Expand Your Online Presence with Search Engine Optimization – LPL Financial

Mattie Boone, Associate Marketing Consultant, Marketing, LPL Financial
Make search engines work for you with these 3 SEO tips for expanding your visibility.
Google Business Profiles are one of the best ways to boost your SEO and manage how your business shows up across Google products, like Maps and Search.
As a financial advisor, traditional marketing tactics are great for gaining prospects, but they don’t always ensure you’re reaching your full potential for visibility. By implementing search engine optimization (SEO) into your marketing strategy, you can enhance your digital footprint, optimize your online presence, and make it easier for clients and prospects to find you with a click of a button.
Simply put, SEO is the process of improving your website and online platforms to increase visibility on search engines like Google and Bing. Maximizing SEO in your online marketing collateral helps position you near the top of a search results page.
The concept of SEO has evolved over time as search engines gain more capabilities, making it much easier for investors and potential clients to find your website from a simple search.
An overwhelming majority of consumers—81% in fact—conduct online research before buying a product¹. Therefore, it’s crucial to have a welcoming platform they can easily find and engage with. Enhancing your website by implementing the following SEO best practices will help elevate your placement in search engine results.
Keywords are common words or phrases people enter into search engines to find what they’re looking for. Think of the keywords investors might use to search for the financial services you offer, and sprinkle them throughout your website, URL, business description, and online marketing materials.
Here are some examples:
Pro Tip: Include the names of cities and towns where you want to do business so investors searching for a financial advisor in those areas can find you.
If you want to highlight specific business services, use words like “financial planning”, “insurance”, or “investment planning” on your website. The more keyword-rich content the better, especially on your homepage.
This is also a great opportunity to refresh any outdated messaging and ensure your information is accurate and up-to-date. As potential clients discover your site, you want to ensure it is accurate and portrays your professionalism, knowledge, and experience.
Remember your social media platforms—LinkedIn, Twitter, and Facebook posts are driven by SEO as well. For example, if you frequently post about a certain topic, LinkedIn will recommend you as a specialist in that area.
With social media, it’s important to post a mix of personal and business-related content to establish your personal brand. The key here is consistency. Keeping these pages fresh and up-to-date will increase your SEO due to your consistent engagement on the platform.
Pro Tip: Current LPL financial professionals, don’t forget to leverage Marketing on Demand for SEO-friendly, pre-approved content!
Creating a Google Business Profile is one of the best ways to boost your SEO and promote your business across Google products, like Maps and Search. Also, verified businesses on Google are twice as likely to be considered reputable.²
To get started, you’ll need to add or claim your business on Google by following these steps.
To claim your business:
To add your business:
After you verify your information:
Find your profile:
Pro Tip: Current LPL financial professionals, check out the SEC Marketing Rule page on the ClientWorks Resource Center for more on Google Business Profiles.
SEO is an always-evolving process. The marketing journey is all about progress, so aim for quality over quantity.
If you have questions or would like to schedule a one-on-one consultation, or if you’d like to subscribe and receive email alerts when new articles become available, contact LPL Marketing Consulting at (800) 877-7210, Option 9, Option 5, Option 1, or email Marketing Consulting.
If you’re interested in a digital marketing strategy that is executed on your behalf, please visit LPL Business Solutions Discover Marketing to complete the form, and a member of their team will be in touch with you directly.
Consult your compliance department for information about the rules and use of social media and the review of all advisor marketing materials.
¹ GE Capital Retail Bank’s second annual Major Purchase Shopper Study
² Google Business Profile Support
Mattie helps to guide advisors and administrators on how to easily and effectively market their practice, and ensure that the goals and integrity of the practice is maintained. View full bio.
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