Too many financial advisers and planners are self-prescribing SEO as the cure for their marketing ailments.
Unfortunately, most who swallow the SEO pill will be left disappointed, confused, and worse off.
Hear me out as I explain why it doesn’t have to be this way and why SEO is the wrong tactic for most advisers/planners who want to dial up enquiry levels.
The right diagnosis: More enquiries
Over the past few months, we’ve seen an increase in the number of advisers/planners requesting help with SEO. In other words, they want to be on the first page of Google.
Dig deeper and they all have the same need – they want more enquiries. They also believe SEO is the way to solve it.
That’s the equivalent of me asking one of them to set up a VCT for me. If I did that, would I walk out of their office having signed the forms? Of course not. Instead, we’d start with a discussion about what I wanted to achieve, followed by a thorough fact-finding process. Only then would a plan be suggested, and solutions recommended (which may or may not involve a VCT).
We need to follow the same process when it comes to marketing. Identify goals/objectives, review existing provisions, develop the strategy, recommend tactics, and then implement them.
To put it succinctly, self-prescribing SEO puts the cart before the horse.
The wrong prescription: SEO
There’s no doubt SEO can be a valuable tool. However, for most advisers/planners, their new enquiry target is achievable by other tactics which are...
Read Full Story: https://www.moneymarketing.co.uk/opinion/a-high-seo-ranking-can-be-a-distraction/
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