If you’re not first, then you’re last. Follow these seven quick tips to increase your search ranking and digital visibility. Help your prospects find you every time while impressing your centers of influence with high-quality online results. Noticeably stand out as a retirement plan expert and rank first every time.
1. About Us Webpage
Did you know About Us pages are the second most visited page on advisor websites? Your prospects, clients and centers of influence want to know about you. If you have not optimized your “about us” page on your website, this is a great place to start. This page should include both you and your team member’s names along with keywords like “retirement plan advisor,” firm name, location and services provided.
2. Google My Business
Setup a free 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
Next, take your findability to the next level. To rank higher, you need credibility. To achieve this, focus on search engine optimization (SEO) through search, images and YouTube. To learn your results for search, images and YouTube, use a tool like SEMRush. It can show how you, your firm and your content ranks across different search platforms.
Additionally, use a free keyword analyzer like Google Search Console or Google Trends to better understand how plan sponsors are searching for information (it might surprise you). Try to avoid industry buzzwords and instead use plain English. Think like a plan sponsor seeking information outside their wheelhouse.
4. Make the Most of Your Titles
A simple yet commonly overlooked way to get found online is to leverage your specific search terms. To do this, think about which search terms you want to be found for, your name, your company name and key phrases like 401k advisor in your town. Here are a few examples:
- Headshot image: First Name-Last Name.png (e.g. Sasha-Cibrian.png)
- Newsletter: Company Name-Your Name-401knewsletter.pdf (e.g. 401k Marketing-Sasha Cirbrian-401knewsletter.pdf)
- Video: Keyword or title-Company Name-Your Name.mp4 (e.g. Boost Online Visibility-401k Marketing-Sasha Cibrian.mp4)
This way, when people are searching for you, they will easily find your image, newsletter and video.
Read more commentary by Rebecca Hourihan here.
5. Content is King
Of course, none of this is possible without content. Posting relevant, timely and informative content is essential for findability. Retirement plan advisors who want to increase their online visibility and reputation should post a minimum of once per week.
Popular types of content include blogs, infographics, plan sponsor guides, newsletters, videos, podcasts, and webcasts, 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 post a blog on LinkedIn, include an “about us” section and backlink it to your website by simply inserting your URL. Now your blog is on a very reputable social media site, and it leads prospects to your website. It’s easy, free and only a URL away.
7. Let’s Get Social
Social media platforms are some of the best online multipliers. For this example, let’s talk about LinkedIn.
If you type a name into Google, you will notice that active LinkedIn profiles yield some of the top search results. Why? Because LinkedIn uses proper titling (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 easy for clients, prospects and centers of influence to find you. That’s pretty awesome, right?
Peanut Butter and Jelly
Findability, credibility and validity help to keep clients and bring in new ones. When your search results are easy, it sparks reassurance that you are an expert retirement plan advisor. It reduces any friction caused by the thought of “Is this the right person?” It pushes prospects forward to reach out and request a meeting. It makes the referral a pleasant experience—and who doesn’t want that?
Use these helpful tips to increase your online presence, ultimately capturing more leads and increasing your retirement plan business.
Thanks for reading and Happy Marketing!
Rebecca Hourihan, AIF, PPC, is the founder and CMO of 401(k) Marketing, which she founded to assist qualified experts operate a professional business with professional marketing materials and ongoing awareness campaigns.
