You just finished putting in long hours creating your next great blog post, something that you do every single week. You never miss a post and work hard at this blogging thing to attract clients. What's the problem? No one ever seems to read your posts. Google does not seem to know you exist.

The missing ingredient you need to get your articles found and read is search engine optimization (SEO). The ultimate goal of SEO is to get your article listed on the first page of the search results for your given keyword. Being on the first page when someone is searching for information on a topic is critical for getting traffic. Some studies even suggest that 75% of clicks go to those on the first page.

Here are the fundamentals of SEO that will help attract readers to your web presence. (For related reading, see: How Advisors Can Get Atop Search Results.)

First Up: Quality Content

I am sure you are writing great articles, but this step is so critical that we need to take the time to cover this. One thing that Google tracks is how long someone stays on your site once they click through. Thus, if your article is bad and they leave immediately, you will quickly lose a first-page ranking.

The entire point of creating a blog post is to show that you are a competent financial advisor. If you post a poor-quality article, it will come across like you do not know what you are talking about. The prospective client—and maybe even a current client—will quickly move on to the next advisor that they believe is more capable. If you are not a natural-born writer, have someone edit your pieces before you publish them.

Have a Mobile-Ready Site

Google has updated its requirements regarding having a site that is mobile ready. Since so many people are now using devices other than a computer to view web pages, they need to be able to read your content on a mobile device. Google has decided that if your website will not adjust size depending on the person's device, it won't rank high in search results.

Not sure how responsive your site is? Pull it up on multiple types of devices to see if you can easily read the content on each. If you can't, it is time to call your web expert and get it fixed. (For more, see: How Financial Advisors Can Tweet Like Pros.)

Keywords, Title and Descriptions

After you write your article, don't hit publish right away. First you want to ensure that you have added the right information to the page, which will make it stickier with search engines. Here are the basics:

  • Keywords: Your article should feature one phrase that people would type into a search engine to find what you just wrote about. That phrase becomes your keyword. You will want to make sure that not only is this keyword (or words) is in the title, but also the description and within the body of the post. For example, if you wrote about the 4% rule, then your keyword might be "4% rule" or "4% rule myths."
  • Title: A succinct, relevant title featuring your keyword that will actually make readers want to click through to the article is critical. Writing the title alone is an art form, although there are many guides and formulas out there to help you write a good one. Simply do a web search for "title writing formulas."
  • Description: This is a short summary of what your article is about. It will show up in the listing when someone searches for it. Be sure that this is accurate and also contains your keyword. (For related reading, see: Why Mobile Technology Is Crucial for Advisors.)

After you have written your article and published it, your job isn't yet done. You now need to promote it. The more social sharing and traffic that comes to your site, the more the search engine will pay attention and start sending you more traffic. Don't make this a one-time thing—continually promote it over the next few weeks. 

The Bottom Line

Writing blog posts for your website is a great way to attract new clients. Given the competition from other financial advisors, it is wise to practice good SEO to increase your chances of being found on the Internet. (For more, see: How Technology Creates Value for Advisors.)

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