor,” company name, location, and services provided.
2. Google My Business
Set up a free program Google My Business Profile. This helps Google index your business and will generate shortcut contact suggestions such as your website, address, phone number, hours and more.
3. Search, Images and YouTube
Then take your findability to the next level. To be higher, you need credibility. To achieve this, focus on search engine optimization (SEO) using search, images and YouTube. For search results, images, and YouTube, use a tool like this SEMRush. It can show how you, your business, and your content rank on different search platforms.
Also, use a free keyword analyzer like Google Search Console or Google Trends to better understand how plan sponsors search for information (it might surprise you). Try to avoid industry buzzwords and use plain English instead. Think like a plan sponsor looking for information outside of their wheelhouse.
4. Make the most of your degrees
A simple but often overlooked way to get found online is to leverage your specific search terms. To do this, think about what search terms you want to find, your name, your company name, and key phrases like 401k advisor in your city. Here are a few examples:
Header Image: FirstName-LastName.png (eg Sasha-Cibrian.png)
Newsletter: Company Name-Your Name-401knewsletter.pdf (eg 401k Marketing-Sasha Cirbrian-401knewsletter.pdf)
Video: Keyword or Title-Company Name-Your Name.mp4 (eg Increase Online Visibility-401k Marketing-Sasha Cibrian.mp4)
That way, when people search for you, they’ll easily find your image, newsletter, and video.
Read more of Rebecca Hourihan’s comments here.
5. Content is king
Of course, none of this is possible without content. Posting relevant, timely and informative content is essential to getting found. Retirement plan advisors who want to increase their online visibility and reputation should post at least once a week.
Popular content types include blogs, infographics, plan sponsor guides, newsletters, videos, podcasts, and webcasting, among other creative ideas.
If you don’t have content, you will never win the SEO race.
6. Extra credit through backlinks
Backlinks are links that lead from one website to another. They connect your online presence to others, creating a network of channels for people to access your site and content.
For example, when you blog on LinkedIn, include an “about us” section and link to your website by simply inserting your URL. Now your blog is on a reputable social media site and driving potential customers to your website. It’s easy, free, and just a URL away.
7. Let’s be social
Social media platforms are some of the best multipliers online. For this example, let’s talk about LinkedIn.
If you type a name into Google, you’ll notice that active LinkedIn profiles provide some of the best search results. Because? Because LinkedIn uses a suitable title (your name), backlinks (to your website) and relevant content (your posts, shares, articles).
When you have a strong social presence, LinkedIn favors your profile and suggests you as the right search result. This makes it easier for customers, prospects and influencers to find you. That’s pretty cool, right?
Peanut butter and jelly
Searchability, credibility and validity help keep customers and bring in new ones. When search results are easy, it builds confidence that you’re an expert retirement plan advisor. It reduces any friction caused by the thought of “Is this the right person?” Encourage potential customers to get in touch and request a meeting. It makes referral a pleasant experience, and who doesn’t want that?
Use these helpful tips to increase your online presence and ultimately land more leads and grow your retirement plan business.
Thanks for reading and happy marketing!
Rebecca Hourihan, AIF, PPC, is the founder and CMO of 401(k) Marketingwhich he founded to help qualified experts operate a professional business with professional marketing materials and ongoing awareness campaigns.
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