We know it can be hard to not only run a successful advisory firm, but also stay on top of your marketing efforts, but doing so is pertinent to generating leads to build your business. Maybe you feel that you are doing everything correctly, but something is just missing and you aren’t driving as much organic traffic to your website as you would like.
What are the Main SEO Factors Hurting Your Advisor Site?
Keeping your website up-to-date as our industry constantly evolves is key to your SEO performance. Today we’re sharing the top 6 factors that might be hurting your company’s SEO more than you may think.
1. A Site with Broken Links
When visitors check out your advisor website, they expect to be taken to relevant external or internal links if they click on them. But what happens when they click on your links and they receive a 404 error page? That makes your website seem unpolished, which not only seriously hurts your user-experience but it can also ding your ranking in search engines.
You need to regularly check your links to ensure that they are taking readers to legitimate pages. When it comes to linking, doing so to your own website pages, other blog posts, and to related, credible sources will elevate your reader’s experience and can lead them to more information. Whether you’re linking to internal or external content, the linked content must be both reputable and related to your blog or content.
It’s important to use both internal and external links. They are both so important to your advisor site. Internal links are great because:
- They allow users to navigate a website.
- They help establish information hierarchy for the given website.
- They help spread ranking power around websites.
- Help to increase relevance
- Give your company a reputation boost
- Improve value
- Encourage backlinking
So, if your site is connecting to broken links, then you are really missing out on a lot of the above-added value.
2. No SSL Certification on your Website
SSL stands for Secure Sockets Layer. It is a security method that allows for the encryption of data when being transferred over a server. These certificates help to protect the transfer of sensitive information such as credit card numbers, passwords and usernames, consumer information and more! Also, having an SSL certificate can also protect your own website from scammers.
Having this is so important because users don’t want to go to an unsecured website! There are so many websites out there, and researchers want to ensure that they are protected where they go. Google wants to send users to safe and relevant websites, so it’s pertinent that you switch your site to HTTPS to build credit and in turn grow your SEO.
3. Poorly Written or Duplicate Metadata
Metadata plays a huge role in helping Google to identify the purpose of your page or content. There are several meta-tags that you should be aware of when creating the structure of your content or site, and they are:
- Title Tags: These are used for the title of your site, page, or blog post.
- Image Alt Text: This helps describe the image since Google can’t crawl a visual.
- Meta Description: This tag is a summary of the content inside a link on Google.
The title tag is one of the most important on-page elements and being sure to optimize yours is a simple way to give yourself a boost in SEO. Be sure that you are specific, by incorporating your target keyword into your title.
4. Lack of Original Content or Duplicate Content
Content is king, and you need to be sure that you are producing content to drive traffic to your website. Creating a blog for your advisor site is a great way to show that you are a thought leader in the industry, which will, in turn, generate leads and produce more clients!
However, whether you are producing content for your home page, any of the pages on your site, or blog content, be sure that it is original and relevant. You may find a website that you like and would like for your site to look like that one, but you obviously don’t want to copy it. Be sure that the work is your own! If you are having a difficult time keeping up with content, then it is okay to repurpose it. If you go through blogs and want to bring up another one that performed well, then you can go through and update links or add anything else that will make it seem “new” and “fresh” again.
Keep in mind though that you need to keep up with updating your blog because if people are going to be coming to your website to receive answers and learn something new, then you want to be sure you are providing them with updated information or they may quit visiting your site or referring you to others!
5. Inconsistent Name, Address and Phone Number (NAP data)
This is a huge problem if there are inconsistencies on your advisor website with something so obvious. You need to keep these things inline as brand consistency affects what people think about your company. The more consistent your messaging, the more consistent your branding will be.
If a potential client is trying to call you, then be sure that the number is correct. The same goes for keeping a consistent address, as you want to ensure that your place of business can be located. This rings true especially for websites with multiple locations. Not being able to contact your firm can result in losing potential clients.
In the example below, Libra Wealth has created multiple pages for each location they have in the California area. You can see they’ve included the services offered at each location, acontact form, and further down the page they embed a Google Map.
6. Poor User Experience (UX)
As time goes on, search engines are becoming more focused on user experience, and elements such as these are becoming just as important as your keywords. Bad UX can cost businesses money if visitors are persuaded to not go with your company due to a bad experience on the website. When it comes to having good UX on your website, there are some simple things to keep in mind!
- Your website needs to have high functionality.
- Your copy should decide how the design will be.
- Be sure that your navigation is well-thought-out.
- Be sure that your website is fully responsive and mobile-friendly
This just begins to skim the surface of what you need when it comes to a website with strong UX. If a visitor has issues with such simple things, then this will cause them to find another company where they can easily navigate their website.
Running a successful advisory firm is a tough enough task in itself, so we know that it can be hard to also maintain a strong website, but in this day and age, it is not just a luxury but a necessity. If you keep a watchful eye for the above mistakes and update your website when necessary then you should run a successful site that drives a lot of traffic to your business!