Four ingredients for advisers search engine optimization (SEO) recipe

4 steps to improved SEO: i-impact Group

4 steps to improved SEO: i-impact Group

President and Founder of US Based i-Impact Group Mr. Claudio O. Pannunzio said financial advisers still underestimate the power and importance of search engine optimization (SEO) as a process for attracting traffic to their practice websites and in doing so, are curtailing new business and client engagement opportunities.

In his main platform and workshop presentations, to assist advisers in their understanding SEO, Pannunzio often describes the most popular engines – Google, Bing, Yahoo, etc. – as the librarians of the Internet.  Their core task is to collect information and catalogue it in a way that helps people immediately find what they are searching for.

To store information, every search engine employs an algorithm; and advisers should think of it as a secret recipe that turns information into search results. Therefore, SEO is the process of ensuring that adviser websites possess all the ingredients that match search engines’ recipes (algorithms).  For financial advisers, like other business owners, search results are very important, as they increase the odds that their business is easily found on the Internet.

Claudio Pannunzio affirms that the correct approach in using social media is to establish an ongoing and consistent conversation that drives traffic to the adviser’s website with the ultimate goal of converting visitors into clients.  In marketing lingo, this is defined as a hub-and-spoke model.

It will also be extremely beneficial for advisers to establish the core objectives of their SEO efforts. The clearer these goals are, the easier it will be to measure them and assess if their SEO strategy is working.

Pannunzio provides his audiences with four key suggestions and zero-cost ideas they can implement to create an SEO strategy that will help achieve an effective online presence:

1.    First, go to Google and set up Google Analytics ( to find out the most common terms/search words people use to find a financial adviser (it is free), and ensure that such terms are included in the practice website and social media interactions.

The more specific the adviser gets with his / her keywords, the better the chances of ranking high in search engines.  The key words should be placed strategically throughout the website content.  For example, if the key phrase is “a comfortable retirement,” make sure to create content about it and provide ideas and tips on how to achieve this objective.

2.    Advisers can optimize their website for local search by ensuring they have a detailed listing of their practice on Google Local ( and other engines such as Yahoo, Bing, etc.

3.    If advisers do not have a blog yet, they should consider creating one as way to increase their website ranking in the search engines and boost brand exposure.  Managing a blog can be time consuming. However, it will help to attract potential clients.

4.    Advisers should consider using videos on their website and/or blog.  It will enable the achievement of two key strategic goals: increase the time visitors spend on the site, and boost SEO ranking.

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