We’ve talked about SEO and why it’s important for Financial Advisors before, but what do you do if your SEO is not performing as well as it should? In this post, we look at how to run an SEO audit on your website.
What should an SEO audit include?
When it comes to auditing your Financial Advisor website, there are several things that you should focus on:
Check the speed of your website using a tool such as Google PageSpeed Insights, which gives you a free report of issues impacting your site speed.
Having an optimal website speed is not only important to your user experience but also for your SEO. This is because search engines like Google take it as a ranking factor when deciding where to rank your financial website in search engine results.
Most people now view websites on mobile devices, so it’s important you check yours renders correctly by browsing it on different mobile devices – including Android and Apple, since these feature a range of screen sizes. Here, you may need a professional to either update your website code to make it more adaptive to these devices. In many cases, however, the issue may lie in the way that the website is fundamentally designed – requiring some elements of redesign.
Is Google picking up the pages on your website? It is not unheard of for a financial advisor to have a beautifully crafted website, great copy, and most of their on-site SEO looking strong, only for a plugin or other website feature to block it from indexing.
This is why it is so important to have a tool like Google Search Console assigned to your website. It will regularly check on your website and its pages, sending you a notification by email if it detects that something isn’t being indexed correctly.
Review your links
Another important part of improving SEO for financial firms is to ensure you include a healthy distribution of links in your content.
You can see from this article, for instance, that we have linked to a number of authoritative external websites which we think would be helpful to you, and which back up what we are saying. This sends a positive signal to Google.
It is also wise to include relevant internal links (i.e. links to other useful pages and posts on your own website). This helps to drive internal traffic and can benefit your SEO by improving bounce rates and dwell times.
Be especially careful to check your website for broken links – that is, links which used to point to a helpful page elsewhere, but which have since disappeared or moved somewhere else. Clicking on this would potentially take the user to a dead-end – something which Google frowns on.
hope you’ve found this post on how to run an SEO audit on your website useful.
If you’re a financial advisor looking for help, please feel free to get in touch here. Myself and my team are more than happy to help.
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