Technical SEO Fixes for Financial Advisor

Meta & Page Titles

When it comes to SEO for financial advisors (and any business’s website, every page on your website should serve a distinct purpose and contain content that sets it apart from other pages. This principle holds true not only for on-site content but also for how search engines and users perceive your site across the internet. A well-optimized meta title and description can significantly impact your search rankings and click-through rates.

Our Findings

During our audit, we discovered several critical issues that required immediate attention:

Missing Meta Descriptions

Dozens of indexable pages lacked meta descriptions entirely. This meant that when users encountered these pages in search results, they were met with generic snippets, which likely led to lower click-through rates.

Duplicate Meta Descriptions

Several pages contained duplicate meta descriptions, which can confuse search engines about which page to rank. This redundancy dilutes the unique value each page offers, leading to missed opportunities.

Absence of H1 Tags

Many pages were missing H1 tags, which serve as the primary title for the content on the page. H1 tags not only provide context to search engines but also help guide users through the site, improving overall readability and engagement.

What We Did

To address these issues, our team executed a thorough overhaul of the client’s meta and page titles. Here’s a step-by-step breakdown of our approach:

Identifying Missing and Duplicate Meta Descriptions

We conducted an extensive review of all indexable pages to catalog those without meta descriptions and those with duplicates.

Implementation Tip: Use SEO tools like Screaming Frog or SEMrush to crawl your website and identify missing or duplicate meta descriptions. This initial analysis is crucial for understanding the scope of the problem.

Crafting Unique Meta Descriptions

For pages missing meta descriptions, we crafted unique, compelling descriptions that accurately reflected the content on each page. We ensured these descriptions were optimized for relevant keywords while also appealing to user intent.

Implementation Tip: Aim for 150-160 characters to ensure your meta descriptions display fully in search results. Use action-oriented language that encourages clicks (e.g., “Discover how to…” or “Learn more about…”).

Rewriting Duplicate Meta Descriptions

For pages with duplicate descriptions, we revised them to be unique and descriptive, ensuring each page had a clear value proposition. This process involved analyzing the content of each page to identify what made it distinct.
Implementation Tip: Think about the specific audience and purpose of each page. What questions does it answer? What problems does it solve? Use this information to create tailored descriptions.

Adding Relevant H1 Tags

We identified pages lacking H1 tags and added relevant titles that accurately summarized the page’s content. Each H1 was crafted to include primary keywords while maintaining clarity and relevance.

Implementation Tip: Ensure that each page has only one H1 tag. Use descriptive, keyword-rich phrases that reflect the content’s primary focus. H1 tags should be clear and engaging to guide users.

Why This Matters

Addressing these technical SEO flaws is essential for several reasons:

Improved Search Visibility

Unique and optimized meta descriptions increase the likelihood of appearing in search results and drive more clicks to your site.

Enhanced User Experience

Clear H1 tags and relevant descriptions provide users with a better understanding of what to expect from your content, reducing bounce rates and improving engagement.

SEO Best Practices

Following these practices signals to search engines that your website is well-structured and relevant, improving your chances of ranking higher in search results.

Is your website suffering from technical SEO issues? Have DYB Digital conduct a thorough full SEO audit to identify and implement the fixes you need!

 

Financial Advisor Schema

Schema Markup plays a vital role in helping search engines understand the context and content of your web pages. While our client’s website already had some Structured Data implemented, it became clear that specific Schema Markups were needed to enhance the visibility and comprehension of their internal pages.

Our Findings

During our review, we noted the following:

1. The site had some basic Structured Data in place, but it was insufficient for optimizing individual internal pages. Without tailored Schema, the site’s content risked being misunderstood by search engines, limiting its ability to rank effectively.

2. Key Schema types such as Organization Schema and BreadcrumbList Schema were missing. These markups improve search engine comprehension and can also enhance how the site appears in search results, potentially increasing click-through rates.

What We Did

To address these deficiencies, our team took the following steps:

1. Identifying Necessary Schema Types:

   • We researched and determined the appropriate Schema Markups that would benefit the client’s website. This included Organization Schema, which helps search engines recognize the company’s identity, and BreadcrumbList Schema, which enhances site navigation visibility in search results.
   • Implementation Tip: Use Google’s Structured Data Markup Helper to identify the most relevant Schema types for your pages. This tool can guide you in creating the correct markup for various content types.

2. Implementing Schema Markup:

   • Our developer added Organization Schema to the website, ensuring it contained essential information including the company name, logo, contact details, and social media links. This helps search engines associate the website with the brand effectively.
   • Implementation Tip: Ensure your Organization Schema includes accurate and up-to-date information. A well-structured Schema will increase your chances of being featured in rich snippets.

3. Adding BreadcrumbList Schema:

   • We also integrated BreadcrumbList Schema across relevant internal pages. This markup provides a structured path of navigation, allowing users and search engines to understand the hierarchy and relationship of the content on the site.
   • Implementation Tip: To implement BreadcrumbList Schema, make sure to include the full breadcrumb trail from the homepage to the current page. This helps navigation and can also improve user experience.

4. Testing and Validation:

   • After implementing the Schema Markup, we tested the pages using Google’s Rich Results Test to ensure everything was correctly set up and that Google could read the markups without issues.
   • Implementation Tip: Always validate your Schema after implementation. Use tools like the Structured Data Testing Tool or the Rich Results Test to confirm that your markup is error-free and recognized by search engines.

Why This Matters

Implementing Schema Markup is crucial for several reasons:

• Schema helps your site stand out in search results by enabling rich snippets, which can lead to higher click-through rates and improved rankings.

• By providing context and clarity about your content, Schema Markup enhances the user experience, making it easier for visitors to find relevant information.

• As search engines evolve, having robust Schema Markup becomes increasingly important for maintaining visibility and relevance in search results.

Don’t miss out on potential traffic! Let us optimize your Structured Data for better search results! Contact DYB Digital today for your free, obligation-free consultation.

Financial Firm Site Speed Issues

One of the first major issues we uncovered during the audit was that the client’s website was painfully slow. Pages were taking over 3 seconds to get the first bite, and more than 10 seconds to load fully. In today’s fast-paced digital world, site speed is crucial, not just for user experience but for SEO performance as well. Slow-loading websites can cause higher bounce rates and lower rankings in search results.

What We Did
Since the client didn’t have their own development team, we took action with our expert developers to speed things up. Here’s a summary of the changes we made:

1. Upgraded Hosting: We moved the client to a faster, more reliable hosting provider to ensure quicker server response times.

2. Incorporated a CDN: We implemented a Content Delivery Network (CDN) to deliver content faster by caching it on multiple servers worldwide.

3. Optimized Images: All images were resized to their proper display sizes and compressed without sacrificing quality, ensuring they loaded faster.

4. Plugin Cleanup: We removed six unnecessary plugins that were slowing down the site and replaced two with faster, more efficient alternatives.

The Results
After these improvements, the slowest page on the site now loads in around 2 seconds, and the fastest loads in an impressive 444 milliseconds. As expected, this led to a significant decrease in bounce rates and satisfied Google’s speed requirements, contributing to better rankings.

However, improving site speed was only the first step. We still had to focus on crafting a solid content strategy to continue boosting the site’s performance.

SEO Content Strategy for Financial Advisor

The client’s website was missing a clear and effective SEO content strategy, and its structure wasn’t optimized for organic growth. While the site had a few landing pages, they were underperforming—some had been used for paid ads in the past but didn’t yield successful results. These pages weren’t optimized for SEO, which meant they weren’t bringing in organic traffic either.

What We Did
We developed a comprehensive content strategy aimed at improving the client’s search rankings and increasing their visibility. Since the site had some modest rankings (mostly on page 3 and beyond for target keywords), we identified several low-hanging fruit opportunities—keywords that were within reach and could be targeted with a strategic content push.

1. Optimized Landing Pages: We created new, optimized landing pages for the client’s core services, ensuring they targeted the right keywords and offered clear value propositions to potential customers.

2. Supporting Content: We built supporting content (blog posts, service descriptions, etc.) that linked back to the landing pages, helping to improve the relevance and authority of the main service pages. This internal linking strategy helped search engines understand the connection between pages and boosted their ability to rank higher.

3. Building Topical Authority: To improve the site’s overall authority on key topics, we made sure the content strategy covered all aspects of the client’s services. This approach not only improved keyword rankings but also provided valuable information for users, fostering trust and engagement.

4. Future Backlink Strategy: The final phase of the strategy was building quality backlinks to the optimized content, further increasing its authority and pushing the pages higher in the search rankings.

The Results
By targeting relevant keywords, optimizing content, and building a strong internal linking structure, we were able to increase the site’s visibility and rankings. Over time, this strategic content growth positioned the client as an authority in their field, driving more organic traffic and potential leads.

Landing Pages & Supporting Content for Financial Advisor Website

To improve the client’s visibility and rankings, we started with extensive keyword research to uncover the best opportunities for landing pages. Given the client’s budget, we focused on building three key service landing pages: bookkeeping, accounting, and CFO services. Our first task was to determine which keywords had the most potential for SEO success.

What We Did

1. Keyword Research and Competitor Analysis:

   • We conducted thorough keyword research to identify the most relevant terms for each service page. After assessing the competition, we realized that many high-volume keywords would require significant investment in link-building, which was outside of the client’s current budget.
   • Implementation Tip: When working with a limited budget, targeting high-volume keywords with significant competition may not be the best strategy. Instead, focus on lower-competition, low-traffic keywords to build a strong foundation.

2. Focusing on Low-Competition Keywords:

   • We decided to focus on niche keywords that had low competition but still had potential to drive relevant traffic. This meant niching down the service pages and targeting specific aspects of bookkeeping, accounting, and CFO services.
   • Implementation Tip: Use tools like SEMrush or Ahrefs to find long-tail keywords that are less competitive. These keywords are often easier to rank for and can drive highly targeted traffic.

3. Supporting Content Development:

   • Once we identified the right keywords for the service landing pages, we moved on to finding opportunities for supporting content. We researched 15 solid keyword opportunities and created content briefs for 5 articles for each service page. These articles would be interlinked around the landing pages, helping to build topical authority and improve internal SEO.
   • Implementation Tip: Supporting content plays a critical role in SEO. By targeting related long-tail keywords, you can create content that complements and enhances the main service pages.

4. Redesigning and Optimizing Landing Pages:

   • We redesigned the three core service landing pages (bookkeeping, accounting, and CFO) to ensure they were fully optimized for SEO. This included making the content more engaging, improving keyword integration, and optimizing page speed and mobile responsiveness.
   • Implementation Tip: Ensure that landing pages are well-structured, with clear headings, call-to-actions, and optimized content that targets the selected keywords.

5. Publishing and Interlinking Supporting Content:

   • After the supporting articles were written and optimized, we published them to the client’s blog and strategically interlinked them to the landing pages. This internal linking strategy helped reinforce the relevance of the service pages and improved their chances of ranking higher in search results.
   • Implementation Tip: Make sure your interlinking strategy is natural and relevant. Links should help users navigate through your content while improving the SEO value of your landing pages.

The Results
By focusing on targeted, low-competition keywords and creating valuable supporting content, we helped the client establish a more effective and scalable SEO strategy. The optimized landing pages and interlinked articles laid the foundation for improving rankings and driving targeted traffic without breaking the budget.

The Results & Ongoing Results of Our Campaign

The client’s website has experienced impressive growth month-over-month. While progress was slow at first, we are now seeing significant momentum. Over the last 6 months, the site has grown by 337%—a clear indication that our strategies are working.

Where the Traffic is Coming From
While the majority of the traffic is currently driven by the supporting posts we created, the landing page rankings are steadily improving. Several of these pages are now ranking on page 1 for highly competitive, lead-generating keywords, which is a huge win for the client’s long-term SEO goals.

What’s Next
This success is just the beginning. We plan to update this case study in another 6 months to showcase even further growth as the client continues to reap the benefits of our ongoing SEO and content strategies. As their website continues to build authority, we expect even more organic traffic and high-quality leads.