How to Get Your Content in Front of the Right People

How to Write a Financial Advisor Biography

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Ever feel like you’re creating amazing content, but nobody's seeing it? Or worse, do you feel like people are visiting your website, but you’re still not sure if they’re the right audience? Even financial advisors need to keep on top of SEO best practices to help their content succeed online.

The Fundamentals of SEO:

Let’s start with some of the basics of search engine optimization aka SEO - it’s essentially the practice of optimizing your content to perform the best on search engines. Google needs some way to make sure that the searcher gets what they were looking for. According to Search Engine Journal, “Google’s algorithm is built around solving problems for users. That’s why there are featured snippets, carousels and local search specific results. The implications of how Google understands user intent and how it uses that information to rank sites is very useful for developing a winning content strategy.” All in all, Google is very smart, and as long as your content is providing value, you’re well on your way to getting your content in front of the right people.

Learn What Content Your Audience Wants

Work backwards. Login to your Google Analytics account to see how visitors are finding your advisor website. How do you do that, you may ask? On the left-hand column navigate to the Acquisition button. Click on Source/Medium on the drop-down menu, then keyword on the main module. It can be a helpful overview to see how your audience is finding you. It may not be the most comprehensive with it’s keyword overview, but it can be a great place to start. Another great resource to mapping out your content strategy is by using a keyword planning tool. You can access the keyword planning tool through your Adwords account. The best first step you can take is to just create a list of keywords you want to target in your content.

Map out Your Content

Once you do some initial groundwork on what’s bringing traffic to your website, it’s important to take the next step in content planning, creating some sort of editorial calendar. Put yourself in the mindset of your client; what is he/she searching for? Think beyond the obvious keywords, like financial advisors, or financial planning and start thinking of the useful content that’s valuable to your client. Pinpoint keywords like your location, your specialty services, or even just useful links. The more you learn about SEO best practices, the more you’ll understand the importance of quality content.

Titles are Key to Clicks

According to Search Engine Land, “Your title remains the strongest relevance signal to Google. Using keywords or variations in the title tag is still important in 2017 (the closer to the beginning, the better). The meta description can also boost relevance, although it carries less weight.” Titles are important to catch not only your clients eye, but also Google’s. Be direct and use your keywords strategically in the title. Let your audience know what you’re writing about from the get-go.


To improve your search rankings, the right length can help your content shine through. Google’s algorithm mentions that the amount of a page’s content is important for its overall quality — and therefore rankings. The slightly tricky part is that length isn’t always best. Content Marketers used to think that the magic number was around 500-1000 words, but that’s not necessarily the case any more. The Search Engine Journal provides some clarity on this, “Is Google ranking short content? This may indicate that users prefer a quick answer. Is the content entry level? This may indicate that most users at are a 101 level. Does the content feature reviews? This may indicate that users are researching and Google had determined that content with research-friendly content satisfies the most users”


Finally, use your social accounts to promote your great new content. In today’s world, people don’t just go to Google to look stuff up; they also use social media channels to find what they’re looking for. Sharing your content on Facebook and Twitter will not only help direct traffic to your content, but also index in said platforms.


Author: Marketing

Topics: google, online content, SEO for advisors, marketing for financial advisors

Disclaimer: The content of this article is for informational purposes only. If you are planning to implement a new marketing practice and are unsure what the regulations are, always contact your compliance department first.