3 Simple Ways to Upgrade Your SEO Efforts

Last Edited by: Katie Maxwell, Assistant Vice President, Marketing, LPL Financial

Last Updated: August 04, 2021

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As a primary showcase of your company’s products and services, your website remains one of the most vital pieces of your digital marketing plan as a financial advisor. But it’s not enough to present only rich content in an aesthetically pleasing package. Prospects must be able to find your site easily when conducting an internet search. To help achieve that, your site needs to incorporate search engine optimization, or SEO.

Think about it: When someone receives a referral for your practice what’s the first thing they do if they want to learn more? Google you (sorry, Bing).  While you may not have focused on incorporating keyword-rich content for search ability when you originally built your website, with competition cluttering the marketplace today, SEO efforts are more important than ever.

However, if you find your site trailing in the organic rankings department, fret not. Below, we offer three simple ways to upgrade your SEO efforts without overhauling your company’s website.

Refresh Website Content

As your financial practice evolves, periodically refreshing your website content ensures your online presence is aligned with the most relevant business information. It also gives you a new opportunity to refresh keywords found throughout your website, one of the most impactful SEO tactics.

The impact extends beyond SEO. Refreshing your website content allows you to find new ways to repurpose existing content (pro tip: did you know blog articles can be turned into video scripts?). While evaluating your content, you’ll also want to eliminate any duplicate content while adding photos, videos and infographics to improve the overall user experience.

Update Page Titles and Descriptions

Incorporating unique title tags and meta descriptions for each of your website’s pages is an effective SEO best practice. To understand why, consider what happens when a prospect searches for a unique phrase, such as “fee-based investment advice in Fort Mill, SC.” The search engine looks for those keywords and displays in blue the title tags of the website pages it finds along with a description of the relevant information that matches the search. This is where you want to emphasize the unique value that you provide while incorporating additional keywords that prospects are likely to use.  By updating this section, it communicates with the search engines that your content is timely, organized and relevant.

Example keywords:

  • Financial advisor
  • Financial advisor near me
  • Certified financial planner
  • Financial consultant
  • Personal financial advisor
  • Registered investment advisor
  • Wealth advisor

Subscribe to Google Analytics

If you’re looking to elevate your SEO efforts and keep a pulse on visitor behavior, Google Analytics is a powerful tool that can have a large impact on your marketing efforts.

As part of Google’s marketing platform, Google Analytics is a web-based analytics service that   provides basic analytical tools for SEO and digital marketing purposes. The service is free to anyone with an active Google account.

Google Analytics provides users with insights into their website performance while clarifying key data points, such as bounce rate, page views, segmentation of people visiting your page and search engine optimization opportunities.

As always, our Marketing Consulting team is here to help support you in your SEO journey and would love to consult with you. Please don’t hesitate to reach out to us by email at  [email protected], or by phone at (800)-877-7210 X6700, option 1.

We look forward to helping you thrive!


Katie provides strategic, customized marketing consultations to independent advisors, banks, and institutions on website design, content creation, and social media best practices. View full bio.